Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos
versión On-line ISSN 1853-3523
LATTUADA, Paola. Comunicación Sustentable: la posibilidad de construir sentido con otros. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2011, n.35, pp. 135-141. ISSN 1853-3523.
This article refects about Corporate Social Responsibility Communications management -known as Sustainable Communication- in its key role in the promotion of social change in order to add value to community making a differential contribution and increasing, at the same time, the organization social capital enhanced by communications expansive effects towards both the external and internal public. Sustainable Communication is framed in Corporate Communication management developing the concepts of image value, communicational management and social capital. Likewise, CSR communication management skills required to professionals are described, in relation to both the specific elements of the area and the communicator profile in order to achieve the best results, to consolidate leadership, to overcome standars and to deep the path to global sustainability.
Palabras llave : communication management; Community Relations; Corporate Communications; Corporate Image; Corporate reputation; Dircom; Institutional Communication; Institutional Relations; Management; Organization; Public Relations; Responsibility; Social capital; Social Corporate stakeholders; Sustainability.