In the past year, there have been over 280,000 media mentions of the Commonwealth Games in Australia.
When you look at the sheer scale of coverage for the Gold Coast 2018 Commonwealth Games, it’s amazing to think just how complex and diversified the voices within that noise are. As Australia’s largest sporting event this decade, the Games are attracting worldwide interest – providing a perfect example of how media intelligence is crucial for any organisation to remain empowered and informed.
Supporting the work of the Commonwealth Games by delivering invaluable insight to those working behind the scenes enables the team to digest huge volumes of content into bite-sized pieces of knowledge that can be used to take action, address key topics or issues, and keep the broader organisation informed.
From a personal perspective, it’s been amazing to watch as the Commonwealth Games preparation unfolds – setting somewhat of a ‘gold’ standard when it comes to media intelligence and insights.
Why? Because the team have recognised the value of not only pulling out pertinent coverage daily, but engaging in media insights to better position themselves and react to negative press accordingly.
If you do the math, 280,000 media mention averages out to around 780 media items a day across social and mainstream – and that’s during a non-Games time period.
Now let’s multiple this number by about 10 to account for the increase of coverage during Games time. This team is tasked with staying across more than 7,800 media items per day across social and mainstream, globally.
It’s easy to understand the need to prepare, because the numbers don’t stop there. For example there’s expected to be a TV audience of 1.5 billion, 1.5 million spectators, 6,600 athletes and over 15,000 volunteers – all engaged and ready to be part of #GC2018.
With those numbers spinning around in my head, it’s easy to see how clients can become overwhelmed. Analysis is simply a must-have in this scenario – even just to get some perspective on the sheer volumes of coverage.
When you think about an event like GC2018, there is a lot of information that needs to be tracked – and much of it is not about the sport itself. From the infrastructure, to local community issues, to travel issues, ticketing, athletes and venues (the list goes on!) to beautiful PR pieces, hosting media at the Commonwealth Games Village (CGV), and briefing ambassadors on crisis management.
Being able to distill, digest and make sense of this volume of coverage is something we’re proud to be supporting – providing the tools to capture instant quantitative insights as well as tracking trends and peaks in coverage against issues or topics to support the team’s decision-making processes during the Games.
From our broadcast monitors, to our daily briefing editors to our operations and account management. From our senior analysts who work on our key sporting client’s insights, to our client service support – we’ve all been working towards this event in some way or another for the past few years, and the countdown is now on! We’ve also had countless conversations about making sure we’re ready for every possible scenario that may impact the Games (and as a result, the media environment surrounding it). The Isentia team have workshopped and considered issues from power outages, to weather conditions, to doping scandals, to village incidents, to buses of athletes crashing. We need to make sure we are positioned to meet anything that comes up, and that includes having an embedded staff member at HQ from now until the end of the Games, providing always-on support.
Similarly, the Commonwealth Games team are busy building infrastructure and creating impact from the Games which will result in generational benefit for the Gold Coast region and Queensland. It’s not just a one-time sporting event. The Games venues will leave world-class infrastructure for future international events, while the Commonwealth Games Village will become the heart of the Gold Coast health and knowledge precinct.
When you’re in the sport of media intelligence and supporting crisis management, it’s critical to be able to map out scenarios that may impact clients, ensuring the both of you are prepped and ready for what’s ahead. At Isentia, we pride ourselves on being an extension of our client’s team. And for an event like the Commonwealth Games, we are sitting side-by-side, every step of the way – excited to support Queensland’s growth well into the future.
Isentia is proud to be supporting the Gold Coast 2018 Commonwealth Games by delivering powerful media intelligence and insights all the way to the finish line. Read more from John Bissinella, Head of Client Success about how we stay ahead of the games to deliver the best possible service for our clients here.
We’ve implemented a lot of changes over the last six months to ensure our clients are ready for the years ahead – working on what’s important to ensure that we deliver the best possible service.
Shifting forces
Issues can move quickly with almost hourly twists and turns, some snowballing from a single simple tweet. Unless you’re checking multiple channels regularly, it’s easy to lose track of a story’s trajectory.
Take the recent news focus on Barnaby Joyce. The story developed over two weeks and each day delivered a new angle, with influencers from both sides weighing in via different forms of media. If you’re like me, the story would have had you hooked with an impressive volume of chatter and numerous voices shaping the overall picture. With Mediaportal, stories like this are much easier to get a handle on - tracking velocity, following the twists and turns, seeing who is driving the agenda and tracking its geographical impact.
We’re passionate about this connection point where our clients can navigate this dynamic, rapidly changing landscape to apply or build-out strategies that place their knowledge at the heart of action. This vision to both discover and inform our clients so they know their media better than anyone else with a team behind that technology that knows exactly what they’re trying to achieve, is what’s driving the year ahead for Isentia.
Our roadmap for Mediaportal is designed to be agile to respond to evolving needs and deliver greater interconnection between information and understanding. All designed to give our clients the ability to harness the game-changing potential of real-time actionable media intelligence.
