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June 24, 2019

Planning your New Year Comms Resolutions?

A few things to consider to help you win in 2019

With everyone slowly coming back from a much-needed holiday break, it can be a great time to pause and reflect on how you’re going to make 2019 the best yet! Here’s a few things to consider to help get you started on the right foot.

Analyse your current plans

‘Plans are of little importance, but planning is essential‘ Winston Churchill, former British Prime Minister

Without a plan, it’s impossible to truly understand where you can add value – or properly measure success and failures. Some useful points to reflect upon could include:

  • How do I intend to achieve my goals in the next 5 years?
  • What market am I in now, and how will this change in the next 5 years?
  • How can I improve my competitive advantage?
  • What resources are most valuable in my success?
  • What external factors affect my competitive advantage?
  • Which products and services are succeeding?
  • Which products and services are not succeeding?
  • Are we reviewing costs frequently?
  • What management and IT systems do we currently have?
  • Have we done a SWOT analysis of competitors?
  • Where is our business going? How is it going to get there?
  • How long will existing products meet our customer’s evolving needs?
  • Are there any internal issues holding the business back?
Become crisis ready

Being crisis ready is to avoid the deer-in-the-headlights feeling, ensuring you are proactive rather than reactive. Decide whether or not you’re crisis ready by asking yourself:

  • Do we regularly audit your company’s risks?
  • Does the company have a plan to manage these risks?
  • What is our strategy to restore company reputation should a crisis occur?
  • Do we have access to reliable and comprehensive media monitoring?
  • Is our team capable of managing a consumer issue that is published on social media?
  • Are any of our employees trained as spokespeople for the media?
  • Has our team practised scenarios for social media crises?

Media monitoring is vital in ensuring a company stays proactive and prepared, ensuring companies are informed of trends, influencers, communicators, what’s successful and what is not – when it matters.

In 2019, the impact of earned media will only continue to shift and companies need media monitoring more than ever to ensure they are data driven, proactive and responding to public opinion with speed.

Become socially savvy

Getting socially savvy includAnaes developing a digital marketing and communications plan, becoming active on social media, upgrading the company website regularly, welcoming online feedback and engaging with audiences.

The growth in popularity and connection between social media and earned media has meant that a strategic online presence is key to positively sway public opinion and impact a business reputation.

Make friends with technology

‘Technology is nothing. What’s important is that you have faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them’ Steve Jobs

Embracing and understanding the importance of technology in business is becoming increasingly important every day. Technology can assist in building efficiency, accuracy and competitiveness – so why wouldn’t you embrace it? Ignore it, and you might just get left behind.

Let us help your Comms team succeed in 2019, contact us to learn more!  

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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

Download now

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Buy Now, Pay Later: mapping shifts in consumer spending & brand associations amidst difficult times

Explore how BNPL is transforming consumer spending, financial strategies, and industry perceptions amidst regulatory and media scrutiny.

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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

-Navigating greenwashing & misinformation

-Understanding the diverse audiences of sustainability

To access these insights, simply fill in the form

Download now

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Sustainability: Mapping the Media & Public Conversations

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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data visualisation of Bluey content

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

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

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

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

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

Data visualisation of reputation crises for Bluey

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

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

News article about Bluey representing family

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Bluey Tweet
Bluey Tweet response

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

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

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

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

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Blog
Keeping up with the Heelers – brand reputation management using insights 

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

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