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Isentia's parent company Access Intelligence has been recognised as one of Europe’s fastest growing companies in the FT 1000, a yearly ranking by the Financial Times and German data platform Statista. The FT 1000, now in its 7th edition, ranks the 1,000 companies in Europe that have achieved the highest percentage growth in revenues.

Access Intelligence is an AIM-listed tech innovator, delivering high quality SaaS products that address the fundamental business needs of clients in the marketing and communications industries.

‘Understanding audiences has become essential for organisations across industries and geographies: we’re seeing that need grow every day, as more and more of our clients put media insights, reputation and audience intelligence at the center of their strategy,’ said Joanna Arnold, CEO of Access Intelligence.

The group powers the world’s most relevant brands across regions and industries: with over 6,000 clients worldwide, Access Intelligence helps clients like Apple, Coca-Cola, Pfizer, the UK House of Commons, HSBC, Twitter, and the Australian Government understand their audiences and monitor the media landscape.

The evolving Access Intelligence portfolio includes Isentia, the market-leading media monitoring, intelligence and insights solution provider; Pulsar, the audience intelligence and social listening platform; Vuelio, which provides monitoring, insight, engagement and evaluation tools for politics, editorial and social media in one place; and ResponseSource, the network that connects journalists and influencers to the PR and communications industry.

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“In the future there will be no female leaders, there will just be leaders” 

-- Sheryl Sandberg

Our recent partnered research with Women in Media showed there is still significant gender discrimination within the media and a long way to go before parity is reached. Female voices are being excluded in shaping public perception in industries where women lead in employment, such as retail, sport and health. This creates hurdles for female experts and sources, and demonstrates the largest gap between women employment share and media representation. 

All organisations have a role to play, with a responsibility to provide equal opportunities and outcomes for men and women.

Through the power of collaboration and raising each other up, it presents an opportunity for women to change the status quo.

Women in the workplace

Women’s voices and women’s participation within the workplace are lacking true representation and the amplification they deserve. Whether it’s in leadership, as a spokesperson or across the news value chain - there’s more that can be done to avoid misrepresentation of an organisation as this sends a conflicting message to their audience.

As the Women in Media research suggests, to avoid underrepresentation, organisations should:

• Review and assess their level of representation
• Invest in training and development for spokeswomen and
• Commit to monitor change. 

Workplaces have a responsibility to ensure there is a focus on gender balance through inclusion and diversity as well as provide support and visibility of pathways to leadership roles.

Mapping out the right spokesperson

When choosing a spokesperson, it's the role of an organisation to select someone who is a well suited representative, and be able to provide the best answers for their key audiences. The characteristics of a spokesperson are similar to that of a leader, with competency (37%), confidence (31%), and good communication (26%) being the most important. They also need to speak with authority, with their opinions being trusted, but also an ability to connect with stakeholders and not shy away from empathy, if it’s needed. 

Women need to be given the support and authority to be a trusted brand ambassador or spokesperson for the organisation. 

At a time when a story hits the media, there is a framework organisations can put into place to ensure success:

• Subject: who is the subject of the story and whose perspective does it amplify.
• Narrative: what are the stories being told or what stories are being missed. I.e. Consider which stories are written by women/men or feature more women/men, who is telling the story - experts, sources, spokespeople etc.
• Opportunity: 1. how much opportunity does the spokesperson have to express their opinion, how frequently are they visually represented, what role do they play and how are they portrayed? 2. provide training and development of spokeswomen to contribute to achieving gender equity in the media. And as spokeswomen are called on their leadership and expertise, it will present a fair representation of Australian society.

Women in Media Gender Scorecard

The Women in Media Scorecard explores the visibility of women as authors, participants and subjects of news in Australian media. It identifies core areas in media analytics (bylines, sources, experts) to monitor change over time and positive or negative shifts towards achieving parity for women in Australian media. Isentia analysis included 18,346 reports from Australian press, radio and TV news coverage over a 14-day period, from 18-31 July 2022.

Trajectory to gender parity

Some say a woman alone has power; collectively they have impact. 

Across all industries and organisations, when it comes to women supporting other women, there is power in the pack. 

Women often underestimate the value they can offer, the wisdom and knowledge they can share can benefit and support many women (and men too). 

From increasing productivity and enhancing collaboration, to inspiring organisational dedication and boosting confidence, women can be unstoppable when working towards a desired goal, together. 

“Women need to get behind other women. Encourage their expertise. Acknowledge their strengths. Champion their success. Amplify their voice.”

