Convergence between communication and RS

[samiaseo75]

At that communication and social responsibility roundtable, I explained that in all these years navigating between the two disciplines, I have heard devastating phrases such as “communication is killing social responsibility” and “companies think that social responsibility is about making pretty brochures.” I have also seen companies wanting to communicate their “respect for labour laws” on a social responsibility channel or confusing sales promotions with social responsibility actions.

Sometimes so much emphasis is placed on the cell phone number list fireworks ' that the actions are diluted and end up being part of a commercial campaign . For example, La Caixa 's communication campaigns about its foundation are really good.

Neither communication kills SR, nor communication is SR . Both disciplines have convergent vectors , such as the search for communication audiences and concerned audiences; or the need to achieve impact to measure the degree of satisfaction; or the mere management of intangible values.



3. Use of slang
The use of ' big words ' to explain processes and tools hides a lot of mediocrity . I have always been against jargon , the indecipherable vocabulary that professionals tend to use to become 'great sorcerers' of their subject. Anyone who listens to them with admiration and reveres them for that language is equally a fool.

And among RS professionals there is a lot of jargon, many expressions that detach them from reality and create language barriers . RS masters and postgraduate courses are often linked to business schools or educational centres with an elitist air. And it is there that, due to contamination from other disciplines such as commercial law, finance or marketing, a ' RS dialect ' is created for insiders.