Strategic communication and corporate social management

Abstract

DOI: https://doi.org/10.46296/rc.v8i15.0316

Strategic communication and corporate social management are fundamental pillars to strengthen the relationships between organizations and their stakeholders, promoting sustainability and legitimacy in a competitive environment. This paper analyzes how companies use communication strategies to build strong links with their stakeholders, emphasizing the importance of a two-way approach that fosters dialogue and transparency. In addition, the role of corporate social responsibility (CSR) is explored as a key social management tool, capable of integrating ethical, social and environmental objectives into corporate operations, while effectively communicating organizational commitment to social demands. The conceptual framework is based on theories such as stakeholder theory, organizational legitimacy and impression management, highlighting the need for coherent actions aligned with corporate values to build trust and avoid negative perceptions. The opportunities and challenges associated with the use of digital platforms are also examined, which have transformed organizational communication, allowing greater interaction and visibility, but also increasing expectations of transparency and authenticity. The importance of evaluating communication strategies and CSR programs through key performance indicators is highlighted, ensuring their effectiveness and adaptability in a dynamic environment.

Keywords: Strategic communication, Social management, CSR.