Interestingly, our research shows female reporters are 30% more likely to quote female sources than male reporters. This suggests that women do support women, yet women dominated industries are not being represented as such in the media. The highest underrepresentation of female sources tended to be associated with topics/sectors with a high female employment share, for example in retail, sport and health.

This presents an opportunity for organisations to increase women’s representation in leadership positions and boost women’s workforce participation. By doing this, it will encourage women to amplify other women and contribute to achieving gender parity within the workplace.

Men Dominate As Sources, Even In Industries Where Women Lead Employment

Source gender split vs industry employment

The affinity bias

The media hype plus cultural perceptions might showcase that women don't want to revel in another woman's success. Yet it’s quite the opposite.

Dedicated days like International Women’s Day are a great opportunity to celebrate the achievements of other women beyond the divisions of national, ethnic, cultural, economic or political barriers. But it shouldn't stop there. 

Status quo bias and gender blindness are two key areas of bias within organisations. For whatever reason, when we think about a leader or a person with authority, our brains default to think of a male. The ‘think manager, think male’ norms continue to hold women back and contribute to a notable gender gap in self promotion within the workplace. 

Women are 33% less likely to promote their performance and only 60% of women actively make people aware of their accomplishments. And this wasn't due to a lack of desire, however it was more likely to attribute their failures to lack of ability. Because women feel the workplace is harder on them, they’re harder on themselves, causing their confidence to take a hit. Yet for women to advance in leadership roles or further their career, self-promotion is a must. 

In instances where women are confident and assertive at work, they can be penalised by others and be referred to as bossy. In fact, women are twice as likely to be branded as bossy in the workplace for doing the same behaviours as men.This can often impact their desire to celebrate their achievements and also have a negative impact on how well they are liked by their peers.

Gender equity

Within the media landscape in particular, women reporters are more likely to:

• Challenge gender stereotypes 
• Raise gender inequality issues 
• Reference legislation or policies that promote gender equality or human rights.

Yet they don’t get seen as experts in their field and get the bylines to showcase this.

The Women in Media research shows only two of the 35 identified topic groups (6%) recorded a greater share of women sources than men. Females are notably under-represented when comparing the share of experts in media reporting with the share of sector employment. The pattern of media underrepresentation in women-dominated industries extends from sources to the share of experts quoted. 

With the spotlight on gender equity, now is the time for women to support and amplify other women across all industries.

A call to arms

At Isentia equity, inclusion and diversity is something we are all passionate about and we choose partnerships that help us shine a light on these issues. We value the voice that our women leaders and employees can have within our company and industry and are always looking for opportunities to elevate their voices. 

Company CEO Joanna Arnold believes ‘the true value of insights is when it's used to shine a light on societal issues and inspire behaviour that drives change. Our innovation in audience intelligence underpins our purpose to help surface the diverse voices shaping wider societal narratives’ so that they can be better represented in the media and other channels shaping public perception”.

The Women in Media Research highlights that much work remains to provide gender equity and share of voice for women in organisations and through representation in Australian media. 

Organisations can play an important role in gender equity by:

• Investing in training and development for their spokespeople and instill confidence into their female employees 
• Constantly review and assess their level of female representation
• Ensure the chosen person is an accurate representation of the workplace
• Commit to monitoring change and
• Build a supportive workplace culture

Moving forward, as more women encourage and support other women, the more will be received in return.

We can continue to support the positive impact organisations have towards female representation and gender parity. We want to improve the barriers and drivers for women representation in organisations across societal, organisational and individual levels. 

If you’d like to learn more about The Women in Media Scorecard or discover how Isentia can help your organisation with impactful insights-driven research, get in touch with us today. 

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When it comes to reputation management, understanding your audience perception puts you a step ahead. Learning your audiences frustrations and what drives them, provides insight into how to positively engage with them. As a PR or comms professional, knowing which audience segment impacts or influences your brand reputation is key, especially when sharing messaging.

Reputation is important at the best of times, yet throughout the pandemic, pharmaceutical companies gained the media spotlight whilst their reputation was under scrutiny. As a result, they had to act swiftly and develop new vaccines for immediate and long term use on a global scale.

How do audiences perceive the pharmaceutical industry?

Since the pandemic, we've learned companies are expected to lead. Large companies that failed to take significant actions lost reputation. Those that acted on the opportunities presented to them, flourished. To build or maintain a positive reputation, companies needed to become agile and evolve their operations. 

By using media monitoring and audience intelligence tools, brand reputation and audience perception can be tracked and managed by monitoring traditional and social data, news and industry-specific artificial intelligence (AI). 

