Blog post
June 25, 2019

What the world needs: A content integrity index

The term is ‘content shock’. Coined by Mark Shaefer, effectively it means that as we exponentially increase the content we produce, eventually that will intersect with our limited human capacity to consume it.

For us as content consumers (as well as producers), that’s a scary thought. With so much content, how can we wade through millions of articles, comments, tweets and videos to find something of value?

The sheer volume of content raises one major concern – integrity.

In bygone eras, barriers to being a publisher were either based on cost or validity. Now, any individual or organisation with a few spare dollars and hours each month can become a publisher. All this content is vying for the attention of a finite audience.

Brand outlets can shape the news. They can create content which tells a narrative for one purpose or another. The question is, shouldn’t those with accurate and useful content be held in higher esteem? Wouldn’t it be great if there was a way to rank brand and media outlets based on the integrity of their content?

Some organisations have used a Klout score to track and measure the impact of their brand, particularly social media channels. It ranks accounts based on a variety of metrics around influence.

American-based Fohr Card implemented a rating element to its cohort of social media Influencers. The authenticity of the followings of their 15,000 influencers is of great concern to businesses that partner with them.

While both measurements can provide insight into your influence score, this doesn’t represent the quality or value of your content.

Similarly, two-thirds of big businesses have adopted the Net Promoter Score (NPS) to gauge the loyalty of their customers. This is done by a simple question: How likely is it that you would recommend our company/product/service to a friend or colleague?

Spitting out a score between -100 and 100, it gives brands a ranking when it comes to the expected loyalty of their customers. It’s a great metric for understanding how much we’re loved by our customers – but still, not for our content.

To get their content seen in search results or up the top of people’s newsfeeds, brands need to be faster to publish content.

No other stories illustrate this better than in 2015 when a BBC journalist shot out a tweet stating that Queen Elizabeth had died. The reporter had picked up the incorrect information from an internal BBC simulation and had tweeted it out swiftly.

Brands feel the need to command the message and be a big player in the conversation to score their audience’s attention. This haste, however, can have obvious negative impacts on the legitimacy of the message.

While subjectivity is a hard thing to map, media agency Havas estimated that 60 per cent of content created is just “clutter”. That is, content that has little value to its audience, not even taking into account the accuracy – brands publishing and disseminating content for the sake of it.

A content measurement would mean that content appearing in search results, newsfeeds or even content shared via apps or email would have a known level of integrity.

At this stage, there is no metric to help audiences work out which outlets – brand or media – are producing valuable, timely and accurate content. But there should be.

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Every stakeholder relationship is different, and managing them effectively takes more than a one-size-fits-all approach.

From campaign planning to long-term engagement, having the right tools and strategy in place can make the difference between missed connections and meaningful impact.

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  • Identifying and understanding your key stakeholders
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Blog
The fundamentals of stakeholder strategy

A practical guide to tailored stakeholder management, offering strategies and tools to identify, map, and nurture relationships.

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Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters.

In too many organisations, relationship management is still built around tools designed for customer sales. CRM systems, built for structured pipelines and linear user journeys, have long been the default for managing contact databases. They work well for sales and customer service functions. But for communications professionals managing journalists, political offices, internal leaders and external advocates, these tools often fall short.

Stakeholder relationships don’t follow a straight line. They change depending on context, shaped by policy shifts, public sentiment, media narratives or crisis response. A stakeholder may be supportive one week and critical the next. They often hold more than one role, and their influence doesn’t fit neatly into a funnel or metric.

Managing these relationships requires more than contact management. It requires context. The ability to see not just who you spoke to, but why, and what happened next. Communications teams need shared visibility across issues and departments. As reporting expectations grow, that information must be searchable, secure and aligned with wider organisational goals.

What’s often missing is infrastructure. Without the right systems, strategic relationship management becomes fragmented or reactive. Sometimes it becomes invisible altogether.

This is where Stakeholder Relationship Management (SRM) enters the conversation. Not as a new acronym, but as a different way of thinking about influence.

At Isentia, we’ve seen how a purpose-built SRM platform can help communications teams navigate complexity more confidently. Ours offers a secure, centralised space to log and track every interaction, whether it’s a media enquiry, a ministerial meeting, or a community update, and link it to your team’s broader communications activity.

The aim isn’t to automate relationships. It’s to make them easier to manage, measure and maintain. It’s about creating internal coordination before the external message goes out.

Because in today’s communications environment, stakeholder engagement is not just a support function. It is a strategic capability.

Interested in how other teams are managing their stakeholder relationships? Get in touch at nbt@isentia.com or submit an enquiry.

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Blog
SRM vs CRM: which is right for PR & Comms teams?

Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters. In too many organisations, relationship management is still built around tools designed for […]

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