After more than a year of being affected by the pandemic, the airline industry wants to increase again. Currently, people are thinking twice about travelling by plane, asking whether it is safe even though it has been reopened. However, now the airlines are even stricter in implementing the protocol. In addition, now the airlines are increasing sales. They are competing to make promo prices and promotions.
Before Covid-19, the airline sector contributed around USD63.7 B or roughly 15.5% of Thailand’s GDP, including revenue from tourists flying by air. According to the Civil Aviation Authority of Thailand (CAAT), domestic and international flights in Thailand dropped by 79% during the first quarter of 2021.
But with more people vaccinating, airline companies are hoping for a better outlook in the following months, starting with the gradual resumption of domestic flight operations.
This study covers all discussions about the Airlines Industry in Bangkok, Thailand.
Through this report, Isentia, the leading media intelligence and Insights provider in Asia-Pacific, aims to understand the public’s perception and conversation drivers on the airline industry and which companies are gaining public attention.
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
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.
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."
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.
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.
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.
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, […]
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, […]
It's no secret that Australians and New Zealanders take their coffee seriously. Coffee has a rich history spans from ancient Ethiopia to modern European coffee houses, and its impact is felt worldwide. Coffee has become an essential part of daily life, and recent events such as the cost of living crisis and climate change have forced consumers to investigate and adapt to bringing the barista experience into their homes. But some people claim the improvement this would have on finances is inflammatory. But how are these new buyer trends playing in media discourse?
As a result, coffee brands are becoming more creative with their brand stories and product knowledge, while innovators in the industry are identifying gaps in the market that align with public values. Using audience intelligence data provided by Pulsar and Isentia media research, we can measure how audiences impact the coffee industry
– coffee up!
But what makes a good coffee? The taste and flavour of coffee beans are influenced not only by their country of origin and geographical attributes but also by larger factors such as climate change and human rights issues. While Australians and New Zealanders value sustainable coffee, the rising cost of a cup of coffee at cafes, which can now exceed $5, is leaving a bad taste in consumers' mouths. It's unclear whether this price increase benefits farmers or labourers. However, coffee shops that invest in sustainable and ethical coffee products are attracting consumers. For instance, Market Lane, a coffee institution based in Melbourne, is setting an example of fair pay for coffee growers by increasing their prices.
Coffee taste is a subjective matter. However, the sustainability of coffee production can be measured objectively through comprehensive facts and statistics. The incorporation of people's distinct preferences and interests into their perception of coffee can help us develop effective marketing and communication strategies through digital conversations.
Audiences groups hooked on jitter juice usually require its benefits of keeping them awake. That's the case for Twitch Streamers gaming and streaming into the early morning hours. The writing community also reaps the rewards of the extra kicks it provides, but writing has long been associated with coffee houses and the initiation of philosophical or revolutionary ideas. Sports fans (the biggest audience group) and NZ News Youngsters might seem a more surprising group to be on coffee's radar. But the sporting culture is strong in ANZ regions and matches demand that these fans stay up to watch games live domestically and internationally.
A caffeine boost isn't the only reason these communities drink coffee. Each community engaging in the coffee conversation is finding a need to stay alert; while this isn't heralded as a health benefit, the social advantages of having a cup of coffee are often overlooked. #Auspol Followers, while invested in politics and political campaigning, like #votesyes, unironically use popular slang in their content. NZ Youngsters, with their shared affinity for using self-improvement and educational apps like Duolingo and Headspace and their following of young left-leaning politicians like Chloe Swarbrick, are learning how to enrich their lives to foster a better future for their generation; by exchanging ideas with like-minded people over a coffee.
But going to a cafe isn't the healthiest of rituals for the hip pocket. The Sports Fan community doesn't embrace the pretentious side of coffee. Being an analytical bunch, they share an appreciation for business and tech news. This group's tastes, like their favourite team's gameplay, are driven by efficiency.
The way people consume and perceive coffee is evolving. Price and sustainability are the primary considerations for buyer trends in these regions, but how does the media's portrayal of the coffee industry in these countries fit into the picture? News media has made stronger ties to the cost of living and coffee consumption over sustainability. With inflation rapidly rising, it's no wonder this connection is made. Many feel that investing in a professional-grade coffee machine and brewing their own coffee at home is a cost-effective solution that's promoted in the media. However, interest rates are rising and the media suggests that the future quality of life for both families and individuals, including from the Gen-Z generation, will depend on adapting everyday rituals.
But Millennials and Gen-Zers get chastised for their "reckless" spending habits on daily overpriced lattes and smashed avo toast, so inflation cannot be ignored. Retailers are noticing the uptake of coffee bean purchases in buyer trends. Online barista novices and gurus are all sharing tips and tricks on how to get the perfect cup of coffee with the tools on hand, quality beans and compatible milk variety at a low cost. As people attempt to save by mimicking a barista-style coffee at home, they're also trying to discover alternatives in familiar brands and products that better fit their wallet, like the Cole's Express's $2.50 iced latte.
