When customers first hear your brand’s name, what do they think?
Business is a money-driven sector, with revenues, profits and cash flow important considerations.
Many functions can impact on a company’s ability to generate positive revenue, and your reputation is one of the most vital.
Reputation a key business concern
A recent report from professional services and advisory firm Deloitte investigates how much companies value their reputation.
The 2013 edition found damage to a reputation was the No. 1 concern for business executives. This year, Deloitte partnered with Forbes Insight to delve deeper into reputation risk.
Released in October, the 2014 Global Survey on Reputation Risk found that:
“87 per cent of executives believe reputation is more important this year than in previous years”
“88 per cent say they are explicitly focusing on reputation as a key business challenge”
Reputation closely tied to revenue and value
Reputation problems tend to have the biggest impact on revenue and brand value, according to the survey. Respondents who have experienced a negative reputation event said the areas which were affected the most included revenue (41 percent), loss of brand value (41 percent) and regulatory investigations (37 percent).
In Asia Pacific, the concern over revenue and earnings was even higher, with 56 per cent of respondents from this region naming this as most significant factor impacted by damage to their reputation.
Who is responsible for reputation risk?
Most communications professionals would be quick to put up their hand when asked who was in charge of protecting their company’s reputation.
However, the Deloitte survey found that the responsibility for managing reputation risk actually falls on the shoulders of those in the executive-suite. Just over one-third (36 per cent) of respondents named the CEO as the key player, followed by the chief risk officer (21 per cent), board of directors (14 per cent) and chief financial officer (11 per cent).
What should you be keeping an eye out for?
There are unfortunately many things that could potentially damage your company’s reputation the public eye. These include ethics and integrity risks (55 per cent), such as fraud and corruption. This is followed by security risks (45 per cent), like physical break-ins and cyber breaches. Finally, respondents also named product and service risks (43 per cent), including those that may impact on safety, health and the environment.
Looking to the future
Reputational risk is a growing concern across the globe, so it is not surprising that many companies are planning to increase their investment in risk management strategies.
In particular, more than three-quarters of companies in the Asia-Pacific region (78 per cent) are planning to invest more in data collection related to reputation. This includes media monitoring and surveying tools to track mentions on traditional and digital media platforms.
This report demonstrates how important it is for any business to be keeping tabs on their reputation. Receiving real-time updates and media analysis can give companies the ability to respond and manage negative reputation events before they affect the organisation as a whole.
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.
Here are ways you can use Snapchat in your business
Rather than reaching a mass audience, Snapchat allows you to send messages directly to your group of subscribers. Snapchat messages or ‘stories’ allow you to combine photo, video, text and audio in a unique way to interact directly with fans.
Before you start using Snapchat for business, get to know the platform by using a personal account. Snapchat has lots of great features like filters, emoji and music effects, and you should know your way around these before you start messaging on behalf of your business.
Be original when you use it. Ensure you’re posting content that’s specifically created for Snapchat and get creative. Follow a few other brands and businesses and get a feel for what they’re posting.
Once you’ve got the hang of the platform, you’re ready to examine your audience. Snapchat users tend to be younger, so if you’re looking to reach the 18 to 24 audience, you’re in luck. And once users pick up Snapchat, they get hooked – there are over one billion views of Snapchat stories daily.
Send a special offer or discount
Your Snapchat subscribers are engaging with you in a different way to fans on Facebook or followers on Twitter. They’re agreeing to receive your content directly to their phone, and you should treat them in the same way you would your mailing list subscribers. So be generous and turn them into powerful advocates for your business. A great way to do this is to develop Snapchat-only offers that they can redeem using the code or URL you provide in the message.
Access influencer networks
If you’re not prepared to invest the time to build an audience, or if you want to use Snapchat as part of a broader marketing campaign on a one-off basis, partner with an influencer. They will broadcast your sponsored content to their audience, and you’ll reap the benefits. Alternatively, have an influencer take over your account. You’ll get their creative take on your business while accessing their audience.
Broadcast from ‘behind the scenes’
Give your audience a unique point of view by using Snapchat to ‘broadcast’. Whether it’s a scene from your office, a conference or a product launch, a Snapchat story gives a unique point of view to your audience and gives them a deeper understanding of what your business is about.