The laws of simplicity: People and tech
If you’re the weightlifter, consider us your spotter. Our teams work hard to understand your business and the issues that are important to you. We’re here to partner with you for the long-term and have real people picking up your phone calls. Our approach to the simple yet powerful combination of people and technology makes us fairly unique and it's one our clients really value. Having someone to work with so that your content is more accurate and relevant, allowing your team to spends less time sifting through mountains of irrelevant content is just the tip of the ice-burg.
We are your backup when the board comes knocking for answers. Clients who have tried less sophisticated services on the promise of “something different” and a budget price, invariably come back to us with stories of painful service, and unfulfilled promises. With us, you have confidence and a solution that's ready to go without the hassle - it's a big reason why so many clients recommend us to others.
That’s why we’re invested in having the right people with the best minds for our business to build on our personalised service, delivering the largest scope of content anywhere in the Australian market.
Channelling an athlete’s mindset
Our commitment to our industry cannot be questioned. We continue to lead and innovate - focusing on delivering the best service for our clients and making their lives easier. And like Commonwealth Games greats Ian Thorpe, John Landy and Dawn Fraser, we made it here through hard work, commitment and passion. As the external environment has changed, we have remained ahead of the pack - never compromising on our desire to equip our clients with accurate, curated insights into their media landscape.
For us, Client Success means delivering rich and accurate data for our clients so they remain on top of breaking issues, and are able to better understand how their strategic communications and business initiatives are truly interpreted by their various stakeholders through the lens of media coverage and social discussions.
We are our clients’ support team – their high-performance coach, and we continue to strive for greatness as we cheer the real athletes to glory in this year’s Commonwealth Games and beyond.
Isentia is a proud partner of the GC2018 Commonwealth Games, delivering powerful media intelligence and insights all the way to the finish line.
John Bissinella, Head of Client Success for Australia
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Blog
Staying ahead of the game
Isentia is a proud partner of the GC2018 Commonwealth Games, delivering powerful media intelligence and insights all the way to the finish line.
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
What’s driving the cost of living concerns?
A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.
Source: Pulsar TRAC, 1 Jan - 30 Jun 2023
The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.
Let’s take a closer look at these topics.
Energy fuels the discussion
Energy sources and prices are hot topics in the media, impacting households, affordability, and vulnerable populations. But a troubling discrepancy emerged in the May 2023 Budget: businesses got more attention than households in energy relief measures. Surprisingly, only 13% of media coverage focused on the struggles faced by individuals, while a whopping 29% centered around the politics and policies of Australian businesses. This raises valid concerns about whether the media is truly addressing the needs of Australian communities.
Sectors feeling the heat of media scrutiny
Media outlets play a crucial role in shaping public opinion and influencing the cost of living. When it comes to specific energy sectors, they have become the subject of intense media scrutiny. Data from our Energy Transition report shows that coal and gas are in the hot seat, with a significant portion of media coverage - 43% for coal and 26% for gas - dedicated to discussing these fossil fuels. This media focus highlights the ongoing conversations surrounding the environmental impact of coal and gas, their contribution to climate change, economic considerations, and the urgent need for policy changes to transition to cleaner energy sources.
Feeling the pinch
The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.
But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.
Source: Isentia (print, online, broadcast), Pulsar TRENDS (Twitter), Google Trends, May 1 - July 30 2023
Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.
The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living.
Influential figures shaping the conversation
Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.
Source: Pulsar TRAC, 1 Jan - 31 May 2023. Influential people and organisations
Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?
Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.
How media intelligence can help you navigate the cost of living
Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.
Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.
Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.
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Blog
The Story Behind the Data: Navigating the Cost of Living
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals. Within our shores, people are facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
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, […]
For every conversation that we have, a compelling story becomes the link between you and your audience. When your stories resonate and relate, the audience will take notice.
To do that, you need to understand the relationship between your brand and its audience and the conversations that grow from that link. Finding those talking points gives you an insight into the types of audiences that follow your brand.
These conversations and communities allow you to identify and understand your audience on a deeper level. Building on this strong relationship, your brand's stories remain consistent with your voice and values.
So how do you understand your audience’s conversations?
1. Identify the channels your audience are most active
The channels or mediums are critical in identifying your audiences. This is essential so that you can produce the kind of story they want to hear. The more relevant and updated your content is, the more engaged your audience will be with you.
By analysing your audience, you can create better content that resonates with them. This will help you build a stronger connection with your audience and keep them engaged.
Analyse your audience by:
Website visitors — Analysing data from your website can help you identify the types of audiences who have already started their discovery journey about your brand.
Customer data — This audience is already engaging with your brand so it is critical that you identify the personas found within this subset.
Social media — Driven by conversations around your brand and industry, you can find new personas and demographics to cover trending topics.
Source: Based on a panel search in Pulsar
For example, by studying the various communities interested in public relations and communications in various sub-Reddit threads, it shows that there is a slightly higher percentage of male Redditors (6.3%) to female users (5.8%).
There were around 1,500 unique authors in these communities within Reddit. By leveraging these demographic insights on Reddit, you can craft a much compelling narrative based on the channel and the topics and conversations held by your Reddit audience.
