Bosch wins „Thought Leadership Award 2018“

-      Bosch achieves the highest communicative impact in the digital sphere

-      Bosch's own communication leads to an enormous number of user reactions; strong thematic sovereignty also visible in "earned media" (news media and external social media channels)

-      For the first time UNICEPTA examined the digital communication of the 240 companies with the highest turnover in Germany (445,000 postings and 31.8 million user reactions) in the past 12 months.

Robert Bosch GmbH receives the "Thought Leadership Award 2018" for best communication in shaping major public debates in business and society. UNICEPTA and German Public Relations Association (DPRG) award the prize this year to the company with the highest impact in the digital sphere.

“With professional and target-group-adequate content via social media, Bosch has encouraged more people to actively deal with their topics than any other German company. Bosch’s successful communication contributed significantly to positioning themselves in the editorial media as thought leaders and experts for strong topics such as new mobility or artificial intelligence,” says Claas Sandrock, managing partner of UNICEPTA.

What is striking is that Bosch initiates more engagement (shares, likes, comments) with its own content than all external articles and postings on Bosch – the engagement figures of external stakeholders is generally much stronger at the other companies. Between March 2017 and March 2018, Bosch communicators reaped 4.3 million mostly positive user reactions with their postings. The postings also convince qualitatively – with strong photos, graphics and videos. This shows that head of communications Christoph Zemelka and his team are consistently developing Bosch into a publishing house.

For the first time in Germany, UNICEPTA measured the digital communication of the 240 companies with the highest turnover for the selection of the award winner. Over a period of twelve months, the virality of all corporate communication via the central social media channels (Twitter, Facebook) was investigated. An initial evaluation of the 445,000 postings and 31.8 million user reactions was carried out using UNICEPTA's powerful automated smart media tools. Building on this, UNICEPTA analysts transformed Big Data into Smart Data in several steps. The communication performance of the companies was classified with human judgement, e.g. with regard to the quality of interactivity.

The Thought Leadership Award will be presented at the gala presentation of the DPRG's International German PR Prize on 26 April 2018 at the Sofitel in Munich.

The comprehensive UNICEPTA results report is available following the free download link below.


UNICEPTA Medienanalyse GmbH is a leading global provider for smart media intelligence in innovations/digital consulting, media monitoring, media analysis and research/consulting. Around 700 experts continuously structure the news flow – both around the clock and around the world.  UNICEPTA compiles and presents highly relevant information from print and online media, TV, radio and social-media sources. This day-to-day work serves as a platform for the company to provide analysis and research-based advice for issues related to strategic communication.


Wolf-Dieter Rühl
UNICEPTA Medienanalyse GmbH
Head of Research Services
Salierring 47-53
50677 Köln

phone  0221 9902 110
mobile  0173 7092102
email    wolf.ruehl@unicepta.com
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