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| Vol.
7, No. 7, Sept 2008|
To The Editor
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Letter from Poland, Part 3
Publicly traded Gazprom is in a unique position because of its size and its near-monopoly hold on natural gas in eastern Europe. It is the largest company in Russia and the third largest corporation in the world. It is the world's largest extractor of natural gas, and provides about 25 percent of the European Union's gas supplies. Gazprom is the sole gas supplier to Bosnia and Herzegovina, Estonia, Finland, Macedonia, Latvia, Lithuania, Moldova and Slovakia. Read more at Wikipedia. Dewhurst's job is to introduce the new Gazprom to Europe and the US. For the last 35 years, Gazprom has transported gas to many European countries, and sold it at border points, rather than to downstream customers. Today. as a result of the liberalization of energy markets, Gazprom is selling directly to consumers, and therefore wants to be recognized as a global energy player, not just a Russian gas company. Dewhurst tipped his hat to the Houston-based Yanks on his team, who (thanks to hurricane Ike) were without electricity, water or air-conditioning, but still on cell phones dialing into conference calls. I, of course, called him on his metrics. While he only used a few representative stories in his presentation, his agency is apparently measuring an initial goal of achieving more balanced media coverage. He also mentioned brand metrics being conducted by the German branch. Their most interesting challenge will be to tie their improved reputation to their ultimate goal, which is winning new customers and forging alliances. Their key to success seems to be (like many other presenters at the Congress) a very serious commitment to community involvement. Whether it's sponsoring fund raisers in Africa or a local soccer team, they are clearly trying to be the good guys. Like their American counterparts, Gazprom is also relying heavily on media-savvy executives, including 36 year-old CEO Vitaly Vasiliev, as well as Alexander Medvedev, Director General of Gazprom Export and Deputy Chairman of Gazprom’s management committee. He is a great communicator and did over 50 media interviews in the first six months of 2008. Dewhurst's
efforts are just the beginning of a 5-year Gazprom Export PR program
that will culminate with a major presence during the winter Olympics
in Sochi, Russia. |
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At the
4th Warsaw Congress on Public Relations, Philip Dewhurst, VP of
Communications for GazProm's Marketing and Trading
Group, provided the corporate perspective on the new European PR
environment. Three years ago, when 
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