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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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How is media coverage shaping views of Brisbane 2032 and its global impact?

The stories that resonate, whether it is a stadium cost blowout, a community campaign to preserve green space, or the push to include Australian Rules Football in the program, capture how Australians are gearing up for a once-in-a-generation Games. These specific, contested, and human stories shape the narratives across news and social media and ultimately reflect how the country is experiencing and remembering Brisbane 2032.

Leading Topics: News vs. social

The difference is while the news media is overwhelmingly concerned with the logistics of the Games, the public is more interested in its social and economic consequences.

On social media, the conversation is a mix of excitement and concern, with a strong focus on what the Games will feel like. Discussions about social impact and economic outcomes are prominent, as people debate everything from housing affordability to the potential for new community arts programs.

In the news, the narrative is far more narrow. An incredible amount of the coverage is dedicated to infrastructure, with a particular focus on the cost and controversy surrounding the main stadium. The second-largest topic is the political jousting that accompanies these infrastructure debates.

The most discussed stakeholders are institutions and communities, not individuals

While politicians dominate the news, what's making a real impact on social media are the communities and institutions at the heart of the conversation.

In the news, the most-quoted voices around Brisbane 2032 are overwhelmingly political figures, led by the Queensland Premier and Deputy Premier. Much of the coverage has centred on Premier Crisafulli’s media appearances, including a notable stop at Rockhampton’s Fitzroy River to promote plans for a feasibility study into using the site for rowing events despite concerns about crocodiles and currents.

The Deputy Premier, meanwhile, has been most prominent for his push to build a new stadium at Victoria Park. That proposal has fuelled debate over whether Brisbane 2032 is shifting away from being a sporting project to a political land grab. The discussion is further sharpened by Queensland’s reported shortage of tradies, with calls for urgent measures to recruit more skilled workers to meet the surge in construction and infrastructure demand tied to the Games.

Even Donald Trump makes an appearance in the coverage, with Brisbane’s bid to host the Quad Leaders’ Summit drawing headlines and gaining the support of Prime Minister Albanese.

On social media, the conversation is being shaped largely by organisations and grassroots communities. Victoria Park, now at the centre of the stadium debate, has become a focal point for how people see the legacy of Brisbane 2032, and Queensland more broadly. Campaigns to preserve the green space are gaining traction, amplified both by smaller local outlets such as The Westender and by national publications including ABC and The Guardian.

Defining "legacy": The public hopes and media narratives

The term "legacy" represents the most significant challenge in the Brisbane 2032 narrative, as the data reveals a mismatch between the public's focus on experience and the media's framing of cost and conflict.

On social media, the legacy conversation is aspirational and driven by the sporting theme, where discussions about preserving green spaces like Victoria Park highlight a desire for tangible, long-term community benefits. Other cities are also seizing the aspirational momentum of events like Brisbane 2032, with figures such as Gold Coast Mayor Tom Tate using social media to highlight for hyper-local audiences the potential returns on investing in this opportunity. News coverage frames legacy as a political and economic undertaking, dominated by the cost of stadiums, the allocation of funding, and the political conflict between the government and its opposition.

Framing the use of the Fitzroy River as an opportunity for sustainability or presenting construction timelines as local job creation makes the connection between political debates and the community and sporting outcomes people truly care about more resonant, while also painting a positive vision for the legacy of Brisbane 2032.

Specificity wins: Vague PR is ignored, detailed stories drive engagement

Generic ‘good news’ posts or Olympic press tend to generate weaker engagement The content that captures public attention is highly specific, and often human-centric or controversial.

On social media, the most engaging content included the debate around HYROX judging standards, the passionate campaign to include Lawn Bowls in the games, and celebrating the specific achievements of individual swimmers.

In the news, it’s not the general updates that resonate, but detailed reports, whether on cost blowouts at specific venues, the impact of turning a local river into an Olympic event site, or the campaign to include Australian Rules Football in the program.

Media moments and narratives gain traction when meaning is applied. Shift content strategies from generalities to detailed storytelling, focus on journeys, the tangible impact of a new community facility, or a transparent explanation of a complex issue for example. The battle for the hearts and minds of the public ahead of Brisbane 2032 will be won in these details.

See how the right analysis can help you anticipate risks, shape messaging and connect with your audiences. Request a free demo.

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