The common stereotype an internship is one from the movies of a young student rushing to work with a tray of coffees in one hand and the boss’s dry cleaning in the other. While there are certainly negative internships out there, my personal experience interning at Isentia has been a valuable opportunity to learn and develop.
During my internship at Isentia I have been exposed to client interactions, assisted in the production of external-facing work, and developed my research capabilities. However, I believe that the most valuable lesson for an intern is to develop their confidence and sense of value as a young professional.
Professional discourse often describes the working journey as a ladder, indicating a strict hierarchy with a singular direction. I’ve found that unlike the ladder model, the culture at Isentia is one that allows for a valuable overlap of experience and open communication, with senior and junior members providing insights and ideas in collaborative discussions. This is an ideal environment for an intern in being able to ask for guidance and develop the confidence to provide input.
I believe the greatest challenge for an intern is to find the balance of following instruction and delivering what is expected, while also taking a critical and independent approach to add value and improve the outcome. It may take years for me to develop this confidence, however, during my short time at Isentia I’ve strived to be solutions-oriented when undertaking tasks and provide valuable support to the team.
It should be said that internships are an opportunity that many cannot afford, creating a gap of experience between those who have the privilege and time to undertake an internship, and those who do not. If you decide to hire an intern you should keep it in mind that many are interning on top of work and their studies with the aim of learning, advancing their experience and gaining exposure to the industry. When an intern is supported and given challenging work they can grow and harvest profits for your team and organisation.
The Isentia team members are diverse in background, and bring different skills and unique perspectives to the table to form an interesting and collaborative culture. I’ve found the team, as well as the wider office, hugely welcoming and supportive of my learning journey, taking the time to answer my questions and explain tasks. Thanks to them, my experience at Isentia has largely been a positive one.
Beattie Tow Intern from University of Technology Sydney
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.
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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Blog
An unforgettable, positive and awesome experience
How would I sum up my experience as an intern for Isentia? Interesting, rewarding, challenging, and engaging.
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
What’s driving the cost of living concerns?
A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.
Source: Pulsar TRAC, 1 Jan - 30 Jun 2023
The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.
Let’s take a closer look at these topics.
Energy fuels the discussion
Energy sources and prices are hot topics in the media, impacting households, affordability, and vulnerable populations. But a troubling discrepancy emerged in the May 2023 Budget: businesses got more attention than households in energy relief measures. Surprisingly, only 13% of media coverage focused on the struggles faced by individuals, while a whopping 29% centered around the politics and policies of Australian businesses. This raises valid concerns about whether the media is truly addressing the needs of Australian communities.
Sectors feeling the heat of media scrutiny
Media outlets play a crucial role in shaping public opinion and influencing the cost of living. When it comes to specific energy sectors, they have become the subject of intense media scrutiny. Data from our Energy Transition report shows that coal and gas are in the hot seat, with a significant portion of media coverage - 43% for coal and 26% for gas - dedicated to discussing these fossil fuels. This media focus highlights the ongoing conversations surrounding the environmental impact of coal and gas, their contribution to climate change, economic considerations, and the urgent need for policy changes to transition to cleaner energy sources.
Feeling the pinch
The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.
But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.
Source: Isentia (print, online, broadcast), Pulsar TRENDS (Twitter), Google Trends, May 1 - July 30 2023
Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.
The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living.
Influential figures shaping the conversation
Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.
Source: Pulsar TRAC, 1 Jan - 31 May 2023. Influential people and organisations
Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?
Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.
How media intelligence can help you navigate the cost of living
Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.
Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.
Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.
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Blog
The Story Behind the Data: Navigating the Cost of Living
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals. Within our shores, people are facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
Media's Lens: Framing the FIFA Women's World Cup Narrative
The FIFA Women's World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament's core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, Marketing and Advertising, Community and Economy, these themes underscore the event's significance, lofty ambitions, and the collective aspiration for soccer's unifying power.
The media focuses on the excitement surrounding the game, not only because it echoes fans' optimistic expectations for the future of women's sports but also because this is entertainment with genuine fandoms. This strategic coverage not only provides professional athletes with a global platform to broadcast their values to the world but also weaves the Women's World Cup narrative into a vibrant tapestry of empowerment, inspiration, and unity, establishing an influential precedent for the evolution of women's sports.
Studying how news media engage viewers provides insights for organisations aligning their messaging with audience expectations. While WWC promotes women in sports, news media prioritise entertainment and women athletes. A tournament, usually hosted in inconvenient time zones, excites Australian and New Zealand non-sports and sports fans alike, emphasising the value of a localised global platform backed by the media.
