Isentia’s Russ Horell on social media, influencers and the future of journalism.
Gone are the days of media monitors delivering clients a package of newspaper cutouts each morning, but that doesn’t mean monitoring is no longer required.
Rather, it’s as important than ever clients have a pair of eyes on the news gaining attention across the expanding media landscape.
Russ Horell, Isentia’s New Zealand country manager, has been in the media monitoring world for 11 years and in that time has seen it go from a job of cutting out newspapers and faxing them through to clients, to broadening the view to cover websites and social media, and feeding all the media to clients via an app.
“It seems like a light year ago”, says Horell when thinking about how far news media has come since the morning newspaper was the news breaker, adding that while it can be daunting and tempting for clients to run and hide, it should rather be seen as an amazing opportunity to talk to customers, voters or whoever their audience might be.
“If anyone is not embracing social media then it’s time to jump on that bandwagon.”
And because social media happens in real time, unlike a newspaper going to the printer the night following the news, monitoring social media raises the importance of knowing what is happening in real time.
“If you are just looking at what happened yesterday, you’ve got your eye off the ball.”
Machine learning
In response to these changes, Isentia has jumped on a bandwagon to improve its offer to clients. It’s working with the machine learning aspect of AI to take a wider scope with its monitoring, looking beyond client’s specified search terms that they know they are interested in, in order to create a bigger picture.
“Growing up and watching Blade Runner and The Terminator, it seemed a bit grim. But we think of machine learning as something that can do those tedious tasks a lot better and quicker so we can do more creative things,” says Horell.
Giving Ford as an example, he says it can cluster stories relating to other automotive brands and industry topics as well as just stories about Ford and its people. It will also look at how important stories are based on how many people are looking at them and whether it’s controversial or positive feedback.
“No longer are clients saying: ‘I’m going tell you what I need to know and then you tell me when it happens’. It’s us saying: ‘Hey, there’s something that’s happening here, it’s getting bigger and you need to be across’.”
And not only can it see what is happening in real time, Horell adds AI is also allowing it to assess and predict the best strategy to moving forward by taking a look at what did and did not work, in past scenarios.
The rise of the influencers
In clustering stories and looking at all forms of media to see what’s earning attention, an unexpected outcome has been going down what Horell calls “the rabbit hole” of influencers.
He says they’ve been popping up alongside stories on the front pages of The New Zealand Herald and questions are being raised about the importance of their influence and monitoring of Instagram and influencers.
Looking at Asian markets as an example of why attention needs to be paid, he says those social influencers can have the same credibility as news media. Tech Wire Asia, elaborates on this point saying influencers are taking off due to Asia Pacific’s highly social populations.
However, the same article questions whether the influencer market bubble is bursting as the audience is becoming hardened to commercially-motivated posts. It suggests digital marketers revise their approach if their messages are not to get dismissed.
Looking closer to home at New Zealand and Australian markets, Horell says while influencers may not take off to the same level here as that in Asian markets, the same fundamentals apply and the early adopters who get it right have a big opportunity to be ahead of the curve.
“We think it’s here to stay and we can look to our Asian brothers and sisters to see what’s it’s going to look like here in few years’ time.”
Homing in on the media
And beyond the innovation taking place in Isentia to monitor media across all media in all places, it’s also looking at location-based monitoring and homing in on an area to see what’s going on there.
Horell gives the example of the Gold Coast 2018 Commonwealth Games, at which Isenta will be analysing and evaluating all media coverage received to up to and during games.
To do that, it’s created ring fencing around stadiums to see what people are talking about within the area. Whether it’s the queues or warm beer, the insights will enable it to identify key markets, customise messaging and track sentiment to ‘Share the Dream’ – the campaign line for the games.
When it was announced that Isentia was the official supplier to the Gold Coast 2018 Commonwealth Games back in February last year, it was already able to show the mascot—a blue surfing Koala called Borobi—had generated more than 3000 news articles since April 2016.
From letters to comments
Referring back to the days of cutting out newspaper articles, another change in the media landscape is those with opinions to share no longer putting pen to paper in a letter to the editor.
