La presente monografía se refiere a una sugerente técnica de comunicación cual es el newsjacking. Es innovadora, pero, simultáneamente, creativa, ya que toma como punto de partida la actualidad para idear y difundir un elenco de contenidos que llaman la atención de usuarios que interactúan en redes sociales, pero también en medios de comunicación. Lo que, en esencia, persigue es construir mensajes de marca, partiendo de noticias de actualidad. Por decirlo de manera sencilla, se trata de recurrir a las noticias como publicidad. Algunos lo califican como secuestro de noticias con fines publicitarios. El fenómeno puede ser desconocido para muchos, pero presenta una enorme proyección.

La presente monografía se refiere a una sugerente técnica de comunicación cual es el newsjacking. Es innovadora, pero, simultáneamente, creativa, ya que toma como punto de partida la actualidad para idear y difundir un elenco de contenidos que llaman la atención de usuarios que interactúan en redes sociales, pero también en medios de comunicación. Lo que, en esencia, persigue es construir mensajes de marca, partiendo de noticias de actualidad. Por decirlo de manera sencilla, se trata de recurrir a las noticias como publicidad. Algunos lo califican como secuestro de noticias con fines publicitarios. El fenómeno puede ser desconocido para muchos, pero presenta una enorme proyección.

One of the scenarios in which the phenomenon of self-regulation is occupying a very important place is the corporate. Indeed,in the environment of the listed companies, due in large part to the scandals that occurred in that sector, there has beenapproved a list of good corporate government. Such practices have spread worldwide. In this paper, we will make certainconsiderations that focus on the community space, with special attention to the actual situation in Spain.

It is very well known that, nowadays, a large number of companies participate, in a particularway, in actions that can be included in what is called Corporate Social Responsibility. Althoughthe scores of the documents in which it is included are relatively numerous, when it is implantedand implemented by the own company –without the existence of an external organism which isimpartial and independent for its verification– have the common mark of the establishment, froma legal point of view, of a unilateral declaration of will.

One of the scenarios in which the phenomenon of self-regulation is occupying a very important place is the corporate. Indeed,in the environment of the listed companies, due in large part to the scandals that occurred in that sector, there has beenapproved a list of good corporate government. Such practices have spread worldwide. In this paper, we will make certainconsiderations that focus on the community space, with special attention to the actual situation in Spain.

It is very well known that, nowadays, a large number of companies participate, in a particularway, in actions that can be included in what is called Corporate Social Responsibility. Althoughthe scores of the documents in which it is included are relatively numerous, when it is implantedand implemented by the own company –without the existence of an external organism which isimpartial and independent for its verification– have the common mark of the establishment, froma legal point of view, of a unilateral declaration of will.