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This month, we chat to Shirish Kulkarni, Director of Monnow Media about effective storytelling. He shares his research about why the way we tell stories needs to change to make news more engaging, inclusive and informative. 

Isentia’s Insights Director, Ngaire Crawford also shares some of the trends we’re seeing across social and traditional media, and how we’re seeing the notion of ‘effective’ storytelling change for our clients.

https://youtu.be/tz8LuhjuzBA

Ngaire Crawford talks about the storytelling trends across social and traditional media

3:41 - Mainstream media is talking about:

1. Back to end-to-end COVID coverage with a regular cadence of updates
2. Anti-maskers are in the spotlight and the phrase “Bunnings Karen” has returned over 6000 media items
3. A slight increase in global coverage related to second waves of the virus.
4. Considerable reduction in racial inequality discussions
5. Across New Zealand where COVID isn’t quite the main focus, there is a lot of coverage about elections and electioneering.

 

5:12 - Across social media, there is a lot of division:

• Between openly calling out misinformation, and perpetuating misinformation.
• Between those ‘doing the right thing’ and those who are not. This is more about calling out individuals rather than organisations.

6:12  - On Google Trends, people across Australia and New Zealand are looking for search terms:

1. Kerry Nash (Bunnings Karen)
2. A lot of TV shows and celebrity content (Kanye West etc)
3. Sports (NZ)

 

7:06 - In terms of storytelling, it’s important to understand the context in which you are communicating. The things to consider:

• Impact of video - divisiveness can breed “recipients” or “evidence” based culture. Video is the easiest way for messages to spread quickly and for media to lift the story. Consider this from a risk perspective (media and customer service training) as well as your content - it might not the time for beautifully produced videos just yet.
•  
• Echo chambers - heightened emotional states can mean that audiences seek out information that confirms information they want to believe. Keep an eye on misformation that’s relevant to you and your organisation.
•  
• Media as a moral high-ground: Anti-maskers, “fake news” etc can cause a really visceral reaction from the public, and from news media. Unfortunately, this misunderstands the context of those arguments.

9:37 - The narratives to watch at the moment:

• Rules fatigue: People are getting tired of being told what to do, it’s a natural reaction (psychological reactance) but it’s something to be really mindful of when communicating right now. There is a heightened emotional state, especially for those who are entering a second lockdown.

Shirish Kulkarni talks effective storytelling

10:26 - Over the past year I’ve conducted research on how we can better tell news stories, and my findings can be applied across the communications industry. We are all storytellers in one way or another.

11:00 - We’re hardwired for stories, at an anthropological and neuroscientific level, stories help orientate us within the world. They are a virtual reality simulator helping us practice for real life.

11:53 - Typically, news stories do the opposite of traditional storytelling (i.e have a beginning and an end to the story). Instead, we (journalists) use the inverted pyramid structure where the top line is the conclusion and then filters down to the least interesting or least important information. 

12:39 - The concept of the inverted pyramid structure dates back to the days of the telegraph, the original newswire. It was expensive, unreliable and it made sense to put the most important information at the beginning, just in case you lost the end of it. Although we don’t use the technology of the telegraph anymore, we still use the habits formed by that technology which continue to define journalism and communications.

13:03  - We conducted research with 1300 participants and the results showed users prefer stories that work in a straightforward and linear structure, much like traditional stories.  More information was picked up as it fits with how we are hard-wired to navigate the world.

13:28 - Journalists are failing because they are ignoring what users need from the news. In an attempt to reverse that, I came up with six key principles that should be at the forefront of our minds when telling our stories.

1. Content - is it useful or relevant and does it help us understand the world better?
2. Context - are we providing enough context? News largely focuses on breaking or moving news but that's often to the detriment of context, analysis and understanding. 
3. Users have agency - they are not just passive victims of the news, they can be part of creating solutions and want the opportunity to choose how to engage with the news.
4. Tone - we need to consider the tone we are using. We tend to fall back on journalist language which is old fashioned and formulae.
5. Diversity and inclusion  - are crucial when storytelling. It’s about telling different stories, ones that reflect the richness of our societies. This is very important.
6. Inverted pyramid - is this the best structure to tell a narrative? What are the alternatives? What we are doing isn't working so we’ve got nothing to lose by trying something different.

