Don’t be deceived by the tip of the iceberg
Likes, shares, comments and retweets. These social media metrics are often used by marketers to measure the performance of their campaigns or contents. However, this is just the tip of an iceberg. In this whitepaper, Isentia reveals why.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
R U OK? is a public health campaign founded in Australia, focusing on creating a world where we’re all connected and protected from suicide. Their mission is to inspire and empower people to meaningfully connect with those in their world and lend support when they are struggling with life.
R U OK? focuses on building the motivation, confidence, and skills of the help-giver—the person who can have a meaningful conversation with someone who is struggling with life. R U OK? encourage four steps to have a meaningful conversation:
R U OK? have a host of free resources to help you ask, ‘are you OK?’ and lend support to the people in your world every day of the year. Because when we genuinely ask, ‘are you OK?’, and are prepared to talk to them about how they’re feeling and what’s going on in their life, we can help someone who might be struggling to feel connected and supported long before they’re in crisis.
The annual R U OK? Day campaign is their National Day of Action, where people are reminded that every day is the day to start a meaningful conversation that could change a life.
To assess their impact and gauge progress towards their goal of behavioural change, R U OK? sought to evaluate the effectiveness of their campaign messaging, ambassadors, and public discourse in their communities. Additionally, they wanted to understand the main narrative in these communities to shape their future campaign themes and strategies.
Through a number of different datasets, Isentia provided the organisation with comprehensive insight into its campaign messaging as well as the volume and quality of media reporting on R U OK? This valuable information was obtained through Isentia’s Media Analysis reports shedding light on common themes, trends, and messages associated with R U OK? through media coverage.
“We know Isentia are trusted friends. We know we can come to the team with any ideas or queries and be provided with a great solution. Our long term partnership has allowed us to go on this journey together, seeing such change in the Australian landscape for health and suicide prevention.
Isentia’s reports have helped us (and continue to) understand the impact of our coverage and the reach of our campaign messaging, and that every day is the day to ask, are you OK?”
Katherine Newton, R U OK? CEO
The analysis revealed the following:
Isentia’s support to R U OK? has helped them measure their campaign impact consistently over time.
Our analysis quantified the success of R U OK? in reducing negative portrayals of suicide and stigma in the media and R U OK? events. With an impressive 87% national brand awareness and a 25% participation rate, it highlights the positive and supportive behaviour that emerges when individuals actively engage in these conversations.
Media coverage, including increased editorial attention, has effectively promoted R U OK?, raising awareness and fostering an important culture around meaningful conversations.
The organisation’s brand mentions, advertising space rate (ASR), and cumulative audience figures have consistently increased each year, also indicating the successful penetration of their messages. The most prominent messages, in terms of volume, emphasise that R U OK? builds awareness of suicide and mental health issues, while the annual campaign day helps to build community capacity to have meaningful conversations with the people in their world.
Our analysis demonstrates the positive changes in the Australian landscape regarding health and suicide prevention. People are more engaged, have a better understanding of their role in suicide prevention, and desire deeper connections. This means genuinely asking, ‘are you OK?’, and knowing how to connect with and support others when they express they are not okay.
Isentia’s data and analysis not only fulfilled their objectives but exceeded their expectations. The reports provided are invaluable, so much so that we are their sole earned media insights provider.
These Media Analysis reports helped the organisation understand the impact of their messaging on their audience. They learned what worked and what didn’t, providing insight for future messaging and their content development strategy. These reports have also served as a valuable tool for reporting to the R U OK? board of directors, funding partners, and government. Providing concrete evidence of the organisation’s campaign impact in the media and success in stimulating community action for suicide prevention.
“Isentia’s Media Analysis reports help us look at the narratives to see where people are at and where we can take them next.”
For more information on how Isentia's data and insights can help your organisation, simply fill out the form below.
" ["post_title"]=> string(65) "How R U OK? harness Isentia Insights for their campaign strategy" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(35) "how-r-u-ok-harness-isentia-insights" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2024-09-09 02:45:49" ["post_modified_gmt"]=> string(19) "2024-09-09 02:45:49" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=27946" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }Challenge R U OK? is a public health campaign founded in Australia, focusing on creating a world where we’re all connected and protected from suicide. Their mission is to inspire and empower people to meaningfully connect with those in their world and lend support when they are struggling with life. R U OK? focuses on […]
The Your Right to Know Campaign was established in response to deteriorating media freedom. It prompted an unprecedented collaboration between competitors including Nine, News Corp, the ABC, SBS, The Guardian and journalists’ union in the Media, Entertainment and Arts Alliance. All in an effort to call for reforms to protect public interest from Australia.
On Monday 21 October, Australian media organisations blacked-out text on print newspapers, instead of showing front-page headlines. The first bold statement instigated by campaign members. As a result, it created a lot of chatter in the media - mentions spiked at 3,042 across across social and traditional media.
