Creative communication in CSR: an applied research in Spain

In Spain, a student who is studying a degree in Advertisement and Public Relations learns that the creative thought is necessary to communicate a new product. Although public relations professionals are every day in charge of internal and external communication of an organization, the process of generating new ideas seems to be less widespread than in advertising campaigns. A qualitative and quantitative methodology has been reported to measure if organizations are creative when they communicate they Corporate Social Responsibility commitments to the diverse group of stakeholders. Thus, an applied research of four big companies, which play in the Spanish Stock Exchange, indicates that few CSR communications can be considered creative. The study focuses on these few original communications to determine a common feature and also reflect on the different factors that can be conditioning the results