La RSC como herramienta de comunicación estratégica de los centros educativos concertados de Madrid (España).
Introduction: Public relations and communication are essential for subsidized schools. Faced with challenges such as declining birth rates and a shortage of qualified teachers, it is crucial to differentiate oneself and enhance reputation. Corporate Social Responsibility (CSR) emerges as a strategic...
| Published in: | Revista Latina de Comunicación Social no. 83; pp. 1 - 24 |
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| Main Authors: | , , |
| Format: | Article |
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Revista Latina de Comunicacion Social
2025
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| Online Access: | View this record in EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=186731589&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 186731589 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 11385820 3912 jtl: Revista Latina de Comunicación Social issn: 11385820 maglogo: N pubinfo: dt: 2025 iid: 83 pid: 46547 pub: Revista Latina de Comunicacion Social artinfo: ui: 186731589 10.4185/RLCS-2025-2329 ppf: 1 ppct: 23 formats: fmt: @attributes: type: P size: 4.4MB tig: atl: La RSC como herramienta de comunicación estratégica de los centros educativos concertados de Madrid (España). aug: au: Solano Santos, Luis Felipe de Julián Latorre, Patricia Martín Critikián, Davinia affil: Universidad Complutense de Madrid. España Universidad Internacional de la Rioja (UNIR). España Universidad CEU San Pablo. España su: Madrid (Spain) Social media Reputation Birth rate Social responsibility Social responsibility of business Semi-structured interviews sug: subj: Social media Reputation Birth rate Social responsibility Social responsibility of business Madrid (Spain) Semi-structured interviews keyword: content analysis Corporate Social Responsibility educational communication Educational Social Responsibility semi-structured interviews subsidized schools in Madrid análisis de contenido colegios concertados de Madrid comunicación educativa entrevistas semiestructuradas Responsabilidad Social Corporativa Responsabilidad Social Educativa content analysis Corporate Social Responsibility educational communication Educational Social Responsibility semi-structured interviews subsidized schools in Madrid análisis de contenido colegios concertados de Madrid comunicación educativa entrevistas semiestructuradas Responsabilidad Social Corporativa Responsabilidad Social Educativa ab: Introduction: Public relations and communication are essential for subsidized schools. Faced with challenges such as declining birth rates and a shortage of qualified teachers, it is crucial to differentiate oneself and enhance reputation. Corporate Social Responsibility (CSR) emerges as a strategic tool to attract and retain talent, students, and improve image. Methodology: This study aims to examine how subsidized schools in Madrid implement CSR through semi-structured interviews with communication officers, surveys of families, and analysis of content on their social media and websites. A final proposal is added to assist schools wishing to integrate CSR into their communication plans. Results: Findings reflect a lack of knowledge of dircom about communication and CSR. While social media platforms do not adequately represent CSR activities, parents perceive their schools positively in terms of social and environmental contributions. Discussion: There is a discrepancy between family perceptions, school actions, communication efforts, and the knowledge of communication managers regarding CSR. Conclusions: Subsidized schools engage in CSR activities as part of their educational mission but fail to utilize them as a strategic communication tool, resulting in limited visibility. pubtype: Academic Journal doctype: Article src: R language: Spanish refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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