Isentia’s Russ Horell on social media, influencers and the future of journalism.
Gone are the days of media monitors delivering clients a package of newspaper cutouts each morning, but that doesn’t mean monitoring is no longer required.
Rather, it’s as important than ever clients have a pair of eyes on the news gaining attention across the expanding media landscape.
Russ Horell, Isentia’s New Zealand country manager, has been in the media monitoring world for 11 years and in that time has seen it go from a job of cutting out newspapers and faxing them through to clients, to broadening the view to cover websites and social media, and feeding all the media to clients via an app.
“It seems like a light year ago”, says Horell when thinking about how far news media has come since the morning newspaper was the news breaker, adding that while it can be daunting and tempting for clients to run and hide, it should rather be seen as an amazing opportunity to talk to customers, voters or whoever their audience might be.
“If anyone is not embracing social media then it’s time to jump on that bandwagon.”
And because social media happens in real time, unlike a newspaper going to the printer the night following the news, monitoring social media raises the importance of knowing what is happening in real time.
“If you are just looking at what happened yesterday, you’ve got your eye off the ball.”
Machine learning
In response to these changes, Isentia has jumped on a bandwagon to improve its offer to clients. It’s working with the machine learning aspect of AI to take a wider scope with its monitoring, looking beyond client’s specified search terms that they know they are interested in, in order to create a bigger picture.
“Growing up and watching Blade Runner and The Terminator, it seemed a bit grim. But we think of machine learning as something that can do those tedious tasks a lot better and quicker so we can do more creative things,” says Horell.
Giving Ford as an example, he says it can cluster stories relating to other automotive brands and industry topics as well as just stories about Ford and its people. It will also look at how important stories are based on how many people are looking at them and whether it’s controversial or positive feedback.
“No longer are clients saying: ‘I’m going tell you what I need to know and then you tell me when it happens’. It’s us saying: ‘Hey, there’s something that’s happening here, it’s getting bigger and you need to be across’.”
And not only can it see what is happening in real time, Horell adds AI is also allowing it to assess and predict the best strategy to moving forward by taking a look at what did and did not work, in past scenarios.
The rise of the influencers
In clustering stories and looking at all forms of media to see what’s earning attention, an unexpected outcome has been going down what Horell calls “the rabbit hole” of influencers.
He says they’ve been popping up alongside stories on the front pages of The New Zealand Herald and questions are being raised about the importance of their influence and monitoring of Instagram and influencers.
Looking at Asian markets as an example of why attention needs to be paid, he says those social influencers can have the same credibility as news media. Tech Wire Asia, elaborates on this point saying influencers are taking off due to Asia Pacific’s highly social populations.
However, the same article questions whether the influencer market bubble is bursting as the audience is becoming hardened to commercially-motivated posts. It suggests digital marketers revise their approach if their messages are not to get dismissed.
Looking closer to home at New Zealand and Australian markets, Horell says while influencers may not take off to the same level here as that in Asian markets, the same fundamentals apply and the early adopters who get it right have a big opportunity to be ahead of the curve.
“We think it’s here to stay and we can look to our Asian brothers and sisters to see what’s it’s going to look like here in few years’ time.”
Homing in on the media
And beyond the innovation taking place in Isentia to monitor media across all media in all places, it’s also looking at location-based monitoring and homing in on an area to see what’s going on there.
Horell gives the example of the Gold Coast 2018 Commonwealth Games, at which Isenta will be analysing and evaluating all media coverage received to up to and during games.
To do that, it’s created ring fencing around stadiums to see what people are talking about within the area. Whether it’s the queues or warm beer, the insights will enable it to identify key markets, customise messaging and track sentiment to ‘Share the Dream’ – the campaign line for the games.
When it was announced that Isentia was the official supplier to the Gold Coast 2018 Commonwealth Games back in February last year, it was already able to show the mascot—a blue surfing Koala called Borobi—had generated more than 3000 news articles since April 2016.
From letters to comments
Referring back to the days of cutting out newspaper articles, another change in the media landscape is those with opinions to share no longer putting pen to paper in a letter to the editor.
Now, they can comment directly below a social post or a news story, and when Horell put it to clients to identify their most important social media platforms at a recent event, comment sections sat alongside Snapchat and Neighbourly.
“Comment sections give new life and legs to stories,” he explains, adding that it’s only if the website allows.
Some, like RNZ, have disabled comments as well-researched options would descend into a few people bickering among themselves.
