fbpx
Blog post
March 31, 2022

Isentia bringing the 2022-23 Budget to Clients

IIt was just a week ago when I was asked to travel to Canberra to assist the Isentia Canberra team with the 2022-23 Budget. The team was preparing to provide our clients with a range of Parliamentary Services to support them throughout the Budget announcement and plethora of reactions, resulting in the most significant media day of the year. 

Isentia has an office right in the middle of the Parliamentary press gallery, above the House of Representatives, alongside the ABC, The Conversation, 9 News, 7 News and SBS had my head reeling. We are in the thick of the Budget conversation at Parliament House and have access to the Budget papers during lock-up. I am not going to lie, I would have loved to have gotten my hands and eyes on what lay inside the mass that is the Budget, but I was just as excited to be a part of Isentia’s first live stream of the conga line to deliver immediate stakeholder perspectives.

Lock-up team Whitney and Crystal ready to unpack the 2022 Budget for clients, pictured with Account Executives Melvic (right) and Nikhar (left)

This is my first time in Canberra and walking into Parliament House. It may sound ridiculous to some, but I felt the magnitude of decisions and words within this space as soon as I arrived. This could be due to the physical size of the building, the maze of corridors (I did get lost), or that Greg Hunt, Minister for Health and Aged Care, passes by you, or Laura Tingle, ABC political journo heavyweight, is standing inside the courtyard cafe – no longer just a revered top news journalist on my TV screen. I am tempted to approach her and ask her thoughts on any Budget revelations, but professionalism nips that one in the bud.

The live stream is my main priority and ensuring we capture stakeholder responses as soon as lock-up ends. With the cool, calm, and collected Melvic (Canberra Account Executive) by my side, I felt we were prepared to capture all the opinions and critical commentary on Frydenberg’s latest Budget. But as Melvic had said to me plenty of times over the past couple of days while in Canberra, “you can’t exactly prepare for Budget night.” Speeches can go on for longer, lock-up can be delayed, and elevators can stop working. It was 7.30pm, and we (Melvic and myself) could not get to the second floor, where the press gallery and the conga line were to be. After semi-frantically looking for a way to get there – the elevator wouldn’t go to floor two, and the staircase was blocked off – our prayers were answered in the presence of a former staffer who took pity and showed us to an elevator that could get us there. The doors opened, and we were awkwardly confronted by a crowd of diners enjoying a catered event, but after casually walking by, we were able to get to the gallery and stream the conga line.

I staked my claim on a small footprint of space to set up Isentia’s nimble streaming equipment among tall, solid guys supporting big TV broadcast cameras. As speakers were changing over, we had to pause for one of them to change their camera battery. The speakers were unfazed by the background buzzing of phones, regular triggering of Parliament House clocks and adrenaline-pumped chatter of people in the corridors. I was particularly moved by the words of Carolyn Smith, Aged Care Director at the United Workers Union and a team of aged care workers who felt a lack of respect for what the Budget provided them. I wondered how journalists could keep it together when they were listening to the stories and concerns of people who really feel impacted by the decisions made here. These are comments and opinions that matter to our clients, and providing this service allows them to better inform their operations and objectives. After the last speaker, Melissa Donnelly, National President of the Community & Public Sector Union, had finished, the live stream was done. But the active alerts team weren’t.

Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)
Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)

The team, rapid-firing live alerts to clients after lock-up release, are able to provide clients near-immediate knowledge of key topics concerning their organisation. This being my crash course introduction to the chaos of a Budget night, I was not expecting the personal understanding and touch that went into the live active alerting process for clients. I pictured images of machines whirring and topics automatically ticking through Budget content, machines that made a detached decision about what was relevant to clients and made blanket sends without consideration. How our Account Executives, Crystal and Whitney, understood the ins and outs of the needs held by our clients does make a real difference to accuracy and content relevancy.

With the speed and focus they applied to this product offering (active alerts), you would have thought they were machines anyway. But a machine is not going to have their ongoing long-term client relationship and understanding of client development.

 It’s a wrap! Budget 2022 Isentia team, (from left) Crystal (Account Executive) Loren (Marketing Executive ANZ), Whitney (Account Executive), Melvic (Account Executive), Nikhar (Account Executive), Russ (Chief Commercial Officer). 

