Reluctant to talk, reluctant to listen: Public relations professionals and their involvement in CSR programmes in Spain

Isabel Ruiz-Mora, Jairo Lugo-Ocando*, Antonio Castillo-Esparcia

*Corresponding author for this work

Research output: Contribution to journalArticle


This article examines the type of contributions that public relations professionals make towards Corporate Social Responsibility (CSR) programmes, while discussing the issues and obstacles they face to enter into that professional area. To do so, the authors have looked at the top publicly owned companies in Spain, which are part of the so-called IBEX35®. The research included semi-structured interviews and interpretative analysis of official documents and reports. Our findings suggest that despite normative claims from CSR departments that downplay the importance of public relations in the design and implementation of CSR programmes, the empirical evidence suggests otherwise. In this context, our findings show important operational deficiencies and accountability deficits precisely because of the lack of public relations input in the design and implementation of these programmes.

Original languageEnglish (US)
Pages (from-to)402-407
Number of pages6
JournalPublic Relations Review
Issue number3
Publication statusPublished - Sep 1 2016



  • Communication
  • Corporate social responsibility
  • Dialogue
  • Professionalism
  • Public relations
  • Spain

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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