The 3 pillars of effective communication during COVID-19
In a time where there is an enormous amount of information, we focus on the role traditional and social media have on public opinion through media and reputation analysis across all forms of media. And how it looks through a media lens.
In this blog, we discuss COVID-19 communication across various case studies and talk in depth about the 3 pillars of good communication during COVID-19.
Clarity
Compassion
Creativity
You can also watch Isentia’a Ngaire Crawford discuss communicating through COVID-19 here
Clarity:
The clarity of information is incredibly important from the outset.
Be clear about what you know, what you’re doing and what you expect.
Be clear about what you don’t know, and when you’ll have those answers.
For example, the New Zealand government and its COVID-19 response team have provided clear and consistent communication.
It’s easy to focus on the New Zealand Prime Minister and the effectiveness of her communication style. There are many things that get attributed to the Prime Minister because she is a woman: her empathy; how she manages conflict; how she defends her position, and; how she answers questions.
Beyond personal style, there was consistency to the NZ government’s communication that became part of everyday routines during level 4 lock down. The branding of communications was quick, and stayed consistent across all platforms for government information.The yellow striped logo and clear message to stay home, save lives, and the use of an alert level structure helped create a simple and effective message.
The NZ government Covid-19 communications messaging
No communications response is perfect, and many elements of the NZ response haven’t kept up with the consistency in the detail, but the foundational message structure, visual brand and consistent delivery made it a framework that could withstand some of those inconsistencies.
In Australia, there was a slower start to a consistent communications approach. Although an initial concern, the Australian government stepped up and are now delivering clear messages needed to cut through in a crisis. The Prime Minister has provided an important sense of consistency by holding regular press conferences to update the nation directly. Not only have announcements for economic stimulus packages and public health precautions been clear, detailed and decisive, they’ve been broadly welcomed.
Compassion:
Effective communication during COVID-19 requires compassion and it comes from understanding your audience. Empathy and compassion are central to effective communication through COVID-19 across all sectors.
For a leader during a crisis, it’s crucial to be authentic, decisive and present. It’s important to develop trust long before a crisis hits, so audiences will accept you as an authoritative source.
COVID-19 has seen a shift to more empathetic leadership. Scott Morrison’s response has positioned him as more empathetic.He has shown the willingness to put his own customary views on hold including pledging to return the government’s budget to surplus.
The government has placed medical experts at the centre of the response. A national cabinet has been formed – chaired by Morrison but including state premiers from both sides of politics. There’s no red or blue teams, it’s team Australia. Listening to experts is working. And working together, across political parties, is working.
How do people feel throughout COVID-19?
Across social media, discussions of mental health have increased more than 400% and references to anxiety have more than doubled. COVID-19 is also driving references to being unsafe, scared and isolated.
Throughout the crisis, we’ve seen strong reactions to organisations trying to take advantage of the situation, and to point out organisations or people that weren’t playing by the rules. Level 4 lock downs in New Zealand were incredibly strict on retail.
Compassion and social media do not always go hand in hand. Traditional media coverage often chastises social media for botting, conspiracy theories and misinformation, but social users have shown a hyper-awareness of mental health and safety.
The below images show social media users using a code to signal if someone needs help during lock down. While this might also be a performative gesture, it does set an expectation that abuse and toxic behaviours won’t be accepted.
An example indicative of different political and media environments, the Malaysian government, in particular, the Ministry for women, asks women not to nag their husband, and to consider using the tone of Doraemon, a cartoon cat from Japan (see image above).
There was also some communication suggesting that women are to dress nicely and wear makeup while isolated at home. Social media went crazy over this communication. It was quickly turned into a meme, caused a lot of backlash and created international attention that probably wasn’t intended.
Creativity:
Creativity and innovation has been a theme during COVID-19.
Communication is at the core of innovation. A lot of organisations are delivering information in ways they weren’t expecting, or connecting with customers in a new way. Knowing your audience and your communication style is important when being creative.
Although, with creativity comes over-saturation of information. Make sure your internal communications are on point, and your stakeholders/clients/customers know what’s going on, then start to look for those outward facing opportunities – it’s okay if there’s nothing to say right now.
The core trends that have resonated on social media are: social distancing; ways to stay connected; ways to keep kids entertained, and; mental and physical well being.
An interesting public health message example is Dettol’s hand washing challenge on TikTok, where people create dance moves around washing your hands. It’s communicating a known public health message in a creative way, to an audience that really wants to play by the rules and as a result, has over 50 billion views.
Dettol #HandWashChallenge on TikTok
What does all this mean for communicators?
A crisis is a crisis for a reason, very few people default to best practice behaviours in a crisis – but planning, and planning based on what has previously worked can help mitigate some of this pressure.
The role of the media during COVID-19 hasn’t fundamentally changed as a trusted source. What has changed is that information is a far more crowded space, including content from traditional media sources, social media, influencers and the increased access to content internationally.
This means it’s important for your communication to be clear and consistent. Create a rhythm and content structure that makes your information easy to share and amplify. Check your crisis plans and consider how tied they are to a set of simple, core messages, or check what the process is to adapt and create messages in the first stage of a crisis.
It can be incredibly beneficial to get the foundations right, to gain trust, and create acceptance that all the information that may not be known yet.
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.
As the campaign began, election coverage was dominated by cost-of-living pressures, leadership scrutiny, and policy promises, with both major parties positioning themselves as the answer to Australians' economic concerns. Labor’s pledge to crack down on supermarket price gouging and the Coalition’s push for fuel excise cuts framed a debate over immediate financial relief versus long-term economic stability.
