Comunicaciones y Responsabilidad Social Corporativa: Un Lienzo para Construir su Estrategia

The communication's role in the business world evolves towards a more participatory and consensual model with stakeholders, because they are crucial to generate impact on social responsibility, improve reputation and remain being leaders in the future. Scholars have recognized that financial performance of the company, the investor relations, capital markets and build a brand image are aspects that day by day have greater influence the stakeholders; therefore, the purpose of this work is to create a tool that facilitates the construction of a communications framework to adjust the alignment of corporate social responsibility (CSR) in the company-stakeholder relationship. The canvas model proposed is a dynamic formula with the purpose of undertake a rapprochement of interests with strategic groups of the organization in order to define the best participatory mechanism and achieve a mutual benefit relationship within the activities of CSR.