Diagnóstico de la comunicación de responsabilidad social empresarial en CB Cooperativa

Abstract

The purpose of this research was to diagnose the communication of Social Responsibility in CB Cooperativa, for this it began with a theoretical review regarding Communication and Corporate Social Responsibility, in order to have a guide for subsequent analysis. Through interviews with company employees, information was obtained about the projects carried out in the area of Social Responsibility and the role that communication plays in this entire process. To complement this information, and in order to analyze the communication strategies used to publicize these projects, the entity's website and social network Facebook were reviewed, this will get to know the content offered and the frequency with which the entity shares information. Finally, a survey was carried out with 80 people from the Biblián city, the location of the cooperative under study, with this it was possible to evaluate the level of knowledge that these interested parties have about the Social Responsibility actions carried out by CB Cooperativa. The results obtained reveal a latent confusion between what is Social Responsibility with philanthropic acts; both in the organization and in its audiences, a deficit in terms of communication planning, low interest in what respects external public, little information in digital media, and low knowledge of Social Responsibility actions on the part of your stakeholders.