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 coverage—such as emotional tone, channel performance, spokesperson impact, peak coverage moments, and narrative themes—you 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 skimpflation—where products shrink in size or quality without price reductions—sparked 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 Dutton’s 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 narratives—from criticism of political inaction to the PM’s assurances and the Woolworths CEO’s controversial walkout—while 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 commentators—who often hold significant influence—are 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 today’s 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.
If there’s one topic Australians never tire of debating, it’s housing. Whether it’s at the pub, around the dinner table, or dominating headlines, property prices, rent hikes and the “can I ever afford a home?” questions are constant fixtures of the national conversation.
But let’s be honest—rising house prices aren’t new. What is changing is how the conversation is evolving, who’s shaping it, and which narratives are starting to stick.
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Using Lumina’s Stories and Perspectives, we analysed 19 stories and over 50 perspectives across a 30-day period from 15 March to 14 April 2026 to understand what’s actually driving the housing narrative in Australia right now—and why it matters.
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Which are the stories shaping conversation and who's driving it?
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â–¸Housing Supply and Affordability Divide — Analysts and economists link supply shortages directly to soaring prices. Cities that built more homes saw far less price growth.Â
Key drivers: Gerard Burg (Cotality), Peter Tulip (Centre for Independent Studies), Australian Associated Press
â–¸Tax Reform Debates Heat Up Ahead of Budget — 14 competing perspectives. Advocates say reforms are essential for fairness; the property industry warns they’ll push rents up 30%.Â
Key drivers: Anthony Albanese, Jim Chalmers, Angus Taylor, Housing Industry Association, Saul Eslake
â–¸Grattan Institute Connects Housing to Democratic Trust — A major report argues that the housing crisis is eroding public confidence in democracy itself.Â
Key drivers: Aruna Sathanapally, Grattan Institute
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Australians make housing supply the biggest story
This perspective was 100% of the coverage of this story and generated 85 media items, making it the most widely covered story of the entire period. The main insight is the public drawing a direct line between housing supply levels and property prices across Australia’s capital cities.Â
Perth and Brisbane, where home construction has lagged well behind population growth since the pandemic, have seen property values surge massively. Meanwhile, Victoria — which built a proportionally higher number of new homes — saw less growth, compared to the national average.
It ran everywhere from PerthNow to regional papers across NSW and Victoria. The fact that the Australian Associated Press syndicated the data meant it hit dozens of outlets simultaneously.
The key drivers are property analysts Gerard Burg from Cotality and Peter Tulip from the Centre for Independent Studies. Both are pushing the same message. If you want to fix affordability, you have to fix supply. Their proposed solution is liberalising zoning laws, particularly in NSW and Victoria, to allow more homes to be built faster.Â
Why does this matter for communicators?
This story had the widest media footprint of the entire period, reaching outlets from The West Australian to regional mastheads across the country. If your organisation operates in housing, property, or urban planning, the “supply-equals-affordability” narrative is now firmly established in public discourse, and therefore, your messaging needs to account for it. Audiences know of the supply argument before, and with experts aligned on the issue, it’s harder for policymakers to dismiss it easily.Â
It’s also worth noting how the analysis around who the key drivers are adds a layer traditional media monitoring might miss. The AAP’s role as the primary distribution channel meant this story reached dozens of the bigger mastheads like PerthNow and The West Australian  and hyperlocal outlets like the Cobram Courier and Benalla Ensign, simultaneously. For communicators, this distribution pattern indicates that a story has penetrated both metropolitan and regional audiences, making it impossible to dismiss as just a capital-city concern. Â
Tax reform rebates are the most contested story of the month
The housing tax reform debate was the most contested generating 14 distinct perspectives across 23 media items becoming by far the most multi-sided story of the month. However, the top three perspectives were the most interesting to look at considering how disputed the opinions of either side are and sit at the highest level in the government.Â
At the centre of it is the Albanese Government’s consideration of reducing the capital gains tax discount and limiting negative gearing ahead of the May budget. The country is essentially split down the middle on this one.Â
Perspective 1: This made up for 34.8% of the story coverage. Prime Minister Anthony Albanese, Treasurer Jim Chalmers, and housing advocacy group Everybody’s Home are arguing that the current system unfairly benefits wealthy investors while locking out first-home buyers. Economist Saul Eslake backs this view. Together, they account for about a third of the story’s total coverage.
