For PR and comms teams, leveraging media monitoring and insights means not just keeping up with the headlines but uncovering opportunities to expand relevance. By analysing patterns in media coverageâsuch as emotional tone, channel performance, spokesperson impact, peak coverage moments, and narrative themesâyou can gain a detailed understanding of what shapes strategy.
Global perspectives on journalism: Insights into regional attitudes & challenges
Our recent State of Journalism Audiences study reveals nuanced regional attitudes towards journalism. While positivity is waning globally, comparing insights across regions highlights key differences. Many believe traditional journalism is “dying” or “dead,” but perspectives vary: in the UK and US, journalism is seen as essential despite its struggles, while in Australia and New Zealand, its critical role is emphasised. This international perspective not only underscores shared challenges but also reveals how regional contexts shape audience expectations, offering valuable insights for addressing these critiques and rebuilding trust.
Supermarkets in the news: How media & social platforms shape public discourse
2024 was the year supermarkets faced mounting public and political scrutiny. Consumer frustration over practices like shrinkflation and skimpflationâwhere products shrink in size or quality without price reductionsâsparked widespread outrage, with social media ablaze over examples like $13 jars of Vegemite. Calls for shrinkflation labelling grew, while rising theft reports led supermarkets to consider body cameras for staff, further fuelling debate.
Public pressure intensified when Greens MP for Prahran, Sam Hibbins, called for grocery price regulation during an ABC interview, following a parliamentary inquiry into supermarket practices in late 2023. Meanwhile, opposition leader Peter Duttonâs call for a boycott of brands not selling Australia Day merchandise drew criticism, as many argued he was ignoring urgent issues like food affordability.
Media coverage amplified key narrativesâfrom criticism of political inaction to the PMâs assurances and the Woolworths CEOâs controversial walkoutâwhile social media sustained public interest. These events highlighted the need for communicators to craft clear messaging, leverage key moments, engage with social platforms, and use media monitoring to foster transparency and adapt strategies in response to evolving public discourse.
Do people realise it is 'not selling ADDITIONAL' Australia day merchandise.
Talk about typical over reaction to absolutely nothing.
I try not to shop at Woolies due to their price gouging … but the LNP don't care about affording food.
Driving Change: How Audiences and Brands Shape the Sustainability Narrative
Viewing sustainability through an audience mindset lens, reveals how they take action and perceive brand impact on their lives. In Australia, social media discussions reflect a growing, solutions-oriented approach to climate change and sustainability, with conversations steadily increasing over the years. These discussions often place responsibility on brands, as well as PR and marketing professionals, to drive meaningful change.
While audiences acknowledge some factors are beyond their control, they empower themselves by taking actions that align with their values, reinforcing a sense of agency in addressing these challenges. Actions like composting, upcycling, second-hand shopping are just a few examples people are sharing online about how they are taking action.
A product, brand, or service can be shaped by narratives beyond its control, driven by audience discussions and media coverage. For example, the BNPL narrative this year was influenced by the cost of living crisis, with audiences using BNPL for essentials and discussing its impact on spending habits. While media covered this before it peaked online, audience discussions grew afterward, normalising such behaviours over calls for government regulation. This was of particular media interest when the Australian government announced there would be delays to regulate BNPL services due to being under-resourced and competing issues like the PwC tax leaks issue. This highlights the need for communications professionals to track the full trajectory of narratives, using audience and media data to refine strategies and align messages with evolving public discourse.
Mapping Influence: Identifying gaps in the energy debate narrative
Analysing influencers and key voices on a topic can help refine message targeting and uncover potential blind spots in a brand’s communications. In the case of the energy debate, news outlets dominate in volume and engagement, which is expected given the 24/7 news cycle. However, political figures like Malcolm Turnbull lead in engagement, followed by journalists, while commentatorsâwho often hold significant influenceâare the most listened to. This reflects how media professionals can hold society to account, but it also highlights a potential gap where other voices, such as those with a direct stake in energy policy, might be underrepresented. By mapping the influence of key voices, we can better understand why the narrative may lean more towards political and media perspectives rather than those of industry leaders or experts.
Understanding audience perceptions is crucial for ensuring effective communication. In todayâs media landscape, rebuilding trust and aligning with audience expectations are essential. By analysing sentiment, tracking narrative trends, and leveraging influencer impact, communicators can proactively shape conversations and strengthen audience connections.Â
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.
In Singapore, the rise of podcasting has shifted from entertainment and lifestyle into a new arena â public discourse and politics. As the 2025 General Election draws near, podcasters are making waves across online news and social media. To kick things off, we used Narrative AI, the first search engine for public opinion, to identify how large the global narrative on podcasts and their influence on audiences is in the last 6 months, using data from X.
