International Women’s Day (March 8) is a global day celebrating the social, economic, cultural and political achievements of women. The day also marks a call to action for accelerating gender parity.
For International Women’s Day this year the call is to #pressforprogress. With the World Economic Forum releasing information that gender parity is still over 200 years away and an intense global spotlight on women through #metoo and #timesup there is pause for thought on how this information and data can drive change. However, the broad nature of global movements means that it can be easy to disconnect and not always understand the impact in your local environment.
One of the IWD calls to action is to forge positive visibility of women by identifying ways to make them more visible and select them as spokespeople and leaders. I work in communications measurement and media research, and we deal with data about organisations, media strategies and consumer behaviour on a daily basis. Our work is built on the idea that media representation and public opinion can be understood and changed.
I’ve been lucky enough to see a desire for change from the clients that I work with and to produce research that should be a driver for change. Some of the consistent findings across media in New Zealand are: Significantly lower volumes of women presented as a subject matter expert or commentator.
Significantly lower volumes of women presented as a subject matter expert or commentator
Women are described as having earned their position or success more often than men.
Female success is often contextualised by male failure. (This is particularly true in coverage of athletes).
Women are not shown in a diversity of roles, and are more likely to be positioned with their family, partners, coaches and other support people.
As a quick example, over the past 12 months 72% of all sources quoted in banking and financial coverage in New Zealand, were men. For the dairy industry, 82% were men. In the tertiary sector, which I thought would be a palate cleanser, only 33% of all sources were women.
As with anything involving communication, this is a two-way street with media. For some organisations we specifically examine how often they position women for comment, or are quoted in media releases and kits, and what the specific take up of that is compared to men. So far, the data supports that a female spokesperson is more likely to be cut out of final copy. We have also found that there is a higher likelihood that journalists have a direct relationship with experts and commentators who are men. Women are more likely to have this relationship facilitated through a communications function or other support network.
Organisations are becoming more conscious of the impact that representation may have on their brand in the future. In the context of ethical and values-based consumerism, where the expectation on brands is to match with personal beliefs and authenticity, gender can play an important role. It may contribute to reputation in unexpected ways, including being an employer of choice.
While some of these findings are challenging, the increased interest from organisations to understand how the representation of women affects their brand, is a positive step. We now have clients who are solely focused on improving their profile – not only by an increased presence of women – but openly celebrating gender diversity initiatives and how these initiatives are being reported on, and discussed online by potential employees or customers.
If nothing else, I hope that this information allows for pause, and reflection on how we all contribute to the representation of women through our small choices, whether that be who is positioned to speak on a topic, or what language is used, and how much space is given. Representation is important. How often we see women, and how they are framed helps to shape our expectations. We can’t change what we don’t understand or can’t see clearly.
Ngaire Crawford is Head of Insights for Isentia in New Zealand. Her team of New Zealand-based analysts work across a broad range of clients measuring their communication strategies, and use media to help organisations understand their audiences and issues that are important to them.
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.
The advent of LLMs and AI search means that there has been a colossal shift in how audiences are consuming information today, and a reciprocal shift in how all types of organisations, from government agencies to brands are responding . But while discussion amongst PR and comms pros tends to fall disproportionately on how brands are impacted, the needs of the former are just as keenly felt, and often quite distinctive.
So how can government agencies respond, especially in a time of global flux, when major policy changes need to be communicated and important stakeholders need to be managed? After all, government organisations do care about reputation, much as brands do, but have quite distinctive goals when it comes to ensuring accurate information reaches the right audiences.
There is a new entry point for stakeholders
The era of "Let me Google that" is rapidly fading. Instead of clicking through to official websites, people are asking chatbots for direct answers. What’s striking is that government agencies often have no visibility on how they’re being talked about in the LLM space, even as it becomes a central channel for messaging and reputation.
When AI models become the primary gatekeeper, audiences bypass official portals entirely — driving down site traffic and leaving agencies vulnerable to misinformation, negative sentiment, or worse, being left out of the conversation altogether.