Perspective 2: This had an equal share in coverage at 34.8% of the story. Opposition figures Angus Taylor, the Housing Industry Association, and Victorian Libertarian Party Leader David Limbrick are warning that scrapping these tax incentives will scare off investors, shrink rental supply, and push rents up by as much as 30%. They command an equal share of the conversation (Herald Sun).Â
What’s interesting is what sits beneath these two dominant perspectives. A third angle that was 17.4% of the story coverage  was driven by Chalmers and Greens Senator Nick McKim, frames the whole debate as a question of intergenerational fairness. And then there are the young “rentvestors” who rent where they live but own an investment property elsewhere. They’re worried about getting caught in the crossfire of changes that weren’t designed with them in mind (Australian Financial Review).Â
Trust is eroding in the Australian democracy — and housing is the problem
The Grattan Institute released a report warning that trust in Australian democracy is under pressure, and housing is one of the reasons why. This soon became the second biggest story, generating 58 media items.Â
Led by Grattan CEO Aruna Sathanapally, the report argues that persistent inequality, including the housing affordability gap, is eroding the social contract between citizens and government. The report explicitly names the housing crisis as one of the major unresolved challenges fuelling public disillusionment. Sathanapally is the key driver of this story, commanding over 93% of its coverage. Her influence matters because she’s reframing housing as something bigger than an economic problem. She’s positioning it as a threat to democratic stability. That’s a powerful narrative shift, and one that gives housing advocates a new way to make their case.Â
For anyone in public affairs or government communications, this connection between housing and democratic trust is worth watching. It’s the kind of framing that can reshape how policymakers prioritise the issue.Â
Know which side of the debate your audience sits on: The tax reform story alone has 14 perspectives. If you’re crafting messaging around housing policy, understand which perspective your stakeholders identify with and who they consider a credible voice. A one-size-fits all approach might not work.
Follow the key drivers, not just the headlines: The unexpected pairing of Greens Senator Nick McKim with Treasurer Chalmers on intergenerational fairness suggests this issue is cutting across traditional party lines in ways that could reshape coalition dynamics. Meanwhile, the "rentvestor" audience represents a politically orphaned group that neither side of the debate is referencing or considering, making them a potential swing audience whose concerns could quietly shape how any reform actually lands.
Watch the emerging narratives: One Nation’s growing support, the “rentvestor” demographic, and the connection between housing and democratic trust are all stories that could become dominant in the months ahead.Â
What does this tell us about the Australian housing conversation?
It’s not a new crisis anymore. It’s a nationally entrenched issue that is now being addressed by the public by way of debates along with policymakers and experts at the highest government level. These debates are on solutions, trade-offs and fairness. The conversation is much more sophisticated where audiences are not just talking about “prices being too high”, but discussing supply, investments, short term relief vs long term reform. What’s also essential is to look at the key drivers or the key voices driving the top narratives. From economists to policymakers to advocacy groups, the voices gaining traction are influencing how the issue is understood and what solutions feel viable. Understanding not just what’s being said, but who is driving the conversation and why it’s resonating, is becoming critical for organisations looking to engage credibly. That’s where Lumina’s Stories and Perspectives comes in, helping you move beyond headlines to uncover the narratives and voices shaping the issues that matter most.Â
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Blog
What’s really driving Australia’s housing conversation right now?
Explore how housing in Australia has become a nationally entrenched issue where audiences participate in shaping conversation as much as the policymakers.
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.”
Setting a new standard for PR intelligence
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:
Understand & Interpret: Move beyond basic alerts to strategically map the trajectory and spread of narrative evolution.
Focus & Personalise: Achieve the clarity necessary to execute strategic action before critical moments pass.
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:
Rise above the noise: Instantly identify which high-level topics are gaining momentum or fading from attention.
Get to the detail, fast: Uncover the influential voices, niche communities, and specific channels actively shaping the narrative.
Catch the pivot point: Precisely identify the moment a story shifts—from a strategic opportunity to a reputation risk—or when a new key opinion former begins guiding the conversation.
"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 Lumina Roadmap: AI tools for the future of comms
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:
Curated media summaries: AI-driven daily summaries customized specifically to the priorities of senior leadership, highlighting only the most relevant stories.
Reputation analysis: Advanced measurement tracking how critical themes like ethics, innovation, and leadership are statistically shaping corporate perception.
Press release & media relations assistant: Tools designed to accelerate content creation and craft hyper-focused, personalized pitches that reach the precise contacts faster.
Predictive intelligence layer: Technology engineered to track and anticipate story momentum and strategic change before the window of opportunity closes.
Intelligent agents: Background agents continuously scanning all media channels for emerging key spokespeople and previously undetected reputation risks.
Enhanced audio, broadcast & crisis detection: Complete, real-time oversight of all channels—including audio and broadcast—enabling rapid context building and optimal crisis response delivery.
Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .
Complete the form below to register your interest.
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Blog
Announcing Lumina: The purpose-built AI suite for PR, Comms, and Public Affairs
An intelligent suite of AI tools trained on the language, workflows, and realities of modern public relations and communications.
