object(WP_Post)#7662 (24) { ["ID"]=> int(8064) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2020-07-29 11:09:33" ["post_date_gmt"]=> string(19) "2020-07-29 11:09:33" ["post_content"]=> string(13045) "

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

" ["post_title"]=> string(61) "Isentia Conversations with Shirish Kulkarni from Monnow Media" ["post_excerpt"]=> string(212) "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. " ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(61) "isentia-conversations-with-shirish-kulkarni-from-monnow-media" ["to_ping"]=> string(0) "" ["pinged"]=> string(98) " https://www.isentia.com/latest-reads/isentia-conversations-with-stella-muller-from-bright-sunday/" ["post_modified"]=> string(19) "2020-07-29 22:58:53" ["post_modified_gmt"]=> string(19) "2020-07-29 22:58:53" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(31) "https://www.isentia.com/?p=8064" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }

object(WP_Post)#9100 (24) { ["ID"]=> int(1775) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2019-06-24 21:59:06" ["post_date_gmt"]=> string(19) "2019-06-24 21:59:06" ["post_content"]=> string(8588) "

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?

" ["post_title"]=> string(39) "How to keep the pace in the digital age" ["post_excerpt"]=> string(63) "A look into the changing consumption of news, and believability" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(31) "keeping-pace-in-the-digital-age" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2020-11-17 00:25:21" ["post_modified_gmt"]=> string(19) "2020-11-17 00:25:21" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(36) "https://isentia.wpengine.com/?p=1775" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }

object(WP_Post)#12126 (24) { ["ID"]=> int(49040) ["post_author"]=> string(2) "75" ["post_date"]=> string(19) "2026-08-11 02:14:11" ["post_date_gmt"]=> string(19) "2026-08-11 02:14:11" ["post_content"]=> string(14309) "

The advent of LLMs and AI search means that there has been a colossal shift in how audiences are consuming information today,  and a reciprocal shift in how all types of organisations, from government agencies to brands are responding . But while discussion amongst PR and comms pros tends to fall disproportionately on how brands are impacted, the needs of the former are just as keenly felt, and often quite distinctive.

So how can government agencies respond, especially in a time of global flux, when major policy changes need to be communicated and important stakeholders need to be managed? After all, government organisations do care about reputation, much as brands do, but have quite distinctive goals when it comes to ensuring accurate information reaches the right audiences.

There is a new entry point for stakeholders

The era of "Let me Google that" is rapidly fading. Instead of clicking through to official websites, people are asking chatbots for direct answers.  What’s striking is that government agencies often have no visibility on how they’re being talked about in the LLM space, even as it becomes a central channel for messaging and reputation. 

When AI models become the primary gatekeeper, audiences bypass official portals entirely — driving down site traffic and leaving agencies vulnerable to misinformation, negative sentiment, or worse, being left out of the conversation altogether. 

Therefore, the entry point is different. For commercial brands, this shift is profound but in some ways mediated – an FMCG brand, for instance, often discovered through third-party platforms in any case. But for government entities, the stakes are entirely different. As the sole, authoritative source for public information, they need citizens on their websites to get accurate details. Government agencies, especially if they are the authority or regulator in a particular industry or sector, need to make sure audiences know where to go to get the right information.

Different types of government agencies have different considerations

Not all government agencies are alike, and they all have different parameters that are quite non-negotiable for them, just by the way they function. 

1. Service delivery agencies - these rely heavily on content freshness. They can’t risk outdated sources impacting eligibility or process changes not reaching audiences.
   
2. Regulators - these need to transmit authority and trust. Regulators have to make it a priority that they’re amongst the first place audiences go to for information and that the industry they’re regulating does not put them in the shade on the channels stakeholders are actually using
   
3. Policy departments - did the AI's account of a policy match what was actually announced? They want to be able to make sure the accuracy of a policy (and ideally, its effectiveness) is translated when audiences search through LLMs.
   
