How do you get a CEO's attention

Media analysis: These company bosses get the most attention

APA-DeFacto examined the media presence of corporate leaders - Wrabetz and Mateschitz lead the ranking - in future, the CEO presence will be published every six months

Vienna (OTS) - Among the Austrian CEOs, ORF General Director Alexander Wrabetz is by far the most powerful in the domestic media - followed by Red Bull half owner and boss Dietrich Mateschitz. This was shown by a CEO ranking published for the first time by APA-DeFacto, which examined the media presence of the heads of the largest domestic companies over a period of six months (November 2016 to April 2017).

Wrabetz appears most frequently in the arts and culture departments. Issues such as broadcasting fees (GIS) or the reorganization of the ORF information area drove up media presence during the period under study. In second place follows Red Bull half owner and boss Dietrich Mateschitz. He is mainly reported in the sports department. The topics range from RB Leipzig and RB Salzburg via the Spielberg project and the F1 teams to the creation of its media platform “Quo Vadis Veritas”. Manuel Kerzner from APA-DeFacto analyzes: "In particular, an interview in the Kleine Zeitung on April 8, on the subject of refugee policy, among other things, caused the index value of Mateschitz to skyrocket" "It is noticeable that the richest Austrian has little or no media presence with Red Bull's core business - energy drinks", said Kerzner. Mateschitz has hardly commented on the course of his business for years.

He joins the group of many company representatives who only have a weak presence in connection with their work in the company. Only additional tasks in sport, in interest groups or in politics will attract media attention.

Both the outgoing Casinos Austria boss and President of the Austrian Olympic Committee, Karl Stoss (3rd place), as well as Kapsch boss and IV President Georg Kapsch (4th place) would not make it into the top 10 without their additional functions. Former Vice Chancellor Josef Pröll, who appears in 8th place, owes this position more to his role as Landesjägermeister and as an ex-politician than as the head of Leipnik-Lundenburger.

"The values ​​of Upper Austrian business leaders are noticeably strong", says Kerzner: With Wolfgang Eder (rank 5, Voest), Stefan Pierer (rank 6, KTM) and Heinrich Schaller (rank 10, RLB OÖ) there are three CEOs of Upper Austrian companies among the members Top 10 in Austria. The underrepresentation of women in top jobs is also reflected in media perception: only three women make it into the top 50 media coverage. Margarete Schramböck from A1 ranks 21st in the evaluation, leaving Elisabeth Stadler (30th, VIG) and Sabine Herlitschka (36th, Infineon) behind.

The comparison with top representatives from other industries shows how few Austrian company bosses appear in the media. In the six-month study period, Chancellor Christian Kern was reported 40 times more intensively than the bosses of large companies, and Foreign Minister Sebastian Kurz 30 times more intensively. In the single month of May, when Kurz took over the ÖVP, he received 60 reports.

But even a Marcel Hirscher comes - at least in the examined winter half-year - to 30 times the reporting that Rainer Seele or Wolfgang Eder as heads of the largest, listed companies achieve with their billions in sales. Even actor Tobias Moretti has two to three times as much media coverage as the CEOs. Foreign bosses get a lot of attention compared to domestic bosses: Facebook boss Mark Zuckerberg appears in the local media as intensely as Mateschitz. Tesla inventor Elon Musk would be third in the Austrian ranking, only surpassed by Wrabetz and Mateschitz. The complete list of the top 50 can be downloaded from

Editorial contributions from 14 Austrian daily newspapers (print editions), 9 magazines and the TV channels ORF, ATV and Puls4 were used for the media analysis. A total of 601,317 articles were analyzed. The investigation period spanned the six months from the beginning of November 2016 to the end of April 2017. The scientifically sound analyzes by APA-DeFacto measure and interpret the media output on defined topics, periods or occasions and provide answers to questions about public presence, positioning or, among other things Effect.

APA-DeFacto CEO-Ranking measures the visibility of company bosses in the media

The APA subsidiary APA-DeFacto will in future calculate the presence of the CEOs of the largest Austrian companies in the domestic media every six months. For this purpose, a sample of around 600,000 reports in national daily newspapers and magazines as well as in television news on ORF, Puls4 and ATV is analyzed. The index value calculated for "media visibility" includes the number of mentions on the one hand, and the "intensity" of the reporting on the other: the number of mentions by name in relation to the length of the article and the position of the actor in the text are used. The result is an index value that guarantees the comparability of the calculated results over different periods of time and across different media. The presence of selected politicians, athletes or international company bosses is evaluated for comparison and classification.

About APA-DeFacto:

APA-DeFacto GmbH is a 100 percent subsidiary of APA - Austria Press Agency and the largest media and specialist database provider in Austria. It offers its customers a comprehensive monitoring and analysis portfolio in the form of press reviews and media response analyzes. The data pool currently contains more than 130 million documents from around 800 sources - including all APA and international agency reports, Austrian and international daily newspapers, radio & TV programs, magazines, specialist media, web and social media contributions, company data, Image services as well as the APA-OTS original text service.

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