2. Identify trending keywords in your industry
In today’s digital realms of search engines and social media, the practice of keyword research is essential for brand storytelling. Finding and researching relevant keywords ensures the right people see your content. Identifying keywords is crucial to your business because they are related to queries that users in search engines ask.
There were around 1,500 unique authors in these communities within Reddit. By leveraging these demographic insights on Reddit, you can craft a much compelling narrative based on the channel and the topics and conversations held by your Reddit audience.
Source: Keyword cloud in Pulsar on challenges of the PR & communications industry
By understanding the relationship between keywords and queries, brands can better target their marketing efforts and ensure prospective customers see their message. Insights from social media intelligence can also boost this keyword research process and add current topical trends while delivering relevant queries about your audiences.
Keyword research tools such as Pulsar can help your storytelling by listing all the keywords you need to create content for your brand. Better content and engagement with audiences will boost your brand’s ranking in search results.
3. Monitor mainstream media coverage
As media and technology continue to evolve, it is more important than ever for brands to stay on top of media trends. By monitoring media coverage, brands can ensure that their message is being communicated effectively and reach their target audience.
Using a media monitoring platform can help you quickly identify negative media coverage as well as spot positive opportunities to engage with your audiences. This engagement in return strengthens your relationship with your audience and builds a healthy reputation.
4. Listen to social media conversations
With 4.6 billion users on social media in 2022 (estimated to rise to 5.8 billion by 2027) conversations can revolve around many topics at any given time. People are jumping from one topic to another so quickly and several trending topics can dominate the overarching social media landscape.
Staying on top of these topics is critical for brand storytelling and engaging audiences. Many brands are harnessing the power of technology and artificial intelligence to identify these conversations.
5. Discover topics through Pulsar
Almost everyone searches for information online. With Google dominating 83 percent of the search engine market, it is unsurprising that the company’s name has become the new word for searching information.
Using platforms such as Pulsar, you can discover trending topics that people are looking for on the search engine. These topics can help in your content creation remain current and relevant. These trending topics reflect what people are interested in and what topics are widely discussed at the moment.
What does audience insight mean?
In recent years, there has been a growing debate about the relationship between traditional and social media. There is no doubt that social media has changed the way we consume information. We are now used to getting our news from Twitter, Facebook, and TikTok.
But traditional media outlets are still important, especially when it comes to storytelling and discovering new audience-led conversations. We believe they can work together to find your best audiences.
While social media is great for sharing short snippets of information, traditional media is still the best platform for in-depth storytelling and credibility. This is because traditional media outlets have the resources to invest in long-form journalism.
They also have experienced reporters who know how to find and tell a good story. In an industry-scale research, trust among consumers of online news has waned and this puts a strain on the relationship between your brand and your audiences. New tools such as Pulsar have incorporated new technologies to help them rate news outlets that can be trusted.
Source: Pulsar’s misinformation index monitoring news outlets publishing content on the PR & communications industry
Finding audiences in your news coverage
There is so much online news content but what is critical is having high standards on the content you consume. Traditional media is still regulated by industry standards while journalists abide by ethical ones – creating a guard against misinformation.
But what is often overlooked is the role that traditional media plays in shaping the stories that we see on social media. Undeniably, social media platforms provide a more immediate and intimate connection to the events and people we care about.
However, it is the work of traditional media outlets in covering these stories that set the stage for much of the discussion and debate that takes place on social media. In many ways, social media is now the amplifier of your story, not traditional media.
This symbiotic relationship between traditional and social media presents a huge opportunity for brands to amplify their messages to their audiences — raising their forte of storytelling and finding the right audiences for your brand.
Connect with your audience
The next step for your brand is to find that platform. There are a plethora of options to send your message across to your audience.
3 things to set up
Create a reason for your audience to contact you
Create your call-to-action (CTA) for your audience. As a brand, you must have a strong CTA in your marketing efforts. A CTA is what drives your audience to take the desired action, whether it's signing up for your email list, making a purchase straight from the point of discovery, or scheduling a demo consultation.
To create an effective CTA, start by clearly defining what you want your audience to do. Then, create a sense of urgency and make it easy for them to take action by providing a clear and concise path.
Select your platform
Find out which platform best serves your brand. Do you have thousands of followers on Instagram? Website visitors are actively engaging with your blogs? People are commenting on your Facebook profile? The options below are usually the main platforms that most brands use to tell their story.
Website
Microsite
Blogs
Advertising
YouTube
LinkedIn
Facebook
Instagram
Tell your story and share as much as you can
The final step would be to share that story with your audience and the general public. There are many ways to share your brand story with your audience. You can use social media, your website, email marketing, and even face-to-face interactions to get your story out there.
The most important thing is to be clear about who your audience is and what you want to communicate to them. Once you know that, you can tailor your story to fit their needs and interests. If you can tell a compelling story that resonates with your audience, you'll build a strong brand.
Ready to find your target audiences online? Click here to explore and discover the diverse communities that are following your brand with us.
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Blog
5 ways to understand your audience online
In order to engage customers and prospects, you must have brand storytelling. A great story will hook readers in and keep them engaged.