4. Local and state authorities want to make sure the services they carry out on behalf of locals are visible too. Much like service providers, there is a question around access and awareness of programmes and regulations, but also an added consideration: not appearing on LLMs discontent amongst those wishing to see a return on taxation and electoral mandates, and give credence to bad actors.

What do government agencies want to get out of this new LLM-mediated landscape? 

Reputation is important, but that exists downstream from maintaining a flow of accurate information. It’s useful for communications teams in government organisations to self reflect and ask themselves the following questions:

• Where are citizens going to find information about your services if not your website — and do you know what they're being told?
  
• If there was a significant policy change or incident in the last twelve months, do you know how it's currently being characterised when someone asks an Al tool about your agency?
  
• When you communicate a major service change or policy update, do you have any way of measuring whether it’s surfacing in searches about you?
  
• How do you currently understand the gap between what your agency publishes and what citizens actually receive when they search for information?
  
• Are there community groups, advocacy organisations, or media outlets shaping perception of your agency - and do you know if that's feeding into what Al models say?

These are gaps they already realise, but they don’t actually know what to do about it – how to manage or measure them. They need a tool that allows them to know this critical piece of information and make informed decisions. 

Ngaire Crawford, Pulsar Group’s Executive Director for AI Strategy says, “It’s easy to disregard LLM reputation as part of a difficult AI landscape or something that is only really relevant to more product-based communication or marketing. Government communications is about social licence, and ensuring the public have access to up to date and accurate information about things that matter to them, the role that Generative AI plays in how a community understand an issue will only continue to grow, and knowing the impact that you can have in that through small shifts in channel strategies or more consistent messaging is a crucial part of the communications toolkit.”  

Lumina AI View: AI visibility for PR & Comms

Lumina AI view is built for communicators who want to understand how their organisation and their competitors are being talked about by various AI models – including ChatGPT, Gemini, and Claude. AI View users get an insight into which sources are being cited, and how they would need to respond as a way of protecting their reputation or making sure correct information about them is being disseminated. 

The tool provides an AI view score — a composite metric ranging from zero to 100, designed to help track brand performance over time and facilitate comparisons against competitors. It is calculated using five weighted factors — sentiment, visibility, authority, dominance and freshness. Beyond the overall score, the platform provides a summary of a brand's AI narrative based on four distinct reputation pillars — direction, performance, integrity and innovation. 

These pillars help users identify exactly which dimension of a brand's reputation is under pressure, offering specific, actionable insights for board presentations or reviews. Ultimately, while the AI view platform provides the necessary intelligence, the strategic decisions regarding how to respond to these insights remain with the organisation.

Spotlight: An Australian Council

This progressive local government council is located in Australia’s leading center for culture and sports.

The council earned an AI view score of 74 reflected by strong reach and authority. Publications like CBD News and its own website are the most cited by LLMs — interestingly, most of them being cited by Claude.

Content freshness scored lower at 48. Their website still carries error pages and annual reports from a few years ago. If a report — one that is seen as an organisation’s most comprehensive and authoritative content, is still being cited even if it’s older, might potentially be in the way of the organisation’s own perception. Which means more work is needed to prevent outdated content from still appearing.

What type of content is showing up?

Most citations for the council originate from government sources, followed by news outlets, reports, and blogs. The domain is evenly split between owned content and content earned from external sources media articles and independent authorities. 

While most are recent, some older articles from major outlets such as The BBC remain visible and may significantly influence how LLMs perceive the council. Owned content typically addresses last year’s budget plans and the council’s latest vision for the city, which LLMs are referencing. Government sources are the major content type, however, external sources have a greater impact on the council’s overall LLM score.

​

The stakes are higher for government agencies

When brands track LLM visibility, they often ask, "Are we shown in a positive light?" or "Are we cited accurately?" For the government, additional questions arise: "Is this information accurate enough for someone to act on?" and "Are we still viewed as more authoritative than what we oversee?" Mistakes can have serious consequences, such as individuals applying for ineligible programs or missing critical deadlines for new initiatives or elections. This can quickly lead to public frustration. It is essential for government communicators to recognize these risks.

