For PR and Comms professionals, understanding the media’s primary focus can be instrumental in steering campaigns. At Ruepoint, our aim is to ensure you’re always informed, anticipating the next big conversation. Our mid-year research uncovers the significant hot topics that command media attention, highlighting areas of focus within the Irish media conversation. Recognising these focal areas is paramount in assessing the opportunities (and limitations) for PR and communications professionals to secure media coverage. Leveraging these ‘hot topics’ can elevate the resonance of your campaign with media outlets.
Our team’s dedicated research shows that while the top 5 topics have remained consistent since the beginning of 2022, their portrayal in the media has seen notable shifts. Here’s an insightful look at the dominant themes for the first half of 2023:
Three years on, Covid-19 remains a dominant discussion point. This reinforces the magnitude of the pandemic and its effect on the economy, healthcare, and social life. The media volumes on Covid-19 continue to decrease, with 30% less media coverage in the first half of 2023 compared to the same time last year. Despite, this reduction in coverage it doesn’t appear that Covid-19 is disappearing off the list of hot topics anytime soon.
Example: Health-tech companies might sculpt their PR campaigns around innovative solutions facilitating post-pandemic recovery or adaptive operational models.
2. War in Ukraine
The preceding year was rife with news about the Ukrainian conflict by the Irish media, emphasizing its ripple effects across Europe. While media mentions have seen a drop of roughly 60% this year, it’s still a topic that resonates.
Example: NGOs or humanitarian organisations might anchor their PR efforts around support for affected communities or peace initiatives.
3. Cost of Living
Pertinent to nearly everyone in Ireland, the cost of living—spanning housing to medical expenses—remains central. Interestingly, radio emerges as the primary medium for this coverage.
Example: Financial institutions could align their PR messages to aid solutions for households, perhaps promoting budgeting tools or advisory services.
If you want to learn more about the media impact of this topic in 2023, check out our comprehensive media report on the coverage of the cost-of-living crisis in Ireland.
Post-Brexit consequences continue to stir discussions in the media with various analysts and experts presenting their views. While 2022 observed a dip in related media coverage, this year it seems to have plateaued.
Example: Trade organisations or companies involved in UK-Ireland relations could spotlight stories that demonstrate adaptability or success in the new landscape.
5. Climate Change
This has been a hot topic for many years and the start to 2023 was no exception. Last year saw a 24% decrease in volumes in 2022. However, in 2023 volumes have remained consistent placing it 5th on the list of hot topics.
Example: Green brands can lean into this by spotlighting their eco-friendly initiatives or products addressing environmental challenges.
Noteworthy Topics Beyond the Top 5
Notably, there are other topics that did not make the top 5 list, but are worth an honourable mention for their focus in the media include:
– Elon Musk’s transformative move with Twitter’s rebranding to X.
– The tech sector’s redundancy wave in Ireland.
– The noteworthy visit of US President Joe Biden to Irish shores.
– Mentions around RTE and Ryan Turbidy.
– The persisting housing crisis.
For those navigating the PR and Comms waters, understanding these prevailing currents in the media landscape is invaluable. If you wish to delve deeper into these topics and many others have impacted your media coverage over the start of 2023, contact us and book a call with our seasoned media consultants who will help you to make the most of your media presence.