This study examines how organizations and companies with transparent sustainability profiles aim to establish a relationship between brand, sustainability, and audience based on a theoretical framing perspective. To examine this; the study will limit itself by focusing on the Swedish company Oatly, and their external communications through digital channels and platforms.  According to Van Gorp and Van du Goot (2011: 374), frames serve as a way of explaining complex issues. Through framing a problem area, cause and other conclusions are highlighted. Frames thus function rhetorically – by convincing public opinion and control an audience through the media. Framing occurs in several contexts such as political, via news and advertising (Fairhoust & Sarr 1996).                                                        The study limits it’s analysis to the company Oatly’s official profile on the digital platform Mynewsdesk. The empirical material consists of press releases published within a defined time frame; 5/6/2015–6/3/2017. The study is based on motivated theoretical assumptions; discourse, critical and posthumanist theory, as well as previously established research on the field - framing in relation to sustainability.                                        The research method can be described as a qualitative content analysis based on main elements derived from discourse and semiotic framework. In addition, a framing analysis is applied to further present the result in the form of exemplified frames.                The results of the study suggest, for example, that actors construct importance through framing – which integrates into sustainability discourse through social practices – thereby establishing a relationship between brand, problem area, and audience through a convinced public opinion that further interacts with and reproduces the discourse in question.

Crisis communication can make a crisis turn into a double crisis. The purpose of the thesis is to analyze by which rhetorical means a double crisis can occur. With the Swedish zoo Parken Zoo as a specific example, this essay examines the crisis communication during the crises that started with the tv-show Kalla fakta. The tv-show revealed that Parken Zoo killed and slaughtered endangered and sacred animals. When asked about the specific animals, the head of the zoo gave different answers – which contrasted with former employees testimony. The essay aim to find how the chosed strategies could affect the company’s ethos. The episode of Kalla fakta is studied. Also a press release from Parken Zoo and a letter posted on Facebook from the head of the Zoo is examined. To find which rhetorical strategies that are communicated the paper uses the theory of status, Benoits apologia theory and Bitzers theory about the rhetorical situation. The method used is rhetorical criticism. The results include the crisis communications accusations and answers. The conclusions of the thesis is that the contrast between evidence and Parken Zoo:s statements results in a loss of trust for the company. Parken Zoo also, in some cases, fortify the accusations with their answers. The local authorities owns the zoo, but they are absent in the crisis communication. This leads to a confusion regarding who is responsible.

Företag blir idag mer exponerade för negativ publicitet än tidigare i och med digitaliseringens framfart. Det är därför viktigt för företag att veta hur de ska hantera den negativa publiciteten som mottages för att sedan kunna förebygga en kris och sitt företagsrykte genom väl genomtänkta strategier. Tidigare forskning jämför hur företag inom samma bransch förebygger och hanterar en företagskris. Däremot, att undersöka hur företag i olika branscher förebygger en kris är outforskat och det behövs vidare forskning kring detta ämne. Syftet med denna studie är att undersöka vilka strategier företag i olika branscher arbetar med för att förebygga en företagskris för att se huruvida olika branscher använder sig av samma strategier.  Studien har använt sig av en kvalitativ studie genom semistrukturerade intervjuer med sex fallföretag varav två företag är verksamma inom samma bransch: bank-, el- och telekommunikationsbranschen.  Resultatet visar att företagen strävar efter samma mål genom samma strategier men utförandet kan skilja sig åt efterom de har olika förutsättningar beroende på bransch. Genom studien har en analysmodell skapats för att visa företag de olika strategier som kan appliceras vid förebyggandet av en kris och sambandet mellan att arbeta proaktivt och reaktivt med varumärket, kundlojalitet och krishantering. Studien bidrar till att ge företag oavsett bransch praktiska lösningar som kan tillämpas i praktiken då företagen i de olika branscherna använder sig av samma strategier vid förebyggandet och under en kris. / Companies today are more exposed to negative publicity than ever before due to digitalization. It is important for companies to know how to manage the negative publicity that is received in order to be able to prevent a crisis and reputation through well-thought-out strategies. Previous research shows how companies within the same industry prevent and manage a crisis. However, investigating how companies in different industries prevent a crisis is unexplored and further research is needed on this topic. This study aims to highlight which strategies companies in different industries use to prevent a corporate crisis to see whether different industries use the same strategies.  The study has used a qualitative study where the primary data has been collected through semi-structured interviews with six case companies, two of which are active in the same industry: banking, electrical and telecommunications industry. The result shows that the companies strive for the same goals through the same strategies, but the execution may differ because they have different conditions depending on the industry. Through the study, an analysis model has been created to show how companies the different strategies that can be applied in order to prevent a crisis as well as the connection between working proactive and reactive with the brand, customer loyalty and crisis management which contributes to providing companies, regardless of industry, with practical solutions that can be applied in practice.