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This month, we chat to Shirish Kulkarni, Director of Monnow Media about effective storytelling. He shares his research about why the way we tell stories needs to change to make news more engaging, inclusive and informative. 

Isentia’s Insights Director, Ngaire Crawford also shares some of the trends we’re seeing across social and traditional media, and how we’re seeing the notion of ‘effective’ storytelling change for our clients.

https://youtu.be/tz8LuhjuzBA

Ngaire Crawford talks about the storytelling trends across social and traditional media

3:41 - Mainstream media is talking about:

1. Back to end-to-end COVID coverage with a regular cadence of updates
2. Anti-maskers are in the spotlight and the phrase “Bunnings Karen” has returned over 6000 media items
3. A slight increase in global coverage related to second waves of the virus.
4. Considerable reduction in racial inequality discussions
5. Across New Zealand where COVID isn’t quite the main focus, there is a lot of coverage about elections and electioneering.

 

5:12 - Across social media, there is a lot of division:

• Between openly calling out misinformation, and perpetuating misinformation.
• Between those ‘doing the right thing’ and those who are not. This is more about calling out individuals rather than organisations.

6:12  - On Google Trends, people across Australia and New Zealand are looking for search terms:

1. Kerry Nash (Bunnings Karen)
2. A lot of TV shows and celebrity content (Kanye West etc)
3. Sports (NZ)

 

7:06 - In terms of storytelling, it’s important to understand the context in which you are communicating. The things to consider:

• Impact of video - divisiveness can breed “recipients” or “evidence” based culture. Video is the easiest way for messages to spread quickly and for media to lift the story. Consider this from a risk perspective (media and customer service training) as well as your content - it might not the time for beautifully produced videos just yet.
•  
• Echo chambers - heightened emotional states can mean that audiences seek out information that confirms information they want to believe. Keep an eye on misformation that’s relevant to you and your organisation.
•  
• Media as a moral high-ground: Anti-maskers, “fake news” etc can cause a really visceral reaction from the public, and from news media. Unfortunately, this misunderstands the context of those arguments.

9:37 - The narratives to watch at the moment:

• Rules fatigue: People are getting tired of being told what to do, it’s a natural reaction (psychological reactance) but it’s something to be really mindful of when communicating right now. There is a heightened emotional state, especially for those who are entering a second lockdown.

Shirish Kulkarni talks effective storytelling

10:26 - Over the past year I’ve conducted research on how we can better tell news stories, and my findings can be applied across the communications industry. We are all storytellers in one way or another.

11:00 - We’re hardwired for stories, at an anthropological and neuroscientific level, stories help orientate us within the world. They are a virtual reality simulator helping us practice for real life.

11:53 - Typically, news stories do the opposite of traditional storytelling (i.e have a beginning and an end to the story). Instead, we (journalists) use the inverted pyramid structure where the top line is the conclusion and then filters down to the least interesting or least important information. 

12:39 - The concept of the inverted pyramid structure dates back to the days of the telegraph, the original newswire. It was expensive, unreliable and it made sense to put the most important information at the beginning, just in case you lost the end of it. Although we don’t use the technology of the telegraph anymore, we still use the habits formed by that technology which continue to define journalism and communications.

13:03  - We conducted research with 1300 participants and the results showed users prefer stories that work in a straightforward and linear structure, much like traditional stories.  More information was picked up as it fits with how we are hard-wired to navigate the world.

13:28 - Journalists are failing because they are ignoring what users need from the news. In an attempt to reverse that, I came up with six key principles that should be at the forefront of our minds when telling our stories.

1. Content - is it useful or relevant and does it help us understand the world better?
2. Context - are we providing enough context? News largely focuses on breaking or moving news but that's often to the detriment of context, analysis and understanding. 
3. Users have agency - they are not just passive victims of the news, they can be part of creating solutions and want the opportunity to choose how to engage with the news.
4. Tone - we need to consider the tone we are using. We tend to fall back on journalist language which is old fashioned and formulae.
5. Diversity and inclusion  - are crucial when storytelling. It’s about telling different stories, ones that reflect the richness of our societies. This is very important.
6. Inverted pyramid - is this the best structure to tell a narrative? What are the alternatives? What we are doing isn't working so we’ve got nothing to lose by trying something different.

