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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 largesized Ecuadorian organizations involved in different economic activities. It was observed that in some cases, sustainability and public relations activities converge in the same evolutionary context while in others they do not. Thus, four possible scenarios and recommendations are presented. The questionnaire can be applied in future research to propose new conclusions or recommendations. Communications professionals can access an instrument to diagnose the communications function within their organizations and receive guidance on how they can contribute to the advancement of the sustainability process.