Resize Public Relations: in search of a theoretical construct which optimizes the communication dynamics between business and social realities

• Autor: Sánchez de Walther, Amybel
• Formato: artículo
• Fecha de Publicación: 2012
• Institución: Universidad de San Martín de Porres
• Repositorio: Correspondencias & Análisis
• Lenguaje: español
• OAI Identifier: oai:ojs.pkp.sfu.ca:article/254
• Enlace del recurso: http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/254
• Nivel de acceso: acceso abierto
• Materia: Public Relations; Strategic Program of Communication; Communications in Organizations; Internal and External Communication; Organizational Culture; Crisis Plan; Corporate Social Responsibility; Reputation; Stakeholders; Relaciones Públicas; Programas estratégicos de comunicación; Comunicación organizacional; Comunicación interna y externa; Cultura organizacional; Plan de crisis; Responsabilidad social; Corporativa; Reputación; Grupos de interés

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.