Resumo

LATTUADA, Paola. RSE y RRPP:¿un mismo ADN?. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2010, n.33, pp.125-139. ISSN 1853-3523.

In this article the author refects about the tighten relationship existing between Social Corporate Responsibility and Public Relations, and propose a retrospective glance in the search of similarities. This search, would explain the insertion of the management of Community Relations programs in the Corporate Communication areas, as well as the expertise and the skills obtained by professionals to manage these plans. Also the conceptual evolution of the SCR according to structural elements of Community Public Relations is reviewed, and some scenarios of the last decades, in which businesses, stakeholders and sustentability converge toghether.

Palavras-chave : Community Relations; Communication management; Corporate Communications; Corporate Image; Corporate reputation; Dircom; Institutional Communication; Institutional Relations; Management; Organization; Public Relations; Social Corporate Responsibility; Stakeholders.

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