Don’t be deceived by the tip of the iceberg
Likes, shares, comments and retweets. These social media metrics are often used by marketers to measure the performance of their campaigns or contents. However, this is just the tip of an iceberg. In this whitepaper, Isentia reveals why.
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.
R U OK? is a public health campaign founded in Australia, focusing on creating a world where we’re all connected and protected from suicide. Their mission is to inspire and empower people to meaningfully connect with those in their world and lend support when they are struggling with life.
R U OK? focuses on building the motivation, confidence, and skills of the help-giver—the person who can have a meaningful conversation with someone who is struggling with life. R U OK? encourage four steps to have a meaningful conversation:
R U OK? have a host of free resources to help you ask, ‘are you OK?’ and lend support to the people in your world every day of the year. Because when we genuinely ask, ‘are you OK?’, and are prepared to talk to them about how they’re feeling and what’s going on in their life, we can help someone who might be struggling to feel connected and supported long before they’re in crisis.
The annual R U OK? Day campaign is their National Day of Action, where people are reminded that every day is the day to start a meaningful conversation that could change a life.
To assess their impact and gauge progress towards their goal of behavioural change, R U OK? sought to evaluate the effectiveness of their campaign messaging, ambassadors, and public discourse in their communities. Additionally, they wanted to understand the main narrative in these communities to shape their future campaign themes and strategies.
Through a number of different datasets, Isentia provided the organisation with comprehensive insight into its campaign messaging as well as the volume and quality of media reporting on R U OK? This valuable information was obtained through Isentia’s Media Analysis reports shedding light on common themes, trends, and messages associated with R U OK? through media coverage.
“We know Isentia are trusted friends. We know we can come to the team with any ideas or queries and be provided with a great solution. Our long term partnership has allowed us to go on this journey together, seeing such change in the Australian landscape for health and suicide prevention.
Isentia’s reports have helped us (and continue to) understand the impact of our coverage and the reach of our campaign messaging, and that every day is the day to ask, are you OK?”
Katherine Newton, R U OK? CEO
The analysis revealed the following:
Isentia’s support to R U OK? has helped them measure their campaign impact consistently over time.
Our analysis quantified the success of R U OK? in reducing negative portrayals of suicide and stigma in the media and R U OK? events. With an impressive 87% national brand awareness and a 25% participation rate, it highlights the positive and supportive behaviour that emerges when individuals actively engage in these conversations.
Media coverage, including increased editorial attention, has effectively promoted R U OK?, raising awareness and fostering an important culture around meaningful conversations.
The organisation’s brand mentions, advertising space rate (ASR), and cumulative audience figures have consistently increased each year, also indicating the successful penetration of their messages. The most prominent messages, in terms of volume, emphasise that R U OK? builds awareness of suicide and mental health issues, while the annual campaign day helps to build community capacity to have meaningful conversations with the people in their world.
Our analysis demonstrates the positive changes in the Australian landscape regarding health and suicide prevention. People are more engaged, have a better understanding of their role in suicide prevention, and desire deeper connections. This means genuinely asking, ‘are you OK?’, and knowing how to connect with and support others when they express they are not okay.
Isentia’s data and analysis not only fulfilled their objectives but exceeded their expectations. The reports provided are invaluable, so much so that we are their sole earned media insights provider.
These Media Analysis reports helped the organisation understand the impact of their messaging on their audience. They learned what worked and what didn’t, providing insight for future messaging and their content development strategy. These reports have also served as a valuable tool for reporting to the R U OK? board of directors, funding partners, and government. Providing concrete evidence of the organisation’s campaign impact in the media and success in stimulating community action for suicide prevention.
“Isentia’s Media Analysis reports help us look at the narratives to see where people are at and where we can take them next.”
For more information on how Isentia's data and insights can help your organisation, simply fill out the form below.
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The Your Right to Know Campaign was established in response to deteriorating media freedom. It prompted an unprecedented collaboration between competitors including Nine, News Corp, the ABC, SBS, The Guardian and journalists’ union in the Media, Entertainment and Arts Alliance. All in an effort to call for reforms to protect public interest from Australia.
On Monday 21 October, Australian media organisations blacked-out text on print newspapers, instead of showing front-page headlines. The first bold statement instigated by campaign members. As a result, it created a lot of chatter in the media - mentions spiked at 3,042 across across social and traditional media.
