Isentia conversations with Craig Dowling from Mercury
We talk to Craig Dowling, the Head of Communications at Mercury. Mercury was underway with some major construction and refurbishment projects; it had launched a new brand campaign; it was preparing to welcome a new Chief Executive – and then came the unforeseen. Craig reflects on how COVID-19 flipped the focus of communications almost overnight. He’ll share what went well and what the challenges were in such a dynamic environment. Isentia’s Insights Director, Ngaire Crawford also shares some of the trends we’re seeing across social and traditional media, and a quick look at what communication is working well right now.
Ngaire Crawford talks about predicting the future
4:06 – The current overarching media narrative is about predicting what the future will look like and the long term personal impact COVID-19 will have on us.
The mainstream media is talking about:
Economic impact and how long the recovery will be (property, wealth and government response)
Restrictions easing and cases of the virus in specific regions or specific person
News is starting to resemble normal again.
5:43 – As anxiety about physical distancing eases, discussions on social media are turning towards the government response to the economic downturn and how businesses will course correct the job losses that have taken place.
6:23 – What people are looking for on Google across Australia and New Zealand:
Individual COVID-19 cases based on a particular region, age etc.
Coronavirus App across both regions
Broader global and entertainment stories (Lady Gaga, Josh Reynolds etc.) This is reflective of the world slowly returning to normal.
7:00 – Now is the time to start thinking about the future and how to apply the learnings seen through COVID-19 in your future communications.
It’s important to understand how to communicate during an economic downturn; know your audience, be creative and innovative with how you demonstrate your message to your audience.
8:00 – There are interesting conversations around PR ethics and misinformation and the role they play. In particular, the Whitehouse challenged social media companies and their legal responsibility for content posted on their platforms. It also reignites the conversation/debate around the role of tech and their ethical responsibility. Anything to do with ethics and misinformation is important for communications professionals to know and understand during this time.
Craig Dowling from Mercury talks disrupted and disrupting conversations
9:49 – There’s a lot of value revisiting some of the lessons we’ve learned during COVID-19 to help us build new habits and progress forward.
9:55 – Sticking to the communication messages; clarity, compassion and creativity will hold us true to the course of recovery. This includes the ups and downs still to come throughout COVID-19.
10:10 – The 2010 New Zealand Canterbury earthquake is the biggest parallel to COVID-19. This earthquake was a long running issue for those directly impacted and the grief cycle involved a cycle of responses to our customers, partners and internal staff that lasted years. This could be similar with COVID-19.
11:05 – We had a range of things planned for the first half of 2020. We had our strategies, tactics and specific activities the business had decided to do. We were working on a brand campaign, planning price changes, and a major infrastructure investment of building New Zealand’s largest wind farm.
11:53 – We strategically launched our brand campaign on Valentines Day. As a renewable energy company, our pointy messaging was telling people to break up with oil and kiss it goodbye. We had a lot of supporting work scheduled for release but it was apparent 2 weeks after launch, people weren’t listening to the renewable energy message (which usually has a fertile audience) so we decided to pull the campaign.
12:56 – The timing of our brand campaign coinciding with COVID-19 meant we had to segway to old neutral advertising to keep our brand presence and most importantly, not offend anyone. Neutral advertising also bought us time to determine what our longer term response would be.
13:25 – We had announced a price increase to our customers in early February giving them one months notice before it was implemented. A number of those customers did not face their price increase until New Zealand were a week into lockdown. This presented us with reactive messaging – we had to let our customers know the background of the price increase and validate its existence. This was tricky to navigate but we needed to think like a customer in this scenario and understand their pain points.
14:30 – The lockdown meant we had issues getting workers to our wind farm that was under construction. We had locked in community engagements; we spoke to our community once a month with face to face meetings and we had to think of new ways to best manage those tactics and situations.
14:54 – It’s fundamentally important to build relationships and trust for messaging to be well received.
16:20 – In terms of our own communications plans, in a neutral environment away from issues such as COVID-19 and other crises, you have the luxury of thinking and speaking in areas you may not otherwise.
Test the waters of communicating and take it back to the core elements of your business. Say less and find out what is important to say, and then test it.
