Relaciones públicas y el desarrollo sostenible en duda en los trabajos académicos franceses

espanolLas necesidades de informar y convencer son milenarias y son parte de la vida social. Debido a la naturaleza misma de sus actividades en el ambito economico y social (el Know-How ya no es posible sin el Make-Known) la organizacion (generalmente las companias, asociaciones, el sector publico) se ha convertido por si misma en un agente de comunicacion. En este contexto dificil y de incertidumbre, la comunicacion parece ser esencial en el proceso que implica el desarrollo sostenible (DS), principalmente cuando se evaluan los informes correspondientes. Parece ser un asunto especialmente delicado que presenta inherentemente un riesgo para la organizacion. ?Deberia uno permanecer en silencio? ?O deberia hablar? Y si es asi, ?como deberia plantear las cosas y que tan lejos deberia revelarse el nivel de incertidumbre? La comunicacion sobre DS constituye un problema emergente cuyo significado va mucho mas alla de la usual especulacion relacionada a la comunicacion en momentos de crisis. En el presente articulo, se revisan los trabajos que abarcan la comunicacion organizacional, enfocados en los origenes conceptuales de los terminos "comunicacion" y "organizacion". De esta forma, se presenta un panorama de los trabajos franceses sobre estos topicos, subrayandose un interes especial en las bases epistemologicas subyacentes. EnglishThe needs to inform and convince are millenniums and part of any organized life. Due to the very nature of its activities in the economic and social sphere, and because the "Know-How" is no longer possible without the "Make-Known", the organization (generally companies, associations, the public sector) has turned itself into a communication agent. In this difficult and uncertain present context, communication appears to be essential in the process of gradually becoming better aware of sustainable development, mainly when it comes to how the corresponding reports are devised. It seems to be an especially delicate matter inherently presenting a risk for the organization. Should one remain silent? Or should one speak out? And if so, how should one put things and how far should the level of uncertainty be revealed? So, communication around Sustainable Development constitutes an emerging problem area whose significance goes well beyond the usual speculation related to crisis communication which latter only addresses one of its facets. In the present article, works covering organizational communication are reviewed, focusing on the existing scientific literature on the subject. We shall thus be led to re-direct our attention to the conceptual and theoretical origins of the communication and organization couple, taking a special interest in the underlying epistemological foundations.