Abstract

La responsabilitat social dins de les Institucions d'Educació Superior (IES) té una especial importància per la naturalesa social intrínseca de les universitats, sent les IES essencials  per al desenvolupament social. Per tal que la Responsabilitat Social Universitària (RSU) es compleixi, cal que formi part o estigui molt propera al nucli de la missió i present en les diferents tasques universitàries; per tal de satisfer les necessitats i expectatives dels actors involucrats en l'activitat universitària, més enllà del compromís de formar els estudiants en l'acompliment d'una professió, es té un compromís cap a la societat en el desenvolupament de nou coneixement i en la transferència de valors universitaris a la societat.

El present treball inclou l’abast de la RSU, la seva implementació dins de la direcció estratègica i la seva relació amb els actors involucrats (stakeholders). També presenta l'estat actual de la RSU de les universitats catalanes i espanyoles, els esforços que han esmerçat en la matèria, així com projectes en els que s'han compromès relacionats amb la temàtica, com ara GUNI i HEIRRI. A més, s’identifiquen les accions realitzades a les universitats per assolir els Objectius de Desenvolupament Sostenible (17 objectius dins de l'Agenda 2030, aprovada per l'ONU l’any 2015).

Per realitzar aquesta recerca, s’ha aplicat una anàlisi descriptiva basada en dos treballs realitzats prèviament: 1) un estudi Delphi, el qual va consensuar un grup de 27 experts sobre els impulsors i les barreres de la RSU, així com la seva integració en l'estratègia universitària, i 2) una anàlisi temàtica i codificació deductiva per a l'estudi de plans estratègics de 23 universitats del sistema universitari català i espanyol que compten amb plans estratègics actualitzats i vigents l’any 2017. Complementàriament, també s’ha tingut en compte una anàlisi de les 24 universitats que compten amb memòries de responsabilitat social.

Abstract

Las universidades poseen una naturaleza social intrínseca que las posiciona como organizaciones con responsabilidades no solo para la comunidad universitaria, sino también hacia la sociedad. Así, el concepto de responsabilidad social universitaria (RSU) se relaciona con la gestión inclusiva y responsable de estas instituciones. Sin embargo, su aplicación ha sido sujeta a diversas interpretaciones, variando entre universidades, surgiendo diversas organizaciones y normas para implementarla y darle seguimiento. Este trabajo hace un análisis de los impulsos a la RSU de instituciones españolas y catalanas, así como las normas que se han usado para estandarizar su aplicación. Si bien múltiples esfuerzos se han hecho notar para implementar la RSU, el número de universidades participantes en estas iniciativas podría ser mayor.

Abstract

Corporate Social Responsibility (CSR) can be defined as a responsible way of doing business and the impact these operations have in the economy, the society and the environment. Nowadays, companies use different avenues to communicate CSR initiatives. Social Media platforms are one of the important resources to communicate CSR. This paper performs an empirical analysis of frequency, content, and feedback of CSR messages presented on social platforms (Facebook and Twitter) of 50 companies from the Fortune Magazine. Results showed that in spite of the great resources available for CSR online communication, companies are still in its infancy in promoting a two-way communication process. In order to resolve this problem, this paper proposes a theoretical framework for CSR communication through social media.

Abstract

There is no doubt that in a globalized market (highly competitive and demanding, which seeks excellence, honesty and business creativity) Public Relations must be constructed as a social science, multidisciplinary and flexible, directed not only to the attainment of corporate objectives, but also to follow closely the development of rural communities, the various guilds, unions and NGOs; institutions, State authorities and citizen groups in general.

Only a deep understanding of the purpose of Public Relations holistic (committed to the progress and well-being of the country) and the empathic comprehension of positions and demands of the various social actors will legitimize extractive activities in conflict scenarios (such as can currently be seen in Peru) and the consequent strengthening of the financial dynamics of the country; the increase in rates of employment, the reduction of extreme poverty; and the creation of solidarity links between business class and society: both gathered in a joint and civic work.

Abstract

The importance of Social Responsibility in Media is an issue that is in constant debate inside and outside Media. This concern about the impact of the information they diffuse to their public. As it is widely known, they have a strong influence in the Public Opinion on citizenship. In other words, the media has to be responsible not only for the information but also for the opinion they offer.

When we refer to Social Responsibility, this implies a new concept in the model of management of the company or organization. Concretely, when the organization voluntarily assume ethics, by means of actions and campaigns, in the relationship with their environment and with each of their stakeholders.

In this article, we make a reflection about the meaning and the importance of the management of social responsibility in media. We will remark some cases and testimonies from which we can study in detail the most important items to obtain an effective management of social responsibility in media. In addition to this, we will present some indicators from which it is possible to measure social responsibility in media considering also previous research by the author of this article about the cases of the following Peruvian companies: ATV, Radio Capital and Perú.21.

Abstract

The business world is eager for management models that allow being more efficient, surrounded by a development and interest in building a social consciousness.

The financial crisis of recent years has led the company to review and be aware of the importance to maintain ethical behavior, to strengthen the management of their own identity from values and from there to manage your image and corporate reputation transparent and reliable. In this context, communication and responsible relationship with its stakeholders, become a driving force of Corporate Social Responsibility within the organization, feeding each other, looking for a triple win: Business-Society-State.

Abstract

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