After the last active alert was sent, you could still feel the adrenaline. The pace and unpredictable circumstances that this team worked under were staggering, but we made it in the end. After a justified amount of snacking, we packed up the Isentia Parliament office and found our way to the car park, where everyone there that night was in a state of buzzed debriefing as they crouched into their Ubers home. I doubt anyone there got more than 5 hours of sleep that night, but it was amazing to be a part of how Isentia offers a unique service to clients. We look forward to giving the same level of tailored content to clients during the election coverage.

Share

Similar articles

object(WP_Post)#6921 (24) { ["ID"]=> int(30012) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2024-02-21 21:57:40" ["post_date_gmt"]=> string(19) "2024-02-21 21:57:40" ["post_content"]=> string(10108) "

The story around supermarket prices has been evolving for a number of months, finally reaching an inflection point as the Woolworth’s CEO appeared in a challenging interview with Four Corners and then announced his upcoming retirement only two days later.This chain of events underscores the critical importance of understanding the connections made by broadcast media, as they can significantly influence public perceptions and shape the narrative surrounding key industry players.

https://www.reddit.com/r/PublicRelations/comments/1aukych/australia_woolies_ceo_interview_mishap/?share_id=S-JDSwqI-UlHg_mIeTlkg&utm_content=2&utm_medium=ios_app&utm_name=ioscss&utm_source=share&utm_term=1

It was only the latest in a series of media items to seize Australia’s attention, and cast the nation’s supermarkets into something of a PR and Comms crisis.

And yet, viewing events through this framing also only gives a partial picture. As the discussion surrounding the impact of supermarkets on the rising cost of living intensifies, we've observed a notable surge in the usage of terms such as 'shrinkflation' and 'skimpflation'. Reaching back even further, we can see how the topics attained a gradually greater place on Australian news and social channels. Shrinkflation and skimpflation are tactics employed by supermarkets during economic challenges. Shrinkflation involves reducing product sizes while maintaining prices, subtly passing on costs to consumers. Skimpflation maintains product sizes but compromises on quality to preserve profit margins. These strategies often frustrate supermarket shoppers, especially during economic strains like inflation.

Clearly, the topic has become ubiquitous. But if we want to understand how information and perceptions have been communicated to mainstream Australian audiences, then it becomes vitally important to pay particular attention to broadcast media. 

Broadcast media (which includes television, radio and podcasts)  plays a pivotal role in shaping public discourse and influencing perceptions, particularly on pressing issues such as the cost of living crisis. 

Using Isentia to monitor these data sources, we gain valuable insights into their contribution to consumer attitudes. From identifying which organisations are most associated with the issue to pinpointing key public figures and preferred channels within radio and TV, broadcast media monitoring allows us to understand the complex dynamics that shape public opinion.

It’s the oldest of these media types which accounts for the most mentions of the supermarket crisis. Beyond reporting updates on the senate inquiry and government actions, radio excels in facilitating in-depth conversations between hosts and listeners, which surfaces more individual consumer stories than television or podcasts can match.

ABC's predominant coverage of the topic corresponds with the network's content strategy. Major programs such as the Supermarket Four Corners special and podcasts like The Briefing attract substantial listenership and garner attention from other channels. Channel 7, in addition to delivering key news updates, focuses on the shopper experience within supermarkets, shedding light on everyday challenges faced by audiences, such as navigating shrinkflation and skimpflation tactics.

Understanding the majority share of broadcast channels within this topic is important as it reflects who has the loudest voice, and is most persistently advancing a certain narrative or way of framing the situation. 

Coles and Woolworths dominate the conversation, reflecting their prominent presence in the retail landscape. Their widespread accessibility and familiarity to consumers make them prime subjects for discussion in the context of rising costs and economic pressures. 

Conversely, Aldi and IGA, while still significant players in the grocery market, may receive comparatively less focus in these discussions. Aldi's reputation for offering lower-priced alternatives and IGA's decentralised business model, with independently owned stores, may also contribute to their reduced presence in conversations about supermarket practices during times of economic strain. 

