‘It takes many good deeds to build a good reputation, and only one bad one to lose it’– Benjamin Franklin
Since its announcement in October, the media has covered – and created – a significant amount of dialogue surrounding the string of scandals set to be uncovered in the upcoming Royal Commission into Aged Care Quality and Safety.
Whether it’s the September 2018 Four Corners report nationally scrutinising the stories of those that were victim to improper aged care and health care standards, the coverage on court rulings and prosecutions against carers who have harmed the safety of patients, or the September 2017 article published by the Sydney Morning Herald comparing the reputation of aged care facilities to the human right violating character of Guantanamo Bay, the media has successfully invited fear and distrust in the quality of care aged care services provided across Australia.
Investigations for the Royal Commission are targeted at the entire aged care sector – no aged care facility or governing organisation can be certain how this will affect their reputation, staff, operations or functioning. Being prepared and informed of what media is generated is imperative to stay proactive and primed for how the business could be affected.
So how do you decide if your aged care facility needs to manage your reputation? You need to ask yourself:
Do the Royal Commission’s Terms of Reference cover aspects or issues relevant to my organisation?
• Management systems • Staffing • Organisational development • Instances of abuse, reportable assaults, neglect • Failures of care • Theft of belongings • Hygiene • Quality of food • Sanitary conditions • Restrictions on freedom and movement
Do we want to manage these topics or issues through any of the following?
Mediaportal gives you access to all relevant media data, ensuring you’re ready to deal with, and proactively plan, communications and PR activities amidst the Royal Commission inquiry. Covering all top media and relevant regional outlets, our Mediaportal platform ensures you’re informed of the media landscape before you are hit with a crisis.
Visit www.isentia.com/aged-care for more details and to register for a complimentary 5-day trial of our Aged Care Briefing.
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.
The Royal Commission is well underway, and it's imperative for aged care organisations to be aware of the media generated, and how it could affect your business or communications.
Keen to stay on top of it all?
Let our team help!
We can provide you with a comprehensive view of the topics and spokespeople through delivering insights to you and your team. We can aid in decision making and help your organisation manage your reputation.
"
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Whitepaper
Snapshot of the aged care industry
The Royal Commission into Aged Care has commenced, and the standards within the aged care sector are now under review. Download our information sheet to gain a better understanding of the aged care sector and how our exclusive aged care media briefing service can benefit your organisation throughout the Royal Commission.
Coverage of the Royal Commission is expected to highlight the failure of aged care institutions and leaders within the sector.
Our Briefing can be tailored to your organisation’s specifications and requirements. Manage your reputation and ensure you are aware of the media generated.
"
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Whitepaper
Royal Commission into Aged Care Quality and Safety
The Royal Commission into Aged Care Quality and Safety was established on 8 October 2018 and since its announcement, over 28,000 new stories have been discussed across print, online, radio and broadcast outlets in Australia.
What’s the Albanese government’s real game plan for its second term, and how will it play out in the media? Isentia recently brought together three of Australia's top political journalists to pull back the curtain: Peter Gearin, Editor in Chief atThe Mandarin, Jason Koutsoukis from The Saturday Paper, and acclaimed broadcaster Virginia Haussegger AM, for a panel with our partners CPRA at the Government Communications Forum, held at the National Press Club
For communications pros, the conversation was packed with clues about what to expect next from Canberra.
A smart strategy or a wasted opportunity?
The panel honed in on the government’s positioning since its “monumental election victory” an “oddly quiet return to political normality.” It’s a question every political operator is asking: is this a calculated, smart and stable approach, or is the government squandering a chance to be “bold and progressive”?
Peter Gearin suggested the caution is deliberate and here to stay. His take? The government learned a huge lesson from the Voice referendum, when Labor bit off too much, meaning the Government now wants to occupy the political centre and won’t risk getting caught out like that again. Expect the cautious approach and the first-term playbook to continue.
What sits behind this posture is a desire to move beyond being a party in power to being seen as the party of government. While critics argue this looks like stagnation, supporters see a measured style that prioritises trust over spectacle.
What’s on the agenda? Policy and Parliament
So, what are the key issues the government needs to nail this term? The panel highlighted several areas to watch closely:
Economic messaging: The recent Economic Roundtable was seen as the government’s attempt to carefully make the case or test the waters for change. How this translates into actual policy will be a major test.
The public sector: The Mandarin’s editor pointed to the ongoing agenda for Australia’s public servants and the government’s plans for improving the sector. Katy Gallagher is driving a vision of “evolution, not revolution” with a focus on strengthening in-house capability and reducing reliance on consultants.
Parliamentary chess: With the new makeup of parliament, will the government keep trying to find consensus with the opposition, or will it work with the Greens to drive a more progressive agenda? This strategic choice will define the term. The Greens are repositioning to be more pragmatic at the federal level, while the Coalition remains fragmented. A weak opposition could make the government’s path smoother, but it also risks reducing contestability and scrutiny in the system.
Leadership and cabinet confidence
Much of the government’s steadiness comes from its internal team. Albanese is viewed as a strategic operator with deep Labor roots, and his confidence is backed by a cohesive cabinet. Ministers like Jim Chalmers and Katy Gallagher have emerged as key players, bolstering the sense of stability. This team-based strength underpins the government’s cautious but deliberate style.
