Artículos de Palabra Clave · 2025

Comunicar la responsabilidad social corporativa en la era de la desinformación: una aproximación a las agencias de relaciones públicas en España

Resumen

In the age of misinformation, stakeholders are increasingly skeptical of companies¿ claims of social and environmental commitments. The rise of greenwashing andother deceptive communication techniques, has reduced consumer and other stakeholders¿ confidence. This study examines how public relations consultancies (PR) operating in Spain develop the communication of corporate social responsibility (CSR) and ESG criteria. The main objectives are to analyze the evolution of CSR in recent years, identify key characteristics of CSR communication, and to discover the specialized CSR services offered by PR agencies. A qualitative methodology has been applied based on semi-structured in-depth interviews with CSR specialists working in PR consultancies operating in Spain (n = 9). Findings indicate that effective CSR communication enhances an organization¿s credibility, image, and reputation --provided it is honest, aligned with company actions, and integrated throughout the organization rather than limited to isolated initiatives. Two-way communication is also essential. Beyond preparing sustainability reports and applying specific techniques, PR agencies serve as advisors when creating narratives around ESG strategies.