Compromiso con la Responsabilidad Social Corporativa. Un análisis de su visualización por parte de las agencias de relaciones públicas.

Elisenda Estanyol; Marc Compte-Pujol; Ferran Lalueza

doi:10.4185/rlcs-2024-2181

Authors

Elisenda Estanyol Universitat Oberta de Catalunya (UOC) https://orcid.org/0000-0003-3986-0377
Marc Compte-Pujol Universitat Oberta de Catalunya (UOC) https://orcid.org/0000-0002-6694-2485
Ferran Lalueza Universitat Oberta de Catalunya (UOC) https://orcid.org/0000-0002-7010-9795

DOI:

https://doi.org/10.4185/rlcs-2024-2181

Keywords:

communication agencies and consultancies, Corporate Social Responsibility, Organizational reputation, CSR, CSR communication, public relations strategy, Sustainable Development Goals-SDG, PR

Abstract

Introduction: Since the introduction of the Sustainable Development Goals (SDGs), sustainable development and Corporate Social Responsibility (CSR) are one of the main strategic trends in public relations (PR). Our research objectives are to identify whether the PR consultancies make their offer of specialized CSR services visible, and to verify their own commitment in the issue. Methodology: We have analyzed the websites of 50 communication consultancies that operate in Spain, based on the reference ranking of the magazine El Publicista (2022 edition) and 66 CSR campaigns. Quantitative and qualitative content analysis has been applied, with the variables analyzed being: type of consultant, CSR services offered, CSR case studies shown, own CSR actions implemented, and professionals specialized in CSR. Results: Results show that there is still a large number of agencies that do not offer CSR specific services (58%) nor do they have specialized professionals in the field (only 12%). In turn, the 43 CSR case studies developed for their clients prove their growing ability to convince promoters (current and potential clients) about the positive impact of CSR on organizational reputation. Discussion: However, the PR sector itself does not demonstrate the same level of commitment, given that the implementation of own CSR actions in the industry is still a minority phenomenon (34%, and 23 CSR campaigns), although it is true that it can serve as an incentive for other agencies to follow this path. Conclusions: It has been verified that in many of the CSR campaigns, one of the strategies recommended from the PR discipline regarding CSR communication is applied: linking the CSR action with the activity of the promoter, being it the client or the PR agency itself adopting pro-bono collaboration strategies with non-profit entities.

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Author Biographies

Elisenda Estanyol, Universitat Oberta de Catalunya (UOC)

Elisenda Estanyol is the academic director of the Master's degree program in Corporate Communication, Protocol, and Events, as well as a professor at the School of Information and Communication Sciences at the Universitat Oberta de Catalunya (UOC). She holds a Ph.D. in Advertising and Public Relations from the Universitat Autònoma de Barcelona (UAB) and a Master's degree in Corporate Communication with a specialization in Digital Technologies from the Barcelona School of Management (BSM) at the Universitat Pompeu Fabra (UPF). Her research activities focus on the study of new trends in persuasive communication in the information and knowledge society. She is a member of the Research Group on Learning, Media, and Entertainment (GAME) at UOC and collaborates with the CAS (Communication Advertising and Society research group) at UPF.

Marc Compte-Pujol, Universitat Oberta de Catalunya (UOC)

Marc Compte Pujol is a professor at the School of Information and Communication Sciences at the Universitat Oberta de Catalunya (UOC). He holds a Ph.D. in Advanced Communication Studies from Universitat Ramon Llull (URL) and has earned Master's degrees in Advertising Strategy and Creativity, Film Direction, and Business Administration. His research, development, and innovation activities focus on studying the relationships between organizations and their audiences and applying strategic planning to communication. He is the scientific coordinator of the Association of Researchers in Public Relations (AIRP) and a member of research thematic networks within the European Public Relations Education and Research Association (EUPRERA).

Ferran Lalueza, Universitat Oberta de Catalunya (UOC)

Ferran Lalueza is a professor at the School of Information and Communication Sciences at the Universitat Oberta de Catalunya (UOC). He holds a Ph.D. in Journalism from Universitat Pompeu Fabra (UPF). His research focuses on organizational communication, particularly through the internet and social media. He views communication as a strategic tool that serves the persuasive capacity of companies, institutions, and various entities in a constantly changing context prone to generating crisis situations if risks are not managed properly. He actively collaborates with social media as part of knowledge transfer activities and also serves as the director of the informative journal of the School of Information and Communication Sciences at this university, COMeIN, since its foundation.

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