Each channel and network approaches discussions about supermarket groups differently. While Coles and Woolworths understandably dominate each station's broadcasts, the precise balance (and the time afforded to Adi and IGA) is revealing.

For instance, 4BC has encouraged audiences to diversify their shopping habits, with one 4BC broadcaster highlighting that "Aldi and IGA are actually doing more than the other two to really help enormously with the cost of living."

In the discourse on supermarket practices during the cost of living crisis, a number key figures emerge across broadcast channels. Anthony Albanese, the Australian Prime Minister, is predictably prominent on just about every channel, particularly broadcaster 2SM. 

All of them, that is, apart from the Australian Broadcasting Corporation (ABC), which spotlights Allan Fels, an economist and former ACCC chair who has analysed price gouging by major corporations. Other notable politicians mentioned include Treasurer Jim Chalmers, Craig Emerson, Steven Miles, and David Littleproud. 

Media's focus on these figures is crucial for shaping public discourse and policy responses amid economic pressures. While supermarkets are often discussed as a key antagonist in the cost of living crisis, they are increasingly being viewed in the context of potential solutions, particularly regarding government policy to regulate supermarket giants.

At the same time, focus does not only fall on the prominent individuals driving business decisions and policymaking. Country Hour (NSW), for instance, focused a story on cherry grower Michael Cuneo, who ceased selling to supermarkets after he made a financial loss on a shipment of fruit. And it was this story that achieved the greatest media reach of any radio content on the topic.  

Clearly then, the topic has not played out in any one way across any one channel. The prominence of key figures and top broadcast channels in this conversation underscores the importance of understanding how media coverage impacts public discourse and regulatory decisions. Isentia's broadcast capabilities offer unparalleled insight into the role of broadcast media in shaping the narrative surrounding supermarket practices. By harnessing Isentia's monitoring and analysis tools, organisations can gain deep insights into how influential discourse and coverage can impact an industry. 

" ["post_title"]=> string(77) "How Australian broadcast media has shaped the cost of living crisis narrative" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(6) "closed" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(77) "how-australian-broadcast-media-has-shaped-the-cost-of-living-crisis-narrative" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2024-02-22 03:14:58" ["post_modified_gmt"]=> string(19) "2024-02-22 03:14:58" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=30012" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
How Australian broadcast media has shaped the cost of living crisis narrative

The story around supermarket prices has been evolving for a number of months, finally reaching an inflection point as the Woolworth’s CEO appeared in a challenging interview with Four Corners and then announced his upcoming retirement only two days later.This chain of events underscores the critical importance of understanding the connections made by broadcast media, […]

object(WP_Post)#9707 (24) { ["ID"]=> int(28008) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2023-09-21 00:13:20" ["post_date_gmt"]=> string(19) "2023-09-21 00:13:20" ["post_content"]=> string(15495) "
data visualisation of Bluey content

Drawing from the trajectory of Bluey, a children's TV show that has captivated audiences across the globe, we delve into the realm of reputation management, unravelling the complexities that PR and communications professionals encounter in today's dynamic landscape. 

In today's digital era, where people can freely share their opinions about a brand anytime and anywhere, maintaining a positive reputation means protecting your image and meeting the expectations of your audience, by staying aligned with the values of the communities you engage with.

Looking at four years of web search, online news coverage, and Twitter mentions, we uncover why this kids' TV show, grounded in family values, has drawn widespread curiosity. Observing how audiences engage with Bluey content across social platforms, we can see a significant pattern emerging.

Amidst the limelight, how has Bluey navigated scandals and pitfalls while holding to the public's high standards of family-friendly content? The power lies in understanding the needs, interests, and motivations of various community segments. Delving into these aspects, can help proactively sidestep the potential pitfalls encountered during brand reputation management and development, a lesson gleaned from Bluey's journey.

Strategic Balance: Bluey's PR Approach to Family Values Amidst Modern Critique

Data visualisation of reputation crises for Bluey

The program promotes education and emotional development through family-oriented activities, aligning with the brand image of family values in today’s world. However, some viewers have criticised the show for not representing a ‘“typical” modern family. As seen in the data above, some of the biggest blunders involve bullying, body shaming and whether it’s appropriate to mention sensitive issues around pregnancy, toilet talk, and men’s health concerns. 

