New IMPACT podcast: What’s playing out in the comms landscape
15.04.2024

Written by Marcela Balart

With the first quarter of the year done and dusted, CEO Nicole Webb sits down with Chief Operations Officer Victoria O’Neill, Group Account Director Katie Eastment, and Strategic Communications Director Marcela Balart, to reflect on current industry trends and watch outs.  

Influencers and authenticity 

With the cost of living at the top of the agenda, Group Account Director, Katie Eastment, speaks to how this has played out in the influencer landscape.  

While the key takeouts from IMPACT’s Influencer Pulse survey still ring true, authenticity has been particularly important for content creators when selecting briefs and ensuring their work is reflective of their own lives and those of their followers. 

“We know that brands are having to be extra careful in the campaigns and the content that they are pushing out to make sure that it’s sensitive to the community. We know that so many Australians are struggling, and the same goes for influencers.” 

Crisis comms and the digital footprint 

Recent events and inquiries have placed many CEOs and leaders on notice and being held to account, with many people taking their anger online. Chief Operating Officer, Victoria O’Neill, has observed the lifecycle of issues and crisis management has more legs in the media than it used to.  

“It’s no longer a matter of watching traditional media. A crisis or an issue could break through social media, it could be through a forum, or a disgruntled customer when doing a product review, so the likelihood of experiencing an issue is greatly increased. 

“What we see with the news cycle is that it’s really easy for our journalists to add it to their story, or incorporate a post or a screen grab, which means that stories aren’t going away quickly…The greater the digital footprint, the more information out there, the longer the story will be.” 

AI policies  

The emergence of AI has meant many industries have integrated the technology in some way, and media and communications professionals are no different.  

Strategic Communications Director, Marcela Balart says that now the industries are past the adoption phase of the technology, now we’re starting to see guidelines and policies being put in place for its use. Internationally, some news agencies have outrighted banned the software, while others allow the technology for the purposes of short-form copy i.e. headlines and social media posts.  

Want to know more? Need support with influencers, issues & crisis management or earned media? Contact Nicole Webb at: nicole@impactagency.com.au 

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