Audience perception comes from customer experience, functionality and reputation across mainstream and social media conversations. With social media being an unfiltered platform, it can be hard for brands to control their narrative. However, when you know what your audience is saying about your brand, you can better understand the influential voices and outlets leading the conversations. Monitoring traditional and social media allows you to:

The change in audience sentiment

As an industry that’s responsible for the research, development, production and distribution of medications around the world, having a positive reputation is invaluable.

Pharmaceutical companies frequently use social media to communicate health concerns, new advancements and potential outbreaks. Furthermore, they have been in the spotlight for the past 24 months, helping a society navigate through COVID-19 and out of lockdowns.

The pandemic led to a rapid change in public sentiments over a short span of time. People expressed sentiments of joy and gratitude toward good health, yet sadness and anger at the loss of life and stay at home orders. 

It’s important to understand audience perception toward health-related content, and how your audience perceives the news you share or is shared about you. As the world turned to pharmaceutical companies for vaccines, heightened media coverage meant the public were listening, watching and paying more attention than ever before. This gave those companies the opportunity to redefine what they stand for.

The role of social media

Historically, the sector had been tarnished by bad publicity. However, the Ipsos Global Trustworthiness Monitor 2021 report revealed pharmaceutical companies are now seen as more trustworthy than they were three years ago. 62% of Australians say they trust pharmaceuticals, in comparison to a global country average of 31%.

Social media intelligence plays an important role in how audiences discover, research and share information about a brand or product. Pharmaceutical companies need to continue their connection with their audiences, through storytelling. With this, they can influence a positive narrative and maintain the positive shift in reputation.

During the pandemic, Pfizer dominated social media. On Twitter, Pfizer was the most mentioned company compared to other competitors during the same period. Conversations about the actual brand were not as popular as vaccines, yet social media buzz was inline with Pfizer's consequential milestones and notable events during the pandemic.

With company mentions of this calibre, there’s no denying the number of conversations involving pharmaceutical companies. Audiences are talking in an unfiltered manner. Whether it's about their credibility, reputation, or the effectiveness of treatments, there’s no escaping the global conversations about the pharmaceutical industry.

Companies cannot afford to ignore conversations that could influence their reputation. Rather than treating it as something beyond their control, using reputation management tools within a media intelligence platform can assist in rolling out a more effective and efficient comms strategies on both traditional and social media.

The power of audience perception

A recent study on Eczema & Atopic Dermatitis by our sister company, Pulsar, shows a topic that is considered an intensely private conversation, has since moved online. An analysis was performed on the relationship between influential figures and wider audiences.

The below chart shows what the engagement metrics look like for the 19 most-engaged with accounts describable as either dermatologist, esthetician, medical doctor, nurse or pharmacist. 

From this chart it tells us dermatologists hold authority in this conversation with three of the highest engagement tallies originating from dermatology accounts. This suggests their audience trust their expertise and are favourably perceived.

The above chart shows a comparison analysis on audiences engaging in conversations around both eczema/atopic dermatitis and medicalised skincare on Twitter. This is set against the more general eczema/atopic dermatitis conversation over the same period (Sept 2020 - Oct 2022).

Healthcare professionals remain a significant presence. Viewing the two audiences alongside each other:

• Young black communities cohere into the single largest community.
• LGBTQ+ communities emerge as a far greater presence in the wider conversation. 

From this study, we can see there is a seamless loop between conversation analysis and audience segmentation. This allows for a dynamic view of how each community talks about a topic differently. 

3 pillars to consider when repairing brand reputation

1. Be active and engaged on your social networks to help control the conversations. Turning the mythology around can be difficult, but with a compelling or positive evergreen story, it can change the perception audiences have about your company.

2. Monitor what is being said. Negative news gets more attention. This creates unwanted negative conversations and commentary. Tracking analytics, such as media mentions, share of voice and media outlets with a media intelligence solution allows you to keep a vigilant eye on the type of media coverage you’re receiving. When repairing a negative reputation, at least 35% of the company’s share of voice should involve company representatives.

3. Create a recovery roadmap to deliver on business improvements. Be transparent and authentic when it comes to communicating to customers and stakeholders. This will help with rebuilding trust and repairing your reputation. 

When a company needs to repair their reputation there is a need to use sources of traditional and social media. These will form the pillars of their repair strategy. These pillars can support a comms strategy with real-time data, identifying what's working and what isn’t.

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In today's fast-paced world, audience intelligence is critical to crisis management. By understanding who your audience is and what they want, you can more effectively manage a crisis. 

The constantly changing landscape of the internet and social media can make it difficult to stay ahead of the curve. Additionally, the vast amount of data available can be overwhelming and make it difficult to identify the most important information.