 

17:24 - Based on these principles, I created a number of prototypes and tested them with users. When compared with a BBC news article, users overwhelmingly preferred our prototype. They picked up more information in less time and found it easier to navigate. This proves there is a better way of telling stories, we just need to be prepared to think differently and put users at the centre of our thinking.

Q&A

18:40 - How do you think the media coverage of COVID-19 applies to your research?

Media has a crucial role. The only justification to have journalism is to provide reliable and useful information. There’s a big thing about news being about entertainment and there’s a focus on the drama of news rather than the information of news. What do we need to know? We are users as well as the audience and this should be taken into consideration when wanting to drive engagement.

23:46 - Do you have any tips for making the linear narrative structure more effective especially through face to face presentations rather than emails?

What really worked for us was using a "narrative accordion". We had 5 questions, and the answers could be expanded and read based on the user's interest. It didn't matter whether the question was at the beginning or end as it was up to the interest of the user. Simplify what you’re saying, and question whether it’s useful to your users.  

28:15 - What have you learned about younger generations and their behaviours?

People have an incorrect characterisation of young people and get their needs completely wrong. There is a perception you can’t make a video longer than two minutes for the younger generation because they have a short attention span and are unable to comprehend what is being said. This generation is the most emotionally and culturally intelligent generation we have ever had. Young people aren’t put off by complexity or depth, they are craving it. Don’t underestimate them.

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 from Mercury 

Isentia Conversations: with Stella Fuller from Bright Sunday

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Over the past few weeks, we’ve been talking to experts about the best ways of working and communicating through a time of unprecedented change. 

In this episode, we talk to Rachel Clements, the Director of Psychological Services at the Centre for Corporate Health. Rachel shares some practical tips on how organisations can mitigate psychosocial risks in a time of heightened anxiety - and some advice on maintaining your own mental fitness. Isentia’s Insights Director, Ngaire Crawford also shares some of the trends across social and traditional media.

https://youtu.be/58dIl6BOdys

What mainstream media is saying, with Ngaire Crawford

3:30 - Over the past week, data from mainstream media suggests we’re starting to get a bit restless. Across Australia and New Zealand we’re talking about:

1. Lockdown restrictions
2. Business and Economic Impact
3. When will life be normal again?

Google searches have largely been about restriction levels and what people are and aren’t allowed to do. People are starting to unpack misinformation and search about interesting theories such as 5G towers causing coronavirus.

5:08 - On social media, people continue to reach out and be creative with memes, but there is still an undercurrent of stress and uncertainty.

5.28 - People are starting to shift their mentality from ‘what i need to care about right now’ to ‘ what i need to start caring about in the future’.

People have specifically been worried about:

⇒ Bills/rent/mortgages - specific items that need to be paid.

⇒ Superannuation - the increasing worry is reflective of the long term view - when will this be over?

⇒ Mental Health - still a concern for people

⇒ Job losses - more so about individual bill payments and reduced personal income as opposed to job losses or business strategies.

6:28 - Having context is incredibly important. As communicators, everyone wants to provide genuine and authentic information. It’s important to:

⇒ Understand who you’re communicating to and what they’re feeling.

⇒ Listen. Add additional sources into your information bubble. Look at what’s trending on Google, Twitter, Instagram and TikTok. Look at specific hashtags to get an understanding of what people are talking about and are interested in.  

⇒ Seek feedback from audiences, but be aware that patience is starting to wane.

⇒ Keep curious, consider your own media consumption habits and who you are supporting and why.

⇒ Continue to watch what drives emotional responses online such as cancel culture and conspiracy theories, which are usually indicative of wider audience feelings and outrage.

⇒ Audiences and businesses are starting to get antsy about normality and what the future looks like - they want to know what will the new normal look like?

