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Isabel María Ruiz Mora: Responsabilidad Social y Relaciones Públicas.
Un recorrido por las principales publicaciones especializadas
relaciona, teorías en las que se basan o las metodologías empleadas. Los resultados nos permitirán
conocer la realidad actual de la Responsabilidad Social en el ámbito de las Relaciones Públicas y la
Comunicación.
Palabras clave
Relaciones Públicas, Comunicación, Responsabilidad Social, Revistas académicas, artículos científicos, análisis de
contenido
Abstract
With this research we want to know how the concept of Social Responsibility (SR) is approached
from the academic research in the field of Public Relations and Communication. We have carried out
a study through the literature on the subject, in order to justify a closed relationship between PR and
Social Responsibility.
Some authors address the concept of SR as an organizational response to public demands (Castillo,
2010), as an element that can reduce the number of crisis (González Herrero, 2006) and as a link to
corporate reputation (Villafañe, 2008). On the other hand, it would be impossible to ignore the
importance and international impact of Social Responsibility on intergovernmental agreements and
international standards as the SGE21 (Spanish initiative) or the new ISO 26000, which are influencing
decisively on the situation of current organizations.
We have revised the journals with the highest circulation in the academic and scientific fields in
Public Relations and Communication. Based on the technique of content analysis, we analyze the
paper looking for the concept of RS, themes, communication aspects, theories or the methodologies
used. The results will enable us to know the reality of the Social Responsibility in the field of Public
Relations and Communication.
Key words
Public Relations, Social Responsibility, academic journals, content analysis, articles
Introducción
La Responsabilidad Social (RS) ha dejado de asumirse como una mera cuestión estratégica
para las organizaciones, reducida a manifestaciones como la filantropía o el patrocino, para
convertirse en una pieza clave de cualquier organización, en un elemento cohesionador de la
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