Strategická komunikace udržitelnosti a společesnké odpovědnosti Plzeňského Prazdroje: Případová studie projektu Pro Chmel

Chánová, Lucie

Although companies today are expected to be more socially engaged than ever before, and almost no company can avoid it, the topic of social responsibility and sustainable policies dates back to the 19th century. This paper explores both the evolution of social responsibility and its associated topics such as sustainability, ethics in business and legitimacy, while also addressing the communication side of the issue. Communicating both the socially responsible activities and the sustainable approach of a given firm has become a critical issue in building trust and maintaining the legitimacy of the firm in the eyes of stakeholders. This thesis focuses on the principles and rules of communication that Plzeňský Prazdroj has set in the context of sharing socially responsible and sustainable topics. At the same time, it examines the development of individual corporate sustainability reports, specifically in the years 2015-2021. In the analytical part of this thesis, the author conducts a critical analysis of the PRO CHMEL project, using not only a quantitative content analysis of selected communication channels of the project, supplemented by its media coverage, but also in-depth interviews with selected stakeholders.

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