La responsabilidad social en la marca corporativa de la empresa periodística

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Literature on journalistic profession and business emphasizes a context of loss of credibility and reputation between internal and external audiences, supremacy of trading criteria above informative criteria, a lack of ethical leadership in managers and absence of determination for the defence of the profession among journalists themselves. To overcome this situation, the journalistic brand must assume Corporate Social Responsibility (CSR) criteria that respect and take into account the professional identity of their journalists. CSR indicators needed to build a good reputation and create a competitive brand identity are: a) the establishment of an publishing production process with its own character (identity): in which we monitor the accuracy of the information, freedom of expression and independence and b) the incorporation of fulfilment and control mechanisms. In particular, through internal organs to monitor and verify and through internal awareness. In this regard, the Editorial Board and Working Statues are essential. The Journalistic Brand should be identified with the postulates of this CSR, giving priority to the economic and labour dimension of social responsibility and encouraging the mainstreaming among all the members of the organization. With special relevance in journalists, understood as the main transmitters of the brand value. The revision of literature has analysed books and articles about management and the ethics of the journalistic profession , from the point of view of the corporate brand and CRS. Likewise, it has come to national and international company reports from the Third Sector The analysis period covers manuals and articles from 1970 to 2015. To assess the appropriateness of the materials used we have followed impact criteria of articles and authors. As a difference with the literature related, this article puts the values of the ethics of the profession in the new management of intangible assets in the journalistic business, specially, the brand and CRS. Both are constituted as decisive assets to reinforce the value of the businesses dedicated to information, increase their credibility and favour the journalists’ commitment with their environment (brand).