Latest trends and initiatives in corporate social responsibility: A communicational analysis of successful cases of arts and culture in Spain

José-María Herranz-de-la-Casa ^[1] ; Juan-Luis Manfredi-Sánchez ^[1] ; Francisco Cabezuelo-Lorenzo ^[2]
1. [1] Universidad de Castilla-La Mancha
  
  Universidad de Castilla-La Mancha
  
  Ciudad Real, España
2. [2] Universidad de Valladolid
  
  Universidad de Valladolid
  
  Valladolid, España
Localización: Catalan journal of communication & cultural studies, ISSN 1757-1898, Vol. 7, Nº. 2, 2015 (Ejemplar dedicado a: Public Relations: Communication, engagement and dialogue), págs. 217-229
Idioma: inglés
Texto completo no disponible (Saber más ...)

Resumen
- This article explores the relevance of cultural and art promotion in corporate communication strategies for contemporary management models. In Spain, where the funding for culture is declining due to the crisis and decrease in funds from the government – one of the most important supporting cultural agents – some corporations are developing new initiatives to support culture and arts. Nowadays, the field of corporate social responsibility has an increasing relevance for company reputation. This article shows how companies leverage arts and culture to increase their reputation and credibility with stakeholders. It proves that organizations cannot focus just on economic earnings while ignoring social responsibility. Arts and culture can be a strong pillar supporting company goals on social and public responsibility.