La sustentabilidad corporativa como objetivo estratégico de las relaciones públicas

Juan  Iramain

doi:10.18682/cdc.vi28.1491

Juan Iramain

DOI: https://doi.org/10.18682/cdc.vi28.1491

Keywords: Public Relations; Corporate Reputation; Crisis Communication; Government Communication; Lobbying ; Marketing Communication; Corporate Responsibility; Internal Communication; Financial Communication; public opinion; corporate image; organization; communicational management; communication plans; public; corporate communication;events; institutional communication

Abstract

Sometimes, Public Relations are not adequately understood because of the lack of clarity with which its main
strategic and operative role in the organizations is enunciated. It is key to comprehend the primary target of the public relations –which is to generate the regulatory and public opinion conditions that make the business sustainable in the medium and long term–, not only for the management of the profession but for the organization itself: those organizations that understand therefore ensure their future and those that do not, risk to disappear.

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