Balancing foreign policy and national interest
While domestic policy dominates headlines, the government is also asserting national interest abroad. Stability in foreign policy has been part of its strategy to project maturity and avoid overreach. This layer of pragmatism adds to the perception of a government intent on consolidating itself as a long-term, steady hand.
From broadcasting to narrowcasting
For communicators, the real gold was the discussion on how to get a message across in today’s complex and vast media landscape.
The panel explored the government’s newer tactics, like the PM’s appearances on popular podcasts with influencers such as Abby Chatfield and Hannah Ferguson. This reflects a broader shift from broadcasting to narrowcasting, with messages tailored to segmented audiences rather than a one-size-fits-all approach. Success now depends on understanding fragmented channels and feeding high-quality, diverse content into the ecosystem.
But even as the playbook evolves, there’s an argument for getting the basics right. Gearin believes the media’s core job is to talk truth to power and explain how government decisions actually affect citizens, rather than just focusing on the politics or the optics. As news consumption habits change, especially among younger Australians, this balance between accountability and relevance is more important than ever.
We are watching a government playing a cautious long game, intent on cementing itself as the party of government while avoiding the risks of overreach. At the same time, the opposition’s weakness and media’s evolution raise questions about accountability and contestability. For communicators, understanding both the government’s measured strategy and the fast-changing media playbook is essential to navigating the term ahead.
Cautious, considered, or coasting? Decoding the Albanese government’s second term
What’s the Albanese government’s real game plan for its second term, and how will it play out in the media? Isentia recently brought together three of Australia’s top political journalists to pull back the curtain: Peter Gearin, Editor in Chief atThe Mandarin, Jason Koutsoukis from The Saturday Paper, and acclaimed broadcaster Virginia Haussegger AM, for […]
At Isentia’s Beyond the Barossa panel, industry leaders from tourism, higher education, government, defence, and media came together to discuss how South Australia is being positioned, both to its own people and to the world. The discussion highlighted shared challenges, opportunities, and the essential role of communications in shaping South Australia’s identity.
South Australia’s brand: confidence and complexity
Chris Burford (South Australian Tourism Commission) outlined the dual challenge of building national and international awareness while fostering local pride. While South Australia currently ranks sixth of eight states on “appeal and consideration” as a tourist destination, it leads the nation in state pride. Events like Liv Golf and Gather Round have helped South Australians feel more confident about their state, and post-COVID reflections have driven a greater appreciation for the quality of life.
The SATC’s Celebrate the Simple Pleasures campaign reflects a move toward “place branding,” focusing less on iconic landmarks and more on the lived experience of being in South Australia. The research underpinning the campaign revealed a consistent theme: South Australians want the state to “grow but not change” embracing progress while retaining its distinct character.
Education and global perceptions
Djurdjica Arslanagic (Adelaide University) noted that Adelaide’s perception internationally has shifted from being seen as a regional city to a globally attractive destination for students. South Australia’s reputation as welcoming, safe, and supportive resonates strongly with international families making education choices. With the upcoming merger of Adelaide’s universities, communication is focused on tailoring messages to varied stakeholders, from students to alumni to government, ensuring consistency while meeting different needs.
Defence, industry and the workforce challenge
Sasha Meldrum (Nova Systems) discussed the enormous communications challenge posed by AUKUS and the scale of defence industry growth. With tens of thousands of workers required, from shipbuilders to nuclear scientists, attracting talent locally and globally will demand new policy approaches and fresh messaging. Meldrum emphasised that communicators must also help shift perceptions of defence, reframing it as not only about warfare but also about peacekeeping, security, and technological advancement.
Media fragmentation and targeted storytelling
Verity Edwards (Hughes PR) reflected on the contraction of South Australian newsrooms and the rise of alternative platforms. Traditional prestige outlets like The Advertiser still hold influence, but strategies now require targeting the right audience with the right medium. For some clients, industry publications or regional media can have far greater impact than mainstream outlets. Edwards highlighted the need for nuanced communication strategies that prioritise outcomes over exposure, and lateral thinking to match stories with audiences.
The climate story
A key challenge raised during the Q&A was South Australia’s ongoing algal bloom crisis. Burford noted its severe impact on coastal communities and tourism, with uncertainty around long-term recovery. He stressed the importance of communication grounded in science and transparency to maintain public trust, comparing the challenge to COVID in its unpredictability. The discussion highlighted how crucial clear, proactive communication is, both in explaining what’s happening and in shaping the narrative around next steps.
Key Takeaways:
Confidence in identity – South Australians are more assured in their story, but lifting national and international visibility remains a priority.
Nuanced storytelling – Different audiences, from universities to defence to tourism, require tailored approaches that balance authenticity with strategy.
Collaboration – Industry, government, and academia must align communications to tackle workforce, economic, and reputational challenges.
Think laterally – Success isn’t always about “big hits”; smaller, targeted placements often deliver the most impact.
Beyond the Barossa: Communicating South Australia’s evolving story
At Isentia’s Beyond the Barossa panel, industry leaders from tourism, higher education, government, defence, and media came together to discuss how South Australia is being positioned, both to its own people and to the world. The discussion highlighted shared challenges, opportunities, and the essential role of communications in shaping South Australia’s identity. South Australia’s brand: […]
