Humanización de la comunicación institucional. Estudio histórico-crítico
Humanization of institutional communication. Historical and critical study

Summary/Abstract: Recent years have witnessed a lack of depth in the ethical view of relationships created by organizations as many scholars, public relations practitioners and institutions have focused more on the relationship with the public itself and less on the nature of the relationship and ethical aspects of the content offered by the communication plans developed by organizations. The article attempts to present how public institutions have focused less on the human person (as they sought to in the 20th century) due to the excessive growth of public and private organizations and the decaying of institutions that link individuals with the government institutions (local and national) and companies, like neighborhood associations, families’ networks, consumers’ organizations or grass roots groups. This situation has left individuals helpless before companies and public institutions. Public relations ethics have focused on the relationships between the organization and the public, but Church communication suggests in addition to this a reflection on the content of communication. Therefore, the Church’s approach to communications could help to regenerate the public relations field (as well as communications of institutions in general) by focusing more on the relationships between ethics and the content of public relations.

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