Rachel Clements addresses the psychosocial risks during COVID-19

9:08 - Rachel tells us there are many psychosocial risks impacting people around the world in relation to COVID-19. In particular, people are experiencing an emotional journey and a wellbeing journey. She says you need to understand what's happening emotionally with people, so you can tailor communication according to the stage that they’re in.

10:00 - To understand the psychosocial risks for COVID-19, a framework has been developed that outlines its 3 stages.

Stage 1 - we were (and some of us still are) operating in flight or fight, operating in panic, fear and anxiety and not taking in much information. We were just trying to survive.

We were adjusting to working from home, adjusting to new technology and having to do pivots within our business. There was a need to look at the media and be drawn into the fear contaigum. 

People in this stage don’t take in much information, so we have to be careful with how tailored messages were communicated. 

There are many people still in this stage, but there is a shift of people moving into stage 2.

11:15 - Stage 2 - is thought to be more psychologically challenging than stage 1. This is because there is a realisation social isolation and social distancing is our reality and its duration is unknown. Things are unpredictable and this can be mentally tough for people.

11:47 - At the moment, there’s an increase in disengagement, an increase in dissatisfaction, anger, irritability, frustration and languishing - which is akin to depression. If people are sitting in the stage of languishing, they are suddenly feeling unmotivated and not satisfied, a languishing mindset can start to take a toll on their mental wellbeing. 

People are starting to transition into ‘i’m tired’, ‘i’m sick of this’ and begin to break the rules or behave in a way that is opposite to what they are asked to do.

12:22 - Stage 3 -  People start to adjust to the new normal and have a bit of optimism for the future. People begin to become creative again and feel a sense of hope. 

It’s important to understand the different stages in order to communicate. The success of your communication is based on the stage of a person’s emotional journey and their readiness to take in information.

13:10 - There are some psychosocial risk factors currently seen in our workplace environments:

⇒ Pre-existing mental health conditions. Those who were already in an anxious or depressive state, who’ve been forced into social isolation and self distancing, puts them at risk of exacerbation. Drugs and alcohol are being used as a coping mechanism to deal with the increased fear and anxiety people are feeling. 

⇒ Pre-existing circumstances within our lives such as relationship break-ups, issues with children, financial stressors, don’t stop and people’s capacity and ability to deal with these external stressors have eroded.

⇒ Family dynamics - although our situations have changed, our expectations have not. There are increased feelings of failure, guilt and burn-out as we try to keep up with family life and work life. The inability to change our mindset and expectations to our current circumstance are leading to excessive stress.

⇒ Family and domestic violence - there are increased levels of hostility and an increase in domestic violence during social isolation. 

17:19 - Employment risks have also increased, some of these include:

⇒ Financial pressure caused by the economic downturn. People are concerned about their job security and their financial position.

⇒ Workload challenges. People are trying to balance their personal life, professional life and their associated workloads. 

⇒ Loss of direction from social isolation. It can also make people feel demotivated and we need to ensure our teams are kept motivated to prevent languishing and dissatisfaction.

18:45 - During these times, people are struggling with their wellbeing. Trends are already being noticed, these include:

⇒ Heightened levels of anxiety

⇒ Exacerbation of pre-existing mental health conditions

⇒ Presentation of new mental health conditions

⇒ Increase in social withdrawal

⇒ Increase in drug and alcohol use as a coping mechanism

⇒ Increase in incidences of intolerance, aggression and conflict. Humans don’t like to be contained and this is why there is an increase in these behaviours. 

⇒ Increase in incidences of domestic violence

⇒ Increase levels of suicidality

21:05 - Wellbeing needs to be on the radar and there has never been a better time for organisations to communicate and discuss strategies to prevent people’s wellbeing diminishing. These include: 

⇒ Equip HR and leaders to lead remotely and equip all employees to work remotely

⇒ Identify unique workplace psychosocial stressors - is someone in the team going through a stressful time personally? Is a family member unwell or is someone experiencing a mental health issue?