---

If you would like to know more about our Lumina suite, please reach out here and our team will get in touch with for you a quick demo.

" ["post_title"]=> string(77) "Why is tracking government visibility on LLMs different from tracking brands?" ["post_excerpt"]=> string(121) "Government agencies often can't see how AI chatbots describe them. Here's why LLM visibility matters and how to track it." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(46) "latest-reads-ai-visibility-government-agencies" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2026-08-11 02:14:19" ["post_modified_gmt"]=> string(19) "2026-08-11 02:14:19" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=49040" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }

object(WP_Post)#12048 (24) { ["ID"]=> int(47963) ["post_author"]=> string(2) "75" ["post_date"]=> string(19) "2026-06-03 02:01:58" ["post_date_gmt"]=> string(19) "2026-06-03 02:01:58" ["post_content"]=> string(5651) "

There is a new frontier where public perception is shaped: Large Language Models. Right now, LLMs are answering critical questions about your organisation. What are they saying? And more importantly, which sources are shaping those answers?

To navigate this landscape, public relations professionals don't need generic tools, but rather technology that speaks their language, and addresses the realities of a changed media and informational landscape.

That is why we're unveiling Lumina AI View, the latest addition to our intelligent suite of AI tools from Isentia. Trained specifically on the workflows and challenges of modern PR & communications, Lumina AI View helps you understand exactly what AI knows about you, and how it learned it.

A new standard for AI visibility

AI View tracks your citation strength and source quality alongside those of your competitors, giving you a clear view of where you hold authority and where you have gaps.

Lumina AI View maps your AI reputation from the ground up, allowing you to:

• See which sources matter: When tools such as ChatGPT or Gemini discuss your organisation, which outlets do they cite? Track your source footprint over time and view the impact of key target media on how you’re discussed. We measure your citation strength and source quality alongside those of competitors, giving you a clear view of where you have authority and where you have gaps.
• Gain industry-specific insight: Your competitors get cited from Financial Times and Bloomberg. You get cited on Reddit. Each brings opportunity – and risk. Discover how you measure up against industry standards, and target the sources that actually influence how AI represents you.
• Catch narrative shifts early: AI responses change when new sources appear, sentiment shifts, or old controversies resurface. Get alerts when citation patterns change suddenly, before they impact the way you’re perceived by stakeholders.

Measure your progress: From media monitoring to full media intelligence

Lumina AI View is built on the principle that insights get stronger with repeated measurement. To help you maintain a clear view of your reputation, our proprietary scoring system provides regular updates that show you:

• Evolving trends in how sources cite your organisation
• Competitive standing and benchmark metrics
• Where models differ in information presented, and sources cited 

Whether you run it weekly, on-demand, or whenever you need a check-in, patterns will emerge, trends will become clear, and you will build a baseline that makes any sudden narrative changes both comprehensible and the prerequisite to action.

Lumina AI View is part of Lumina AI, a comprehensive suite of AI tools built specifically for communicators. Our Lumina suite evolves traditional media monitoring into narrative intelligence, enabling you to truly understand how perceptions form, evolve, and impact your reputation.

---

Get in touch to register your interest and see what Lumina AI View can do for you.

" ["post_title"]=> string(66) "Introducing Lumina AI View: AI Visibility Built for PR & Comms" ["post_excerpt"]=> string(158) "Lumina AI View, the latest in Isentia's AI suite, is trained on PR & comms workflows to help you understand what AI knows about you — and how it learned it." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(59) "introducing-lumina-ai-view-ai-visibility-built-for-pr-comms" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2026-07-15 03:12:57" ["post_modified_gmt"]=> string(19) "2026-07-15 03:12:57" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=47963" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }