Relações Públicas na gestão da responsabilidade social: desafio e oportunidade

Abstract

The article analyzes the role of the area of Public Relations in social responsibility management. It starts by emphasizing the new positioning of the organizations in the light of the transformations that are occurring in society and the relevance of maintaining strategic relationships with the different publics as base for establishing social responsibility policies. It also stresses Public Relations professional’s need to understand and to assume his/her role in the strategic management of the social responsibility policies, with the aim of alignment and equilibrium between the interests of the society, of the organizations and, particularly, exercise of citizenship.