Social responsibility in organizations: the formation of internal public

• Grant number: 13/01178-8
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Effective date (Start): April 01, 2013
• Effective date (End): July 31, 2014
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Roseane Andrelo
• Grantee: Renata Calonego
• Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil
• Associated scholarship(s): 13/13678-5 - Social responsibility in organizations: the formation of the internal public, BE.EP.IC

Abstract

The emergence of internet and of the social networks, consequently, has allowed the creation of an environment with greater participation of the consumer and his closeness with the organizations, resulting in a new consumer generation, constituted by critical and alerts individuals to responsible consumption. Therefore, companies need to rethink their acting front of a client increasingly demanding and worried with sustainable issues. Within this context, the adoption of actions focused on sustainability, information and education by a socially responsible management, becomes essential for the institutional image consolidation required nowadays. Thus, the current Paper reflects about how to generate skills in digital literacy*1 for the construction of socially responsible behaviors, with focus on sustainability, with the internal public of organizations. Therefore, the main objective is to create parameters to corporate formation programs, with focus on sustainability through social media and mobile technologies. The methodology will be shared in three steps: 1) bibliographic research about the formative role of public relations; social responsibility of organizations; corporate education; digital literacy and learning of analysis and social collaboration; 2) analysis of programs of corporate education directed to the formation of internal public to sustainability, comparing a Brazilian and a British organization, and 3) elaboration of parameters that subsidies the constitution of corporate formation programs. Key words: corporate education; digital literacy; organizations; public relations; sustainability.*1 The current Paper comprises digital literacy in organizational environment as the knowledge and the critic utilization of informatics tools, applied to access, use and production of content focused on key areas for organizations