One specific incident being Chilli's decision to pursue a career instead of being a full-time stay-at-home mum which was  deemed as mum-shaming by some. The lack of same-sex marriages represented in the show, and its soft approach to disability have also been topics of contention for the show.  

News article about Bluey representing family

Fans have raised concerns about body shaming and the topics of vasectomies, premature births, and miscarriages. Some episodes distributed to the US, UK and even Australia have required editing or complete cancellation altogether, like the episode where the family jokingly uses the term “ooga booga”. The Macquarie Dictionary defines its meaning as “A stereotypical rendering of what the speaker regards to be the language of those deemed by them to be African savages."

https://twitter.com/CashForBones/status/1647026309082628098

Gaining a profound comprehension of the audience and their values empowers brands to craft content that resonates, forming a robust bond with consumers. In an era where consumers readily scrutinise brands for authenticity, often challenging the sincerity of "purpose-driven communications”, this understanding becomes paramount. Such initiatives, without genuine action, risk being seen as mere gestures and unauthentic. 

In the face of online scrutiny and media attention, as seen with Bluey's occasional controversies, upholding the essence of an authentic family environment stands as a pivotal commitment. However, a question lingers – does Bluey accurately perceive the nuances of authenticity within the context of a contemporary 21st-century audience?

What goes into the making of brand reputation? – Acknowledging your community

Utilising our sister company Pulsar's audience intelligence platform, we can effectively identify the most active viewer groups within a conversation, like family-oriented music fans within the Bluey topic, and better understand how they integrate or fragment. This knowledge allows for timely and strategic responses to viewer discussions that may impact reputation.

It's important to recognise that Bluey's audience extends beyond just kids; parents and childfree adults are also avid viewers. However, these diverse communities hold varying values and connections that significantly shape the brand's reputation. While Bluey's focus is evidently on family and parenting, it also traverses through themes of relationships, self-image, representation, and emotional intelligence. 

The crux lies in how these distinct groups engage with Bluey's content and branding and then interpret and share their perspectives. This dynamic interaction places the reins of reputation management firmly in the hands (or paws) of the brand.

Among these communities, family-oriented fans resonate with Bluey's adventures, sparking discussions that delve into the complexities of parenting. Their connection with the authentic family portrayal is a pivotal element. 

On the other side, American LGBTQ+ furries advocate for inclusion and authenticity without gender labels. Young Australian news enthusiasts align themselves with events impacting the show, especially those related to censorship. Meanwhile, the Gen Z segment of student Netflix obsessives enthusiastically binge on the latest TV trends, underscoring the importance of staying current with zeitgeist fandoms. 

By comprehending the priorities and dialogues of these diverse groups - as is the case with Bluey - messaging and content can be crafted to uphold positive brand reputation management from the audience's vantage point.

Bluey's Intergenerational Appeal – knowing how your communities perceive you

In the realm of modern public relations, brands are under growing pressure to embrace societal issues and adopt a meaningful purpose. This expectation extends even to children's TV shows, adding a layer of viewer complexity to consider in messaging; the show's messaging has to take into account all viewer group perceptions. And this gets more complex as more groups are identified and their perceptions are categorised. 

Although family is the most significant theme for all the viewers listed on the chart above, different communities have distinct priorities. Fans of family-oriented music tend to focus on themes related to learning and education, while younger groups, LGBTQIA+ artists, student Netflix obsessives, prioritise mental health themes. By observing the ‘thickness’ or strength of the connection between audience and theme, we can see how the narrative flows into different audience types. 

This prompts a crucial consideration: Is it appropriate to introduce weighty mental health themes to young minds and influence their formative years? While this inquiry is pertinent, it's worth noting that some experts recommend that parents engage with such shows to gain valuable insights into these themes from a child's perspective. 

News article about Bluey
https://twitter.com/deadspacedog/status/1666183899813142529

On the other hand, some adults use the show to heal from their own past traumas. While younger generations feel a sense of pride and responsibility when watching it with their younger family members. 

Understanding varying perspectives presents a challenge and often carries significant weight in strategic PR decision-making, but by using research, we can observe differences and overlaps among different groups. How different communities engage and share bluey content, highlights the varying ways content can spread, and take on new meaning. 