Data analysed by Isentia, shows in the week October 21 to October 25 2019 there were a total of 6,242 mentions of "press freedom."
While it was the media who started the campaign on Monday, through the week politicians had 60% share of voice on the topic. Prominent journalists followed with 22.8% and CEOs of media organisations 15.3%.
Despite journalists and media organisations instigating the campaign, politicians dominated the conversations. The top spokespeople discussing the topic for the week period were:
1.Scott Morrison, Australian Prime Minister - 95 mentions
2.Anthony Albanese, Federal Opposition Leader - 38 mentions
3. Barnaby Joyce, Nationals MP - 33 mentions
4.Hugh Marks, CEO Nine Entertainment - 33 mentions
5. Campbell Reid, Senior Journalist, News Corp - 32 mentions
Dominating the discussions, politicians generated negative sentiment around “press freedom”.
Over the past two decades, 75 laws related to secrecy and spying have been passed through parliament. These laws criminalise some practices within journalism and penalise whistleblowers. Government wrongdoings could be hidden and important decisions regarding public information may be concealed. As a result, Australia has been described by the New York Times as the world’s most secretive democracy.
Media organisations are taking action with the ‘Your Right to Know’ campaign. They’re determined to change the government's approach to media freedom so they can provide Australians with essential information. They’re pressing for the introduction of a Media Freedom Act, which they say would be advantageous for national security, press freedom and democracy, and ensure legitimate journalism is not subject to criminal charges.
If you would like to receive unparalleled media insight or to better understand trends in the media, get in touch with us today.
" ["post_title"]=> string(66) "Your Right to Know: Who is leading the Media Freedom conversation?" ["post_excerpt"]=> string(240) "The Your Right to Know Campaign was established in response to deteriorating media freedom. It’s prompted an unprecedented collaboration between competitors. All in an effort to call for reforms to protect public interest from Australia. " ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(27) "your-right-to-know-campaign" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2020-01-23 05:07:22" ["post_modified_gmt"]=> string(19) "2020-01-23 05:07:22" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(31) "https://www.isentia.com/?p=4160" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }The Your Right to Know Campaign was established in response to deteriorating media freedom. It’s prompted an unprecedented collaboration between competitors. All in an effort to call for reforms to protect public interest from Australia.
The role of communications professionals is evolving rapidly. AI is now actively shaping how organisations build trust, manage reputation, and engage key audiences, moving beyond theoretical discussions.
Gartner’s latest forecasts for Chief Communications Officers (CCOs) highlight a growing profession under increased scrutiny. Traditional methods such as press releases and media relationships are no longer sufficient. Communication is now central to business, and supporting tools must evolve accordingly.
Isentia’s platform combines AI-driven media intelligence, real-time narrative tracking, and expert human analysis. These capabilities address several urgent needs identified by Gartner. Below, we outline key predictions and how Isentia’s tools help meet these challenges.
Gartner predicts that, as large language models replace traditional search, PR, and earned media, PR and earned media budgets will double by 2027. Stakeholders will increasingly view organisations through AI-generated summaries. The quality, authority, and timeliness of earned media will directly influence how AI systems represent your organisation.
Gartner emphasises that this is a communications challenge, not a marketing or SEO issue. Search engine optimisation requires PR and communications expertise to build trust, secure media coverage, and maintain consistent messaging across stakeholders.
Isentia’s Lumina AI suite and Narratives AI tools address these needs. Narratives AI identifies, summarises, and ranks stories from billions of news articles and social media posts in real time and historically. It reveals how stories develop and spread, enabling communications teams to understand both the content and its influence on AI-generated perceptions.
Isentia’s upcoming Lumina AI View feature enables organisations to see how their brand appears across AI platforms and understand the information shaping those results. Intelligence is no longer a luxury.
Gartner’s second forecast was that by 2029, 45% of CCOs will use narrative intelligence technologies to monitor reputation amid rising disinformation. Traditional monitoring tools often miss early signs of harmful stories because they focus on keywords rather than story development and spread.
Isentia has addressed this challenge. Our crisis monitoring teams provide 24/7 coverage and real-time alerts via email, mobile app, and WhatsApp, delivering the intelligence-driven support Gartner recommends.
Our Media Impact Score (MIS) supports this approach. It evaluates not only the volume of coverage but also its reception, combining tone, importance, and audience reach into a single human-coded score that reflects true reputational impact.
Gartner predicts that by 2028, 75% of employees will use chatbots for internal information instead of intranets, newsletters, or manager updates. This shift from push-based to pull-based, conversational access raises important governance considerations.
Isentia’s GenAI-powered Insights Chatbot addresses this need. It allows users to query past reports and data, providing clear, evidence-based answers from the organisation’s media intelligence archive. Teams can interact with their data, compare trends, identify patterns, and access insights efficiently.