17:40 – It’s important to understand the tone of your message and how it is going to be received without making any assumptions.
19:42 – There’s been a lot of talk about businesses pivoting and whole business models being threatened. From a comms perspective, caution should be taken with a pause implemented between pivots. Test the business is pivoting for the right reasons, and understand what the underlying values are supposed to be. The change pivoting brings won’t be sustainable unless it’s true to your business’ core values.
If you would like toview other Webinar Isentia Conversations: Communicating through Change:
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
During a time of high interest rates and restrained spending, Buy Now, Pay Later (BNPL) is offering another avenue for consumers to cope financially.
In this environment individual approaches to finances are shifting with a growing number utilising BNPL for essentials rather than luxuries. As a result, attitudes towards spending are also evolving.
There are increased calls for regulation and scrutiny of the sector, with proposals for oversight similar to that of traditional credit cards. For brands even tangentially involved in the sector, and the PR & Comms professionals in situ, understanding what messaging resonates, where risk lies and how trust might be earned is essential.
Gain data-backed perspective on the communities engaging with the BNPL sector - from Gen-Z to political followers and fintech enthusiasts - and go beyond surface insights to understand their evolving preferences, concerns, and the implications for future financial behaviours.
As the spotlight on sustainability intensifies year by year, it has become a focal point for legislators, media entities, and audiences worldwide.
This dynamic environment demands that brands and institutions elevate their standards in messaging and actions, holding them accountable like never before. For professionals in the PR & Comms realm, it is imperative to grasp not only how sustainability is being discussed but also the potential pitfalls, such as greenwashing, and gain a profound understanding of the diverse audiences receiving these messages.
Explore over 20 beautifully crafted pages of data visualisation that illuminate audience insights sourced from social media, news outlets, and search engines. Gain valuable perspectives on how one of the defining issues of our time is being discussed and understood.
Our exploration of this crucial topic delves deep into uncovering insights that are indispensable for crafting effective strategies, both tactical and long-term:
-Unraveling trends in the sustainability conversation
-Assessing brand & industry reputations
-Navigating greenwashing & misinformation
-Understanding the diverse audiences of sustainability
To access these insights, simply fill in the form
Download now
"
["post_title"]=>
string(60) "Sustainability: Mapping the Media & Public Conversations"
["post_excerpt"]=>
string(117) "From accusations of greenwashing to the role of misinformation, we explore the comms landscape around sustainability."
["post_status"]=>
string(7) "publish"
["comment_status"]=>
string(4) "open"
["ping_status"]=>
string(4) "open"
["post_password"]=>
string(0) ""
["post_name"]=>
string(49) "sustainability-mapping-media-and-pr-conversations"
["to_ping"]=>
string(0) ""
["pinged"]=>
string(0) ""
["post_modified"]=>
string(19) "2024-09-09 02:36:41"
["post_modified_gmt"]=>
string(19) "2024-09-09 02:36:41"
["post_content_filtered"]=>
string(0) ""
["post_parent"]=>
int(0)
["guid"]=>
string(32) "https://www.isentia.com/?p=30836"
["menu_order"]=>
int(0)
["post_type"]=>
string(4) "post"
["post_mime_type"]=>
string(0) ""
["comment_count"]=>
string(1) "0"
["filter"]=>
string(3) "raw"
}
Blog
Sustainability: Mapping the Media & Public Conversations
From accusations of greenwashing to the role of misinformation, we explore the comms landscape around sustainability.
Data-driven PR is a key driver of targeted communications strategies, but the strategy isn’t solely dependent on the large volumes of data being hosted online. The real challenge lies not in quantifying the abundance of information but in our ability to unearth actionable insights from this virtual goldmine. In this web of stakeholder engagement, the true art lies in analysing and applying the wealth of intelligence buried within.
Data lakes are essential for tech businesses but don't get bogged down by the amount of information. The goal is to sort through the maze of data, merging different sources and perspectives using media and stakeholder intelligence. These intelligence tools uses data mining and data science to analyse public, social, and editorial media content. It refers to marketing systems synthesising billions of online conversations into relevant information. When communicating with data, it’s beneficial to keep the following approaches in mind to effectively achieve your objectives.