Now, they can comment directly below a social post or a news story, and when Horell put it to clients to identify their most important social media platforms at a recent event, comment sections sat alongside Snapchat and Neighbourly.
“Comment sections give new life and legs to stories,” he explains, adding that it’s only if the website allows.
Some, like RNZ, have disabled comments as well-researched options would descend into a few people bickering among themselves.
“It’s fine for something to go off-topic but not wildly off-topic and frankly between that and moderating comments through Facebook, and we get vastly more comments on Facebook, we thought it better to focus on those areas,” said RNZ community engagement editor Megan Whelan when speaking to StopPress about the decision.
Thinking about the irrelevant and incorrect comments that comment sections can attract, Horell looks at the move to paywalls – pointing out NZME’s announcement earlier this year that it plans to put a one around its premium journalism – and how they may have an impact on the tone of comments.
He says suggestions have been made that the point of view of comments sections may become limited to those who chose to pay to get behind the paywall.
The future of journalism
In the same way Isentia has changed the way it’s monitoring the media for clients, Horell sees the way in which journalists search for stories changing—so much so the days of press releases may be limited.
“There are so many different avenues and ways to get your message out there,” he says, giving the examples of Facebook and Twitter. So rather than sending out a press release to break a story, he sees them needing a rethink to possibly be something that directs people back to a website.
And looking further into the future, Horell says Isentia us looking into how its products will be able to sit within Google Glass or a chip that might integrate news into people’s lives.
“If I’m going to an interview with you, my app will tell me all the news articles you have written over the last 20 days so I can keep up to date with what you are doing and it will show me your LinkedIn profile so I know you connect with people that I also connect with, so we’ll have things to talk about. On top of that, I’ll know on my way there that there will be roadworks.”
It’s an advancement that may have some quiver in fear, but Horell points out it should be seen as something that’s “more exciting than worrying”.
“Our lives will become more customised and things like AI will allow that.”
Who will win – journalists, influencers or something else?
Unlike the popular television program, it’s harder to distinguish the ‘voice’ that’s connecting with the most people or generating the most impact. It’s noisy, changing and diverging as new technology and behaviours’ continue to change at rapid pace.
The mixture of voices from traditional journalists and radio jockeys to social influencers and television personalities seems to have grown almost overnight. And while the growth of this noise isn’t new, it’s interesting to watch the overlap that’s happening already – and to question whether it’s one, or a combination of all that will win out in the end.
For those in Communications and Marketing, it’s intriguing to watch the disruption that this is having on the industry. The swell of activity for communicators and marketers to understand (at speed) the integrated approaches and the numerous voices that exist to help get their messages across is exciting to watch, as it also has the potential to be more dynamic.
While traditional journalists experience shifts in their mediums, their roles and core responsibilities have seemingly remained largely unchanged. However, for many social influencers there’s an interesting struggle occurring between creativity and business. Not only do you need to nail your content, you must also have a sound business knowledge to ensure you aren’t caught off guard by the algorithms at play and their potential to harm further growth.
We’ve seen countless examples of former TV stars turn radio jockeys – some more successful than others – but wouldn’t it be interesting to see the same with journalists turn influencer, or vice versa?
In the example shared by Bottle for Botol below, the argument could be made that this strikes a nice balance between both. Fulfilling the more traditional journalistic needs to find and present information, while leveraging social channels to distribute the message.
We may not know who will win yet, but it’s sure to be an interesting finale.
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Blog
The voice
Unlike the popular television program, it’s harder to distinguish the ‘voice’ that’s connecting with the most people or generating the most impact.
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
What’s driving the cost of living concerns?
A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.
Source: Pulsar TRAC, 1 Jan - 30 Jun 2023
The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.
Let’s take a closer look at these topics.