 

17:24 - Based on these principles, I created a number of prototypes and tested them with users. When compared with a BBC news article, users overwhelmingly preferred our prototype. They picked up more information in less time and found it easier to navigate. This proves there is a better way of telling stories, we just need to be prepared to think differently and put users at the centre of our thinking.

Q&A

18:40 - How do you think the media coverage of COVID-19 applies to your research?

Media has a crucial role. The only justification to have journalism is to provide reliable and useful information. There’s a big thing about news being about entertainment and there’s a focus on the drama of news rather than the information of news. What do we need to know? We are users as well as the audience and this should be taken into consideration when wanting to drive engagement.

23:46 - Do you have any tips for making the linear narrative structure more effective especially through face to face presentations rather than emails?

What really worked for us was using a "narrative accordion". We had 5 questions, and the answers could be expanded and read based on the user's interest. It didn't matter whether the question was at the beginning or end as it was up to the interest of the user. Simplify what you’re saying, and question whether it’s useful to your users.  

28:15 - What have you learned about younger generations and their behaviours?

People have an incorrect characterisation of young people and get their needs completely wrong. There is a perception you can’t make a video longer than two minutes for the younger generation because they have a short attention span and are unable to comprehend what is being said. This generation is the most emotionally and culturally intelligent generation we have ever had. Young people aren’t put off by complexity or depth, they are craving it. Don’t underestimate them.

If you would like to view other Webinar Isentia Conversations: Communicating through Change:

Isentia Conversations: with Katherine Newton at RU OK?

Isentia Conversations: with Bec Brown at The Comms Department

Isentia Conversations: with Rochelle Courtenay at Share the Dignity

Isentia Conversations: with Rachel Clements at Centre for Corporate Health

Isentia Conversations: with Helen McMurdo at MTV

Isentia Conversations: with Daniel Flynn at Thank You

Isentia Conversations: with Campbell Fuller at Insurance Council of Australia

Isentia Conversations: with Craig Dowling from Mercury 

Isentia Conversations: with Stella Fuller from Bright Sunday

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A look into the changing consumption of news, and believability

It’s not a new statement to say we’ve shifted the way we consume or engage with news. However, it’s often forgotten that this shift isn’t occurring at a ‘moment in time’, it continues. While whether we click, scroll or turn a page, how we choose to consume our media is also more interesting when considering how this changes the behaviors or trust surrounding this activity.

‘When we are no longer able to change a situation- we are challenged to change ourselves ‘– Viktor E. Frankl

Much like the saying ‘you are what you read’, is our chosen method of consumption a reflection of our identity and which does our level trust in what we read, depend on the format.

While it may be easy to image an older generation still pouring over the news within a double page spread, every generation is playing its part in this shift. Looking at Australia specifically, the younger generation is still driving the most change but is this perhaps only a result of never relying on ‘one’ channel for news.

We look into how the landscape has changed, and what else can be unearthed.

Key findings in the shift of the media landscape   

• The growth of stories format and the shift to online videos, audios, images and live streams
• Digital rival’s TV for news consumption
• Social media has replaced ‘serious news’ with the trending, the viral and the buzzworthy
• The news cycle is now 24/7
• There has been a significant increase in fake news and a shift in the amount of trust people have in news
• Australians get their news from the following sources:

• Facebook 41%
• FB Messenger 11%
• WhatsApp 10%
• Instagram 9%
• Snapchat 5%
• 6 out of 10 New Zealanders read news content online and audiences spend almost 3 hours per watching broadcast TV

Trending news

With unlimited access to news and a 24/7 news cycle, people have to find a way to process the information. News happens instantaneously now and what happens today is often forgotten tomorrow.  In the world of social media, most scroll through their newsfeed and only stop to look at topics and buzzworthy or trending stories that are relevant to their current situation. Not only that, watching short video clips that provide main headlines and brief conclusions are on the rise.

