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May 26, 2025

SRM vs CRM: which is right for PR & Comms teams?

Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters.

In too many organisations, relationship management is still built around tools designed for customer sales. CRM systems, built for structured pipelines and linear user journeys, have long been the default for managing contact databases. They work well for sales and customer service functions. But for communications professionals managing journalists, political offices, internal leaders and external advocates, these tools often fall short.

Stakeholder relationships don’t follow a straight line. They change depending on context, shaped by policy shifts, public sentiment, media narratives or crisis response. A stakeholder may be supportive one week and critical the next. They often hold more than one role, and their influence doesn’t fit neatly into a funnel or metric.

Managing these relationships requires more than contact management. It requires context. The ability to see not just who you spoke to, but why, and what happened next. Communications teams need shared visibility across issues and departments. As reporting expectations grow, that information must be searchable, secure and aligned with wider organisational goals.

What’s often missing is infrastructure. Without the right systems, strategic relationship management becomes fragmented or reactive. Sometimes it becomes invisible altogether.

This is where Stakeholder Relationship Management (SRM) enters the conversation. Not as a new acronym, but as a different way of thinking about influence.

At Isentia, we’ve seen how a purpose-built SRM platform can help communications teams navigate complexity more confidently. Ours offers a secure, centralised space to log and track every interaction, whether it’s a media enquiry, a ministerial meeting, or a community update, and link it to your team’s broader communications activity.

The aim isn’t to automate relationships. It’s to make them easier to manage, measure and maintain. It’s about creating internal coordination before the external message goes out.

Because in today’s communications environment, stakeholder engagement is not just a support function. It is a strategic capability.

Interested in how other teams are managing their stakeholder relationships? Get in touch at nbt@isentia.com or submit an enquiry.

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Australia has been a hot destination in higher education for international students, but with recent policy changes and growing anxiety around housing, the student journey has seen a shift, impacting intake into the top Australian universities and making the process a bit unpredictable.

In our analysis we also zoom into the Southeast Asian region, where we uncover what priorities drive students from this region to apply at Australian universities, how housing plays a role and what kind of career outcomes they would expect post-study.

In this report we analyse over 3k posts across social and online media to unpack:

  • How Australian universities are navigating a "crisis of governance" and public trust, with intense media scrutiny on budget deficits, leadership accountability, and long-term financial sustainability.
  • How the rapid integration of AI is seen as both a transformative academic toolkit and an existential threat, forcing institutions to prioritise AI literacy and redesign assessments to combat risks like deep fakes and academic misconduct.
  • How shifting Australian migration policies have made policy safety the primary concern for Southeast Asian students, influencing how they weigh university reputation against visa hurdles and long-term career ambitions.

Reflecting on the media reporting from 2025 provides institutions with the tools to craft communication strategies that address both the domestic demand for accountability and the international student's need for security and value.

Please fill in the forms below and access our reports to get a deeper insight on audience sentiment and behaviour when deciding an education and career in Australia.

Access the SEA insights report here

Access the ANZ insights report here

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Blog
Analysing Australia’s higher education landscape in 2025

A deep dive into how global audiences perceive Australian higher education and the university sector with a spotlight on the SEA region.

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The media landscape is accelerating. In an era where influence is ephemeral and every angle demands instant comprehension, PR and communications professionals require more than generic technology—they need intelligence engineered for their specific challenges.

Isentia is proud to introduce Lumina, a groundbreaking suite of intelligent AI tools. Lumina has been trained from the ground up on the complex workflows and realities of modern communications and public affairs. It is explicitly designed to shift professionals from passive media monitoring back into the role of strategic leaders and pacesetters. 

“The PR, Comms and Public Affairs sectors have been experimenting with AI, but most tools have not been built with their real challenges in mind.” said Joanna Arnold, CEO of Pulsar Group. 

“Lumina is different; it is the first intelligence suite designed around how narratives actually form today, combining human credibility signals with machine-level analysis. It helps teams understand how stories evolve, filter out noise and respond with context and confidence to crises and opportunities.”

Setting a new standard for PR intelligence

Lumina is centered on empowering, not replacing, the human element of communications strategy. This suite is purpose-built to help PR, Comms, and Public Affairs professionals significantly improve productivity, enhance message clarity, and facilitate early risk detection.

Lumina enables communicators to:

  • Understand & Interpret: Move beyond basic alerts to strategically map the trajectory and spread of narrative evolution.
  • Focus & Personalise: Achieve the clarity necessary to execute strategic action before critical moments pass.
  • Execute & Monitor: Rapidly deploy strategy firmly rooted in real-time, actionable insight.

Get a demo today: Stories & Perspectives module

We are launching the Lumina suite by making our first module immediately available: Stories & Perspectives.

In the current fragmented, multi-channel media environment, communications professionals need to be able to instantly perceive not just how a story is growing, but also how it is being perceived across different stakeholder groups.

Stories & Perspectives organizes raw media mentions into clustered, cohesive Stories, and the Perspectives that exist within each, reflecting distinct media, audience, and public affairs angles. This unique functionality allows users to:

  • Rise above the noise: Instantly identify which high-level topics are gaining momentum or fading from attention.
  • Get to the detail, fast: Uncover the influential voices, niche communities, and specific channels actively shaping the narrative.
  • Catch the pivot point: Precisely identify the moment a story shifts—from a strategic opportunity to a reputation risk—or when a new key opinion former begins guiding the conversation.

"Media isn’t a stream of mentions," said Kyle Lindsay, Head of Product at Pulsar Group. "But rather a living system of stories shaped by competing perspectives. When you can see those structures clearly, you gain the ability to understand issues as they form, anticipate how they’ll evolve, and act with precision. That’s what we mean when we talk about AI built for communicators, and that's what an off-the-shelf LLM can't give you."

The Lumina Roadmap: AI tools for the future of comms

The launch of Stories & Perspectives is the first release of many. Over the upcoming months, we will systematically roll out the full Lumina roadmap, introducing a comprehensive set of AI tools engineered to handle every phase of the communications lifecycle.

The full Lumina suite will soon incorporate:

  • Curated media summaries: AI-driven daily summaries customized specifically to the priorities of senior leadership, highlighting only the most relevant stories.
  • Reputation analysis: Advanced measurement tracking how critical themes like ethics, innovation, and leadership are statistically shaping corporate perception.
  • Press release & media relations assistant: Tools designed to accelerate content creation and craft hyper-focused, personalized pitches that reach the precise contacts faster.
  • Predictive intelligence layer: Technology engineered to track and anticipate story momentum and strategic change before the window of opportunity closes.
  • Intelligent agents: Background agents continuously scanning all media channels for emerging key spokespeople and previously undetected reputation risks.
  • Enhanced audio, broadcast & crisis detection: Complete, real-time oversight of all channels—including audio and broadcast—enabling rapid context building and optimal crisis response delivery.

Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .

Complete the form below to register your interest.

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Blog
Announcing Lumina: The purpose-built AI suite for PR, Comms, and Public Affairs

An intelligent suite of AI tools trained on the language, workflows, and realities of modern public relations and communications.

Ready to get started?

Get in touch or request a demo.

Contact us Request a demo