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Interning at Isentia was enriching and fulfilling

I had the pleasure of interning at Isentia, and my experience was nothing short of wonderful. 

Having only just graduated from university, I could not help but feel slightly apprehensive starting my internship. However, from my very first day, I was greeted with friendly faces all around the office. Before I knew it, I was having morning coffees with my team mates, and soon my colleagues became familiar friends. I was pleasantly surprised by how inclusive and positive the culture proved to be. 

My leader and colleagues from the marketing team were patient when it came to sharing knowledge and took the time to give me tasks that enhanced my learning experience. 

During my internship I gained a deeper understanding how to execute a social media campaign. The planning that goes behind each campaign was so extensive and detailed, which I found intimidating initially, but nevertheless proved to be a great learning experience. For example, I was introduced to the concept of publishing paid advertisements, SEO and content creation. I was even given the chance to write blogs, a responsibility I took on-board with great enthusiasm. 

My experience was not limited to marketing, I was fortunate enough to get involved with the client experience team, where I learnt more about Mediaportal and the amazing insight services Isentia provides. Time flew by quickly and I am very grateful to have had the opportunity to learn and grow.

Isentia isn’t all about working hard; it provides a holistic experience with various social activities and events so everyone has a chance to get to know each other better and learn about the different roles that help to make everything happen. 

I am a strong believer in an enriching environment and Isentia has exceeded my expectations as a company, which teaches and places value in those who work there. The knowledge I have gained is invaluable, and I am thankful for the friendships I have made along the way. 

I highly recommend working at Isentia and leave the team feeling much more confident of the future ahead - a big thanks to everyone who added to my experience.

 Nicole C.
Sydney University, Marketing Graduate

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How would I sum up my experience as an intern for Isentia? Interesting, rewarding, challenging, and engaging.

Hi, my name is Allan. I am currently an undergraduate Mechanical Engineering and Business Management student studying at the University of Technology, Sydney – and have recently completed an internship with Isentia’s HR department.

First of all, you might be wondering what an Engineer is doing as a HR Intern – they don’t exactly fit together, do they? It was for this reason that I was initially hesitant in applying for the role as I didn’t know whether it would align with what I wanted out of my future, or whether I would be a good fit.

However, I soon learnt that being an intern with Isentia was a rewarding and interesting role, not to mention the fact that I was also surrounded by a group of incredibly supportive and knowledgeable people.

Having put myself forward as a mentee for the Australian Human Resources Institute’s mentoring program, I was inspired to learn more – an interest that ultimately led me to this exciting role.

Being an HR intern at Isentia wasn’t just any job – I took on this role because of the challenges it would provide to explore a different area of expertise. And yes, there were definitely new and interesting projects waiting to test my capabilities!

I do have to admit, I always seemed to find myself applying a bit of my engineering experience to the way I undertook each task, but I think this was an approach that helped bring a new and alternative perspective to the team. Who knows, maybe I taught them something new too?!

Along with the day-to-day operations of a HR department, I also gained skills across areas such as policy development, the intricacies of an intranet, and how a strategic HR function operates within a large business.

I would highly recommend Isentia for all future interns wishing to challenge themselves with something new and exciting – I certainly loved my time there and will carry that experience with me throughout my career!

Allan Soo 
Student from the University of Technology, Sydney NSW
Combined Degree in Business Management (Hons) and Mechanical Engineering (Hons)

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As communications professionals look toward 2026 planning sessions, one question dominates the conversation - How can we use AI in a safe, scalable, and sustainable way?

Behind this question often lies the hope for an "AI easy button"—a one-click solution for complex measurement challenges. However, as discussed in our recent APAC webinar, the real opportunity lies not in automating old metrics, but in architecting a smarter era of measurement.

Hosted by Russ Horell, Isentia’s Chief Revenue Officer for APAC, the session featured deep dives from two industry leaders who've contributed immensely to research and planning: Ngaire Crawford (Director of Insights, ANZ) and Prashant Saxena (VP of Research and Insights, SEA). Together, they unpacked the transition from using insights and converting them into strategic, measurable storytelling.

Here are the key takeaways from the discussion.

1. From experimentation to transparency

If 2024 and 2025 were the years of "playing in the sandbox," 2026 is set to be the year of transparency.

Ngaire Crawford emphasized that while AI is incredible at summarising data and recognising patterns, it does not automatically generate insight. As we integrate these tools, the focus must shift to methodological integrity—understanding the source data, the structure, and the limitations of the models we use.

"Models are really good pattern finders. But they don't necessarily set what good looks like, or understand the consequences of being wrong. And the antidote to that is always going to be good design." – Ngaire Crawford

2. "More data, better insight" is the misconception

A major misconception remains that feeding AI endless amounts of data will naturally result in better answers. In reality, without the right framework, more data often just creates more noise.

Prashant Saxena warns against the "sameness" that AI can generate. If everyone uses the same models on the same big data sets without specific objectives, they will get similar, generic answers. The role of the insights professional is evolving from descriptive reporting to strategic storytelling—using judgment to break through the "echo chamber" of AI validation.

3. Kill, keep, create: redefining our metrics

The panelists played a game of "keep, kill, create" to determine the future of measurement metrics.

