Algunas propiedades y principios de gestión¿De qué modo contribuye la comunicación al logro de una empresa más responsable?

Zusammenfassung

A company�s relational dimension is very important when it comes to managing its social responsibility. Specifically, communications are a key tool for relating with the public in order to answer their demands and expectations effectively. Accordingly, this paper focuses on communications relations between business and the public and on how these can help corporate responsibility. To achieve this end, two aims are proposed. Firstly, to analyze the nature of these relations by identifying their properties. Secondly, to materialize the features identified in a set of related communications management principles. The expectation is that in this way, the extent to which communication links help make the company a more responsible entity with its stakeholders will be clarified.