As we prepare for 2024, it’s crucial to evaluate what strategies worked last year and make necessary adjustments. The key to getting your press release published often revolves around tapping into existing interest in specific topics.
At Ruepoint, we aim to arm you with the latest in trends and research to bolster your media presence. We are once again revealing the biggest topics in the Irish media – our annual guide to discussion points at the end of the year. We published a mid-year check in, looking at the biggest topics for the first six months of year and read on below to find out the latest results.
Identifying these focal points is essential for PR and communications professionals to seize opportunities (and navigate limitations) for securing media coverage. Leveraging these ‘hot topics’ can amplify your campaign’s resonance with media outlets. Our team combed through hundreds of Irish media articles to unveil the top 5 trending subjects.
1. Covid-19
Four years later, Covid-19 continues to dominate discussions as the most referenced topic in 2023. However, media volumes on Covid-19 are decreasing year-on-year, with the lowest volumes to date with a whopping 75% reduction in coverage. This topic is poised to remain dominant for a while.
Example: With the ongoing evolution of work dynamics, tech companies can strategically frame their PR initiatives around innovative solutions that cater to the hybrid work model. Emphasising tools and technologies that facilitate seamless remote collaboration and employee well-being can position them as key players in shaping the future of work post-pandemic.
2. Climate Change
This topic doesn’t seem to be heading anywhere. It has been immensely popular over the past several years, but in 2023 received increased focus. After a dip in media coverage in 2022, the media’s attention on climate change strengthened last year.
Example: Brands can authentically showcase their eco-friendly initiatives or products addressing environmental challenges.
3. Cost of Living
Maintaining its third-place position in 2023, the cost-of-living crisis continues to affect all facets of life in Ireland. Despite a 35% drop in media coverage, the topic is receiving less attention than the previous year but has cemented itself as a phrase used regularly.
Example: Financial institutions could align their PR messages to offer solutions for households, such as promoting budgeting tools or advisory services.
Go deeper: For a detailed overview of the media impact on this topic in 2023, check out our comprehensive media report on the cost-of-living crisis in Ireland.
4. Brexit
Post-Brexit consequences remain a significant topic in Irish media, sparking discussions with various analysts and experts presenting their views. This was one of the biggest topics in 2021, over the past two years the coverage has decreased, it remains consistent in fourth place year-on-year.
Example: Trade organisations or companies involved in UK-Ireland relations could spotlight stories that demonstrate adaptability or success in the new landscape.
5. War in Ukraine
In 2022, this was one of the biggest topics of the year, occupying the second position in terms of media popularity. The Irish media focused heavily on Ukrainian conflict, emphasising its ripple effects across Europe. However, in 2023, it moved down to fifth place due to an almost 70% decrease in media coverage.
Example: International aid organisations can strategically center their PR efforts around initiatives that provide ongoing support to communities affected by the conflict. By highlighting their commitment to peace-building projects and continuous assistance, these organisations can demonstrate a sustained dedication to making a positive impact in the aftermath of the Ukrainian war.
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:
• Anti-immigration
• Homelessness
• Hospital overcrowding/waiting times
• BOI “free cash”
• Temple Street spinal surgeries investigation
• Israel Hamas War
• Dublin riots
Lastly, mark your calendars to touch base again in July 2024 as we assess how the year is shaping up!
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 or explore how various issues have impacted your media coverage in early 2023, contact us and book a call with our seasoned media consultants who will help you make the most of your media presence.
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