La RSC como herramienta de comunicación estratégica de los centros educativos concertados de Madrid (España)

Introduction:Public relations and communication are essential for subsidizedschools. Faced with challenges such as declining birth rates and a shortage of qualified teachers, it is crucial to differentiate oneself and enhance reputation. Corporate Social Responsibility (CSR) emerges as a strategic tool to attract and retain talent, students, and improve image.Methodology:This study aims to examine how subsidized schools in Madrid implement CSR through semi-structured interviews with communication officers, surveys of families, and analysis of content on their social media and websites. A final proposal is added to assist schools wishing to integrate CSR into their communication plans.Results: Findings reflect a lack of knowledge of dircom about communication and CSR. While social media platforms do not adequately represent CSR activities, parents perceive their schools positively in terms of social and environmental contributions. Discussion: There is a discrepancy between family perceptions, school actions, communication efforts, and the knowledge of communication managersregarding CSR. Conclusions: Subsidizedschools engage in CSR activities as part of their educational mission but fail to utilize them as a strategic communication tool, resulting in limited visibility.