Comunicar a responsabilidade social: um modelo de comunicação para as universidades públicas portuguesas

This paper aims to understand and explain the relationship between communication and social responsibility through the observation of four Portuguese public universities, University of Beira Interior, University of Lisbon, University of Minho and University of Porto. Using the multiple case study as a research method, it was sought to observe two phenomena: 1) the mission of Portuguese public universities in contemporary society; and 2) and the role of organizational and strategic communication in fulfilling this mission, with the objective of building a model capable of prescribing the best communication practices for the fulfillment of social responsibility of these institutions. The results of the research showed that universities have a mission to monitor and promote the progress of societies, through the knowledge and research they produce. This role assumes particular relevance today, at a time when expectations regarding its performance grow and audiences are diversified. And, when well-planned and articulated with the organizational strategy, communication can help universities fulfill their social mission, generating value for themselves and society. This implies, however, an evolution in the communication models of universities that need to be more participatory.