Unlocking Data's Capabilities
Contrary to popular belief, the volume of data isn't the priority. It's the strategic application that truly matters. For organisations deeply entrenched in the tech sphere, data lakes have become foundational. Yet, let's not get caught in the vortex of sheer volume. Our purpose lies in deciphering the data labyrinth, piecing together the global and the hyperlocal, infusing social and political insights, and fusing disparate data sources. This means blending research surveys, online feedback, web searches, and in intriguing cases - insights from the elusive dark web.
Media and stakeholder intelligence allows clients to discern the intricate narratives woven by their audience.
Consider the following approaches:
Segmentation Strategy: Divide data into stakeholder groups to tailor messaging and strategies effectively.
Strategic Metrics: Define key metrics aligned with goals (e.g. sentiment and engagement) for actionable insights.
Holistic Insights: Combine global media trends, local narratives, and social data using visualisation tools.
Deciphering Stakeholder Dynamics
To unlock the potential of stakeholder engagement in your PR and communications strategies, it’s essential to follow a multi-faceted approach.
Start by categorising your stakeholders strategically, as this segmentation forms the foundation for creating tailored and impactful engagement strategies. Additionally, keep a close eye on social conversations and online communities, as these platforms provide valuable insights into emerging trends and sentiment. Adaptability is key when it comes to messaging; personalise your communication to address the specific needs and concerns of each stakeholder group. By aiming for authenticity, you can build stronger connections and foster trust.
To unlock stakeholder potential, apply the following:
Stakeholder Map: Categorise stakeholders by power, influence, and relevance to create focused engagement strategies.
Narrative Tracking: Monitor social conversations and online communities to uncover emerging trends and sentiment.
Customised Engagement: Craft messages aligned with stakeholder concerns to enhance authenticity.
Embracing Stakeholder Advocacy
On the journey to authenticity, harnessing the potential of stakeholder advocacy emerges as a vital strategy. This is particularly potent in areas like environmental, social, and governance (ESG) and diversity and inclusion (DNI), where credibility isn't instantaneous but a journey. Collaborating with stakeholders who share similar objectives creates a powerful ripple effect. Their advocacy becomes a strong ally, propelling organisations toward credibility. It's a co-creation of value that resonates and reverberates.
Harness the powers of stakeholder advocacy with the following:
Advocate Identification: Find stakeholders who share values, especially in ESG or DNI areas.
Partnerships: Collaborate with advocates on initiatives, content, or events for credibility.
Co-Creation: Share narratives with advocates to build trust and resonate with stakeholders.
Turning Theory into Practice
Putting these principles into a tangible context, consider the hypothetical case of an Australian non-profit organisation during the pandemic. As traditional face-to-face engagement became impractical, the organisation could have identified an opportunity to leverage online platforms.
Recognising the increasing digital engagement among their target audience, the organisation explored social media groups dedicated to mental health support. These are opportunities to join conversations and foster authentic connections with individuals seeking guidance during isolation.
By embracing this new avenue, the organisation can not only maintain their engagement but also expand their reach through solutions like virtual support groups, the sharing of helpful resources, and even organised online events to address the community's pressing needs. This adaptability not only showcases their commitment but also demonstrates the power of stakeholder-centric content in an evolving landscape.
Sailing Toward Success
In PR and communications, data is crucial, and insight is valuable. Prioritise stakeholder needs with strategic data segmentation, aligned metrics, and a combination of global and local data. Understand stakeholder dynamics to engage with them effectively. Advocacy and collaboration can build credibility and trust. This discussion empowers PR professionals with tools to translate insights into action.
Ready to turn insights into impact? Enter Isentia's research solutions and media intelligence platform. Seamlessly tackle data segmentation, decode stakeholder dynamics, and embrace authenticity through advocacy.
Unlock Your Communication Potential with Isentia Today.
Navigating Data-Driven PR & Comms in a Stakeholder-Centric Landscape
Data-driven PR is a key driver of targeted communications strategies, but the strategy isn’t solely dependent on the large volumes of data being hosted online. The real challenge lies not in quantifying the abundance of information but in our ability to unearth actionable insights from this virtual goldmine. In this web of stakeholder engagement, the […]
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
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.
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."
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.
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.
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.
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, […]
