AbstractsCommunication

In this project we have tried to see how Carlsberg - as our case company - addresses the challenges that contribute to scepticism in communicating Corporate Social Responsibility activities to consumers and the general public. In order to do it, we have identified the tools that cope with minimising sceptical reception. Hereafter, have we used these tools to look at our data - the company’s 2013 CSR Report. The purpose of this process was to investigate whether these tools could be identified in Carlsberg’s CSR report and can contribute to minimising scepticism. Moreover, our general theoretical background is based on strategic communication, stakeholder theory and triple bottom line. CSR conceptualizations, reporting strategies and approaches to paradox and scepticism relate to the CSR phenomenon aim at approaching the analysis of Carlsberg’s CSR Report.