Getting a hold of the narrative in the media is crucial. It's inevitable that at some point, your brand will receive negative press. Whether it's a simple misunderstanding or a full-blown crisis, bad press can have a serious impact on your brand's progress. 

Surviving a crisis: Optus & BeReal

On 21 September, there was a data breach of telecommunications company Optus where many of its customers’ information were compromised. In response, the company adopted a cautious and controlled approach in delivering its external communications. 

However, the approach allowed the media as well as social media to swirl negative narratives about the company’s “inaction”. In the three weeks after the announcement that its databases had been hacked, there were more than 123,000 mentions of the company in the media. 

In this instance, addressing a crisis quickly to minimize the impact on your business is critical. Seeing a spike in media coverage becomes a good barometer of how negative sentiment can escalate against your brand. 

In another example, rising social media app BeReal suffered a shutdown in September. The app focuses on users being authentic in their posts by prompting them to post pictures of themselves at random times of the day. With almost 15 million downloads of its app in September alone, the shutdown caused a stutter in its communications approach.

With a single tweet acknowledging the shutdown of its service, users were left puzzled as to what had happened. Media queries were left unanswered. This silence by the social media platform led to high-profile news sites such as Yahoo and TechCrunch covering the shutdown. 

This is a highly risky communication approach in an extremely competitive market of social media platforms. Social media giant TikTok rolled out its version of BeReal while Instagram has begun testing the function. 

The lack of transparency during a crisis such as a shutdown can lead to negative publicity and a loss of trust in the company. If users are not given clear information about why an app is shutting down, they may feel ‘lost’ and ultimately lose them as users. 

7 things to consider for your crisis management strategy

While it's impossible to completely avoid negative press, there are steps you can take to manage it and protect your brand's reputation.

1. Acknowledge the crisis & remain transparent

In the hyper-speed age of information-sharing and social media, it's more crucial than ever to be open and honest with your audience. 

When something goes wrong, don't try to hide it - own up to it and let people know what you're doing to fix the problem. 

Being open and transparent will help build trust with your audience and show that you are committed to making things right.

2. If it happens in your industry, it's your crisis

When a crisis strikes your competitor, there is no time to revel in their troubles. On another day, the crisis could happen to your brand and the scrutiny would be as intense as it was for your competitors. 

Take notes of what is happening in the media and quickly facilitate actions to counter any possible scrutiny that might come your way. These actions must be part of your crisis management plan.

3. Anticipate and monitor the crisis

In the high-speed world of audience intelligence, crisis management is essential to protecting your brand. Rapid response and proactive communication are key to mitigating the damage of a negative event. 

By monitoring the conversations online and identifying potential risks, you can take steps to prevent a crisis before it happens. If a crisis does occur, having a plan in place will help you quickly contain the situation and protect your organisation's reputation.

Make sure you have a media monitoring function so that you can monitor the escalating spread of news. Additionally, a social media intelligence platform can identify topical discussions your audience are engaged in.

4. Don't argue, trivialise or act defensively

Crisis management is the process by which an organisation deals with a major disruptive event. It's critical to remember that in a crisis, your audience is seeking reassurance and guidance on the issues.

Therefore, it's essential that you don't argue, trivialise or act defensively. Instead, you need to be calm, informative and decisive in your actions. This will help to instill confidence in your audience and allay the media pressure to give you space to address the crisis.

5. Keep it short and sweet

The message you send out must be brief and informative in order to effectively manage the crisis. Getting involved in a large-scale debate is not advisable because it distracts your focus from finding solutions. 

A brand crisis can be a very difficult situation to navigate. Your audience is interested in what you are going to do next and what will happen to them. It's important to keep your audience updated on what is happening and what you are doing to resolve the issue.

6. Address your most important audience

In the event of a crisis, it's essential to quickly identify your key audiences and address their concerns. For a fast-moving consumer goods or a services organisation, the customer comes first because they are the primary audience of interest. 

It also depends on what type of crisis it's. If there is a workplace safety and security matter, it's better to address your employees first and reassure them on resolving the crisis. 

Ultimately, it's best to identify key audiences and have various sources of information to implement this preemptive approach. From discovering communities in social media narratives to stakeholders of your business, keeping the flows of communication open is a priority.

7. Keep authorities and the media on your side

In the event of a crisis, it's essential to effectively communicate with the authorities and the media. Provide updates to the media and work with authorities to ensure that they are kept informed of the situation. By having a good relationship with them, the crisis is managed effectively and the negative impact on your business is minimised.

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