Back to all articles
Blog post
June 24, 2019

The demand for communicators to adopt a data-driven culture

Despite years of modelling, frameworks, advances in technology and analytics, measurement and analysis of media coverage has remained a challenge for many communication professionals.

Struggling to quantify and communicate the value of their efforts, we often hear this pain point from clients trying to navigate the ‘how’ and ‘what’ to measure.

A lack of common standards and practices for measuring impact or evaluating investment in the dynamic and rapidly changing mediascape has ultimately resulted in some throwing up their hands and asking, ‘Is media analysis a nice to have, or a need to have?’.

In short, yes – and we think it has immense power beyond the obvious benefits.

With a push for businesses and organisations alike to adopt a data-driven culture, communications roles stand to be impacted alongside every other area or discipline. A few years ago, being ‘digital-first’ was the hot trend, but now the call to be data-driven is eclipsing this as we see a growing need to justify actions and quantify results. And as such, our accountability is skyrocketing.

While communications have seemingly skirted around the demand for data with marketers bearing the brunt of this need for a while, there is a shift looming. The media rich landscape is beginning to demand more and more of a data-driven focus from communicators – shifting towards it not only being the norm, but for them to lead the charge.

This shift is an exciting prospect for many as the potential to lead the conversation – not just have a ‘seat at the table’ – offers major business influence. As lines blur between marketing and traditional communications thanks to the explosion of channels, influencers and integrations – the first to champion adoption of a data-led cross-functional team may hold the key to overall business improvement.

While the challenges remain, there are also skilled teams of analysts along with robust and replicable methodology that exits – ready to interrogate any data set. The long-term benefits of being able to look at the overall impact of your media and truly make it measurable will always win.

If you’re already monitoring media but are looking to take the next step, our media insights will provide help with:

  • Protection and allocation of budget
  • Speaking a language that resonates with your stakeholders
  • Sharpening your focus on key messages and sentiment
  • Demonstrating what’s working and evaluate what’s not, and
  • Inform strategy and future activity.

Regardless of where your business lands on the data maturity scale, the need to grow and move forward will only increase. For communicators, mapping this out through media analysis can help you not only examine current efforts but identify the gaps to lead better, more tailored services and generate real benefits for the wider business.

Share

Similar articles

object(WP_Post)#8521 (24) { ["ID"]=> int(40427) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2025-06-25 23:15:57" ["post_date_gmt"]=> string(19) "2025-06-25 23:15:57" ["post_content"]=> string(2105) "

Every stakeholder relationship is different, and managing them effectively takes more than a one-size-fits-all approach.

From campaign planning to long-term engagement, having the right tools and strategy in place can make the difference between missed connections and meaningful impact.

This guide covers:

  • Identifying and understanding your key stakeholders
  • Mapping and modelling for influence and engagement
  • Equipping your team to maintain and grow strategic relationships

Get your copy now

" ["post_title"]=> string(40) "The fundamentals of stakeholder strategy" ["post_excerpt"]=> string(128) "A practical guide to tailored stakeholder management, offering strategies and tools to identify, map, and nurture relationships." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(40) "the-fundamentals-of-stakeholder-strategy" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2025-07-01 05:46:20" ["post_modified_gmt"]=> string(19) "2025-07-01 05:46:20" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=40427" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
The fundamentals of stakeholder strategy

A practical guide to tailored stakeholder management, offering strategies and tools to identify, map, and nurture relationships.

object(WP_Post)#8298 (24) { ["ID"]=> int(40419) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2025-06-18 23:24:00" ["post_date_gmt"]=> string(19) "2025-06-18 23:24:00" ["post_content"]=> string(2057) "

As AI becomes more embedded in daily life, the reputational stakes are rising. Make sense of the shifts shaping perception.

In this report, we explore how AI is being framed in Australian media, the risks comms teams should be tracking, and how public perception is shifting.

