VÍNCULO ENTRE LAS RELACIONES PÚBLICAS Y LA RESPONSABILIDAD SOCIAL CORPORATIVA EN EMPRESAS ECUATORIANAS DE CONSUMO MASIVO

Abstract

Corporate Social Responsibility (CSR) is a business model in which the company aims to make its operations sustainable in three dimensions: economic, social and environmental, considering the needs and expectations of its stakeholders. In Ecuador, as in the rest of the world, there is a tendency to adopt CSR strategies; however the concept is still unclear for the companies, which leads to an incorrect and inefficient application. The purpose of this study was to analyze the current situation of CSR in the country and its relationship with the strategy of Public Relations (PR) and Corporate Communications. The methodology is bibliographical, supplemented by interviews to experts in the field of study and the analysis of CSR management in five of the largest Ecuadorian companies. It is concluded that the strategies of Corporate Social Responsibility and Public Relations are related. In both cases the main goal is to encourage a valuable dialogue between the company and its stakeholders to achieve the common good. However in practice they take distance, since Public Relations are just a mere instrument of diffusion and do not play an active role in designing CSR strategies.