La responsabilidad social empresarial (RSE) como estrategía de las relaciones públicas. Propuesta para empresas privadas de Cuenca

Abstract

The purpose of this research is to establish a Public Relations program for private companies of Cuenca, based on Corporate Social Responsibility (CSR), which contributes to having good relations between the enterprise and its publics, both internal and external; also building communication channels and mechanisms for their interaction. This thesis has been structured to include, first, the generalities of Corporate Social Responsibility, its various definitions, concepts to which it is related, and the evolution that it has had globally, in Latin America, and locally. It also finds points of convergence between Corporate Social Responsibility and Public Relations, such as, stakeholders or interest groups, as well as corporate identity, image and reputation. It also discusses the implementation of CSR as a PR strategy, based on the formula IACE and the System Theory of Public Relations. Finally uses the formula IACE of PR, and the CERES-ETHOS Indicators 2010 of CSR, to establish a public relations plan or proposal for private enterprises of the city.