Analysis of Public Relations Management as a Sustainable Pillar in Ecuadorian Organizations in Different Contexts

Abstract:

The purpose of this chapter is to analyze public relations management in a group of Ecuadorian organizations to propose recommendations that contribute to the advancement of their sustainability processes. This study is based on the contemporary theories of corporate social responsibility by Garriga and Melé (2004), the public relations models by Grunig and Hunt (2000), and the evolutionary vision of the collaboration continuum for sustainability by Austin (2005). Based on these approaches, the authors proposed four evolutionary contexts through which the organizations move based on their sustainability and communications endeavors. A questionnaire was created to identify the theoretical orientation of an organization’s sustainability processes and public relations model. The questionnaire was applied in 16 large-sized Ecuadorian organizations involved in different economic activities. It was observed that …

Año de publicación:

2017

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Fuente:

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