⇒ Maintain connectivity - seeing someone's eyes can be beneficial for feeling connected

⇒ Maintain a balance between work and other commitments whilst working remotely

⇒ Develop and maintain a ‘new business as usual’ - find new routines and effective ways to work. People respond well to routine.

⇒ Supportive and visible leadership

⇒ Recognise early warning signs of poor mental health

⇒ Manage anxiety and maintain resilience

⇒ Have R U OK? Conversations

⇒ Promote employment assistance programs and virtual onsite support

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 Helen McMurdo at MTV

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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.

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Get in touch to register your interest and see what Lumina AI View can do for you.

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Why PR and comms teams need to take LLM visibility seriously — and what to do about it

The next time a journalist, investor or potential customer wants to know about your organisation, it’s now increasingly likely they won’t Google you. They'll ask an AI.

They'll type a question into ChatGPT, Claude or Gemini, something like "Who are the leading renewable energy companies in Australia?" or "What's the best PR agency for healthcare in Singapore?" and the AI will give them an answer. The question is whether your own organisation shows up in that answer.

The implications are significant for communications professionals, whether they’re in the agency-side working with clients or in-house managing a brand. The rules of reputation and discovery are being rewritten, and there’s a new kind of playbook that we all need to adapt to. That’s what’s going to take us forward.

The shift no one saw coming, but perhaps should have

For decades, earned media has been the backbone of credibility. A strong piece in a respected outlet signalled trust, authority and relevance. This hasn't particularly changed, but the way that coverage gets used has.

Large language models (LLMs) are trained on vast amounts of publicly available content - news articles, company websites, industry reports, social media, expert commentary. When someone asks an AI a question, it synthesises all of that material into a single answer. If an organisation has a strong, consistent, well-sourced presence across those channels, it is more likely to show up. If it doesn't, it becomes invisible and is absent from the conversation entirely.

Gartner's latest predictions for Chief Communications Officers underline how serious this shift is. They forecast that as LLMs increasingly replace traditional search, PR and earned media budgets will double by 2027. What they say is that this is a communications challenge, one that requires PR expertise to build trust, secure quality coverage, and maintain consistent messaging across stakeholders.

Their research also predicts that by 2029, 45% of CCOs will be using narrative intelligence technologies to monitor reputation amid rising disinformation, a recognition that the old keyword-based approach to media monitoring simply can't keep up with the way stories now form, spread and multiply. 

The AI-generated content loop and why it matters

One of the less obvious risks in this new landscape is what happens when AI starts feeding on itself.

Catherine Arrow, Executive Director of the PR Knowledge Hub, raised this point during Isentia's recent Inside the AI Shift webinar. As she explained, "AI can identify and interpret some publicly available commentary. The difficulty is that we have to be careful about what it is actually reading. You can already see this in AI overviews where the system may refer to online discussion without digging deeply enough into whether the original sources are genuine, reliable or themselves AI-generated. So we end up with AI nested inside AI, nested inside AI."

That creates a real problem for anyone in communications. If the content landscape is increasingly populated by AI-generated material which is optimised to be found by algorithms rather than to inform real people, then the signals that LLMs rely on to build their answers become less trustworthy. Human judgement, original thinking and genuine expertise become harder for these systems to find, precisely because they're being drowned out by content that was designed to game them.

Catherine puts it simply, "People can become immune to this kind of content because it does not sound like the way we speak to each other, nor does it reflect the way genuine relationships are built. Then, when conflict or outrage is layered on top, the environment becomes even harder to interpret."

For PR and comms teams, it's not enough to produce more content. The right content needs to be produced, one that is original, expert-led, and well-placed in the channels and formats that LLMs are most likely to surface.

What this means in practice

So what does it actually look like to build LLM visibility into your communications strategy? It starts with the fundamentals, but applied with new intent:

• Expert commentary placed in credible publications. 
• Thought leadership that's genuinely distinctive, not a rehash of what everyone else is saying. 
• Consistent messaging across channels. 
• Media coverage that's authoritative enough for an AI system to treat it as a reliable source.

