Behind the Emerald Isle: A Look at Ireland's PR Evolution

Bountiful nature-filled cliff sides, bustling cobblestone streets, and beautiful historical landmarks are some of the most defining features that Ireland has to offer, but beyond Ireland’s scenery and natural terrain, there is another type of landscape that is yet to be marveled at: The rich and ingenious public relations of Ireland.

The History of PR in Ireland

To fully understand what public relations looks like in Ireland, you must also understand some of Ireland's history. In the 18th century, Ireland faced a potato famine, which caused millions of people to either die or leave the country. Ireland's population decreased from 8 million to 6 million in less than 20 years. In the 19th century, Ireland gained independence from Britain and removed itself from UK rule. In the 20th century, Ireland became a hub of innovation and success for people from all walks of life. 

This growth didn’t magically happen overnight, rather, it was the work of public relations. The hardships that Ireland had faced caused a growth in nationalism among its citizens, making the people of Ireland not only proud to be Irish, but also proud to support one another. Today, we see exemplary Irish companies that helped rebuild the economy, like Guinness, Kerry Group, Ryanair, and more. 

Diving more into these companies, Guinness presents itself as an exemplary case of how an Irish-founded business used innovative PR strategies to advance the Irish economy. Guinness used creative TV and print advertisements that soon led to the popularity of the drink itself. But it was within those advertisements that a story was created, fostering an emotional attachment to the stout that many people still favor today. It was common throughout Guinness PR campaigns that the company would implement educational strategies by showing the importance of quality in a good pint. This strategy made it so that Guinness wasn’t just shown as the slow-to-pour drink of the evening, but rather the succulent and delicious libation worth waiting for. 

Being the innovators they are, Guinness didn’t stop with just promoting to Irish citizens. Guinness was one of the first businesses to export to England in 1769.  In 1962, they made their first international brewery in Nigeria, and as of August 2024, Guinness has sponsored the internationally known “Premier League.”

 Ireland’s International Outreach

Guinness wasn’t the only company to catch people's interest in Irish culture, as the international outreach trend skyrocketed in sectors of tourism and travel. As reported in 2023, nearly 19.3 billion euros (21.3 billion USD) were brought into the Irish economy solely from travel and tourism. This strategic focus on international outreach has additionally brought in vast amounts of multinational corporations into Ireland, such as Google and Facebook having European headquarters in Dublin.   

As Irish PR practices continue to shape the country’s image, many PR practitioners have modernized their approach with advancements in digital marketing campaigns, connecting with influencers, and updated earned media approaches. I, myself, spent a summer abroad in Ireland, working for a PR firm called Buck&Hound. There, I got to assist in some of these newly implemented practices, which are now becoming the backbone of PR in Ireland. 

The Outlook of Irish PR

Ellie Mynett-Johnson, Account Manager at Buck Hound, explains that “people are increasingly looking for a sense of community online. There are some great content creators [in Ireland] who create the most incredible communities of like-minded people who turn to each other for advice – be it Instagram groups, podcasts, or online book clubs. In Ireland, some of these groups have translated into real-life.”

“In terms of platforms, TikTok has grown exponentially - like it has everywhere. People increasingly use TikTok as a search engine and the suggested search function is keeping people on the app as opposed to directing them elsewhere. Video content is truly so important in [Irish] PR now to leverage news across multiple platforms. It’s been an interesting change to observe and I’m sure TikTok will only continue to change the way we use video.”

Outside of digital communications, Ireland’s future outlook is poised for growth across all sectors of PR. As Ellie mentioned, the desire for community is growing, which is being reflected in PR practices. Current trends point to a stronger focus on corporate social responsibility (CSR), and authentic brand storytelling, with focuses such as sustainability, small businesses, and transparency. As this change occurs, PR practitioners are leading the way by aligning consumers and media with causes that resonate within these ideas. Furthermore, as Ireland attracts more multinational businesses, PR professionals are playing key roles in bridging cultural divides, ensuring that each corporation or group maintains a strong local presence that also aligns with community core values.

The Irish PR and media landscape is much like its history: one of resilience, creativity, and transformation. Iconic Irish brands, small businesses, and multinational companies all play a vital role in making PR what it is today in Ireland. Communications professionals and practitioners are instrumental forces in shaping international and local perceptions. Although PR in Ireland is bound to change, just as PR is anywhere, Irish PR professionals are well equipped to adapt regardless of the dynamics of any social and cultural alteration.

About

 Kaitlyn is a senior majoring in Public Relations and Advertising. After spending a semester as a member of PRSSA, Kaitlyn wanted to continue her PR journey at Grand Valley with GrandPR as an Account Associate. Kaitlyn spent the summer doing an internship in Dublin, Ireland, where she worked as a public relations assistant for Buck&Hound. After graduation, she hopes to further her work in agency-style PR in the East Michigan area.

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