Therefore, the entry point is different. For commercial brands, this shift is profound but in some ways mediated – an FMCG brand, for instance, often discovered through third-party platforms in any case. But for government entities, the stakes are entirely different. As the sole, authoritative source for public information, they need citizens on their websites to get accurate details. Government agencies, especially if they are the authority or regulator in a particular industry or sector, need to make sure audiences know where to go to get the right information.
Different types of government agencies have different considerations
Not all government agencies are alike, and they all have different parameters that are quite non-negotiable for them, just by the way they function.
Service delivery agencies - these rely heavily on content freshness. They can’t risk outdated sources impacting eligibility or process changes not reaching audiences.
Regulators - these need to transmit authority and trust. Regulators have to make it a priority that they’re amongst the first place audiences go to for information and that the industry they’re regulating does not put them in the shade on the channels stakeholders are actually using
Policy departments - did the AI's account of a policy match what was actually announced? They want to be able to make sure the accuracy of a policy (and ideally, its effectiveness) is translated when audiences search through LLMs.
Local and state authorities want to make sure the services they carry out on behalf of locals are visible too. Much like service providers, there is a question around access and awareness of programmes and regulations, but also an added consideration: not appearing on LLMs discontent amongst those wishing to see a return on taxation and electoral mandates, and give credence to bad actors.
What do government agencies want to get out of this new LLM-mediated landscape?
Reputation is important, but that exists downstream from maintaining a flow of accurate information. It’s useful for communications teams in government organisations to self reflect and ask themselves the following questions:
Where are citizens going to find information about your services if not your website — and do you know what they're being told?
If there was a significant policy change or incident in the last twelve months, do you know how it's currently being characterised when someone asks an Al tool about your agency?
When you communicate a major service change or policy update, do you have any way of measuring whether it’s surfacing in searches about you?
How do you currently understand the gap between what your agency publishes and what citizens actually receive when they search for information?
Are there community groups, advocacy organisations, or media outlets shaping perception of your agency - and do you know if that's feeding into what Al models say?
These are gaps they already realise, but they don’t actually know what to do about it – how to manage or measure them. They need a tool that allows them to know this critical piece of information and make informed decisions.
Ngaire Crawford, Pulsar Group’s Executive Director for AI Strategy says, “It’s easy to disregard LLM reputation as part of a difficult AI landscape or something that is only really relevant to more product-based communication or marketing. Government communications is about social licence, and ensuring the public have access to up to date and accurate information about things that matter to them, the role that Generative AI plays in how a community understand an issue will only continue to grow, and knowing the impact that you can have in that through small shifts in channel strategies or more consistent messaging is a crucial part of the communications toolkit.”
Lumina AI View: AI visibility for PR & Comms
Lumina AI view is built for communicators who want to understand how their organisation and their competitors are being talked about by various AI models – including ChatGPT, Gemini, and Claude. AI View users get an insight into which sources are being cited, and how they would need to respond as a way of protecting their reputation or making sure correct information about them is being disseminated.
The tool provides an AI view score — a composite metric ranging from zero to 100, designed to help track brand performance over time and facilitate comparisons against competitors. It is calculated using five weighted factors — sentiment, visibility, authority, dominance and freshness. Beyond the overall score, the platform provides a summary of a brand's AI narrative based on four distinct reputation pillars — direction, performance, integrity and innovation.
These pillars help users identify exactly which dimension of a brand's reputation is under pressure, offering specific, actionable insights for board presentations or reviews. Ultimately, while the AI view platform provides the necessary intelligence, the strategic decisions regarding how to respond to these insights remain with the organisation.
Spotlight: An Australian Council
This progressive local government council is located in Australia’s leading center for culture and sports.
The council earned an AI view score of 74 reflected by strong reach and authority. Publications like CBD News and its own website are the most cited by LLMs — interestingly, most of them being cited by Claude.
