KRC Research

Multinational Research

Auditing stakeholder communications: OPEC

Challenge

At a time of increasing oil prices and intensifying environmental concerns, OPEC (the Organization of Petroleum Exporting Countries) lacked reliable information on how key audiences viewed them or their issues. To fill this gap, OPEC engaged KRC Research for its first global stakeholder image audit to understand perceptions of OPEC and the energy industry, as well as opinions on key issues facing the industry. OPEC also expected to use the research findings to guide future communications activities.

Research Solution

KRC worked with OPEC to build a tailored list of opinion leaders to target in eight countries (the United Kingdom, the United States, France, Germany, Italy, China, India and Japan), including legislators, oil industry experts, journalists covering energy issues, and relevant NGO leaders. KRC interviewed both opinion leaders and consumers to measure perceptions and priorities regarding fossil fuels, the environment, and OPEC itself, as well as test messaging.

Results

The research provided OPEC with new and unique data on how they and their issues were perceived, direct guidance on messages, and a benchmark for tracking awareness and perceptions over time. OPEC has used the findings to guide on-going communications planning, strategies and tactics.

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