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Blog post
June 25, 2019

Confidence, complexity and thinking beyond the first step

Worry is a terrible use of imagination.

Worry, fear and second guessing are everywhere. It’s hard to say if it’s at an all-time high or if it just feels like it with the rise of fake news, social media amplification and the proliferation of stories that keep our minds hunting for the truth. Whatever the reason, we seem to be entering an age where there are no breaks or breathers for our consciousness to just stop and focus on what we can discern as truth, or measure with certainty. We are knee-deep in thoughts and worry, not just between 9-5pm, but now 24/7 and 365 days a year – there is noise all around us.

Of course, there is the other side of the coin that says all this complexity has only made us clearer about our collective want for simplicity. We crave confidence, feelings of clarity, the ability to see a path, and to pinpoint the underlying message before we try to forecast the future. With books like ‘It’s Even Worse Than You Think: What the Trump Administration Is Doing to America’ by David Cay Johnston on one side and ‘The Subtle Art of Not Giving a F*ck’ by Mark Manson on the other, it’s easy to agree that 2017 may have been a little overwhelming. 

However, if we spend too much time worrying, we leave no room for imagination. We waste energy on what might be, and not on what could be. Yes, the line is very similar, but it has a distinct difference. Imagination chooses to see possibilities – it’s best friends with innovation, and in a business context it can help you regain focus on your desired end goal.

This isn’t to say that you never think beyond the first step when developing your communication strategy, influence program or press release. This is crucial to ensure you’ve thought everything through thoroughly, but also should include things like risk register that will help you minimize risk, accept the things you can’t control, and make the decision to go ahead with the knowledge that you have done what you can to avoid late night worries.

Once you’re off it’s about having the tools in place to reduce worry and creating time for imagination or innovation. We like to fight worry with confidence. Our clients often use our Mediaportal Alerts or the Isentia App to alert them to news that needs attention, giving them peace of mind that someone else is on the case and the freedom to use their mind elsewhere. Or in some cases, it’s going to bed knowing that they will get an early morning daily brief of news coverage so that they can start the day with a clearer picture of what to priorities.  Whatever’s going to give you back some confidence to let your mind refocus on producing more amazingness, do it.

You won’t regret a good idea. But you will regret the ones you never discover.

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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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Blog
My experience as an Isentia Intern, Nicole

Interning at Isentia was enriching and fulfilling

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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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Blog
An unforgettable, positive and awesome experience

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

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Optimise your customers' journey across all touchpoints to achieve a holistic and customer-centric experience

Customers now have a powerful voice in sharing their experiences and with it, comes an expectation for actions to take place as a result of their feedback. In our digital world, customer data is nearly limitless – but people are much more than data. Their lives are defined by driving wants, needs and desires with an endless amount of choice and more often than not, brands believe they are delivering a better experience to these people than they actually are.

For those brands or organisations that choose to close the experience gap and embrace maximising the customer experience (CX), are finding themselves in a race to the top. By understanding what drives your customers’ decisions and the other influences that are out there, you can improve overall business growth and success over your competitors by making decisions based on customer intelligence.

Optimising the customer experience

A customer’s feedback has the power to transform your organisation through innovation and by improving their overall experience it can reduce customer churn. No matter where your organisation is in terms of CX maturity or customer feedback management, it is important to have access to customer insights in order to implement strategies to retain them. 

Here are 3 steps to maximising the customer experience:

1.       Illustrate the customer journey

The customer experience is made up of many customer journeys – the path customers take to solve a problem or need. The better experience your customers have with your brand or service, the more engaged they become, and the more opportunities become available. Having a great customer experience can also promote customer loyalty and as long you continuously optimise every element along their journey you will have satisfied customers.

Understanding the steps of your customers journey through various touchpoints, engagements and interactions with your brand will help to properly target your customers and understand their requirements and their pain points. Divide the customer journey into phases and pay close attention to each component by measuring the outcomes, collecting feedback and applying this feedback where possible. This will maximise customer success.

2.       Drive value from experience data

Looking at both quantitative and qualitative approaches across various facets of your business must be considered to give a complete picture of your customer data. Looking at one source will only give an incomplete representation.

Customer experience is more than sending surveys and collecting feedback – having this information is important but it’s also about enriching and humanising the experience and using these unique experiences to create a positive customer centric culture. Sharing insights and developing processes to improve the customer experience and create business value allows the best experience possible. It also generates the maximum return on your efforts. Obtaining this information can be done through swapping knowledge between cross functional groups by identifying where there are gaps as well as what's working well. A team dashboard can also be created that specifically looks at different touchpoints and their success. Whatever data you do gather, turn it into actionable insights that directly improve your customers 'experience.

3.       Learn from churn when it happens

Reducing customer churn is always sought after, however is quite difficult to achieve. Churn happens from poor experiences (both operational and strategic) and can have a drastic effect on your bottom line but it can also be helpful and insightful for your brand to learn and improve. For the customers you’re not able to prevent from churning, be sure to find out why they decided to move on. Conduct a short exit interview with the customer to understand their experiences and their pain points and take this knowledge to make improvements.

Fundamentally, it’s important to ensure a positive customer experience to encourage your customers to build brand loyalty. Customers hold the power in today’s business landscape which is why seeking feedback on their experiences is valuable to your brand or organisations' performance and reputation.

Happy customer, happy life.

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Blog
Experiences are the new differentiators

Optimise your customers’ journey across all touchpoints to achieve a holistic and customer-centric experience

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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.

The top drivers of the cost of living
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.

The energy narrative and the cost of living

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.

cost of living comparisons
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.

who is talking about the cost of living
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.

Jim chalmers and the cost of living
online sentiment about the cost of living

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.

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