Meanwhile, discussion on social media took time to catch up with the news cycle, and reflected both frustration and polarisation, with content on tax policy, government spending, and leadership trustworthiness fuelling engagement. The campaign’s tone was further shaped by high-profile moments, including Senator Jacqui Lambie’s emotional exchange over public service cuts and Peter Dutton’s push to capitalise on voter discontent, reinforcing the election’s framing as a referendum on economic management.
Financial stability, such as supermarket pricing, fuel costs, and tax changes. Leadership trust and credibility are also key drivers of attention, with moments of high emotion or political confrontation.
On the heels of the federal budget announcement on March 24, which forecasts a decade of deficits, news coverage highlighted the Albanese government’s focus on energy bill relief and Medicare spending to appeal to voters. Treasurer Jim Chalmers linked the budget to rising global uncertainties, including the impact of US President Trump’s trade agenda.
Coverage framed the campaign as a contest over economic management, with viral headlines emphasising Labor’s energy bill relief and the Dutton’s fuel excise cuts. A widely shared ABC analysis dissected the competing tax plans, while a Reddit thread debating the impact of Dutton’s fuel excise proposal gained thousands of comments. Meanwhile, opposition leader Peter Dutton's response positioned the Liberal Party as prioritising immediate cost-of-living relief, sparking mixed reactions online. Both major parties are also expected to prioritise domestic gas supplies, with the Liberals proposing a gas reservation scheme, a move likely to be mirrored by Labor—an issue that has driven heated debate on social platforms.
As cost-of-living issues dominate, media outlets underscore the increasingly fragmented political landscape, with minor parties gaining traction and complicating the path to a majority government.
Social media discussions on the 2025 Australian federal election are increasingly centred on energy and housing policies, particularly Peter Dutton's plans. Housing affordability has emerged as a key concern, fueled by moments like Prime Minister Albanese being heckled over handling of the housing crisis. A far-right vlogger interrupted Albanese's press conference in Brisbane, linking the housing issue to immigration—a narrative gaining traction online. On platforms like Reddit and Instagram, users question the credibility of Dutton’s energy price cut proposals, with his refusal to release modelling drawing criticism. Protests, like the one at Brisbane’s XXXX Brewery on March 29, further fuel debate over his stance on gas and nuclear energy. A popular quote from Jason Clare, shared by The Project TV, added fuel to the fire: "This is a distraction from his nuclear reactor policy which is about as popular now as a fart in an elevator."
This combination of frustration, disbelief, and growing scrutiny highlights the importance of accessible, relatable political messaging, especially as voters increasingly turn to online platforms to engage with election issues.
Attention was heavily focused on Peter Dutton's criticisms of Prime Minister Albanese, with his claims that Australia is "going backwards" and promises of "relief now" drawing backlash. Critics have pointed out Dutton’s apparent alignment with US President Donald Trump’s rhetoric and policies, leading to comparisons between the two leaders. On March 27, a widespread reaction emerged questioning why Albanese would invite Trump to Australia, suggesting it was a politically risky move. Meanwhile, the debate surrounding the federal budget heated up, with Albanese's government unveiling new tax cuts for workers ahead of the election, only for the Shadow Treasurer to declare that they would repeal these cuts if the Liberals won.
Coming out of the Federal Budget, social media audiences shared mixed reactions, with many pushing for more progressive measures like taxing the fossil fuel industry to fund universal basic services and addressing wealth inequality with The Guardian's explainer video drawing attention to the line "lots of little treats" promised for Australians. As the election approaches, a recurring theme in the commentary is the desire for systemic change.
Leading social media posts from March 24–30, 2025, highlight public frustration with key election issues: cost of living, Trump’s influence, tax cuts, and gas and energy policy.
A viral Reddit post warning of how a Liberal victory could cost around 40,000 public service jobs, sparked debate on outsourcing and economic fallout. Concerns over Trump-style politics intensified after journalist Quentin Dempster warned of ABC defunding under Dutton. Jim Chalmers’ 7.30 interview gained traction for exposing inconsistencies in Dutton’s tax stance. Meanwhile, a protest at Brisbane’s XXXX Brewery against Dutton’s gas and nuclear policies ignited further debate over energy costs.
These discussions reflect mounting scepticism over political promises on affordability, fairness, and sustainability.
Media coverage has framed the election as a contest over economic management, focusing on tax cuts, Medicare, and cost-of-living relief. Meanwhile, social media tells a more polarised story, with viral posts amplifying concerns about public service cuts, leadership trust, and Trump-style politics. While traditional outlets highlight policy promises, online conversations centre on credibility and systemic change. As the campaign unfolds, will media narratives align with voter priorities, or will audience-driven discourse take the lead?
As the election campaign progresses, the question remains: Will political leaders adjust their approach to reflect public sentiment, or will the disconnect between media coverage and voter priorities continue to shape the debate?
Setting the stage for election 2025: early media narratives & social media’s growing influence
As the campaign began, election coverage was dominated by cost-of-living pressures, leadership scrutiny, and policy promises, with both major parties positioning themselves as the answer to Australians’ economic concerns. Labor’s pledge to crack down on supermarket price gouging and the Coalition’s push for fuel excise cuts framed a debate over immediate financial relief versus long-term […]
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.
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, […]
