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La gestión de la comunicación como elemento generador de transparencia en las organizaciones no lucrativas

Author

Listed:
  • José Mª Herranz de la Casa

    (Universidad Europea Miguel de Cervantes – Valladolid)

Abstract

Non-profit organisations are enjoying an increasing amount of power and influence in Spain when it comes to raising citizen awareness on issues such as the environment, cooperation and human rights. However, they are gradually losing that aura of trust and credibility, due to their close links with companies and governments that make people question their independence. Some scandals or bad management practices have appeared in the press. Also, it is a sector for which we do not have real data, therefore preventing us from knowing how many of these organisations there are or what budgets they work with. Communication management, which can be used as a strategy to increase transparency, is scarcely implemented in non-profit organisations. This type of management could improve their image, increase confidence and strengthen their long-term reputation with all the stakeholders, thus helping them to gain support and legitimacy.

Suggested Citation

  • José Mª Herranz de la Casa, 2007. "La gestión de la comunicación como elemento generador de transparencia en las organizaciones no lucrativas," CIRIEC-España, revista de economía pública, social y cooperativa, CIRIEC-España, issue 57, pages 5-31, April.
    • Handle: RePEc:cic:revcir:y:2007:i:57:p:5-31
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    More about this item

    Keywords

    Communication; transparency; confidence; reputation; NGO; non-profit organisations; Third Sector; corruption.;
    All these keywords.

    JEL classification:

    • L30 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - General
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D73 - Microeconomics - - Analysis of Collective Decision-Making - - - Bureaucracy; Administrative Processes in Public Organizations; Corruption

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