Responsible Communication, a perspective for better corporate communication practices: Six Flags case

Abstract

Effective management of communication processes has become a crucial challenge for organizations. At present, communication in all forms and contexts must be based on intrinsic capabilities such as honest dialogue, bidirectional interactivity, empathy, transparency, and communicative consistency. The emerging perspective of Responsible Communication (RC) emphasizes these elements through five basic traits, thus expanding the social commitment of organizations towards their communicative dimension, consideringthe benefits of other contributions, such as Public Communication, Strategic Communication and Productive Communication. In that way, in a corporte environment in constant evolution, in which issuing and receivers

re affected by constant changes due to the predominant communicative essence or by the diversity of messages and channels available. Corporate Responsible Communication (CRC) is a solid foundation that ensures credibility and reputation, sustaining every communicative act or piece. This approach seeks to offer a new perspective on organizational communication, describing the distinctive traits of CRC and the model that emerges from its proposal. The analysis and application of CRC to organizational communication processes are illustrated through previous practical cases, and  specially that of Six Flags Mexico, where ethical aspects are highlighted and those valuesbased d in RC principles.