AI and the Fourth Estate - Ethics, Integrity, and Innovation in Modern Journalism

Specialist corporate and financial communications consultancy, 3CPR, has launched CLARIO, an AI-powered reporting dashboard.

CLARIO - standing for Clarity and Innovation - was developed in-house by 3CPR’s data scientist. It tracks media coverage outcomes and key programme metrics, allowing clients to access live reporting and download charts, graphs, and data for internal use.

According to the consultancy, unlike broader media monitoring platforms, CLARIO focuses on the work undertaken by 3CPR and the resulting outcomes. It has also enabled the agency to move from half-yearly or annual reporting to an always-on model, reducing the time required to compile reports manually.

3CPR Founding Partner, Paul Cheal, said: “Media outcomes remain a key metric for PR performance, but for too long we have been stuck using tedious, time-consuming spreadsheets and relying on reporting that focuses on hindsight. AI provides a generational opportunity to change our approach - linking our activity to tangible business outcomes and providing real time visibility of strategic opportunities.

“The CLARIO platform offers a near real time view of media outcomes, tailored to each organisation’s goals and KPIs. It provides significant time saving for PR teams and delivers greater transparency to clients.

“We have already received overwhelmingly positive feedback from our clients. In the spirit of lifting our profession as a whole, we are offering a white label version for corporates or agencies who want to revamp how they report on their proactive activities and media campaign outcomes.” 

The National Australia Bank has welcomed Mikkayla Mossop as Associate Director. She has wrapped up five years at the Victorian Chamber of Commerce and Industry, most recently as General Manager, Media and Corporate Affairs. Prior to this, Mikkayla worked in broadcast journalism at 3AW. 

Woolworths Group has welcomed Heath Aston as Head of Media Relations. He joins from the NSW Government, where he was Director of Communications & Media to the Hon. John Graham MLC.

Backed by more than two decades’ experience, Heath has led media teams at Populares and Transport for NSW. This followed a career in journalism, including roles in the Canberra press gallery for the Sydney Morning Herald, the NSW press gallery for the Sun-Herald, and at the Daily Telegraph.