Estrategias y tendencias para comunicar la responsabilidad social empresarial. Estudio sobre el Grupo Industrial Graiman e Importadora Tomebamba

Abstract

Once companies have integrated Social Responsibility into their policies, it is necessary to take the second most important step in its management: sustainable communication. In Cuenca, it is evident there are not enough studies that determine the strategies to communicate SR. Therefore, this is the main goal that drove this research which focuses on two leading organizations in this context: Grupo Industrial Graiman (GIG) and Importadora Tomebamba, based on the suggestions of two important worldwide regulations and guidelines: Global Reporting Initiative and ISO 26000. The main objective is to identify the social responsibility communication practices on the investigated organizations. In this context, answering the research questions of this study, it is suggested that companies are communicating with their stakeholders, but not in the right way. The strategies are based on finding the correct communication channels, leaving other parameters to consider the success of what is underway. Most of the strategies chosen by communication practitioners or managers of business communication, therefore, the activities are not evaluated to evidence their proven effectiveness. Considering these observations, several aspects can be determined. 1) highlighting the presence of the stigma of philanthropy, the fear of communicating, the lack of hierarchy of public objectives, the neglect of external publics, the absence of tools that affect measurement communication success or failure and especially the lack of adequate mechanisms that require tangible results