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We spoke at Marketing Interactive's PR Asia 2025 recently in Singapore around authenticity, trust and how these are at a strain, specifically in this new AI-powered world. We were amongst top leaders in the PR industry who touched upon how crisis and reputational threats need to be dealt with authentically. Most importantly, companies must be ready for any kind of crisis communications to be activated with statements from senior leadership, without a sense of "doing everything reactively", i.e., the logistics need to be in place so that teams have enough time to be responsive rather that reactive.

Audience perceptions of AI: do we know what's real?

Russ Horell, Chief Revenue Officer, APAC touched upon a few cases that set the tone around how audiences have not been able to clearly identify which online content is real and have ridden the wave until someone figures it out. The two main examples that were touched upon were around how Mia Zelu, a virtual influencer on Instagram became the face of Wimbledon this year, until everyone realised she's not real.

The other case was around former Astronomer CEO Andy Byron's fake statement that was circulated - although not AI, it gives us an insight into how trust in CEOs is at an all time low, with this incident taking it further underground. In this world of fakes, audiences have given up on trying to decide what's real. This needs to be urgently addressed by PR leaders when it comes to brand communications, especially during a crisis.

Our CEO for Pulsar Group, Joanna Arnold was in attendance of the speaking session and at our booth to support and motivate as always. This gave us an extra level of confidence to interact with the visitors at the booth and to speak with them about who we are, what we do and more insight into our content.

Assigning cues to audience reactions

With all this in mind, we wanted to understand how leaders, specifically PR leaders can own their content strategy and decision making when it comes to responding effectively.We analysed posts by top executives and c-suite leaders on LinkedIn and audience behaviour to those posts. We then assigned cues - cues that identify which post is the most authentic in terms of cultural relevance, identity, tone & style, trust, information accuracy etc. Prashant Saxena, Vice President, Revenue & Insights, SEA expanded upon how these cues can be utilised to increase engagement 3-fold. This transforms authenticity from subjective performance into an executable framework that any leader can deploy. The pattern is clear, and posts with multiple authenticity cues consistently outperform those relying on tone alone.

Booth interactions

Jenna Wang, Business Development Director and Christian Chan, Business Development Manager for Isentia, Singapore were having engaging and insightful discussions with attendees, considering the topic at hand is an important one with an almost "what to do" playbook that leaders can use effectively in their communications. We knew many would be keen on understanding and wanting to know more as a follow up to the speaking session. Nikita Gundala, SEA Marketing Lead, managed the content and the logistics around the booth display along with timely updates on our social media.

We had a wonderful experience at PR Asia this year and we look forward to being a part of (and hosting) more such events where we can bring together industry leaders to understand how they navigate new challenges and what can be done about them.

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Interested in learning more? Email us at info@isentia.com

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A World Of Information Without Noise 

Big data is more than just a buzzword. It’s one of the biggest challenges and opportunities facing almost every industry, business and brand today. With the potential value that it holds, investment in big data, machine learning and AI will be crucial for any business that wants to remain relevant through the ages.

Big Data

noun : extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations, especially relating to human behaviour and interactions.

Each day 2.5 quintillion bytes of data is generated – a number that continues to grow exponentially. While we have seen improvements in the collection of data over recent years, the ability to synthesize meaning from this data is demanding more from engineers and their technology than ever before.

The problem that we face is sorting through these huge chunks of data to separate the noise from what is important to individuals and their organisation. While automation has offered speed, simplicity and efficiency, the ‘why’ is where the untapped value and excitement lies.

“Contextualisation is key. It's not about just collecting data, it’s about how that data can provide clear information that enables and inspires action”

Richard Spencer, Chief Marketing Officer at Isentia.

Rather than reflecting on past performance, answering the ‘why’ has the potential to lead action that focuses on influencing the tomorrow.
Beyond big data, the 'why' behind AI and machine learning may raise new questions. For instance the wider interplay behind machine learnings ability to  translate to a language without any knowledge or assumptions about that language.

As teams start to ask these questions, the data starts to be reimagined. The perception of a data point transforms into breadcrumbs of a narrative that can tell a bigger story, and ultimately influence our thinking.