Fake news

A recent study conducted by the News and Media Research Centre revealed that 73% of Australian news consumers have experience a range of fake news including:

• Poor journalism (40%).
• Politically or commercially fabricated news (25%)
• Stories pushing a political agenda (38%);
• Advertorial (33%);
• Satire (25%); and
• The use of the term ‘fake news’ to discredit the media (37%)

Those who mainly use online news as their news source were more susceptible to encountering fake news compared to print and TV and as a result, their trust in the news has diminished.

The number of stories labelled ‘fake news’ seems to be increasing almost as quickly as our concern about it. The term has been used for everything from hoaxes and satire, to contentious articles, and genuinely false information. After a data search was conducted for the number of fake news mentions across broadcast, press and online across ANZ, it was discovered Australia had a significantly higher mention rate over a 6-month period in comparison to New Zealand especially across broadcast. Over November, December and January we saw a large spike in fake news mentions across the ANZ region, especially across online - this could be as a result of Facebook being in the spotlight around fake news stories on their platform and several inquests happening during this time.

With this data it can be assumed that with so much fake news being reported, our trust in news will be affected.

Trust in news

'Trust in the news is up — but there's still only a 50-50 chance you'll trust me on that', ABC News Online

The trust in news on social media remains low however trust is highest in established news brands, public broadcasters and print newspapers. Consumers seek quality, credibility and reputation when seeking out the news and albeit its use has been declining since 2016, television is still the most popular platform for news consumption. Although there is mistrust, consumption of news on social media is very much on the rise and although there has been a steady hold with the decline in traditional formats, it could be considered ‘a new balancing act’ as it becomes the norm for digital news consumption behaviours to coexist alongside more traditional means.

Shift in demographics

A study conducted by Western Sydney University outlines younger Australians are the ones driving change in terms of news consumption and below are some interesting facts from the study:

• YouTube is their preferred social media platform (37 per cent), Facebook (15 per cent) Instagram (10 per cent) and Snapchat (6 per cent)
• They do not trust news organisations and are not reading print newspapers
• They engage with news stories as it makes them feel happy and motivated and knowledgeable
• They think news organisations don’t understand young people’s lives and don’t cover the issues that matter to them.
• Social media is a popular news source, but they are not confident about spotting fake news online

Paywalls

Trust leads to payment for news and those who pay for print newspapers or online news sources are much more likely to trust news than people who don’t pay for it. Australians remain overwhelmingly reluctant to pay for online news as there is so much information readily available for free. But when they do pay, they expect more than just the headlines – with trust in the brand and in-depth news analysis being the primary reasons that they would be willing to pay. Interestingly, although print runs are decreasing, their overall readership is not. The combined print and online readership of newspapers has been growing steadily over the past few years. One of the main reasons for the increased discussions around paywalls are due to businesses having a loss in net profit. As a result of this, businesses are introducing an online paywall, to “win back” their lost net profit. After some analysis, we found mentions around paywall to be increasing month on month in New Zealand as it is becoming more of a topical conversation in the land of the long white cloud. Comparatively, Australia are also discussing paywall however the more prominent conversations were earlier this year (February and March) and have been declining since. Could paywalls and digital subscription services be the future of receiving online content and news?

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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.

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.

 

Which are the stories shaping conversation and who's driving it?

 

▸ 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.  Key drivers: Gerard Burg (Cotality), Peter Tulip (Centre for Independent Studies), Australian Associated Press ▸ 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%.  Key drivers: Anthony Albanese, Jim Chalmers, Angus Taylor, Housing Industry Association, Saul Eslake ▸ Grattan Institute Connects Housing to Democratic Trust — A major report argues that the housing crisis is eroding public confidence in democracy itself.  Key drivers: Aruna Sathanapally, Grattan Institute

 

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. 

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.

 

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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. 

 

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. 

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.  

 

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. 

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. 

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). 

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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). 

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. 

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. 

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. 

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How does this inform PR & Comms strategy?

1. 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.
2. 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.
3. 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. 

 

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. 

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Want to see these insights for your own industry or brand? Discover what Lumina Stories and Perspectives can surface for you.

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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.
• Execute & Monitor: Rapidly deploy strategy firmly rooted in real-time, actionable insight.

Get a demo today: Stories & Perspectives module

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.

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