As Dr Nici Sweaney, Founder and Director at Ai Her Way, observed at Isentia's recent webinar on AI as a new stakeholder: "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."
This principle guides Isentia’s approach. Our platform combines AI with over 100 local analysts across Southeast Asia (SEA) who review AI-generated data for cultural context, slang, and sarcasm. This model achieves up to 95% sentiment accuracy, ensuring reliable results through human expertise.
Gartner’s last key prediction is that analytics must shift from retrospective to predictive, much on data, and Gartner’s final key prediction is that by 2029, communications teams will double their spending on data and analytics to 6% of budgets. This reflects increased pressure to demonstrate business impact. Nearly half of CCOs struggle to prove their value, and a third report their teams are viewed as cost centres.
RepID and interactive dashboards go far beyond simple metrics. For example, RepID measures an organisation’s reputation by analysing stories and posts across areas such as leadership, ethics, and quality. This gives a clear, evidence-based view of how reputation is really changing, not just how much coverage there is.
Our interactive insights reports enable clients to track share of voice, narrative sentiment, and influencer impact in one platform. This real-time, results-focused measurement aligns with Gartner’s recommendations for credibility in communications.
Communications teams must achieve more, operate with greater precision, move faster, and deliver measurable business results. AI is both the driver and enabler of this change, but success depends on investing in the right intelligence systems.
Isentia’s platform already provides the essential tools Gartner recommends, including Narratives AI, real-time risk alerts, AI-powered chatbots, human-verified insights, and advanced measurement systems. For PR & Comms leaders in Asia-Pacific and beyond, the key question is how quickly they can implement this intelligence.
We invite you to attend our upcoming webinar, Inside the AI Shift: How Communications Leaders Are Adapting, on Tuesday, 28 April 2026 at 11am SGT / 1pm AEST / 3pm NZST via Zoom.
Isentia’s VP of Revenue and Insights for SEA, Prashant Saxena, and ANZ’s Director of Insights, Ngaire Crawford, will discuss how communications teams are meeting increasing demands for speed, insight, and measurement, while adapting to evolving executive expectations as AI becomes a new stakeholder.
The session will explore how communications leaders discuss AI with executives and boards amid increased pressure on risk, measurement, and strategy. It will also examine how teams are adapting workflows and decision-making, the challenges communicators face, and emerging opportunities.
Register below to secure your place.
Taking from the recent PR & Comms predictions for 2026 by Gartner, we observe how Isentia leads in creating a robust AI-powered workspace.
The media landscape is accelerating. In an era where influence is ephemeral and every angle demands instant comprehension, PR and communications professionals require more than generic technology—they need intelligence engineered for their specific challenges.
Isentia is proud to introduce Lumina, a groundbreaking suite of intelligent AI tools. Lumina has been trained from the ground up on the complex workflows and realities of modern communications and public affairs. It is explicitly designed to shift professionals from passive media monitoring back into the role of strategic leaders and pacesetters.
“The PR, Comms and Public Affairs sectors have been experimenting with AI, but most tools have not been built with their real challenges in mind.” said Joanna Arnold, CEO of Pulsar Group.
“Lumina is different; it is the first intelligence suite designed around how narratives actually form today, combining human credibility signals with machine-level analysis. It helps teams understand how stories evolve, filter out noise and respond with context and confidence to crises and opportunities.”
Lumina is centered on empowering, not replacing, the human element of communications strategy. This suite is purpose-built to help PR, Comms, and Public Affairs professionals significantly improve productivity, enhance message clarity, and facilitate early risk detection.
Lumina enables communicators to:
We are launching the Lumina suite by making our first module immediately available: Stories & Perspectives.
In the current fragmented, multi-channel media environment, communications professionals need to be able to instantly perceive not just how a story is growing, but also how it is being perceived across different stakeholder groups.
Stories & Perspectives organizes raw media mentions into clustered, cohesive Stories, and the Perspectives that exist within each, reflecting distinct media, audience, and public affairs angles. This unique functionality allows users to:
"Media isn’t a stream of mentions," said Kyle Lindsay, Head of Product at Pulsar Group. "But rather a living system of stories shaped by competing perspectives. When you can see those structures clearly, you gain the ability to understand issues as they form, anticipate how they’ll evolve, and act with precision. That’s what we mean when we talk about AI built for communicators, and that's what an off-the-shelf LLM can't give you."
The launch of Stories & Perspectives is the first release of many. Over the upcoming months, we will systematically roll out the full Lumina roadmap, introducing a comprehensive set of AI tools engineered to handle every phase of the communications lifecycle.
The full Lumina suite will soon incorporate:
Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .
Complete the form below to register your interest.
Get in touch or request a demo.