La responsabilidad social corporativa, nuevos contenidos para la comunicación empresarial

Abstract

The corporative social responsibility has burst in into  the business world of a so fost and extended  form that it has become the concept of greater implanta­ tion in  the policy of companies and  institutions in the last years. In this work  we described  and  we analyzed its origin,  the  relation  reputation-responsibility, the putting in practice ofprograms and projects ofRSC, and  their reflection and  rele­ vance in  the communication of the companies and the advertising campaigns.