RESPONSIBILITY OF COMMUNICATING

The scope of Corporate Social Responsibility seem limited to the idea of a strategic and management should be understood only from the areas of communication as an opportunity to "wash away the stains" in the image or reputation. However, understanding this process as a communication task may have a breakthrough in the strategic position that organizations have towards their public offering greater transparency and ethical values towards a long term relationship. Similarly, the management of the communication also carries a responsibility to the public of the organization. This knowledge implies that all areas involved in corporate communication should attain a social understanding that the organization must present itself as a whole in front of their audiences.