“It’s fine for something to go off-topic but not wildly off-topic and frankly between that and moderating comments through Facebook, and we get vastly more comments on Facebook, we thought it better to focus on those areas,” said RNZ community engagement editor Megan Whelan when speaking to StopPress about the decision.
Thinking about the irrelevant and incorrect comments that comment sections can attract, Horell looks at the move to paywalls – pointing out NZME’s announcement earlier this year that it plans to put a one around its premium journalism – and how they may have an impact on the tone of comments.
He says suggestions have been made that the point of view of comments sections may become limited to those who chose to pay to get behind the paywall.
The future of journalism
In the same way Isentia has changed the way it’s monitoring the media for clients, Horell sees the way in which journalists search for stories changing—so much so the days of press releases may be limited.
“There are so many different avenues and ways to get your message out there,” he says, giving the examples of Facebook and Twitter. So rather than sending out a press release to break a story, he sees them needing a rethink to possibly be something that directs people back to a website.
And looking further into the future, Horell says Isentia us looking into how its products will be able to sit within Google Glass or a chip that might integrate news into people’s lives.
“If I’m going to an interview with you, my app will tell me all the news articles you have written over the last 20 days so I can keep up to date with what you are doing and it will show me your LinkedIn profile so I know you connect with people that I also connect with, so we’ll have things to talk about. On top of that, I’ll know on my way there that there will be roadworks.”
It’s an advancement that may have some quiver in fear, but Horell points out it should be seen as something that’s “more exciting than worrying”.
“Our lives will become more customised and things like AI will allow that.”
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.
Who will win – journalists, influencers or something else?
Unlike the popular television program, it’s harder to distinguish the ‘voice’ that’s connecting with the most people or generating the most impact. It’s noisy, changing and diverging as new technology and behaviours’ continue to change at rapid pace.
The mixture of voices from traditional journalists and radio jockeys to social influencers and television personalities seems to have grown almost overnight. And while the growth of this noise isn’t new, it’s interesting to watch the overlap that’s happening already – and to question whether it’s one, or a combination of all that will win out in the end.
For those in Communications and Marketing, it’s intriguing to watch the disruption that this is having on the industry. The swell of activity for communicators and marketers to understand (at speed) the integrated approaches and the numerous voices that exist to help get their messages across is exciting to watch, as it also has the potential to be more dynamic.
While traditional journalists experience shifts in their mediums, their roles and core responsibilities have seemingly remained largely unchanged. However, for many social influencers there’s an interesting struggle occurring between creativity and business. Not only do you need to nail your content, you must also have a sound business knowledge to ensure you aren’t caught off guard by the algorithms at play and their potential to harm further growth.
We’ve seen countless examples of former TV stars turn radio jockeys – some more successful than others – but wouldn’t it be interesting to see the same with journalists turn influencer, or vice versa?
In the example shared by Bottle for Botol below, the argument could be made that this strikes a nice balance between both. Fulfilling the more traditional journalistic needs to find and present information, while leveraging social channels to distribute the message.
We may not know who will win yet, but it’s sure to be an interesting finale.
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Blog
The voice
Unlike the popular television program, it’s harder to distinguish the ‘voice’ that’s connecting with the most people or generating the most impact.
While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media coverage of energy alternatives and clean energy reveal a shifting understanding of renewable energy sources.
Peak media coverage of renewables centres on government actions seen as hindering clean energy progress. Stories like keeping Eraring operational, nuclear energy debates, and delays in environmental law reforms highlight a perception of indecision on ecological issues. While traditional media spikes around policy updates, social media discussions are steadily growing, reflecting increasing public engagement with Australia’s renewable energy transition. Analysing these trends reveals how media narratives shape and respond to audience perceptions in this evolving debate.
Renewable energy is widely hailed as a cleaner, cheaper, and more stable alternative to fossil fuels, but media and social discussions paint a more complex picture. Concerns about affordability and feasibility are growing, driven by economic shifts, supply chain issues, and the lingering effects of the 2022 energy crisis, which media attribute to cold snaps and the Russia-Ukraine conflict, all while Australia remains heavily reliant on coal and gas exports.
Topics like grid overload, the need for better battery subsidies, and the failure of taxpayer-funded rebates to support solar businesses dominate conversations. Meanwhile, wind farms face local opposition due to environmental and land use impacts, and debates over nuclear energy disrupt investment in solar and wind, further complicating Australia’s clean energy strategy.