Media trends drive organisations to adjust communication strategies. It signals organisations/brands to re-strategise their communications strategy when they observe media and viewer trends and their flow-on effects. For example, media coverage of the cup, focusing on its entertainment value rather than gender, and reporting on ratings, excitement, and atmosphere, demonstrates to organisations that it is a worthwhile channel to invest in and align their communications with.
Brand Strategies: Engaging Audiences Amidst the Soccer Spectacle
As the FIFA Women's World Cup captivates global attention, it becomes an arena for strategic brand engagement. Our friends at Pulsar provided key audience intelligence insights, helping us bridge the gap between news coverage and audience engagement. The tournament serves as a stage for brands to showcase their commitment to women's sports and connect with passionate fans on a deeper level with their messaging. Among these, a select few stand out, employing unique strategies, like broadcast presence, social engagement and news pickups, to drive forward their values while resonating with WWC’s diverse audience segments. These organisations took advantage of a phenomenon with broad appeal and positioned themselves to represent the themes driven by news media.
McDonald's and Social Engagement – Empowering Fan Participation and Interaction
McDonald's turns its spaces into soccer havens, fostering community engagement through earned content using social media ops and iconic backdrops. Macca's All Stars and personalised collectible cards connect fans, while initiatives like Macca’s Swings infuse playfulness. The Panini Football Stickers Happy Meal celebrates women's football by building fan dream teams.
Lays and Broadcast Presence – Amplifying the Thrill of the Game
With the biggest investment in TV ads for women's sports, Lay's "Taste of Greatness" commercial marks a historic partnership, fueling the excitement of the game. The #LaysGOALdenGiveaway transforms goals into winning opportunities, while the Ultimate Watch Parties and Fan Quest showcase the lively fan culture, bringing supporters together. Lay's top investment in women's sports aligns with how news media and audiences perceive women's sporting events.
Google Pixel and News Pickup – Highlighting Visibility and Advocating Equality
Google Pixel amplifies visibility with the "unblur" function and the campaign message of seeing individual players' diverse stories, thus advocating for gender equality. Partnerships with football associations and players empower Pixel FC members, while the advanced camera and AI technology enhance fan experiences, uniting fans on and off the field.
By exploring these communication strategies, we discover how the FIFA Women’s World Cup goes beyond being just a sporting event. It becomes a symbol of unity, inspiration, and a demonstration of the messages that resonate with audiences.
Sam Kerr: Icon of the Game and Her Diverse Fan Base
Sam Kerr's journey from aspiring athlete to global sensation exemplifies her exceptional talent and unwavering work ethic. Her iconic status isn't solely due to athleticism; Sam Kerr's genuine authenticity and relatable qualities forge connections with diverse supporters, as seen in the primary fan segments listed above. Her public image highlights how news coverage prioritises entertainment, appealing to a wider audience rather than just sports fans or those with a pro-women agenda.
Organisational messaging can use this to bring their purpose to a wider community. This illustrates a profound connection between the themes the news media emphasise and the messaging organisations should strive for, as demonstrated by Sam Kerr's influence.
Sam Kerr's influence spans diverse groups, including young women who are inspired by social influencers like Tanya Burr, dedicated sports fans who admire her tenacity, and the LGBTQIA+ community who identify with her. Understanding the most popular platforms and channels of her audience further indicates where messaging and brand positioning would be most effective, especially for organisations that aim to reflect the diverse fanbase Sam Kerr attracts. Her impact reflects the universal appeal of the Women's World Cup, bringing together people from diverse backgrounds and uniting them around values such as determination and breaking stereotypes. Sam Kerr's far-reaching impact is a beacon of hope for women's sports.
Getting off on the right foot with the right communication strategies
The FIFA Women's World Cup goes beyond showcasing soccer prowess, intertwining narratives of athlete popularity, partnership strategies, and media coverage. This exploration delves into Sam Kerr's journey, scrutinises the engagement strategies of major brands, and dissects how the media portrays the Women's World Cup. From Kerr's diverse impact on fans to organisations strategically amplifying their brands amid the tournament's excitement and media highlighting essential themes, a comprehensive picture emerges. This holistic perspective crafts a vibrant narrative of empowerment, unity, and inspiration.
As PR and communications professionals, these insights emphasise the potential to align brand narratives with a popular ethos, fostering impactful connections and advocacy that resonate within a changing industry and beyond.
Communication Strategies at FIFA Women’s World Cup
Media’s Lens: Framing the FIFA Women’s World Cup Narrative The FIFA Women’s World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament’s core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, […]
