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Thought leadership
June 15, 2020

Isentia Conversations with Stella Muller from Bright Sunday

This week, we talk to Stella Muller, the Chief of Enlightenment and Creative Director of Bright Sunday about communicating with diverse audiences. Stella shares a case study on how pacific media agencies in New Zealand worked together to get COVID-19 messaging out in nine different languages to reach New Zealand Pacific audiences.

Isentia’s Insights Director, Ngaire Crawford also shares some of the trends and conversations we’re seeing across social and traditional media, and the role of simple, clear messaging in crisis response.

Ngaire Crawford talks about the change in media conversations

4:22 – Media narratives have shifted to a global social change movement. The mainstream media is talking about:

  1. The political relationship between Australia and China. 
  2. Police behaviour and racism across the world
  3. Concern for global economic recovery
  4. Life after restrictions (more prominent in New Zealand)

5:12 – The social media narrative is more focused around the Black Lives Matter movement and has opened a dialogue about white privilege and police targeting across the world. In the US especially, brands are very clearly being called on to have a view and make that known. Silence is viewed as complicity.

6:11 – On Google Trends, people are searching for:

  • Responses to Black Lives Matter (Chris Lilley, Adam Goodes)
  • Pete Evans (due to a recent 60minutes Coronavirus conspiracy interview)
  • AFL competition starting again
  • Launch of the new Playstation 5
  • Wage subsidies and economic recovery

6:55 –  For communicators, be clear in what you say and what you stand for.

  • Consider expanding your view of crisis communication to include response to social issues/ social change. Do you know what your organisational response would be if you were asked?
  • Constantly evaluate how inclusive your communications are. Audiences are constantly shifting and moving – you have to regularly evaluate and challenge what you think you know.
  • Know your organisational history, is there a risk that you should consider and plan for? 

8:40 – Some things to look out for in the media:

Nationalist tension vs social change.

  • There’s a broad media narrative brewing – watch for nationalist responses to restricted borders, juxtaposed with broad social discussions of racial inequality.

Stella Muller talks communicating with diverse audiences

10:26 – In March when New Zealand was about to go into lock down, communications were being prepared for the Prime Minister, Jacinda Ardern to communicate to english speaking audiences across mainstream channels. There was a gap as some New Zealand Pacific audiences do not speak english. We needed a solution. 

My team spent days translating level 3 and level 4 messages into nine different pacific languages to ensure the pacific community received the correct messaging about COVID-19 and the government’s response. 

12:37 – Before communicating the various levels of messaging, there were many clinical messages about washing hands and social distancing, and although these were being translated to our pacific audiences, there was no context around the message. The pacific community was confused for the sudden need to buy toilet paper and the increased need to wash or sanitise their hands. 

13:30 – Our elderly, Pacific and Maori communities were most at risk to contract COVID-19 so we needed to ensure they understood the situation. After pitching our idea to the Ministry of Health and Ministry for Pacific Peoples, we had 24 hours to create and record our messaging in the studio, ready to be released after the Prime Minister made the Level 4 alert announcements.

Level 4 alert messages in New Zealand
Communications message shared on TVNZ

14:50 – For 6 weeks, we broadcast weekly 15 minute bulletins in each of the nine pacific languages. They were distributed across social media, New Zealand radio and mainstream television network TVNZ. Historically, Pacific languages are not televised on mainstream television, so it was quite amazing to see. 

Updates in nine pacific languages
Weekly episodes of the latest updates in nine pacific languages

15:40 – We were able to deliver the essential information to our leaders and elders in a timely manner so they could then inform their communities. It’s impact also meant we could debunk myths that were circulating around the Pacific community and be the source of truth. 

Compliance was a big part of COVID-19 and for our leaders and elders to communicate with confidence, they needed to have access to have the facts direct from the Government.

17:46 – At a time when everything was being categorised as essential or non-essential, it proved why communications are an essential service. Any content that is created or translated during a time like COVID-19, is premium content. To have the ability to cut through to audiences is really impactful. 

18:35 – Of the 1,154 cases of COVID-19 in New Zealand, Pacific people made up 5% of those cases and with zero deaths, we feel honoured to have been involved in the communications process for Pacific community.

If you would like to view other Webinar Isentia Conversations: Communicating through Change:

Isentia Conversations: with Katherine Newton at RU OK?

Isentia Conversations: with Bec Brown at The Comms Department

Isentia Conversations: with Rochelle Courtenay at Share the Dignity

Isentia Conversations: with Rachel Clements at Centre for Corporate Health

Isentia Conversations: with Helen McMurdo at MTV

Isentia Conversations: with Daniel Flynn at Thank You

Isentia Conversations: with Campbell Fuller at Insurance Council of Australia

Isentia Conversations: with Craig Dowling at Mercury

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During a time of surging prices Buy Now, Pay Later (BNPL) has gradually transformed consumer patterns of behaviour in a largely heterogenous Southeast Asian region.

High mobile penetration has given social media access to a younger demographic that perceive BNPL as an enticing option with no accessibility issues.

To access these insights, simply fill in the form below:

A largely rural and underbanked population became very susceptible to predatory inclusion leading to increased calls for regulation. This helped in changing the consumer perception of BNPL from 'free money' to 'lent money'.

The geography and the type of manufacturers present in the region also play a huge role in the kind of commodities bought by audiences. BNPL providers work by assessing the standard of living of the population that's largely underserved, and provide offers accordingly.

Brands, interestingly grabbed the opportunity of providing these services to consumers involving less bureaucratic processes. Therefore, consumers are stuck in the dichotomy of maintaining restraint when it comes to spending, but also having the fear of missing out when brands make everything so much more appealing.

News outlets maintain conversation around regulation and that providers' lending processes need to be responsible and compliant, especially in an industry with an uncertain future.

Gain data-backed perspective on the top BNPL players influencing audience behaviour in the region and go beyond surface insights to understand their dominating narratives in governance, audiences and pop culture.

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Buy Now, Pay Later: mapping dominant narratives and spending habits in an underbanked Southeast Asia

Explore how BNPL is transforming consumer spending with dominating Southeast Asian regional narratives amidst growing regulation.

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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.

To access these insights, simply fill in the form

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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

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-Understanding the diverse audiences of sustainability

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From accusations of greenwashing to the role of misinformation, we explore the comms landscape around sustainability.

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data-driven PR

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:

  1. Segmentation Strategy: Divide data into stakeholder groups to tailor messaging and strategies effectively.
  1. Strategic Metrics: Define key metrics aligned with goals (e.g. sentiment and engagement) for actionable insights.
  1. 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:

  1. Stakeholder Map: Categorise stakeholders by power, influence, and relevance to create focused engagement strategies.
  1. Narrative Tracking: Monitor social conversations and online communities to uncover emerging trends and sentiment.
  1. 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:

  1. Advocate Identification: Find stakeholders who share values, especially in ESG or DNI areas.
  1. Partnerships: Collaborate with advocates on initiatives, content, or events for credibility.
  1. 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.

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Blog
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 […]

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