Discover:

  • How high-profile AI cases reshaped the conversation
  • Why ethical risks get more cut-through than technical wins
  • What audiences want to hear, and what they don’t

Get your copy now

" ["post_title"]=> string(58) "How to manage your reputation in a world transformed by AI" ["post_excerpt"]=> string(107) "Explore how journalism shapes trust, audience engagement, and media influence in Australia and New Zealand." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(58) "how-to-manage-your-reputation-in-a-world-transformed-by-ai" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2025-06-18 23:25:50" ["post_modified_gmt"]=> string(19) "2025-06-18 23:25:50" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=40419" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
How to manage your reputation in a world transformed by AI

Explore how journalism shapes trust, audience engagement, and media influence in Australia and New Zealand.

object(WP_Post)#8296 (24) { ["ID"]=> int(38499) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2025-03-31 22:56:18" ["post_date_gmt"]=> string(19) "2025-03-31 22:56:18" ["post_content"]=> string(2611) "

AI is reshaping political discourse, from election campaigns to government services. As media coverage and social discussions evolve, political actors, media professionals, and government agencies must navigate an increasingly complex information landscape.

This report breaks down key trends in AI’s role in Australian and New Zealand politics, revealing:

✅ Government efficiency vs. accountability tensions – While news highlights AI’s role in modernising government services, social media raises privacy and transparency concerns.


✅ AI-driven political strategy & satire – Labor’s AI-generated video mocking Dutton’s nuclear plan blends satire with election messaging, with news taking a measured approach and audiences debating AI’s impact on public perception.


✅ National security vs. economic transformation – Australia’s AI discussions focus on defence, cybersecurity, and misinformation risks, while New Zealand’s leaders highlight AI’s potential for economic growth and social welfare.

To access these insights, simply fill in the form

Download now

" ["post_title"]=> string(76) "AI in Politics: Media Narratives, Public Perceptions & The 2025 Election" ["post_excerpt"]=> string(136) "Explore how BNPL is transforming consumer spending, financial strategies, and industry perceptions amidst regulatory and media scrutiny." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(71) "ai-inpolitics-media-narratives-public-perceptions-and-the-2025-election" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2025-04-01 21:10:41" ["post_modified_gmt"]=> string(19) "2025-04-01 21:10:41" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=38499" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
AI in Politics: Media Narratives, Public Perceptions & The 2025 Election

Explore how BNPL is transforming consumer spending, financial strategies, and industry perceptions amidst regulatory and media scrutiny.

object(WP_Post)#10868 (24) { ["ID"]=> int(37459) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2025-02-10 22:15:40" ["post_date_gmt"]=> string(19) "2025-02-10 22:15:40" ["post_content"]=> string(2714) "

AI is reshaping the beauty industry, forcing brands to navigate a delicate balance between innovation and authenticity. While AI-driven tools offer hyper-personalised experiences and new creative possibilities, they also raise concerns about unrealistic beauty standards, ethical transparency, and audience trust. Brands must carefully craft their messaging—lean too far into AI, and they risk alienating audiences who crave innovation but are increasingly wary of artificiality. The challenge lies in meeting audience demand for cutting-edge beauty solutions while maintaining credibility in an industry where authenticity is everything.

By analysing industry trends and online discussions, we uncover the shifts driving the next era of communications and visualisation, but through the lens of an industry that is one of the first to tackle AI intervention head-on.

Key insights include:

  • How AI is redefining beauty standards and personalisation
  • The ethical considerations shaping trust and brand decisions
  • The role of social media in amplifying AI beauty trends

Get your copy now

Download now

" ["post_title"]=> string(63) "How AI is transforming beauty conversations & communication" ["post_excerpt"]=> string(107) "Explore how journalism shapes trust, audience engagement, and media influence in Australia and New Zealand." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(46) "how-ai-is-changing-beauty-innovation-and-trust" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2025-02-10 22:15:44" ["post_modified_gmt"]=> string(19) "2025-02-10 22:15:44" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=37459" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
How AI is transforming beauty conversations & communication

Explore how journalism shapes trust, audience engagement, and media influence in Australia and New Zealand.

Ready to get started?

Get in touch or request a demo.

Contact us Request a demo