Consolidating an Institution’s Image using Corporate Social Responsibility Campaigns

Abstract

Corporate image is closely related to the efficiency of institutional communication, since a company’s strategy needs to aim to justify its involvement in the problems of the society. There are situations when it is necessary to remove an unconvincing corporate image, consequence of the existence of interest conflicts at the internal level, based on manipulation by means of the image. At the institutional level, ample modifications can occur, this fact being also due to a radical change of image which can affect the perception of the social responsibility degree. Within institutional communication, the company’s strategic management needs to be turned towards combining corporate image with social responsibility.