The question is, when big data becomes manageable and meaningful – how fast will it move into being predictive? And even beyond this, be able to simulate what is ‘likely’ to happen.

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If your New Year’s resolution is to get ahead of the tech curve, you’re in luck.

As artificial intelligence (AI) transitions from novel to normalised in 2018, there are many ways you can integrate advanced technology into your day-to-day life, making you more productive at work and at home. Andrea Walsh, one of Australia’s most successful CIO’s, shares tips on how everyone can use machine learning to squeeze more out of the day.

Decision making

You may not trust a computer to make important decisions for you, but it can help guide your choices. Committed to read more in 2018? Amazon will analyse your previous purchasing behaviour to recommend books you might like. If you’d simply like to reconnect with old friends or spend more time with new ones, Facebook will flag friend suggestions for you. If you’re in the market for a new job this year, let LinkedIn’s algorithms suggest jobs you may be interested in or people you should be networking with. Embrace these tools to help cut through the noise and then use your own insight to make decisions on a narrowed, personalised field.

Be more punctual

If you are perennially late and have vowed to be more punctual in 2018, Google Maps is your new best friend, helping you avoid time-sucking activities like getting lost in parking lots or being caught in heavy traffic. Using data from your smartphone, Google is able to provide you with directions to where you parked your car. On the road, Google will analyse your position together with anonymised data from other smartphones to suggest the fastest route to your destination. If driving full-stop is your peeve, then you will be pleased to hear that California authorities will allow self-driving cars to be tested alongside cars driven by humans on roads this year. Experts predict this could result in a 90% reduction in accidents (which will arouse all sorts of ethical debates as to whether humans will still be able to drive cars), 75% less cars on the road and reduce the work commute by almost half.

Boost creativity

With the rise of machine learning comes the fear of job losses. “The development of full artificial intelligence could spell the end of the human race,” Stephen Hawking told the BBC.

An Oxford University survey suggested that 47 per cent of the world’s jobs could be replaced within decades. Autonomous cars present one example of how jobs in transport and logistics may be replaced by robots. With this uncertainty comes the understanding that routine work is far more likely to be automated than jobs requiring skills like creativity or emotional intelligence. Machines may be adept at processing large volumes of data, but they can’t make insightful or creative decisions. The good news is that as machines become smarter, humans are freed from mundane tasks and can become more creative. If you’re in a small business, using accounting products like Xero to manage your financial reporting. This allows you to turn your attention to business boosters like problem solving, improving customer service or creating new products. If you’re in big business, tools like Amazon Transcribe or Amazon Translate can perform laborious tasks like producing and translating documents with lightning speed and accuracy, allowing you to focus on big picture thinking like strategy and profitability.

Stay on top of current affairs

In my work at Isentia, we use machine learning to process seven million news items each day. Not long ago this was a task relegated to humans with the mind-numbing task of flipping through newspapers in search of stories that might relate to a client. Machines trawl video, audio and digital content across more than 5,500 new sites at a rate of 234 stories per second and present meaningful summaries to clients in real-time. Whether a story breaks on Twitter and then spills across news platforms and onto television and radio, machine learning can track and analyse how a story evolves with 99% accuracy. Use these tools to stay on top of the issues or people relevant to your industry – in real time.

Make your mark in 2018

The robots aren’t ‘coming’, they are well and truly here. Without realising, we interact with ‘smart’ technology at almost every touch point of our daily lives. As a technologist, I am excited by machine learning not only because I see its profit boosting value, but also for how much it can improve our working lives each and every day.

If you learn one thing this year, take the time to discover how AI can help you be a more creative and productive version of you in 2018.

Headquartered in Sydney, Australia, Isentia is a media intelligence company operating since 1982. The company is backed by over 1,200 employees with 18 offices across Australia, New Zealand, Asia, Europe and the US. Isentia provides more than 5,000 clients, including many of the world’s leading brands, companies and governments, with media intelligence software and services that help drive more informed and timely business and communication decisions.

Originally featured on Women Love Tech.

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We are living in the era of the "Creator CXO."

The C-suite is now expected to be the face of the brand, the primary storyteller, and a digital thought leader. But despite the pressure to post more, engagement on executive content is plummeting.

