The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality

The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality

Are public relations (PR) professionals involved in the decision-making processes concerning corporate citizenship (CC) or are they only asked to report the organizations’ best practices? Are organizations committed to corporate social responsibility (CSR) or corporate citizenship? In the framework...

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保存先:
書誌詳細
出版年:URI:https://journals.openedition.org/cs,
主要な著者: Eiró-Gomes, Mafalda, Raposo, Ana
フォーマット: Article ou chapitre numérique
言語:Anglais
出版事項: Comunicação e sociedade 2021
主題:
relações públicas
cidadania corporativa
responsabilidade social corporativa
public relations
corporate citizenship
corporate social responsibility
オンライン･アクセス:Accès Université d'Orléans et IFPM
id openedition-oai:revues.org:cs_3267
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spelling openedition-oai:revues.org:cs_3267 en https://journals.openedition.org/cs/3267 2021-02-05T01:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/eyo0 https://creativecommons.org/licenses/by-nc/4.0/ The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Eiró-Gomes, Mafalda Raposo, Ana relações públicas cidadania corporativa responsabilidade social corporativa public relations corporate citizenship corporate social responsibility Are public relations (PR) professionals involved in the decision-making processes concerning corporate citizenship (CC) or are they only asked to report the organizations’ best practices? Are organizations committed to corporate social responsibility (CSR) or corporate citizenship? In the framework of a pragmatist paradigm, a sequential explanatory mixed methods approach was developed. This method is a two-phase design that is characterized by an initial quantitative phase of data collection and analysis, followed by a qualitative phase of data collection and analysis. An invitation to answer an online survey was sent to all 158 organizations that belonged to an association for the promotion of CSR in Portugal (Grace), in October 2018. Afterwards, face-to-face interviews with the CSR/CC responsible were conducted to those organizations that answered the survey. The research showed that the social (philanthropic) area emerged as the most relevant one in all the organizations interviewed, even though the area seems to be under strong reformulations. Corporations tend to choose CSR as the main concept and dislike the concept of corporate citizenship, that is, the idea of being both a social and political actor. PR practitioners seem to have fewer responsibilities than those the researchers expected to find out, at least at a strategic level. Os profissionais de relações públicas (RP) são envolvidos nos processos de decisão sobre cidadania corporativa (CC) ou apenas são chamados a divulgar as práticas das organizações a este nível? As organizações estão comprometidas com a responsabilidade social corporativa (RSC) ou com a cidadania corporativa? No âmbito de um paradigma pragmatista, foi desenvolvida uma abordagem explicativa sequencial recorrendo a métodos mistos. Foi realizada uma investigação em duas fases, uma fase inicial quantitativa de recolha e análise de dados, e de seguida uma fase de recolha e análise de dados qualitativa. Em outubro de 2018, foram convidadas a responder a um inquérito online as 158 organizações que pertencem a uma associação portuguesa para a promoção da CC (Grace). Posteriormente, foram realizadas entrevistas presenciais com o responsável pela RSC/CC organizações que responderam ao questionário. O estudo aponta para que a área social (filantrópica) seja a mais relevante nas organizações entrevistadas e que esta área da RSC está sob fortes reformulações. No entanto, as organizações parecem não utilizar o conceito de cidadania corporativa. Ao contrário do esperado pelos investigadores, os profissionais de comunicação parecem não assumir responsabilidades a nível estratégico.
collection OpenEdition Journal
language Anglais
format Article ou chapitre numérique
building 0/Bibliothèque numérique/
1/Bibliothèque numérique/OpenEdition Journals/
topic relações públicas
cidadania corporativa
responsabilidade social corporativa
public relations
corporate citizenship
corporate social responsibility
spellingShingle relações públicas
cidadania corporativa
responsabilidade social corporativa
public relations
corporate citizenship
corporate social responsibility
Eiró-Gomes, Mafalda
Raposo, Ana
The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality
description Are public relations (PR) professionals involved in the decision-making processes concerning corporate citizenship (CC) or are they only asked to report the organizations’ best practices? Are organizations committed to corporate social responsibility (CSR) or corporate citizenship? In the framework of a pragmatist paradigm, a sequential explanatory mixed methods approach was developed. This method is a two-phase design that is characterized by an initial quantitative phase of data collection and analysis, followed by a qualitative phase of data collection and analysis. An invitation to answer an online survey was sent to all 158 organizations that belonged to an association for the promotion of CSR in Portugal (Grace), in October 2018. Afterwards, face-to-face interviews with the CSR/CC responsible were conducted to those organizations that answered the survey. The research showed that the social (philanthropic) area emerged as the most relevant one in all the organizations interviewed, even though the area seems to be under strong reformulations. Corporations tend to choose CSR as the main concept and dislike the concept of corporate citizenship, that is, the idea of being both a social and political actor. PR practitioners seem to have fewer responsibilities than those the researchers expected to find out, at least at a strategic level.
author Eiró-Gomes, Mafalda
Raposo, Ana
author_facet Eiró-Gomes, Mafalda
Raposo, Ana
author_sort Eiró-Gomes, Mafalda
title The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality
title_short The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality
title_full The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality
title_fullStr The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality
title_full_unstemmed The role of public relations professionals in corporate social responsability: some notes from the Portuguese reality
title_sort role of public relations professionals in corporate social responsability: some notes from the portuguese reality
publisher Comunicação e sociedade
publishDate 2021
container_title URI:https://journals.openedition.org/cs
url https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/3267
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