Energy fuels the discussion
Energy sources and prices are hot topics in the media, impacting households, affordability, and vulnerable populations. But a troubling discrepancy emerged in the May 2023 Budget: businesses got more attention than households in energy relief measures. Surprisingly, only 13% of media coverage focused on the struggles faced by individuals, while a whopping 29% centered around the politics and policies of Australian businesses. This raises valid concerns about whether the media is truly addressing the needs of Australian communities.
Sectors feeling the heat of media scrutiny
Media outlets play a crucial role in shaping public opinion and influencing the cost of living. When it comes to specific energy sectors, they have become the subject of intense media scrutiny. Data from our Energy Transition report shows that coal and gas are in the hot seat, with a significant portion of media coverage - 43% for coal and 26% for gas - dedicated to discussing these fossil fuels. This media focus highlights the ongoing conversations surrounding the environmental impact of coal and gas, their contribution to climate change, economic considerations, and the urgent need for policy changes to transition to cleaner energy sources.
Feeling the pinch
The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.
But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.
Source: Isentia (print, online, broadcast), Pulsar TRENDS (Twitter), Google Trends, May 1 - July 30 2023
Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.
The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living.
Influential figures shaping the conversation
Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.
Source: Pulsar TRAC, 1 Jan - 31 May 2023. Influential people and organisations
Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?
Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.
How media intelligence can help you navigate the cost of living
Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.
Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.
Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.
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Blog
The Story Behind the Data: Navigating the Cost of Living
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals. Within our shores, people are facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
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, 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
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.
Sam Kerr: Icon of the Game and Her Diverse Fan Base
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.
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, […]
For every conversation that we have, a compelling story becomes the link between you and your audience. When your stories resonate and relate, the audience will take notice.
To do that, you need to understand the relationship between your brand and its audience and the conversations that grow from that link. Finding those talking points gives you an insight into the types of audiences that follow your brand.
These conversations and communities allow you to identify and understand your audience on a deeper level. Building on this strong relationship, your brand's stories remain consistent with your voice and values.
So how do you understand your audience’s conversations?
1. Identify the channels your audience are most active
The channels or mediums are critical in identifying your audiences. This is essential so that you can produce the kind of story they want to hear. The more relevant and updated your content is, the more engaged your audience will be with you.
By analysing your audience, you can create better content that resonates with them. This will help you build a stronger connection with your audience and keep them engaged.
Analyse your audience by:
Website visitors — Analysing data from your website can help you identify the types of audiences who have already started their discovery journey about your brand.
Customer data — This audience is already engaging with your brand so it is critical that you identify the personas found within this subset.
Social media — Driven by conversations around your brand and industry, you can find new personas and demographics to cover trending topics.
Source: Based on a panel search in Pulsar
For example, by studying the various communities interested in public relations and communications in various sub-Reddit threads, it shows that there is a slightly higher percentage of male Redditors (6.3%) to female users (5.8%).
There were around 1,500 unique authors in these communities within Reddit. By leveraging these demographic insights on Reddit, you can craft a much compelling narrative based on the channel and the topics and conversations held by your Reddit audience.
2. Identify trending keywords in your industry
In today’s digital realms of search engines and social media, the practice of keyword research is essential for brand storytelling. Finding and researching relevant keywords ensures the right people see your content. Identifying keywords is crucial to your business because they are related to queries that users in search engines ask.
There were around 1,500 unique authors in these communities within Reddit. By leveraging these demographic insights on Reddit, you can craft a much compelling narrative based on the channel and the topics and conversations held by your Reddit audience.
Source: Keyword cloud in Pulsar on challenges of the PR & communications industry
By understanding the relationship between keywords and queries, brands can better target their marketing efforts and ensure prospective customers see their message. Insights from social media intelligence can also boost this keyword research process and add current topical trends while delivering relevant queries about your audiences.
Keyword research tools such as Pulsar can help your storytelling by listing all the keywords you need to create content for your brand. Better content and engagement with audiences will boost your brand’s ranking in search results.
3. Monitor mainstream media coverage
As media and technology continue to evolve, it is more important than ever for brands to stay on top of media trends. By monitoring media coverage, brands can ensure that their message is being communicated effectively and reach their target audience.
Using a media monitoring platform can help you quickly identify negative media coverage as well as spot positive opportunities to engage with your audiences. This engagement in return strengthens your relationship with your audience and builds a healthy reputation.
4. Listen to social media conversations
With 4.6 billion users on social media in 2022 (estimated to rise to 5.8 billion by 2027) conversations can revolve around many topics at any given time. People are jumping from one topic to another so quickly and several trending topics can dominate the overarching social media landscape.
Staying on top of these topics is critical for brand storytelling and engaging audiences. Many brands are harnessing the power of technology and artificial intelligence to identify these conversations.
5. Discover topics through Pulsar
Almost everyone searches for information online. With Google dominating 83 percent of the search engine market, it is unsurprising that the company’s name has become the new word for searching information.
Using platforms such as Pulsar, you can discover trending topics that people are looking for on the search engine. These topics can help in your content creation remain current and relevant. These trending topics reflect what people are interested in and what topics are widely discussed at the moment.
What does audience insight mean?
In recent years, there has been a growing debate about the relationship between traditional and social media. There is no doubt that social media has changed the way we consume information. We are now used to getting our news from Twitter, Facebook, and TikTok.
But traditional media outlets are still important, especially when it comes to storytelling and discovering new audience-led conversations. We believe they can work together to find your best audiences.
While social media is great for sharing short snippets of information, traditional media is still the best platform for in-depth storytelling and credibility. This is because traditional media outlets have the resources to invest in long-form journalism.
They also have experienced reporters who know how to find and tell a good story. In an industry-scale research, trust among consumers of online news has waned and this puts a strain on the relationship between your brand and your audiences. New tools such as Pulsar have incorporated new technologies to help them rate news outlets that can be trusted.
Source: Pulsar’s misinformation index monitoring news outlets publishing content on the PR & communications industry
Finding audiences in your news coverage
There is so much online news content but what is critical is having high standards on the content you consume. Traditional media is still regulated by industry standards while journalists abide by ethical ones – creating a guard against misinformation.
But what is often overlooked is the role that traditional media plays in shaping the stories that we see on social media. Undeniably, social media platforms provide a more immediate and intimate connection to the events and people we care about.
However, it is the work of traditional media outlets in covering these stories that set the stage for much of the discussion and debate that takes place on social media. In many ways, social media is now the amplifier of your story, not traditional media.
This symbiotic relationship between traditional and social media presents a huge opportunity for brands to amplify their messages to their audiences — raising their forte of storytelling and finding the right audiences for your brand.
Connect with your audience
The next step for your brand is to find that platform. There are a plethora of options to send your message across to your audience.
3 things to set up
Create a reason for your audience to contact you
Create your call-to-action (CTA) for your audience. As a brand, you must have a strong CTA in your marketing efforts. A CTA is what drives your audience to take the desired action, whether it's signing up for your email list, making a purchase straight from the point of discovery, or scheduling a demo consultation.
To create an effective CTA, start by clearly defining what you want your audience to do. Then, create a sense of urgency and make it easy for them to take action by providing a clear and concise path.
Select your platform
Find out which platform best serves your brand. Do you have thousands of followers on Instagram? Website visitors are actively engaging with your blogs? People are commenting on your Facebook profile? The options below are usually the main platforms that most brands use to tell their story.
Website
Microsite
Blogs
Advertising
YouTube
LinkedIn
Facebook
Instagram
Tell your story and share as much as you can
The final step would be to share that story with your audience and the general public. There are many ways to share your brand story with your audience. You can use social media, your website, email marketing, and even face-to-face interactions to get your story out there.
The most important thing is to be clear about who your audience is and what you want to communicate to them. Once you know that, you can tailor your story to fit their needs and interests. If you can tell a compelling story that resonates with your audience, you'll build a strong brand.
Ready to find your target audiences online? Click here to explore and discover the diverse communities that are following your brand with us.
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Blog
5 ways to understand your audience online
In order to engage customers and prospects, you must have brand storytelling. A great story will hook readers in and keep them engaged.
