Relación entre la responsabilidad social y la publicidad social en las organizaciones

Abstract

Through the years, organizations has required to analyzing some new topics related to Corporate Social Responsibility, (CSR). Concealed at the current business but, seeing that nowadays can impact directly or indirectly their business, must be considered as a priority; this preference must be included as part of projects and internal policies, considering diversity of interest groups and the delicate approach to meet its needs. Likewise, social advertising comes up to spread and promote best practices, principles and to support the effectiveness and impact of the message, in order to contribute to the strengthening of the corporate brand and its positioning in the market.

Coherence between the advertising and the CSR depends of the planning of the corporate communication, although these two terms are supported and complemented, among them are totally different. Organizations and their publics tend to get confused concerning to ambiguity about corporate messages and actions. This article was created in order to characterize each of these concepts and to appreciate the importance of keep them articulated and consistent, to get a positive impact on the image and reputation of the organization.