La comunicación corporativa de la RSE como estrategia de promoción de bienestar y productividad en el sector público
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Fecha
2023
Autores
Gómez Flórez, Maryan Jenire
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente trabajo aborda la importancia de la aplicabilidad de la Comunicación Corporativa como herramienta clave para la promoción de Responsabilidad Social Empresarial, de modo que las organizaciones en particular las de sector público sean beneficiadas con estrategias generadoras de bienestar y productividad, centrandose en abordar los públicos internos desde aspectos como: prácticas laborales, derechos humanos, participación activa, gobernanza institucional, medio ambiente, entre otros que establece la Norma ISO 2600 de la RSE. Esta investigación planteo como objetivo general desarrollar una estrategia de comunicación corporativa de promoción de la Responsabilidad Social Empresarial en la alcaldía de Toledo. A su vez, sustento su quehacer investigativo con una metodología cualitativa, un paradigma interpretativo a través de un diseño de observación participante.
This work addresses the importance of the applicability of Corporate Communication as a key tool for the promotion of Corporate Social Responsibility, so that organizations, particularly those in the public sector, benefit from strategies that generate well-being and productivity, focusing on address internal public issues from aspects such as: labor practices, human rights, active participation, institutional governance, environment, among others established by the ISO 2600 CSR Standard. This research raised as a general objective to develop a corporate communication strategy for the promotion of Corporate Social Responsibility in the Toledo mayor's office. At the same time, I support his investigative work with a qualitative methodology, an interpretive paradigm through a participant observation design.
This work addresses the importance of the applicability of Corporate Communication as a key tool for the promotion of Corporate Social Responsibility, so that organizations, particularly those in the public sector, benefit from strategies that generate well-being and productivity, focusing on address internal public issues from aspects such as: labor practices, human rights, active participation, institutional governance, environment, among others established by the ISO 2600 CSR Standard. This research raised as a general objective to develop a corporate communication strategy for the promotion of Corporate Social Responsibility in the Toledo mayor's office. At the same time, I support his investigative work with a qualitative methodology, an interpretive paradigm through a participant observation design.
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Palabras clave
Comunicación corporativa, RSE, Estrategia de comunicación y comunicación estrategica, Corporate communication, CSR, Comunication strategy and strategic communication
