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An organisation’s reputation is at its core, really how people feel about them. These feelings can be based on their interaction and knowledge of the brand, or their experience with the products and services the organisation provides. This reputation is important as it can often dictate the actions or choices audiences and buyers make, impacting an organisation financially and its ability to grow. If managed and measured, the value of an organisations reputation can safeguarded and used as a source of growth by strategically influencing key consumer’s consideration over the competition and the market more broadly.

People can interact directly with an organisation more than ever before, on social media, targeted advertisements, in-store experiences, customer support to name a few.

Given how wide reaching reputation is, how would your organisation make improvements given that it encompasses ‘everything’ an organisation does? What would be an efficient channeling of resources? 

Social media is a great place to listen to the voice of consumers and key audiences who choose to voice their experiences online. It provides insight into what your organisation has done well or needs to do better. When used in conjunction with additional data, like survey analysis it can also reveal what channels and content are contributing to this perception, and how this can be shifted. Drawing from online resources and social media, Isentia has established 3 drivers to identify and quantify an organisation’s reputation.

1^st Driver: Strategy

The first driver is about the future direction of an organisation.

Does your organisation have a strong leader? Does your organisation seek to innovate? Does it shape the way society thinks? Is your organisation authentic in its messaging? Is your organisation likely to succeed? 

When an organisation shows these qualities, it raises consumer trust and confidence, but it’s important that this is authentic.  An example of this is Honestbee. Honestbee’s strategy covered several of these points - they were a fast expanding and innovative Singaporean startup in the online grocery delivery business. The founders focused on being perceived as successful, with plans for rapid expansion. 

However, In October 2018, Habitat, the world’s first tech-integrated multi-sensory grocery and dining destination launched. Three months after the launch of Habitat, it was discovered Honestbee was deep in financial debt. This was a shock to the industry  as Honestbee had a good strategy. Their downfall had been in their inauthentic messaging which resulted in the organisation losing trust of their consumers and investors.

2^nd Driver: Culture

Culture is determined by the organisation having strong values and integrity. 

Is the organisation socially responsible? Are practices fair and transparent? Do they promote a balanced workplace? Is it an environment where people aspire to work? Do they have ethical relationships with their business partners? 

The growing number of organisations ‘going green’  is as good example of how the market can reflect and appeal to the values of today, in this case by demonstrating they're more environmentally conscious. In a 2019 Nielsen study, it was shown 1 in 3 consumers prefer eco- friendly products. Both Fairprice and Redmart, grocery chains in Singapore, also expressed growth in demand for their environmentally friendly products. 

An organisation’s workplace culture, including ethical behaviour can also negatively impact an organisation. For example, Google was challenged for the way cases of sexual harassment were handled within the workplace. They were also challenged for questionable deals in AI technology that resulted in a protest of 20,000 employees across their offices. Google’s poor behaviour was exposed which led to criticism from Amnesty International and a backlash on social media. 

3rd Driver: Delivery

Delivery is how good an organisation is at delivering on it’s day to day business. 

Do people perceive the organisations products are good quality? Are the products well received? Is the organisation well known in the industry? Do customers have a good experience? Are they successful?

A good example of how delivery can be analysed is in the sphere of reputation is the case of, Razer Inc. known as an organisation passionate about gaming. With a tagline ‘For Gamers. By Gamers’, they are well known in the gaming industry for supply gaming software, hardware and accessories. 

According to their annual report, their revenue last year, hit an all-time high of 712 billion US dollars.  While online reviews of their mostly praise the high quality of Razer products, a common complaint on sites such as trustpilot.com, Reddit and Forum Hardwarezone are about slow or unhelpful customer support. Some customers even expressed that due to the poor customer support for products, they were even considering switching brands.  This signals an opportunity. While Razer Inc has performed well financially and seemingly has a message that appeals to their key consumer, by improving their touchpoint experience and capacity to deliver they could potentially eclipse the competition and swing those who were apathetic towards other brands.

This is just a small glimpse of how your organisation’s reputation can be analysed and measured by a combination of social media data and more traditional market research techniques. Executing a broad analysis of your organisation based on the 3 drivers of Strategy, Culture and Delivery, we can assist in gauging your organisation’s reputation and how it fares against competitors. With a clear metric for overall reputation and a breakdown of performance by driver, Isentia's Reputation Analysis helps your organisation identify areas for improvement and where there are opportunities to strengthen PR, marketing and engagement strategies. 

Request a sample of Isentia's Reputation Analysis here.

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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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