Why? Because in a feed flooded with AI-generated thought leadership and corporate updates, audiences have developed a "BS detector." They are scrolling past and looking for something else.

In our recent "Future of Measurement" webinar, Prashant Saxena, VP of Revenue & Insights, SEA, pinpointed that it’s not about posting more, but about getting real. Being authentic is a daily ritual, it’s not just a buzzword. 

Where do C-Suite leaders go wrong?

Why do so many capable leaders struggle to build traction on LinkedIn?

1. The "corporate bot" syndrome

Many executives treat LinkedIn like a press release distribution channel. Their posts are perfectly grammatically correct, sanitized by three layers of PR approval, and utterly devoid of personality. If your post sounds like it could have been written by any CEO in any industry, it’s not doing its job.

2. Delegating too much

It is standard practice for executives to have ghostwriters. However, the mistake lies in delegating the perspective. When a leader completely hands off their LinkedIn presence to a team without providing personal voice notes, opinions, or raw thoughts, the content feels hollow. Audiences waste no time in picking up how artificial something reads or sounds. 

3. Broadcasting, not engaging

Many "Creator CXOs" view social media as a megaphone rather than a telephone. They drop a piece of "thought leadership" and leave. They don't reply to comments, they don't engage with other creators, and they don't show up in the messy, human conversations happening in the comments section.

The ritual of being authentic: A 3-step framework

During the webinar, Prashant broke down the solution into a "daily ritual of authenticity." It’s a practical framework to move from being a "corporate bot" to "trusted leader."

1. Signal the Right Values: Values mean more than titles

• The Shift: Instead of sharing company wins ("We hit Q3 targets!"), share the why behind the decisions.
• The Tactic: When you post about a new initiative, explain the difficult trade-offs you faced or the core value that drove the decision. What was the moral compass of the decision made?
  

2. Share the "Behind-the-Scenes": Perfection is intimidating; progress is inspiring.

• The Shift: Move away from only posting the "highlight reel."
• The Tactic: Share the messy middle. Did a product launch almost fail? Did you have to pivot your strategy? Posting about a challenge you are currently navigating (or recently overcame) invites empathy and engagement that a polished success story never will.
  

3. Leverage Third-Party Proof Points: Validation is stronger when it comes from others.

• The Shift: Stop being the only one talking about how great your company is.
• The Tactic: Elevate the voices of your employees, customers, and partners. Repost an employee’s win with your personal commentary on why you’re proud of them. It shows you are listening and that your leadership has a tangible impact on real people.

C-Suite leaders who “get it”

Who is actually doing this well? Here are a few leaders who have mastered the art of engagement by being human first and executives second.

1. Satya Nadella (CEO, Microsoft)

• Why he wins: Signaling values.
  Satya rarely posts generic corporate updates. His content is deeply philosophical and tied to his core mission of empathy and empowerment. Even when discussing AI or cloud computing, he frames it through the lens of human impact. He doesn't just sell Microsoft; he sells a worldview that people want to align with.

2. Melanie Perkins (CEO, Canva)

• Why she wins: Behind-the-Scenes reality.
  Melanie is famous for sharing the rejection letters and the "no's" she received in the early days of Canva. By sharing the struggle, she makes her massive success feel earned and relatable. She frequently highlights the culture and the team (the "Canvanauts") rather than just her own accolades.

3. Ryan Holmes (Founder, Hootsuite)

• Why he wins: Third-party proof & engagement.
  Ryan understands the platform mechanics. He uses polls, asks questions, and champions other entrepreneurs. He frequently shines a spotlight on industry trends that validate his company's mission without being overtly salesy. He acts as a curator of industry wisdom. 

The bottom line

As Prashant Saxena highlighted, reputation is a downstream outcome of an upstream habit.

If you want to fix your engagement, sounding like a "Creator CXO” does a lot of harm to one’s personal brand. Starting to sound like a person who happens to be a CXO would be so much better. 

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Interested in viewing the whole recording? Watch our webinar here.

Alternatively, contact our team to learn more insights into meaningful measurement, KPIs and communicating using the right dataset.

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