Your reputation changes your brand but how do you respond? “I’m not taking advice from a cartoon dog” – Bandit, Bluey’s Dad (episode 24, season 2)

Although your community and stakeholders can influence your reputation, it's important to remain proactive. In today's digital age, brand values must be adaptable. For example, a scene from the "Exercise" episode was removed due to concerns from viewers, including single childless families, who felt that it could be viewed as fat-shaming and negatively impact viewers. 

Additionally, an apology was issued after brand content was released that was seen by viewers as  "mum-shaming" Chilli for not being able to spend as much time with her kids as a full-time stay-at-home mum. Viewers disagreed with the brand content's judgmental and outdated portrayal of family roles.

Bluey Tweet
Bluey Tweet response

The Heelers aren’t perfect, and they’re not pretending to be

Converting reputation into numerical data makes it clearer and easier to understand and interpret as it's based on input from the communities that shape it. The challenge for Bluey's brand reputation management now is to accurately portray family life in today's social climate and respond to feedback from everyday viewers. 

In our constantly evolving world, the standards for children's TV shows are shifting. A carefully planned reputation strategy is crucial for everyone impacted by fluctuating expectations. By analysing what your target stakeholders value and identifying how that’s projected onto your brand, we can measure what was previously unquantifiable.

Reach out to our team for advice on utilising research and monitoring solutions for their reputation management needs. 

" ["post_title"]=> string(76) "Keeping up with the Heelers – brand reputation management using insights " ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(42) "brand-reputation-management-using-insights" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2023-09-27 06:11:09" ["post_modified_gmt"]=> string(19) "2023-09-27 06:11:09" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=28008" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
Keeping up with the Heelers – brand reputation management using insights 

Drawing from the trajectory of Bluey, a children’s TV show that has captivated audiences across the globe, we delve into the realm of reputation management, unravelling the complexities that PR and communications professionals encounter in today’s dynamic landscape.  In today’s digital era, where people can freely share their opinions about a brand anytime and anywhere, […]

object(WP_Post)#9841 (24) { ["ID"]=> int(27946) ["post_author"]=> string(1) "6" ["post_date"]=> string(19) "2023-09-18 05:13:14" ["post_date_gmt"]=> string(19) "2023-09-18 05:13:14" ["post_content"]=> string(9859) "
R u ok?

Challenge

R U OK? is a public health campaign founded in Australia, focusing on creating a world where we’re all connected and protected from suicide. Their mission is to inspire and empower people to meaningfully connect with those in their world and lend support when they are struggling with life.

R U OK? focuses on building the motivation, confidence, and skills of the help-giver—the person who can have a meaningful conversation with someone who is struggling with life. R U OK? encourage four steps to have a meaningful conversation:

  1. 1. Ask R U OK?
  2. 2. Listen
  3. 3. Encourage action
  4. 4. Check in

R U OK? have a host of free resources to help you ask, ‘are you OK?’ and lend support to the people in your world every day of the year. Because when we genuinely ask, ‘are you OK?’, and are prepared to talk to them about how they’re feeling and what’s going on in their life, we can help someone who might be struggling to feel connected and supported long before they’re in crisis.

The annual R U OK? Day campaign is their National Day of Action, where people are reminded that every day is the day to start a meaningful conversation that could change a life. 

To assess their impact and gauge progress towards their goal of behavioural change, R U OK? sought to evaluate the effectiveness of their campaign messaging, ambassadors, and public discourse in their communities. Additionally, they wanted to understand the main narrative in these communities to shape their future campaign themes and strategies.

Our approach

Through a number of different datasets, Isentia provided the organisation with comprehensive insight into its campaign messaging as well as the volume and quality of media reporting on R U OK? This valuable information was obtained through Isentia’s Media Analysis reports shedding light on common themes, trends, and messages associated with R U OK? through media coverage.

“We know Isentia are trusted friends. We know we can come to the team with any ideas or queries and be provided with a great solution. Our long term partnership has allowed us to go on this journey together, seeing such change in the Australian landscape for health and suicide prevention.