We subsequently narrowed the focus of this global trend to Singapore and analysed on Pulsar TRAC more than 7k mentions across platforms like YouTube, Facebook, Reddit, TikTok, podcasts, Online News, blogs and forums to understand where the discourse is coming from, which channels are capturing the podcastersâ content and how audiences are responding to this content.
Mentions of podcasts in news and social media are growing
Social media is where the larger chunk of podcast conversation is taking place, specifically those episodes that feature a political figure, journalist or those that include healthcare-related discussions. The audiences that engage with these videos, majority being on YouTube, search for political credibility that resonates with them. Young Singaporeans watching these podcasts expect to see leaders who donât just uphold the image of being a politician, but also someone who is grounded and trustworthy.
Youth and politicians' lives dominate podcast narratives
The audiences that consume these podcasts the most are young Singaporeans looking to participate in the conversation as much as they can. These audiences are being more proactive than ever.
With younger voters consuming media differently, these appearances are efforts by political candidates to connect with the public. Lawrence Wong, Josephine Teo, Indranee Rajah, and Desmond Tan, have used podcasts to communicate directly with the public â sidestepping traditional media filters.
Top podcasters on election-related content
When we focus on who the most mentioned podcasters around election content are, the Straits Timesâ podcasts, the Daily Ketchup and Yah Lah BUT emerge on top. These podcasts have figured that the most discourse happens around content thatâs either educational or controversial around elections. The public is actively responding to political content shared via podcasts, particularly those by The Straits Times and independent shows like Yah Lah BUT.
Satire and irony are key strategies to make politics palatable, especially for younger, digital-native audiences. The Daily Ketchup and Yah Lah BUT are blending serious topics like the GE2025, party agendas, healthcare, and opposition voices with humour that make them almost meme-worthy. Posts such as âPAP really said: âTrust me, broââ TikTok clips show that these are genuinely made for content to go viral while retaining serious undertones too.Â
Whatâs interesting to note is that The Common Folks, with content in Malay and Indonesian, is tapping into a cross-border Southeast Asian audience and has some of the highest engagement on its content. Local slang, cultural jokes, and casual festive content like Raya greetings and songkok jokes have generated thousands of views, at times outperforming English-language political pods. This suggests a large, under-acknowledged appetite for vernacular podcast content that has a blend of humour and relatability.
Podcasts are no longer just background noise â theyâre becoming one of the most relevant ways Singaporeans engage with politics. With high engagement on platforms like TikTok and YouTube, a wide spread of topics from youth issues to party politics, and growing presence in both mainstream and social media, podcasters are carving out a key role in shaping the GE 2025 conversation.
What is making podcasts stand out ahead of the Singapore GE2025?
In Singapore, the rise of podcasting has shifted from entertainment and lifestyle into a new arena â public discourse and politics. As the 2025 General Election draws near, podcasters are making waves across online news and social media. To kick things off, we used Narrative AI, the first search engine for public opinion, to identify […]
As the federal election campaign reaches its midpoint, patterns in media coverage and public attention are beginning to shift. Early social engagement was driven by cost-of-living pressures, energy policy, and political point-scoring, but has waned following the first leaders debate, despite this forum providing leaders the opportunity to set the agenda and strategies of the major parties. So how has coverage focus evolved since the first debate and are audiences still engaging with the campaign or switching off?
Social media engagement ahead of the federal election has been sharp and personal. It focused less on policy and more on identity and representation. From debates on topics such as immigration to housing stress and culture, social media has driven a values-first narrative. But while early attention was strong, both media coverage and social engagement have started to wane in the weeks since the campaign launched. The first leaders debate briefly reignited attentionâtrust, identity, and mediaâbut coverage patterns suggest a shift away from daily blow-by-blow reporting towards broader social and cultural tensions.
As the federal election campaign nears its halfway mark, last weekâs media highlights show a contest still struggling to cut through. Key moments included the first leaderâs debate, the Treasurers Debate, the energy showdown at the National Press Club, and Senator Jacinta Priceâs Perth appearance with Peter Dutton, which drew attention for its MAGA-style rhetoric. The first leaders debate was billed as a chance to reset the raceâbut for many viewers, it reinforced existing divides. Media attention around the debate momentarily lifted visibility for all major partiesâbut the spike was short-lived. The only party that has seen continued increases in social media engagement is the Liberal Party. The Liberal Partyâs sustained rise in social media engagement may be linked to its digital-first strategy, including an AI-generated campaign ad spruiking a fuel excise cut and a meme-style diss track targeting Anthony Albaneseâtactics designed to capture online attention and drive shareability.
The Liberals also pitched a $1200 tax cut, Labor attacked their WFH backflip, and the Greens pushed housing and tax reform. Meanwhile, Dutton warned of a Labor-Greens-Teal alliance. Coverage suggests public engagement is driven more by polarising moments and political theatre than detailed policy.
