Reluctant to talk, reluctant to listen: Public relations professionals and their involvement in CSR programmes in Spain

RUIZ-MORA, Isabel, LUGO-OCANDO, Jairo and CASTILLO-ESPARCIA, Antonio (2016). Reluctant to talk, reluctant to listen: Public relations professionals and their involvement in CSR programmes in Spain. Public Relations Review, 42 (3), 402-407.

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Link to published version:: 10.1016/j.pubrev.2015.11.008

Abstract

This article examines the type of contributions that public relations professionals make towards Corporate Social Responsibility (CSR) programmes, while discussing the issues and obstacles they face to enter into that professional area. To do so, the authors have looked at the top publicly owned companies in Spain, which are part of the so-called IBEX35®. The research included semi-structured interviews and interpretative analysis of official documents and reports. Our findings suggest that despite normative claims from CSR departments that downplay the importance of public relations in the design and implementation of CSR programmes, the empirical evidence suggests otherwise. In this context, our findings show important operational deficiencies and accountability deficits precisely because of the lack of public relations input in the design and implementation of these programmes. Keywords : Corporate social responsibility; Public relations; Professionalism; Spain; Dialogue; Communication

Item Type: Article
Research Institute, Centre or Group: Cultural Communication and Computing Research Institute > Communication and Computing Research Centre
Identification Number: 10.1016/j.pubrev.2015.11.008
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Depositing User: Isabel Ruiz Mora
Date Deposited: 29 Jul 2016 08:46
Last Modified: 29 Jul 2016 08:46
URI: http://shura.shu.ac.uk/id/eprint/12845

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