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Connection between Public Relations models and the evolutionary contexts of Corporate Social Responsibility

Abstract:

During recent years there has been a fruitful academic and scientific production, both in the field of public relations as in the Corporate Social Responsibility; since both are recognized disciplines of growing importance. For this work we selected the Excellence Theory disseminated by Grunig y Hunt (2000) and the theoretical currents of Corporate Social Responsibility proposed by Garriga y Mele (2004) their convergences and complementarities were analysed. Based on this analysis, a parallelism was found which allowed us to distinguish four contexts of Corporate Social Responsibility and different Public Relations models that are constantly evolving: business focused organizations, accountability focused organizations, Public interest focused organizations, common wellbeing focused organizations, each of these identified contexts that corresponds to a Public Relations practical approach, which requires …