Waging war: A look back on this weeks Federal Election chatter
Labor’s pledge to introduce real increases to the minimum wage is if it wins the Federal Election, and the simmering undercurrents of a cultural war, have been the standout campaign themes this week.
The determined pursuit of fairness has been a fixture of the Australian political landscape for decades, yet cultural wars are a newer phenomenon. The idiom of today suggests workers are competing with bosses and businesses who seek to keep to salaries as low as possible. The current atmosphere of business-bashing was first introduced by the Coalition, who targeted the unpopular banking sector with extra taxes. More recently, Labor have rejected the longstanding policy framework of a globally competitive economy, dynamic labour market, and lower taxes, in favour of a social safety net.
For weeks, Opposition Leader Bill Shorten has branded the upcoming election as a “referendum on wages”, putting forward the simple argument that ‘‘no Australian working full-time should be living in poverty’’. Meanwhile, the Coalition is expected to announce another round of income tax cuts ahead of the Budget.
Unions have also chimed in, with the Australian Council of Trade Unions calling for a $73 a week increase to the minimum wage over two years in the pursuit of a “living wage”. Labor quickly distanced itself from the Trade Union’s push, suggesting the final verdict should instead come from the Fair Work Commission. The core assumption for the Commission will be that the current hourly rate of $18.93 must rise – however Labor is yet to reveal any guidelines detailing how this increase would be assessed.
Unsurprisingly, the Council of Small Business of Australia pushed back, stating increased wages would force more businesses to incur payroll tax, and consequently be forced to look at ways to absorb costs; either through increased prices or cutting workers’ hours. Similar sentiments were voiced by Prime Minister Scott Morrison, who accused Labor of engaging in the politics of envy, and warning that Bill Shorten’s plans would result in the dismissal of many workers.
Most recently, the Australian Industry Group proposed a 2 per cent increase to keep wages in line with inflation, meaning the 2.23 million Australians earning $19 an hour would see just enough extra cash in their pay packets to buy an upsized meal at McDonald’s.
If the next Federal Election is truly a referendum on wages, the key question for voters should be; Are the market determined rates fair and just, or should the government intervene?
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 Federal Election has been announced and with 33 days of campaigning we thought it would be interesting to compare the number of mentions of the political parties over the past 2 weeks. Analysis from our media intelligence has given insight into Labor having a larger volume of media coverage across all media types in comparison to other political parties.
Examining coverage, we found the ‘Election’ had been the subject of over 33,000 media items and online being the preferred media type.
In terms of political parties, Labor has had a significant number of mentions of broadcast coverage whereas the Coalition had more mentions across more traditional media such as print, during the two-week period. Overall, Labor has had a decent lead over the Coalition in the number of mentions across broadcast, online and print combined during this time.
Interestingly, social mentions over Twitter, Facebook and YouTube were more prominent with individual parliamentarians rather than mentions of political parties. These items mentioned more controversial statements or social ‘worthy’ statements which generated these mentions.
It was found the Coalition had considerably more social mentions over Labor when searching for the parliamentarian’s name or their handle. One Nation were also in the mix, with more social mentions compared to the Greens and the Nationals combined.
With the data analysis we have uncovered, could this be insight into who will win the election on May 18?
If you would like to keep up-to-date for the remainder of the Federal Election campaign, our exclusive Federal Election briefing can ensure you're across all campaign announcements, funding commitments, policy updates and polling figures. If you would like to learn more about this service, get in touch with our team to discuss your needs.
"
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Blog
How will media shape the Federal Election outcome?
With 33 days of campaigning left, we compare the number of mentions of the political parties over the past 2 weeks surrunding the Federal Election
During an election, the volume of media coverage on political promises and topical debates increases. This can have a positive or negative impact on your organisation.
With our comprehensive federal election briefing, you can monitor and track relevant media data to gain insight into the federal election.
Understand your organisation, your competitors, your industry and the important topics. Understand the media data that shapes each campaign day.
From policy, campaign and program announcements to funding commitments and latest polling figures we can ensure you're kept up to date.
"
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Whitepaper
Your insight into the federal election
During an election, the volume of media coverage on political promises and topical debates increases greatly, which can have a significant impact on your organisation. As such, it’s imperative to monitor and track relevant media data so you can understand who’s saying what about your organisation, your competitors, your industry, and any other topic that’s important to you and your organisation.
The role of communications professionals is evolving rapidly. AI is now actively shaping how organisations build trust, manage reputation, and engage key audiences, moving beyond theoretical discussions.
Gartner’s latest forecasts for Chief Communications Officers (CCOs) highlight a growing profession under increased scrutiny. Traditional methods such as press releases and media relationships are no longer sufficient. Communication is now central to business, and supporting tools must evolve accordingly.
Isentia’s platform combines AI-driven media intelligence, real-time narrative tracking, and expert human analysis. These capabilities address several urgent needs identified by Gartner. Below, we outline key predictions and how Isentia’s tools help meet these challenges.
