Best Communication across
the Top 5 Conversations in Society 2021

For the 5th time, UNICEPTA honours the best communicative performance of the past year with the Thought Leadership Award. This year's theme: "Climate Heroes: Best communication in the fight against the climate crisis".

The award is presented to the company that has made climate protection and sustainability a crucial part of their corporate strategy and communications, and have been the most successful in presenting themselves as pioneers in climate protection. For the first time, the award goes to two winners: Covestro AG and the KfW Group win the Thought Leadership Award 2020.

Award winner 2021: SAP

UNICEPTA examined the media positioning of Germany’s top 250 companies by revenue. SAP did an excellent job of positioning the company on each of the five most important social debates of the past year. This is indicated by UNICEPTA’s analysis in terms of media visibility, generated user reactions, tonality, relevant content and use of its own channels.

  • SAP communicates clearly and consistently along these most important social topics, with 25 percent of all articles and postings on its own channels directly addressing these five conversations.
  • SAP achieved the best sentiment among the candidates on the shortlist in four out of five topics. For example, on the topics of diversity and sustainability.

Click here to read the press release on the Thought Leadership Award 2021.

Analysis report for download

UNICEPTA analyzed the media positioning of the 250 German companies with the highest turnover on the topic "Best communication across the top 5 conversation in society". The analysts evaluated a total of 35 million articles and postings with 182 million user reactions in the digital space:

  • Which companies have managed to position themselves visibly and with a positive tonality on all five topics?
  • Which companies are also convincing with high user reactions?
  • At which company is a strong communication success visible behind the successful positioning?

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About the Thought Leadership Award

UNICEPTA and the German Public Relations Society (DPRG) has been handing out the Thought Leadership Award annually, since 2016. The Award honors outstanding communication achievements on topics of particular social relevance on the basis of a multi-stage, cross-media analysis.

Previous winners of the Thought Leadership Award include:

  • 2020: Covestro and KfW for the best communication in the fight against climate crisis > press release
  • 2019: Infineon for the best communication on the future viability of German companies > press release
  • 2018: Bosch for the best communication with the highest impact in the digital sphere > press release
  • 2017: Deutsche Telekom for the best communication in the era of digitalisation > press release
  • 2016: Kuka for the best communication of the mega-topic digitalisation > press release