Data analysed by Isentia, shows in the week October 21 to October 25 2019 there were a total of 6,242 mentions of "press freedom."
While it was the media who started the campaign on Monday, through the week politicians had 60% share of voice on the topic. Prominent journalists followed with 22.8% and CEOs of media organisations 15.3%.
Despite journalists and media organisations instigating the campaign, politicians dominated the conversations. The top spokespeople discussing the topic for the week period were:
1.Scott Morrison, Australian Prime Minister - 95 mentions
2.Anthony Albanese, Federal Opposition Leader - 38 mentions
3. Barnaby Joyce, Nationals MP - 33 mentions
4.Hugh Marks, CEO Nine Entertainment - 33 mentions
5. Campbell Reid, Senior Journalist, News Corp - 32 mentions
Dominating the discussions, politicians generated negative sentiment around “press freedom”.
Over the past two decades, 75 laws related to secrecy and spying have been passed through parliament. These laws criminalise some practices within journalism and penalise whistleblowers. Government wrongdoings could be hidden and important decisions regarding public information may be concealed. As a result, Australia has been described by the New York Times as the world’s most secretive democracy.
Media organisations are taking action with the ‘Your Right to Know’ campaign. They’re determined to change the government's approach to media freedom so they can provide Australians with essential information. They’re pressing for the introduction of a Media Freedom Act, which they say would be advantageous for national security, press freedom and democracy, and ensure legitimate journalism is not subject to criminal charges.
If you would like to receive unparalleled media insight or to better understand trends in the media, get in touch with us today.
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We are living in the era of the "Creator CXO."
The C-suite is now expected to be the face of the brand, the primary storyteller, and a digital thought leader. But despite the pressure to post more, engagement on executive content is plummeting.
Why? Because in a feed flooded with AI-generated thought leadership and corporate updates, audiences have developed a "BS detector." They are scrolling past and looking for something else.
In our recent "Future of Measurement" webinar, Prashant Saxena, VP of Revenue & Insights, SEA, pinpointed that it’s not about posting more, but about getting real. Being authentic is a daily ritual, it’s not just a buzzword.
Why do so many capable leaders struggle to build traction on LinkedIn?
1. The "corporate bot" syndrome
Many executives treat LinkedIn like a press release distribution channel. Their posts are perfectly grammatically correct, sanitized by three layers of PR approval, and utterly devoid of personality. If your post sounds like it could have been written by any CEO in any industry, it’s not doing its job.
2. Delegating too much
It is standard practice for executives to have ghostwriters. However, the mistake lies in delegating the perspective. When a leader completely hands off their LinkedIn presence to a team without providing personal voice notes, opinions, or raw thoughts, the content feels hollow. Audiences waste no time in picking up how artificial something reads or sounds.
3. Broadcasting, not engaging
Many "Creator CXOs" view social media as a megaphone rather than a telephone. They drop a piece of "thought leadership" and leave. They don't reply to comments, they don't engage with other creators, and they don't show up in the messy, human conversations happening in the comments section.
During the webinar, Prashant broke down the solution into a "daily ritual of authenticity." It’s a practical framework to move from being a "corporate bot" to "trusted leader."
1. Signal the Right Values: Values mean more than titles
2. Share the "Behind-the-Scenes": Perfection is intimidating; progress is inspiring.
3. Leverage Third-Party Proof Points: Validation is stronger when it comes from others.
Who is actually doing this well? Here are a few leaders who have mastered the art of engagement by being human first and executives second.
1. Satya Nadella (CEO, Microsoft)
2. Melanie Perkins (CEO, Canva)
3. Ryan Holmes (Founder, Hootsuite)
As Prashant Saxena highlighted, reputation is a downstream outcome of an upstream habit.
If you want to fix your engagement, sounding like a "Creator CXO” does a lot of harm to one’s personal brand. Starting to sound like a person who happens to be a CXO would be so much better.
Interested in viewing the whole recording? Watch our webinar here.
Alternatively, contact our team to learn more insights into meaningful measurement, KPIs and communicating using the right dataset.
We explore how CXOs can move from a corporate bot to a trusted leader and improve their personal branding online.
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.”
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:
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:
"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 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:
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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