ANÁLISIS DE LAS ESTRATEGIAS DE COMUNICACIÓN Y RELACIONES PÚBLICAS UTILIZADAS POR TELEFÓNICA MOVISTAR PARA RENTABILIZAR SU INVERSIÓN EN RESPONSABILIDAD SOCIAL Y CORPORATIVA.

Abstract

In the last few decades it has experienced a gradual increase in the interest shown by companies for corporate and social responsibility; this corresponds to an intrinsic pressure of society mainly to forewarn the environment, the quality of life of its employees, the integrity of the process for the final product and generally all about human rights. In a globalized and competitive market, especially mobile telephony, companies seek to anchor their differentiation between direct and indirect competitors, with elements that go beyond what is commonly expected, such as: coverage, price, innovation, promotions, etc. and point to an anchor in the social, ethical and environmental values of the company that positively impact on consumers or communities surrounding the place where they work. 3 This article analyzes the impact of investment in social and corporate responsibility in building a positive thought of Telefonica Movistar and how it can help to find a relevant attribute to generate a positive brand positioning among final users and in this way monetize this investment. In order to achieve this analysis graduate students will be surveyed, as well as interviews with people related to Telefónica Movistar.