• Kill: The panel was unanimous in moving away from vanity metrics. Ngaire called for the end of Cumulative Reach, noting it is a biased metric that offers no context. Prashant agreed, suggesting that AVEs (Advertising Value Equivalents) need to be finally left behind.
• Keep: Share of Voice remains useful as a foundational benchmark (a "census" of market presence), provided it is redefined to measure the share of a specific idea or perception rather than just volume
• Create: The future lies in Authenticity Metrics. Prashant argued that while reputation is a downstream outcome, authenticity is the upstream outcome that drives it.

"Authenticity is more upstream, as reputation and trust are more downstream... That's an authentic ritual on a day-to-day basis, which leads to reputation." – Prashant Saxena

4. The "home field advantage" for communicators

Despite the technical buzz surrounding AI, the panel argued that communications professionals hold a distinct advantage. "Prompt engineering" is, at its core, a language and communication skill.

The future doesn't necessarily belong to the most technical users, but to the most articulate—those who can clearly define an outcome, ask the right questions, and deconstruct language to get the best result from a model.

Trust your judgment

As we move into 2026, the advice from our experts is to not let AI replace your strategic point of view.

• Have an opinion: Don't wait for metrics to be imposed on you. Go into conversations knowing what you want to measure and why.
• Pause before you prompt: As Prashant advised, "Paper before a chatbot.". Define your strategy and objectives on paper, using your human experience and judgment, before turning to AI to execute the work.

By combining the speed of AI with the nuance of human strategy, communicators can finally build the sophisticated measurement systems they have always wanted.

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Interested in viewing the whole recording? Watch our webinar here.

Alternatively, contact our team to learn more insights into meaningful measurement, KPIs and communicating using the right dataset.

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The media landscape is accelerating. In an era where influence is ephemeral and every angle demands instant comprehension, PR and communications professionals require more than generic technology—they need intelligence engineered for their specific challenges.

Isentia is proud to introduce Lumina, a groundbreaking suite of intelligent AI tools. Lumina has been trained from the ground up on the complex workflows and realities of modern communications and public affairs. It is explicitly designed to shift professionals from passive media monitoring back into the role of strategic leaders and pacesetters. 

“The PR, Comms and Public Affairs sectors have been experimenting with AI, but most tools have not been built with their real challenges in mind.” said Joanna Arnold, CEO of Pulsar Group. 

“Lumina is different; it is the first intelligence suite designed around how narratives actually form today, combining human credibility signals with machine-level analysis. It helps teams understand how stories evolve, filter out noise and respond with context and confidence to crises and opportunities.”

Setting a new standard for PR intelligence

Lumina is centered on empowering, not replacing, the human element of communications strategy. This suite is purpose-built to help PR, Comms, and Public Affairs professionals significantly improve productivity, enhance message clarity, and facilitate early risk detection.

Lumina enables communicators to:

• Understand & Interpret: Move beyond basic alerts to strategically map the trajectory and spread of narrative evolution.
• Focus & Personalise: Achieve the clarity necessary to execute strategic action before critical moments pass.
• Execute & Monitor: Rapidly deploy strategy firmly rooted in real-time, actionable insight.

Get a demo today: Stories & Perspectives module

We are launching the Lumina suite by making our first module immediately available: Stories & Perspectives.

In the current fragmented, multi-channel media environment, communications professionals need to be able to instantly perceive not just how a story is growing, but also how it is being perceived across different stakeholder groups.

Stories & Perspectives organizes raw media mentions into clustered, cohesive Stories, and the Perspectives that exist within each, reflecting distinct media, audience, and public affairs angles. This unique functionality allows users to:

• Rise above the noise: Instantly identify which high-level topics are gaining momentum or fading from attention.
• Get to the detail, fast: Uncover the influential voices, niche communities, and specific channels actively shaping the narrative.
• Catch the pivot point: Precisely identify the moment a story shifts—from a strategic opportunity to a reputation risk—or when a new key opinion former begins guiding the conversation.

"Media isn’t a stream of mentions," said Kyle Lindsay, Head of Product at Pulsar Group. "But rather a living system of stories shaped by competing perspectives. When you can see those structures clearly, you gain the ability to understand issues as they form, anticipate how they’ll evolve, and act with precision. That’s what we mean when we talk about AI built for communicators, and that's what an off-the-shelf LLM can't give you."

The Lumina Roadmap: AI tools for the future of comms

The launch of Stories & Perspectives is the first release of many. Over the upcoming months, we will systematically roll out the full Lumina roadmap, introducing a comprehensive set of AI tools engineered to handle every phase of the communications lifecycle.

The full Lumina suite will soon incorporate:

• Curated media summaries: AI-driven daily summaries customized specifically to the priorities of senior leadership, highlighting only the most relevant stories.
• Reputation analysis: Advanced measurement tracking how critical themes like ethics, innovation, and leadership are statistically shaping corporate perception.
• Press release & media relations assistant: Tools designed to accelerate content creation and craft hyper-focused, personalized pitches that reach the precise contacts faster.
• Predictive intelligence layer: Technology engineered to track and anticipate story momentum and strategic change before the window of opportunity closes.
• Intelligent agents: Background agents continuously scanning all media channels for emerging key spokespeople and previously undetected reputation risks.
• Enhanced audio, broadcast & crisis detection: Complete, real-time oversight of all channels—including audio and broadcast—enabling rapid context building and optimal crisis response delivery.

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Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .

Complete the form below to register your interest.

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