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

Elisenda Estanyol; Ferran Lalueza; Marc Compte-Pujol

doi:10.5294/pacla.2025.28.s1.14

Autores

Elisenda Estanyol Autor Universitat Oberta de Catalunya https://orcid.org/0000-0003-3986-0377
Ferran Lalueza Autor Universitat Oberta de Catalunya https://orcid.org/0000-0002-7010-9795
Marc Compte-Pujol Autor Universitat Oberta de Catalunya https://orcid.org/0000-0002-6694-2485

DOI:

https://doi.org/10.5294/pacla.2025.28.s1.14

Palavras-chave:

Comunicação corporativa, ESG, relações públicas, responsabilidade social empresarial, sustentabilidade

Resumo

Na era da desinformação, os stakeholders estão cada vez mais céticos em relação às declarações de compromisso social e ambiental das empresas. A disseminação do greenwashing e de outras práticas de comunicação enganosas tem corroído a confiança dos consumidores e de outros públicos estratégicos. Este estudo investiga como as agências de relações públicas (RP) que atuam na Espanha comunicam os princípios da responsabilidade social empresarial (RSE) e das diretrizes ESG (environmental, social and governance). Seu principal objetivo é analisar a evolução da comunicação da RSE nos últimos anos, identificar suas características específicas e mapear os serviços especializados oferecidos pelas agências de RP. Para isso, foi adotada uma metodologia qualitativa, baseada em entrevistas semiestruturadas em profundidade com especialistas em RSE que trabalham em agências de RP na Espanha (n = 9). Os resultados indicam que a comunicação de RSE fortalece a credibilidade organizacional junto aos stakeholders e melhora a imagem e a reputação corporativa, desde que seja transparente, coerente com as práticas da empresa e implementada de forma transversal, em vez de restrita a ações pontuais. Além da elaboração de relatórios de sustentabilidade e do uso de técnicas especializadas, as agências de RP desempenham um papel consultivo na construção de narrativas estratégicas para a comunicação de ESG.

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