Acceso usuarios
Laura Illia, Belén Rodríguez-Cánovas, Almudena González del Valle Brena
Vanagloriarse de ser una buena empresa sin que parezca perseguir un objetivo oportunista, no es tan fácil. En esta investigación se analiza la comunicación de las principales empresas europeas y se comprueba que hay diferencias en cómo los directivos comunican la RSC. Para los directivos suizos y daneses no es crucial la comunicación de la RSC, pues consideran que las acciones de este tipo, por sí mismas, implican compromiso social. Por el contrario, para los directivos del Reino Unido, España, Italia y Francia la comunicación de estas iniciativas es primordial para construir una comunicación de RSC con impacto en la opinión pública. Estos resultados revelan de qué manera la comunicación de la RSC tiene un diferente impacto en la gestión de los stakeholders, la imagen y la reputación corporativa.
Taking pride in being a good company without being perceived as having an opportunistic purpose is anything but easy. We analyzed the practice of top European companies and asked experts� opinions about risks and opportunities related to communicating CSR. Results highlight that within the Swiss and Danish environments, the CSR activities by companies were not communicated as it was believed to be sufficiently highlighted in the CSR activities themselves. On the contrary, in the UK, Spain, Italy and France, it was found that the importance of communicating a company�s CSR activities was just as equally important as the CSR activities the company was engaged in.
This is in line not only with the need to spread good practices to influence public opinion, but also to counter any bad practices that may arise to influence public opinion. These findings reveal how CSR communication across Europe is having a varied impact on stakeholder dialogue on the issue of CSR.