The beans favoured by Aussies and Kiwis' taste buds and wallets are Woolworths and Coles brands, but not far behind is Lazzio, an Aldi-owned brand, where shoppers are making even more savings, and Nespresso. Nespresso's compact and convenient products are an ideal alternative to cafe-style machines, and the brand utilises sustainability marketing initiatives. But big supermarkets like Coles are making an even more significant impact on buyer trends by providing a reason for them to spend more and stay longer like Coles Express' cafes enabling consumers to drink coffee under the guise of doing their regular grocery shop.
Well-known brands not only catch the attention of consumers but also their competitors. The way a brand packages its products is an important aspect of its personality. Recently, Moccona's legal action against Vittoria has caused controversy in the industry and with the public. Some people have even suggested boycotting Moccona, an international brand.
So what does this mean for future coffee consumption and buyer trends? The coffee community is influenced by the broader macro trends impacting society, whether sustainability or cost of living. But the future is ethically and socially conscious, and daily routines are getting a similar makeover. In 3 years, don't be surprised if a cell-grown coffee is served to you in a cup made from recycled dehydrated coffee grounds or made available for purchase in supermarkets. How much would you pay for that though?
Understanding the big-picture narrative requires a comprehensive view of the news and social media landscape. The integration of using Isentia and Pulsar platforms allows us to democratise audience intelligence enabling organisations of all sizes to access and leverage data-driven insights for informed decision-making and achieving their goals.
The Impact of Cost of Living on Coffee Buyer Trends
It’s no secret that Australians and New Zealanders take their coffee seriously. Coffee has a rich history spans from ancient Ethiopia to modern European coffee houses, and its impact is felt worldwide. Coffee has become an essential part of daily life, and recent events such as the cost of living crisis and climate change have […]
Insights promote action and change with stakeholders
Research, measurement and evaluation needs to promote action with relevant stakeholders including the general public. It’s easy to fall into a trap of measuring something because you think you should or because someone has asked for a few charts on a communication team's activity. But your stakeholder engagement strategy is missing an opportunity to create long term impact with key audiences.
Stakeholders (internal and external) are an effective resource for driving change and shifting narratives. Stakeholders are a crucial avenue for advocacy of communications activity but are usually not provided with the necessary information. They need motivation to change their behaviour and support your objectives.
A project that champions this is the Media and Gender research the Isentia insights team produced with Sport New Zealand. This research examines how women are portrayed across sports news in New Zealand and shines a light on where there is work to do. The research itself is engaging and builds rich insight into an area often not looked at on this scale. The most success lies in how research helped motivate and support behaviour change within the primary stakeholder - the media.
Move stakeholders with data-led evidence
Editor of The LockerRoom, Suzanne McFadden, said this study encourages national representation of women in sport,
“A surge in women's sport in NZ media, but a fall in female bylines, highlight the latest Sport NZ study - which also shows where LockerRoom leads the pack.”
Jennie Wylie, Netball New Zealand’s Chief Executive said to Radio New Zealand, that media coverage plays a vital role in female participation in sports,
"What we do know is the cost of our young people not participating in sport, and the gap for young women and girls in that participation, it plays out in terms of media coverage, so if you can't see it, you can't be it."
Sport New Zealand was able to build a stakeholder engagement strategy using data and research that goes beyond numbers. It encourages those at the source of reporting to strive to improve.
Here are some tips on how to rethink your approach to research and evaluation, so your organisation can do the same:
4 considerations for your stakeholder engagement strategy
1. Don’t only focus on your own activity
It’s easy to fall into the measurement trap of focusing on your own activity and neglect your audience and sector. It’s important to understand if your communication is successful, but you're missing key opportunities (and threats) that you can only see if your research lens is wider.
2. The value of pre-research
Research performs at its best when used to determine where you should be going instead of only where you’ve been. Bring research into your planning early and give insight into what your audiences already experience as well as their responses and their preferences, so you can tailor your organisation’s activity based on evidence.
3. Use your evidence to generate conversations
Engage all your stakeholders in the research process and as early as possible to increase their investment in the results, regardless if it means changing their own behaviour. The more measurement and research is collaborative and unites stakeholders within a common purpose, the more effectively it will spur change.
4. Measure more than once
Changing audiences and information requires your organisation’s research lens to focus on what's relevant to your objectives and audiences.
Talk to the experts about how Isentia insights can refocus your stakeholder engagement strategy
Ultimately, research should help drive conversations, and in those conversations is where you can create change. It doesn’t always work the first time, so be persistent - it’s worth it!
Contact us to discuss how we can create a tailored measurement programme that supports your goals.
string(53) "A targeted stakeholder engagement strategy in 4 steps"
string(131) "To have an impactful stakeholder engagement strategy you must use the right data-led insights to drive interest in your objectives."
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A targeted stakeholder engagement strategy in 4 steps
To have an impactful stakeholder engagement strategy you must use the right data-led insights to drive interest in your objectives.