When the election campaign officially kicked off, cost-of-living pressures dominated the news agenda. Fresh off the back of the federal budget, itâs no surprise that affordable healthcare, lower gas and energy prices, and tax cuts were the key messages party leaders wanted to land with voters. But coverage quickly pivoted. In the past week, foreign diplomacyâparticularly how each leader would manage Donald Trumpâhas surged in prominence. While Trumpâs role in tariff threats has made headlines, his influence on the broader election narrative goes beyond trade. Media reporting has increasingly centred on Albanese and Duttonâs capacity to navigate a potential Trump presidency, with ideological alignment, national security, and economic fallout all in play. The first leadersâ debate was expected to refocus the campaign on domestic issues. However, it briefly touched on international concerns, with Prime Minister Anthony Albanese addressing the potential economic impact of Trump's proposed tariffs. Albanese described these tariffs as an "act of economic self-harm" that would dampen global growth, highlighting the intertwining of foreign policy with domestic economic concerns. This suggests that sustained attention is more likely when domestic issues are reframed through the lens of foreign diplomacy, and national identity.
In the social media landscape, Trump was a flashpoint in election-related conversation. His influenceâreal or perceivedâwas quickly linked to the Liberal Party, with MAGA-style rhetoric and Trumpian policy cues gaining traction online. These narratives tend to escalate on platforms where ideological alignment and cultural grievance amplify engagement. But it wasnât all imported culture warsâthe federal budget, and the Liberal Partyâs fuel excise rebuttal, also drove significant social chatter. In recent weeks, comparisons between major party messaging and Trump-era policyâfrom international student caps and nuclear energy to debates about school curriculaâhave continued to dominate discussion.
The first leadersâ debate briefly touched on foreign policy, with Albanese warning Trumpâs tariffs could hurt global growth, while Dutton framed it as a test of strong leadership. Domestically, Duttonâs renewed push for nuclear power reignited social media debateâdrawing comparisons to Trump-era policies and fuelling discussion about Australiaâs energy future. At the same time on social media, promises like HECS cuts, free TAFE, and more funding for public schools sparked genuine engagement, especially among younger voters and education workers, showing that practical, future-focused policies can still cut through. Compared to the start of the campaign, where cost-of-living dominated as a top-line concern, the conversation has expanded: audiences are now weighing both hip-pocket issues and the national values shaping Australiaâs future.
While the debate itself tended to be overshadowed by frustrations about access and media control, a few political undercurrents still surfaced. Anthony Albanese drew some positive mentions, but reactions were far from policy-focused. The Liberal Partyâs early claim of victory became a point of humour, with several users likening it to Trump-style misinformation tactics. Disillusionment with the major parties ran deep, with repeated calls to âbreak the donor-fuelled duopolyâ and shift support toward independents or smaller parties. Still, these reactions seem more like a symptom of broader voter cynicism than a sign of energised political engagement, reflecting broader themes around the declining trust.
The leaders' debate didnât reset the raceâit refracted it, spotlighting how media coverage is now shaped less by policy detail and more by polarising symbols and cultural cues. As election day nears, the contest for attention is revealing just as much about media strategy and voter fatigue as it is about party platforms.
Did the leaders debate reignite voter interest or just stoke the culture wars?
As the federal election campaign reaches its midpoint, patterns in media coverage and public attention are beginning to shift. Early social engagement was driven by cost-of-living pressures, energy policy, and political point-scoring, but has waned following the first leaders debate, despite this forum providing leaders the opportunity to set the agenda and strategies of the […]
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Appleâs recent update to automatic download policies Australiaâs podcast audience has rapidly expanded, with ad revenue rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts fit into the Australian news cycle? As audiences direct attention to independent and international productions, audience targeting, partnerships and media monitoring trends indicate a shift and a need to adapt engagement metrics and messaging strategy.
To highlight the impact of podcasts on audience engagement, we tracked coverage of key news themes in Australian podcasting from January 2020 to November 2024.
Podcasts surged into the mainstream during the pandemic, and theyâre now evolving by integrating with platforms like video and audiobooks to meet new audience expectations.
While general podcast news discussion remains steady, discussion on news podcasts indicates listener engagement peaks around high-impact stories, suggesting that the topic and information itself is what truly resonates with audiences. Outlets like The Australian Financial Review and ABC have expanded into the format, yet even major programs like ABCâs Background Briefing face fluctuating engagement compared to discussion about news content being consumed through podcasts. The data suggests thereâs a gap being left by main outlets in the podcasting space. While traditional media adapts, independent producers are gaining traction with stories that deeply resonate on identity and community issues, such as the 2021 Christian Porter case and The Briefingâs 2024 episode on pianist Jayson Gillhamâs lawsuit against the Melbourne Symphony Orchestra. Understanding audience preferences and monitoring content trends helps communicators craft strategies that leverage podcastingâs unique appeal.
