Resumen

LAURO, Adriana. RSE - Comunicación para el Desarrollo. Sostenible en una empresa de servicio básico y social: Caso Aysa. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2011, n.35, pp.143-149. ISSN 1853-3523.

In this article the author shares a case leader developed by the water service company supplier in Argentina, within the framework of the management of Social corporate Responsibility in whom a new concept in the professional management of the communication is introduced: CfD - Communication for Development, in a context in which the society is realizing that language 'builds the world'. Also, it refects about the work of the communication professionals that is no longer to elaborate the appropriate messages and to communicate them of attractive way. The professionals must have the vision and the capacity to generate shared meaning and to cause a process of dialogue, negotiation and consensus with the public, on the base of a double way communication that gives the answers expected by society.

Palabras clave : Communication for the development; Communication management; Community Relations; Corporate Communication; Corporate Image; Corporate Reputation; Corporate Social Responsibility; Digital Communication; Dircom; Institutional Communication; Public; Public relations; Social Media.

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