Resumen de Using corporate social responsibility as a public relations tool in a local community

Assumpció Huertas Roig, Paul Capriotti

• This paper is based on the analysis of corporate social responsibility (CSR) as a public relations tool in Tarragona, a local community in the N.E. of Spain. The results show that depending on the business sector of the company carrying out to CSR and on their communicative necessities and on the relation that they establish with their local public, each business sector does different types of social responsibility activities, adapted to their communicative strategies. Consequently, even in a local and small community, we can not generalise the CSR activities, which have different objectives and public, with diverse levels of localism.