Podcasts offer creators the freedom to pursue stories with fewer constraints of advertisers, investors, or other stakeholders, leading to content deeply shaped by personal passion and a strong connection to the subject. This independence empowers impactful storytelling, as illustrated by The Teacherâs Pet, where Hedley Thomasâs rigorous reporting on the case of Lynette Dawson uncovered new, critical details and underscored the journalistic integrity driving audience engagement in a shared pursuit of truth. Similarly, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded model to explore perspectives outside mainstream narratives, showcasing the power of independent journalism through podcasting.
Sports and entertainment tend to generate high visibility and engagement, suggesting they benefit from a faster publishing cadence and broad appeal. However issues like global conflicts draw significant attention, especially among communities directly impacted. The Briefing podcast, for example, addressed the October 2024 conflict in Gaza in a recent episode where Lebanese-Australian journalist Liz Deep-Jones offered a personal perspective. This type of coverage shows how podcasts can provide both journalistic depth and emotional resonance, connecting listeners to complex stories in a more relatable way.
Even if a major broadcaster or outlet owns a podcast production, the unique style and tone set by the hosts and production team often place podcasts outside the conventional PR and communications scope. Unlike the carefully curated talking points found in a typical puff piece or advertorial, podcasts allow for candid, in-depth discussions that explore complex topics with a degree of freedom seldom found in traditional news media channels. This authenticity is driven by the podcast format itself, which favours nuanced discussion offering audiences a more transparent and less scripted narrative style.
The NRL is launching in Las Vegas. Can it win over the US?
Israel, Lebanon & The Big Ceasefire Question
The Details You Missed From The Attempted Assassination of Donald Trump
Many of the leading news podcasts, like The Quicky by Mamamia, follow a daily release that taps into the rhythm of the 24-hour news cycle, providing timely responses to breaking news. This format appeals to listeners by delivering news in a quick, digestible style, ideal for staying informed on the go and catering to audiences prioritising both convenience and relevance. Itâs no surprise, then, that top news highlight podcasts often incorporate ads at multiple pointsâbefore, during, and after episodesâcapitalising on the high listener engagement these accessible, on-the-go updates create.
Sports and entertainment podcasts tend to attract higher engagement with frequent, easily digestible episodes, often in the preferred 20-30 minute range, which sustain a steady listener base. Personalities like Hamish and Andy, and John Graham exemplify how audience visibility can be driven more by engaging personalities than by traditional news analysis. In contrast, outlets like The Australian Financial Review maintain a more analytical focus with podcasts such as The Fin and Chanticleer, known for their conservative, business-centric tone. Meanwhile, digital-first brands like Mamamia take a more hybrid, accessible approach across varied topics, leveraging podcasting to reach broader audiences and foster engagement with impactful news stories. This range of formats illustrates how different brands tailor their podcast strategies to meet audience preferences, from rapid updates in entertainment to in-depth discussions on current events.
While legacy media outlets leverage their reputations to enhance their podcast presence, credibility alone doesnât ensure engagement. Instead, PR and communications teams can boost audience connection by aligning content with listenersâ interests and authenticity, helping refine podcasting strategies to capture attention and drive meaningful engagement.
How Australian podcasts fit into the news cycle & ignite cultural moments
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Appleâs recent update to automatic download policies Australiaâs podcast audience has rapidly expanded, with ad revenue rising […]
As the spotlight on sustainability intensifies year by year, it has become a focal point for legislators, media entities, and audiences worldwide.
This dynamic environment demands that brands and institutions elevate their standards in messaging and actions, holding them accountable like never before. For professionals in the PR & Comms realm, it is imperative to grasp not only how sustainability is being discussed but also the potential pitfalls, such as greenwashing, and gain a profound understanding of the diverse audiences receiving these messages.
Explore over 20 beautifully crafted pages of data visualisation that illuminate audience insights sourced from social media, news outlets, and search engines. Gain valuable perspectives on how one of the defining issues of our time is being discussed and understood.
Our exploration of this crucial topic delves deep into uncovering insights that are indispensable for crafting effective strategies, both tactical and long-term:
-Unraveling trends in the sustainability conversation
-Assessing brand & industry reputations
-Navigating greenwashing & misinformation
-Understanding the diverse audiences of sustainability
To access these insights, simply fill in the form
Download now
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Blog
Sustainability: Mapping the Media & Public Conversations
From accusations of greenwashing to the role of misinformation, we explore the comms landscape around sustainability.
