Strategic Communication in the Climate Crisis: Exploring the Interplay of Organizations, Media, and Climate targets

This dissertation explores the role of strategic communication in advancing corporate climate targets, with a particular focus on net-zero commitments. As corporations face increasing pressure to align with global sustainability standards, strategic communication has emerged as a critical tool for both navigating and influencing public discourse on climate accountability. The research investigates how corporations, media, and monitoring bodies shape narratives around climate targets, focusing on issues of transparency, responsibility, and public engagement. Through a qualitative analysis of case studies, including media coverage and corporate reports, this study identifies key framing strategies that corporations employ when communicating missed climate targets and how these are perceived by various stakeholders.The dissertation is structured into four chapters: the first provides a theoretical foundation, covering concepts such as corporate social responsibility (CSR), mediatization, and issue arenas. The second chapter develops a framework for effective net-zero communication, offering guidelines for corporations to enhance transparency and credibility in their sustainability messaging. The third chapter examines the media’s role in constructing public discourse around net-zero, highlighting the phases and themes that shape its evolution. The fourth chapter delves into the framing of missed climate targets, analyzing the narratives created by corporations, media, and monitoring agencies.The findings underscore the complex dynamics of climate communication, where corporations strive to balance genuine engagement with reputation management. This dissertation contributes to the fields of strategic communication and sustainability by providing insights into how corporate communication practices influence climate accountability and public perception. The research concludes with recommendations for more transparent and accountable communication strategies, aiming to bridge the gap between corporate climate promises and tangible outcomes.