Towards a New Conception of the Social Responsibility

What is the foundation of corporate responsibility at this moment? Is it a kind of fad or, rather, does it respond to a need arising an inexorable social revolution? This article claims that the practice of Public Relations has come to remove any independent concern of the pragmatic factors in the area of social communications. In addition, it tries to determinate the relationship between the public image of an institution and the mode of acceptance of social responsibility that such an institution offers to the public.