Reputation Measurement for Wintershall Dea
It’s amazing how quickly we were able to measure the impact of our communications. We used data to demonstrate what this step means for the company. That was extremely helpful for both internal and external communications.
The Starting Point: Measuring Corporate Reputation in Times of Crisis
In mid-January 2023, Wintershall Dea announced publicly that it would withdraw from its Russian operations. Numerous leading media outlets, including Tagesschau, the Süddeutsche Zeitung (SZ), and the Neue Zürcher Zeitung (NZZ), covered the story. To assess the impact of this decision on Wintershall Dea’s reputation, we conducted a reputation measurement for the company.
Our Solution: Greater Certainty in Times of Crisis Through Real-Time Data
The goal of the reputation measurement was to determine how the general public would react to the announcement of the withdrawal from business operations in Russia. In addition, we analyzed the data by relevant stakeholder groups.
In phase one, we examined the following aspects:
We analyzed the collected data by specific target groups to gain deeper insights: people who are familiar with Wintershall Dea and people who have heard that the company will divest its Russian operations. We also assessed the opinions of shareholders.
The result: The company’s decision was received overwhelmingly positively
To measure the impact of widespread media coverage on the company, conducting a short-term reputation survey was the right decision.
Based on Civey data, Wintershall Dea was able to determine that the announcement of its withdrawal from Russia was received positively by the general public. This also applies to specific target groups (people who are familiar with the company and those who have heard about the move). A majority of shareholders also share this view, albeit to a lesser extent.
For the company, the data provided a solid foundation for understanding public perception and confidence in its strategic crisis communication, both internally and externally.