Deliver ‘private’ content
Unlike other social platforms such as Twitter or Facebook, where the aim is to show your content to as many people as possible, Snapchat allows you to send content directly to your subscribers. This can be a benefit if you’re looking to trial a new offer or want to reward people who are committed advocates for your brand. Making content exclusive to Snapchat creates another level of access for your audience, so the more effort you put into creating this ‘exclusive’ content, the more you’ll gain from it.
"
["post_title"]=>
string(40) "How To Grow Your Business With Snapchat?"
["post_excerpt"]=>
string(246) "Rather than reaching a mass audience, Snapchat allows you to send messages directly to your group of subscribers. Snapchat messages or ‘stories’ allow you to combine photo, video, text and audio in a unique way to interact directly with fans."
["post_status"]=>
string(7) "publish"
["comment_status"]=>
string(4) "open"
["ping_status"]=>
string(4) "open"
["post_password"]=>
string(0) ""
["post_name"]=>
string(39) "how-to-grow-your-business-with-snapchat"
["to_ping"]=>
string(0) ""
["pinged"]=>
string(0) ""
["post_modified"]=>
string(19) "2019-06-24 22:46:05"
["post_modified_gmt"]=>
string(19) "2019-06-24 22:46:05"
["post_content_filtered"]=>
string(0) ""
["post_parent"]=>
int(0)
["guid"]=>
string(36) "https://isentia.wpengine.com/?p=1612"
["menu_order"]=>
int(0)
["post_type"]=>
string(4) "post"
["post_mime_type"]=>
string(0) ""
["comment_count"]=>
string(1) "0"
["filter"]=>
string(3) "raw"
}
Blog
How To Grow Your Business With Snapchat?
Rather than reaching a mass audience, Snapchat allows you to send messages directly to your group of subscribers. Snapchat messages or ‘stories’ allow you to combine photo, video, text and audio in a unique way to interact directly with fans.
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.
The NRL is launching in Las Vegas. Can it win over the US?
Israel, Lebanon & The Big Ceasefire Question
The Details You Missed From The Attempted Assassination of Donald Trump
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, […]
The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals.
In regions like Australia and New Zealand (ANZ), these challenges are particularly significant due to the unique ecosystem and levels of public engagement. With a relatively small number of major news outlets, the way journalism is practiced and perceived in ANZ carries considerable weight.
And this has a day-to-day impact on how PR & Comms professionals carry out their jobs. What does it mean when trust in journalism fluctuates, or when emerging platforms challenge traditional outlets for influence?
To kick off our study into the state of journalism and news - in both ANZ and beyond - we’ve started by quantifying how the public talk about the media.
Compared to the UK and US, Australia and New Zealand audiences are more likely to label journalism as ‘important’, albeit with a not inconsiderable amount of conversation describing it as "dead."
What’s behind the difference? Certainly, both countries' audiences advocate for quality reporting and accountability, as exemplified by New Zealand journalist Jack Tame’s revelation of a gun lobbyist's lies after the Christchurch attack. At the same time, local journalism faces challenges, with regional outlets shutting down due to lack of government funding, as noted by ACM’s Managing Director Tony Kendall. These in turn lead to spirited defenses of local journalism’s importance.
However, neither of these trends are necessarily unique to the ANZ regions. The answer can potentially be located when we look at how these conversations take place over time.
Clearly, public conversations around journalism - both in ANZ and elsewhere - are not in their nature consistent. This reflects how particular moments in the news cycle can lead to a sudden outpouring of interest and conversation.
So what are those moments in ANZ?
One centres on the recent court cases being mediated between the Australian government and social media organisations. In looking to place a monetary and moral value on news, these proceedings prompt the ANZ public and media to talk about journalism as something ‘important’ and worth protecting.
Another hinges around the return of Julian Assange to Australian soil. This has prompted differing responses across individuals and media outlets - but what’s certain is that it places ANZ at the centre of an important unfolding conversation about the role and responsibilities of the media.
Australia and New Zealand are global outliers in many sectors, from sport to mining & energy. Journalism, it seems, is another that could reasonably be added to that list.
PR and communications strategies must adapt to a landscape where sources of information are more fragmented and where citizens themselves can act as newsmakers. It’s important to understand how attitudes around these vital channels and contacts take shape.
We’ll be exploring the journalist and media landscape through multiple different lenses over the coming couple of months. If you’d like to attend one of the events we’re hosting around the region - or view a webinar recording - please reach out to us at brandmarketing.team@isentia.com
The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals. In regions […]