AI is transforming how brands are discovered and evaluated
Gartner predicts that, as large language models replace traditional search, PR, and earned media, PR and earned media budgets will double by 2027. Stakeholders will increasingly view organisations through AI-generated summaries. The quality, authority, and timeliness of earned media will directly influence how AI systems represent your organisation.
Gartner emphasises that this is a communications challenge, not a marketing or SEO issue. Search engine optimisation requires PR and communications expertise to build trust, secure media coverage, and maintain consistent messaging across stakeholders.
Isentia’s Lumina AI suite and Narratives AI tools address these needs. Narratives AI identifies, summarises, and ranks stories from billions of news articles and social media posts in real time and historically. It reveals how stories develop and spread, enabling communications teams to understand both the content and its influence on AI-generated perceptions.
Isentia’s upcoming Lumina AI View feature enables organisations to see how their brand appears across AI platforms and understand the information shaping those results. Intelligence is no longer a luxury.
Gartner’s second forecast was that by 2029, 45% of CCOs will use narrative intelligence technologies to monitor reputation amid rising disinformation. Traditional monitoring tools often miss early signs of harmful stories because they focus on keywords rather than story development and spread.
Isentia has addressed this challenge. Our crisis monitoring teams provide 24/7 coverage and real-time alerts via email, mobile app, and WhatsApp, delivering the intelligence-driven support Gartner recommends.
Our Media Impact Score (MIS) supports this approach. It evaluates not only the volume of coverage but also its reception, combining tone, importance, and audience reach into a single human-coded score that reflects true reputational impact.
The growth of AI-powered internal communications
Gartner predicts that by 2028, 75% of employees will use chatbots for internal information instead of intranets, newsletters, or manager updates. This shift from push-based to pull-based, conversational access raises important governance considerations.
Isentia’s GenAI-powered Insights Chatbot addresses this need. It allows users to query past reports and data, providing clear, evidence-based answers from the organisation’s media intelligence archive. Teams can interact with their data, compare trends, identify patterns, and access insights efficiently.
As Dr Nici Sweaney, Founder and Director at Ai Her Way, observed at Isentia's recent webinar on AI as a new stakeholder: "What will set people apart — and what AI cannot replicate — is the human lens. The judgment, the relationships, the institutional knowledge, the strategic read of a room. The organisations that lean into supporting their people to harness these tools, rather than just deploying the tools, will be the ones best placed."
This principle guides Isentia’s approach. Our platform combines AI with over 100 local analysts across Southeast Asia (SEA) who review AI-generated data for cultural context, slang, and sarcasm. This model achieves up to 95% sentiment accuracy, ensuring reliable results through human expertise.
Analytics must move from retrospective to predictive
Gartner’s last key prediction is that analytics must shift from retrospective to predictive, much on data, and Gartner’s final key prediction is that by 2029, communications teams will double their spending on data and analytics to 6% of budgets. This reflects increased pressure to demonstrate business impact. Nearly half of CCOs struggle to prove their value, and a third report their teams are viewed as cost centres.
RepID and interactive dashboards go far beyond simple metrics. For example, RepID measures an organisation’s reputation by analysing stories and posts across areas such as leadership, ethics, and quality. This gives a clear, evidence-based view of how reputation is really changing, not just how much coverage there is.
Our interactive insights reports enable clients to track share of voice, narrative sentiment, and influencer impact in one platform. This real-time, results-focused measurement aligns with Gartner’s recommendations for credibility in communications.
Implications for communications leaders
Communications teams must achieve more, operate with greater precision, move faster, and deliver measurable business results. AI is both the driver and enabler of this change, but success depends on investing in the right intelligence systems.
Isentia’s platform already provides the essential tools Gartner recommends, including Narratives AI, real-time risk alerts, AI-powered chatbots, human-verified insights, and advanced measurement systems. For PR & Comms leaders in Asia-Pacific and beyond, the key question is how quickly they can implement this intelligence.
Join the conversation
We invite you to attend our upcoming webinar, Inside the AI Shift: How Communications Leaders Are Adapting, on Tuesday, 28 April 2026 at 11am SGT / 1pm AEST / 3pm NZST via Zoom.
Isentia’s VP of Revenue and Insights for SEA, Prashant Saxena, and ANZ’s Director of Insights, Ngaire Crawford, will discuss how communications teams are meeting increasing demands for speed, insight, and measurement, while adapting to evolving executive expectations as AI becomes a new stakeholder.
The session will explore how communications leaders discuss AI with executives and boards amid increased pressure on risk, measurement, and strategy. It will also examine how teams are adapting workflows and decision-making, the challenges communicators face, and emerging opportunities.
Register below to secure your place.
Please fill up this form if you're in the ANZ region
Please fill up this form if you're in the SEA region
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Blog
How is Isentia responding to AI reshaping communications leadership?
Taking from the recent PR & Comms predictions for 2026 by Gartner, we observe how Isentia leads in creating a robust AI-powered workspace.
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.
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.
Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .
Complete the form below to register your interest.
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Blog
Announcing Lumina: The purpose-built AI suite for PR, Comms, and Public Affairs
An intelligent suite of AI tools trained on the language, workflows, and realities of modern public relations and communications.