Content freshness scored lower at 48. Their website still carries error pages and annual reports from a few years ago. If a report — one that is seen as an organisation’s most comprehensive and authoritative content, is still being cited even if it’s older, might potentially be in the way of the organisation’s own perception. Which means more work is needed to prevent outdated content from still appearing.
What type of content is showing up?
Most citations for the council originate from government sources, followed by news outlets, reports, and blogs. The domain is evenly split between owned content and content earned from external sources media articles and independent authorities.
While most are recent, some older articles from major outlets such as The BBC remain visible and may significantly influence how LLMs perceive the council. Owned content typically addresses last year’s budget plans and the council’s latest vision for the city, which LLMs are referencing. Government sources are the major content type, however, external sources have a greater impact on the council’s overall LLM score.
The stakes are higher for government agencies
When brands track LLM visibility, they often ask, "Are we shown in a positive light?" or "Are we cited accurately?" For the government, additional questions arise: "Is this information accurate enough for someone to act on?" and "Are we still viewed as more authoritative than what we oversee?" Mistakes can have serious consequences, such as individuals applying for ineligible programs or missing critical deadlines for new initiatives or elections. This can quickly lead to public frustration. It is essential for government communicators to recognize these risks.
If you would like to know more about our Lumina suite, please reach out here and our team will get in touch with for you a quick demo.
"
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Blog
Why is tracking government visibility on LLMs different from tracking brands?
Government agencies often can’t see how AI chatbots describe them. Here’s why LLM visibility matters and how to track it.
There is a new frontier where public perception is shaped: Large Language Models. Right now, LLMs are answering critical questions about your organisation. What are they saying? And more importantly, which sources are shaping those answers?
To navigate this landscape, public relations professionals don't need generic tools, but rather technology that speaks their language, and addresses the realities of a changed media and informational landscape.
That is why we're unveiling Lumina AI View, the latest addition to our intelligent suite of AI tools from Isentia. Trained specifically on the workflows and challenges of modern PR & communications, Lumina AI View helps you understand exactly what AI knows about you, and how it learned it.
A new standard for AI visibility
AI View tracks your citation strength and source quality alongside those of your competitors, giving you a clear view of where you hold authority and where you have gaps.
Lumina AI View maps your AI reputation from the ground up, allowing you to:
See which sources matter: When tools such as ChatGPT or Gemini discuss your organisation, which outlets do they cite? Track your source footprint over time and view the impact of key target media on how you’re discussed. We measure your citation strength and source quality alongside those of competitors, giving you a clear view of where you have authority and where you have gaps.
Gain industry-specific insight: Your competitors get cited from Financial Times and Bloomberg. You get cited on Reddit. Each brings opportunity – and risk. Discover how you measure up against industry standards, and target the sources that actually influence how AI represents you.
Catch narrative shifts early: AI responses change when new sources appear, sentiment shifts, or old controversies resurface. Get alerts when citation patterns change suddenly, before they impact the way you’re perceived by stakeholders.
Measure your progress: From media monitoring to full media intelligence
Lumina AI View is built on the principle that insights get stronger with repeated measurement. To help you maintain a clear view of your reputation, our proprietary scoring system provides regular updates that show you:
Evolving trends in how sources cite your organisation
Competitive standing and benchmark metrics
Where models differ in information presented, and sources cited
Whether you run it weekly, on-demand, or whenever you need a check-in, patterns will emerge, trends will become clear, and you will build a baseline that makes any sudden narrative changes both comprehensible and the prerequisite to action.
Lumina AI View is part of Lumina AI, a comprehensive suite of AI tools built specifically for communicators. Our Lumina suite evolves traditional media monitoring into narrative intelligence, enabling you to truly understand how perceptions form, evolve, and impact your reputation.
Get in touch to register your interest and see what Lumina AI View can do for you.
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Blog
Introducing Lumina AI View: AI Visibility Built for PR & Comms
Lumina AI View, the latest in Isentia’s AI suite, is trained on PR & comms workflows to help you understand what AI knows about you — and how it learned it.
