Connection between Public Relations models and the evolutionary contexts of Corporate Social Responsibility

During recent years there has been a fruitful academic and scientific production, both in the field of public relations as in the Corporate Social Responsibility; since both are recognized disciplines of growing importance. For this work we selected the Excellence Theory disseminated by Grunig y Hunt (2000) and the theoretical currents of Corporate Social Responsibility proposed by Garriga y Mele (2004) their convergences and complementarities were analysed. Based on this analysis, a parallelism was found which allowed us to distinguish four contexts of Corporate Social Responsibility and different Public Relations models that are constantly evolving: business focused organizations, accountability focused organizations, Public interest focused organizations, common wellbeing focused organizations, each of these identified contexts that corresponds to a Public Relations practical approach, which requires objectives, strategies and professional contemporary skills. Based on the Continuous Collaboration raised by Austin (2005) this article explains the transition from one context to another, from the dynamics between organizations, all of which are integrated through the diagram that illustrates the proposal.