Award shows which companies help shape public opinion
After analyzing 37 million reports in the media and postings with a total of 187 million user reactions, it has been decided: Siemens will receive the Thought Leadership Award 2022 from Unicepta and the German Public Relations Association (DPRG) for the best communication for shaping large, public debates in business and society.
In a study, Unicepta, global provider of AI-based media & marketing intelligence, examined the media positioning of the 250 top-selling German companies on the five most important social debates of the past twelve months: digitalization, diversity, green sustainability, new work and future viability.
Triggered by the flood disaster in the summer of 2021, the topic of green sustainability in particular gained relevance in Germany last year. But positioning oneself in just one topic area is no longer enough these days. "In a time characterized by global crises and major challenges, companies are called upon to demonstrate a clear and responsible stance on all pressing issues. Shareholders, partners and employees, as well as customers and the general public, demand that they listen sensitively and derive actions with which they can live up to their corporate and social responsibility," says Jochen Freese, CEO at Unicepta. "Siemens has been the most convincing in this regard over the past twelve months and has shown the greatest development. The communications team has done an excellent job of positioning the company on these socially important debates." Also among the finalists on the shortlist are car manufacturers Mercedes-Benz and Porsche, Bosch, Deutsche Bahn, Lufthansa and last year's winner SAP.
High relevance and impact for megatopics
Whether green sustainability, digitization, diversity, new work or future viability - the Munich-based corporation communicates continuously and stringently on all five of the topics examined, which confirms the high level of media visibility on each of these topics. Over the past twelve months, Siemens has made gains in terms of visibility in media debates, tone, and the number of user responses on all of these topics. The analysis reveals a very strong impact particularly with regard to green sustainability and new work. And on its own channels, Siemens constantly communicates along the five megatopics, linking them to its own capabilities in the area of digitization. The Thought Leadership Award will be presented at the DPRG International German PR Awards ceremony on May 5, 2022 in Hanover.
Multi-level analysis of 37 million articles and postings
The basis for the award is a comprehensive AI-supported analysis of editorial media as well as social media. In total, Unicepta evaluated around 37 million articles and postings with a total of 187 million user reactions in a multi-stage process. In this way, the analysts determined which of the 250 companies with the highest revenues in Germany had the strongest and most positive impact in the five topics of digitalization, diversity, green sustainability, new work and future viability in the period from March 2021 to February 2022.
Unicepta is a globally successful provider of Media & Marketing Intelligence. With AI-driven technology and over 450 analytics and monitoring experts, Unicepta analyzes globally available content from social, online, print, TV and broadcast as well as numerous other data sources. The company also has an office in Zurich.
The report as PDF