Nuclear energy’s potential introduction into Australia’s future energy mix has further unsettled renewables investors, with media highlighting concerns over its impact on wind and solar investments. For more context listen to our podcast interview with Pablos Holman, General Partner at Deep Future. Wind energy faces criticism for using taxpayer funds to benefit private companies, while hydrogen’s future is uncertain following high-profile project withdrawals by Fortescue and Origin. The media’s portrayal of these issues underscores ongoing public and industry doubts about Australia’s renewable transition and the role of nuclear in the energy debate.
Watch below the shifts in coverage of significant policies and strategies over time to understand why some strategies stay in the headlines while others peter out.
The Labor government’s flagship Future Made in Australia Bill is central to its energy vision and, in November, was passed to support a net-zero transition. The May budget highlighted turning Australia into a renewable energy superpower with dedicated funds for solar, battery, and hydrogen projects. However, the opposition has framed hydrogen and critical minerals tax breaks as "corporate welfare". Over time, it looks like Labor’s Future Made in Australia Bill is at a tug of war for media attention against the opposition’s nuclear strategy. Australia’s energy future, however, is not wholly detached from fossil fuels. Labor's Future Gas Strategy positions gas as a necessary transition fuel while being central to Australia’s energy and export sectors.
Climate activists criticise the Future Gas Strategy for extending Australia's reliance on fossil fuels. Media critics call it another "broken promise" by the Albanese government, highlighting mismanagement that has negatively affected energy supply and costs. Though the "Future Made in Australia" narrative around energy security resonates with many, the government’s conflicting strategies raise questions about long-term benefits and who truly gains from its policies.
Australia's shift to clean energy faces complex debates and conflicting government signals, from promoting renewables to considering nuclear power. Despite loud voices in the media advocating for taxpayers and businesses, deeper media analysis reveals multiple layers and motives behind their arguments.
Insights into media and public perceptions towards Australia’s clean energy future
While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media […]
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts fit into the Australian news cycle? As audiences direct attention to independent and international productions, audience targeting, partnerships and media monitoring trends indicate a shift and a need to adapt engagement metrics and messaging strategy.
To highlight the impact of podcasts on audience engagement, we tracked coverage of key news themes in Australian podcasting from January 2020 to November 2024.
Podcasts surged into the mainstream during the pandemic, and they’re now evolving by integrating with platforms like video and audiobooks to meet new audience expectations.
While general podcast news discussion remains steady, discussion on news podcasts indicates listener engagement peaks around high-impact stories, suggesting that the topic and information itself is what truly resonates with audiences. Outlets like The Australian Financial Review and ABC have expanded into the format, yet even major programs like ABC’s Background Briefing face fluctuating engagement compared to discussion about news content being consumed through podcasts. The data suggests there’s a gap being left by main outlets in the podcasting space. While traditional media adapts, independent producers are gaining traction with stories that deeply resonate on identity and community issues, such as the 2021 Christian Porter case and The Briefing’s 2024 episode on pianist Jayson Gillham’s lawsuit against the Melbourne Symphony Orchestra. Understanding audience preferences and monitoring content trends helps communicators craft strategies that leverage podcasting’s unique appeal.
Podcasts offer creators the freedom to pursue stories with fewer constraints of advertisers, investors, or other stakeholders, leading to content deeply shaped by personal passion and a strong connection to the subject. This independence empowers impactful storytelling, as illustrated by The Teacher’s Pet, where Hedley Thomas’s rigorous reporting on the case of Lynette Dawson uncovered new, critical details and underscored the journalistic integrity driving audience engagement in a shared pursuit of truth. Similarly, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded model to explore perspectives outside mainstream narratives, showcasing the power of independent journalism through podcasting.
Sports and entertainment tend to generate high visibility and engagement, suggesting they benefit from a faster publishing cadence and broad appeal. However issues like global conflicts draw significant attention, especially among communities directly impacted. The Briefing podcast, for example, addressed the October 2024 conflict in Gaza in a recent episode where Lebanese-Australian journalist Liz Deep-Jones offered a personal perspective. This type of coverage shows how podcasts can provide both journalistic depth and emotional resonance, connecting listeners to complex stories in a more relatable way.
Even if a major broadcaster or outlet owns a podcast production, the unique style and tone set by the hosts and production team often place podcasts outside the conventional PR and communications scope. Unlike the carefully curated talking points found in a typical puff piece or advertorial, podcasts allow for candid, in-depth discussions that explore complex topics with a degree of freedom seldom found in traditional news media channels. This authenticity is driven by the podcast format itself, which favours nuanced discussion offering audiences a more transparent and less scripted narrative style.