Isentia’s reports have helped us (and continue to) understand the impact of our coverage and the reach of our campaign messaging, and that every day is the day to ask, are you OK?”

Katherine Newton, R U OK? CEO

Katherine Newton, R U OK? CEO

The analysis revealed the following:

  • - Message penetration in the media
  • - Impact of ambassadors and spokespeople
  • - Campaign effectiveness in raising awareness and encouraging meaningful conversations
  • - Measurement of media coverage quality and tone for R U OK? 
  • - Insights into community, workplace and school engagement with R U OK? and the types of positively received content.
Having a meaningful conversation

Outcome

Isentia’s support to R U OK? has helped them measure their campaign impact consistently over time.

Our analysis quantified the success of R U OK? in reducing negative portrayals of suicide and stigma in the media and R U OK? events. With an impressive 87% national brand awareness and a 25% participation rate, it highlights the positive and supportive behaviour that emerges when individuals actively engage in these conversations.

Media coverage, including increased editorial attention, has effectively promoted R U OK?, raising awareness and fostering an important culture around meaningful conversations. 

The organisation’s brand mentions, advertising space rate (ASR), and cumulative audience figures have consistently increased each year, also indicating the successful penetration of their messages. The most prominent messages, in terms of volume, emphasise that R U OK? builds awareness of suicide and mental health issues, while the annual campaign day helps to build community capacity to have meaningful conversations with the people in their world.

What our analysis showed

Our analysis demonstrates the positive changes in the Australian landscape regarding health and suicide prevention. People are more engaged, have a better understanding of their role in suicide prevention, and desire deeper connections. This means genuinely asking, ‘are you OK?’, and knowing how to connect with and support others when they express they are not okay. 

Isentia’s data and analysis not only fulfilled their objectives but exceeded their expectations. The reports provided are invaluable, so much so that we are their sole earned media insights provider.

These Media Analysis reports helped the organisation understand the impact of their messaging on their audience. They learned what worked and what didn’t, providing insight for future messaging and their content development strategy. These reports have also served as a valuable tool for reporting to the R U OK? board of directors, funding partners, and government. Providing concrete evidence of the organisation’s campaign impact in the media and success in stimulating community action for suicide prevention.

R U OK?

“Isentia’s Media Analysis reports help us look at the narratives to see where people are at and where we can take them next.”

For more information on how Isentia's data and insights can help your organisation, simply fill out the form below.

" ["post_title"]=> string(65) "How R U OK? harness Isentia Insights for their campaign strategy" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(35) "how-r-u-ok-harness-isentia-insights" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2023-10-04 03:58:48" ["post_modified_gmt"]=> string(19) "2023-10-04 03:58:48" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=27946" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Case Study
How R U OK? harness Isentia Insights for their campaign strategy

Challenge R U OK? is a public health campaign founded in Australia, focusing on creating a world where we’re all connected and protected from suicide. Their mission is to inspire and empower people to meaningfully connect with those in their world and lend support when they are struggling with life. R U OK? focuses on […]

object(WP_Post)#9705 (24) { ["ID"]=> int(27370) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2023-08-21 05:17:29" ["post_date_gmt"]=> string(19) "2023-08-21 05:17:29" ["post_content"]=> string(13918) "

Media's Lens: Framing the FIFA Women's World Cup Narrative

Media coverage communication strategies

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

top sponsors and their communication strategies strategies

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.

Lay sponsorship strategy of broadcast presence media exmaple
https://www.tiktok.com/@nickandhelmi/video/7257840723880414465
https://twitter.com/GoogleUK/status/1673254779642949634

Sam Kerr: Icon of the Game and Her Diverse Fan Base

Sam Kerr's audience segments and communications strategies

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.


If you would like to learn more about discovering how media intelligence can lead to insights across advertising strategy or the active communities leading specific online conversations using audience intelligence, get in touch with our partners at Pulsar today.

" ["post_title"]=> string(50) "Communication Strategies at FIFA Women's World Cup" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(46) "communication-strategies-fifa-womens-world-cup" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2023-08-23 21:48:08" ["post_modified_gmt"]=> string(19) "2023-08-23 21:48:08" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=27370" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
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, […]

Ready to get started?

Get in touch or request a demo.