Revistes Catalanes amb Accés Obert (RACO)

Donación, mecenazgo y patrocinio como técnicas de relaciones públicas al servicio de la responsabilidad social corporativa

Manuel Palencia-Lefler Ors

Resum


Companies have in their hands different techniques to be shown socially responsible before its community. Donation and Patronage raise the companies’ «visibility» without an excessive rejection. On the other hand, Patronage makes «more visible» the economic collaboration between the company and the receiving organization. The positive results of being «socially responsible» should revert, also, to the sponsored organizations, sharing the successes that a good communication contributes to the image and the reputation of all the agents that participate in the process.

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