Assumptions of good practices of public relations with the communities: connection among ethics, participation and local development

Abstract

This text focuses on community public relations within the third sector performed by business corporations and other public and private institutions. It presents presuppositions and assumptions of public relations policies and practices implemented with the communities that can effectively contribute to the process of social development by unleashing the knots of the corporate interests and focusing the common good and the collective sense of everybody’s presence in the world. The purpose is to discuss general parameters that will serve as the basis for the public relations developed with communities and organizational communication directed to the third sector to be ethically triggered by corporations and other organizations which relates with the civic character required by the peoples in the process of historical development. The article depicts a theoretical approach, bearing the nature of an essay. The conclusion reached is that there is a social debt to be settled and that it is possible to obtain profit by doing good and developing ethical actions.