This is where the gap between media monitoring and media intelligence becomes critical. Monitoring tells you what's been said. Intelligence tells you how stories are forming, which perspectives are shaping them, and where your organisation sits within those narratives — including how AI systems are representing you.

Dr Nici Sweaney, Founder and Director of AI Her Way, made this distinction sharply during Isentia's AI as a New Stakeholder webinar. "What will set people apart, and what AI cannot replicate is the human lens. The judgment, the relationships, the institutional knowledge, the strategic read of a room. The organisations that lean into supporting their people to harness these tools, rather than just deploying the tools, will be the ones best placed.”

That's an important framing. The answer to AI disruption is to get clear on what only humans can do and then make sure the tools we’re using actually support that.

Staying credible when the noise is deafening

There's a temptation, when faced with a challenge like this, to throw more content at the problem – more posts, more articles, more releases. But Catherine Arrow points out the risks of that approach.

"Maintaining credibility and authenticity means being yourself and not allowing AI to suffocate your identity. That will become harder to do as digital twins, synthetic voices and other tools make it easier for organisations to use it as a mask. The real challenge is not so much maintaining credibility. It is about maintaining humanity, empathy, kindness and a genuine wish to connect with others beyond the AI-intermediated space.”

That advice matters just as much for organisations as it does for individuals. Brands that let AI do their thinking, generating bland, interchangeable content at scale, will find themselves blending into the noise rather than cutting through it. The brands that show up in LLM answers will be the ones with a clear, consistent, well-evidenced point of view.

Dr Nici Sweaney reinforced this from the operational side. "Ethical use is not about not using AI. It’s about using it with intention, honesty, and a clear sense of what good looks like on the other side.”
She was also direct about the risks of rushing in, "Don’t add new shiny AI projects on top of already overloaded teams. That creates resentment, not buy-in. Start by solving the problems people already have."

The cultural dimension

There's another layer to this that often gets overlooked and that’s the cultural one.

Catherine Arrow raised important concerns about how different AI systems can distort or flatten cultural context. Many of the most widely used models are shaped by US language, commercial assumptions and social norms. Chinese models operate within a different political and cultural framework. For organisations working across the Asia-Pacific region, it directly affects how the brand, messaging and the market are understood and represented by AI.

"Different AI systems may distort cultural context by privileging dominant languages, simplifying complex meanings, mistranslating concepts, omitting local histories or reproducing the worldview of their developers and training environments. They may flatten culture by making everything sound the same.”

For communicators operating across diverse markets, this means paying close attention to where content sits, who produced it, and whether the AI systems the audiences are using can actually interpret it with the nuance it deserves.

Where Isentia's platform fits with its new toolkit for AI visibility

This is precisely the challenge that Isentia's Lumina suite was built to address. Lumina is an intelligent suite of AI tools trained on the language, workflows and realities of modern public relations and communications, designed to empower, not replace, the human element of communications strategy.

Isentia's Lumina AI View feature will allow organisations to track how their brand, competitors and key topics are described by leading LLMs, with auditable claims, citations and transparency with regards to the sources. It's the difference between wondering whether AI is getting your story right and actually being able to see for yourself. These aren't generic AI features bolted onto a monitoring tool. They're intelligence systems built for the way communicators actually work.

The bottom line

The communications landscape has shifted. AI isn't just a tool the team might use, it's a stakeholder in its own right, actively shaping how an organisation is discovered, understood and evaluated.

For PR and comms professionals, the priorities are to ensure experts, commentary and evidence are placed widely enough for LLMs to find them and include them in their answers. Intelligence is imperative and required to how narratives are forming across both traditional media and AI platforms. All of this needs to be done without losing the human credibility that makes communications worth paying attention to in the first place.

As Dr Nici Sweaney put it, "The people who get the most from AI aren’t the ones who use the most tools, they’re the ones who understand their work deeply enough to know exactly where AI can add the most leverage."

That's the opportunity. The question is whether we’re set up to take it.

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To explore how Isentia's Lumina suite can help your team navigate AI visibility, get in touch or discover Lumina.

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