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Many of the leading news podcasts, like The Quicky by Mamamia, follow a daily release that taps into the rhythm of the 24-hour news cycle, providing timely responses to breaking news. This format appeals to listeners by delivering news in a quick, digestible style, ideal for staying informed on the go and catering to audiences prioritising both convenience and relevance. It’s no surprise, then, that top news highlight podcasts often incorporate ads at multiple points—before, during, and after episodes—capitalising on the high listener engagement these accessible, on-the-go updates create.
Sports and entertainment podcasts tend to attract higher engagement with frequent, easily digestible episodes, often in the preferred 20-30 minute range, which sustain a steady listener base. Personalities like Hamish and Andy, and John Graham exemplify how audience visibility can be driven more by engaging personalities than by traditional news analysis. In contrast, outlets like The Australian Financial Review maintain a more analytical focus with podcasts such as The Fin and Chanticleer, known for their conservative, business-centric tone. Meanwhile, digital-first brands like Mamamia take a more hybrid, accessible approach across varied topics, leveraging podcasting to reach broader audiences and foster engagement with impactful news stories. This range of formats illustrates how different brands tailor their podcast strategies to meet audience preferences, from rapid updates in entertainment to in-depth discussions on current events.
While legacy media outlets leverage their reputations to enhance their podcast presence, credibility alone doesn’t ensure engagement. Instead, PR and communications teams can boost audience connection by aligning content with listeners’ interests and authenticity, helping refine podcasting strategies to capture attention and drive meaningful engagement.
How Australian podcasts fit into the news cycle & ignite cultural moments
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising […]
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world.
Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, accountability, and underrepresented voices. This shift is compounded by the decline of traditional outlets, as highlighted in recent articles discussing the closure of regional papers due to rising costs, Meta's withdrawal of funding, and shrinking government ad budgets. These pressures reinforce the need for meaningful engagement with local journalism, as audiences demand authenticity and transparency in coverage of issues like housing, civil rights, and activism. By examining these independent outlets, we gain insights into how independent journalism continues to shape public discourse and meet the expectations of news consumers today.
Over time, the ANZ media has itself been writing increasingly about local journalism. Some of this laments its decline; elsewhere, it’s cited in national stories as a story source. But over time, we also see some of that attention focusing on publications such as The Westender and Cityside.
The Westender’s content and engagement reveals that local journalism consumption in Brisbane is significantly influenced by timely and relevant political topics, and pressing community issues such as the housing crisis.
Engagement patterns suggest that timely advocacy and local relevance are key draws for the publication, highlighting a community eager for information that resonates with their values and interests.
Over in Sydney, meanwhile, CityHub amplifies underrepresented voices and promotes accountability by covering issues such as military bases ("We Need to Talk About Pine Gap"), NSW’s anti-protest laws, and housing policies. It offers alternative perspectives that challenge mainstream narratives, fostering civic engagement and activism. With audiences engaging on platforms like X and Reddit, local outlets build credibility through community-driven stories and partnerships with organisations like Australians For War Powers Reform.
This pattern suggests that certain topics resonate more deeply with the audience than others. Stories that receive particular attention advocate for diversity and anti-racism, and frequently call out local councils for failing to act on commitments, such as anti-racism strategies. CityHub highlights the views of prominent local figures and groups, like Greens councillor Dylan Griffiths, who pushed for Inner West Council's ceasefire call in Gaza, and the Arab Council for Australia, whose frustration led to the mass resignation of the Multicultural Advisory Committee. This type of reporting offers a platform for communities seeking to impact policy—something often underrepresented in mainstream media coverage unless it’s taking place on national scale.
The active sharing of CityHub content on platforms like X and Reddit highlights community engagement around social issues.
CityHub’s audience is most likely to engage with political themes, followed by culture and crime, often focusing on issues that directly impact their lives, values, and beliefs.
Clearly, CityHub and publications like it are fulfilling a need that has been unfulfilled amongst the community - but what influential figures help disseminate these stories amongst willing audiences?
It’s no surprise that advocacy groups are actively sharing and disseminating calls to action. Content creators, particularly those writing for CityHub, effectively communicate the stories they cover, resulting in increased engagement for the local outlet. The reach and influence of these reporters often surpass that of CityHub itself. Additionally, credible community figures, such as university lecturers, further enhance the publication’s coverage.
CityHub and The Westender illustrate the critical role of independent local journalism in shaping public dialogue and accountability. This active participation reflects a community eager for accountability and willing to challenge local authorities on issues like systemic inequalities and inadequate policies. The preference for independent sources indicates growing scepticism towards mainstream media and a trust in alternative narratives that align with their beliefs.
How a new type of local journalism is engaging ANZ audiences
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world. Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, […]
