With over 250 communication professionals gathered, the PRII National Conference 2024 was filled with insightful discussions, inspiring talks, and meaningful conversations about the future of public relations and its impact on society. Our team—Agnieszka Gleeson, Susan Ryan and me Nicola Baird, —had an incredible day connecting with PR professionals and celebrating the achievements of the Irish PR community. We’re excited to share our highlights and reflections from this memorable event!
A Focus on Positive Change
This year’s conference theme centered on how professional communicators can drive positive social and economic impacts, rebuild communities, and inspire hope amid the challenges posed by crises and disinformation. The agenda featured panel discussions, expert speakers, and real-life case studies, making it a day filled with inspiration and learning.
A Standing Ovation for Mary Robinson
One of the most memorable moments was the standing ovation that greeted former President of Ireland, Mary Robinson. As David G., President of the PRII, presented her with the prestigious PRII President’s Medal, the audience was moved by her lifetime commitment to justice, climate action, and speaking truth to power. Mary Robinson is only the seventh recipient of this honor in the 70-year history of the PRII, making this a truly historic moment for the event.
In her keynote address, titled “The Power of Words in Divisive Times,” Mary Robinson reminded us that although the climate crisis can evoke fear, we also have the power to communicate hope. She painted a vision of a better world—a world of reduced waste, cleaner energy, and a sustainable environment. Robinson encouraged all communicators to share that vision and embrace hope as a powerful tool in shaping the future.
Engaging with the Community
At our booth, we had the opportunity to engage with attendees, share insights, and explore how we can all work together to foster positive change in the PR landscape. The conversations we had were uplifting and highlighted the collaborative spirit of the Irish PR community.
How Can We Create Communitas?
In a thought-provoking session, Professor Jim Macnamara, a global thought leader in media insights and Distinguished Professor at the University of Technology Sydney, joined the conference via video from Sydney. Widely regarded as one of the most influential voices in media and communication research, he focused on the evolving role of communicators in driving actionable change in today’s world.
Professor Macnamara highlighted that while we now live in a post-Covid “new world,” the question remains: how much has truly changed? He stressed the importance of moving beyond traditional one-way communication to a more inclusive, two-way model, where communicators actively listen to their audiences just as much as they speak. This shift is essential in building a sense of “communitas”—a collective spirit and shared purpose within communities.
His insights served as a powerful reminder that PR and communication professionals have the potential to shape not just conversations, but the very fabric of society, fostering deeper connections and more meaningful engagement.
Case Studies: Creating a Community Online & In-Person
The power of PR to foster community was brought to life in a session that featured two standout case studies.
Paul Clifford and Deirdre Sheahan from Drury PR shared the inspiring story of their pro bono work with the Killarney Coffee Cup Initiative. This project, which aimed to make Killarney a single-use coffee cup-free zone, successfully saved 1.5 million coffee cups in just one year. By amplifying this local initiative through strategic PR, it gained national recognition and won a PRII Award in the ESG category. The initiative’s success has inspired similar projects across the country, highlighting how small, community-driven ideas can have a significant impact when given the right platform.
Next, Alan Milton, Director of Communications at the GAA, shared insights into the unique role the GAA plays in Irish life. More than just a sports organisation, the GAA is the heartbeat of many Irish communities. Milton spoke about the responsibility of his small communications team in preserving the GAA’s legacy while navigating modern challenges, such as increasing leadership roles for women, balancing commercial interests with the GAA’s amateur ethos, and addressing the impact of technology and smartphones on the community’s active lifestyle. His talk underscored the delicate balance between tradition and progress and the vital role PR plays in maintaining that balance.
Reflection
The PRII National Conference 2024 offered invaluable insights into the evolving role of PR and communications in shaping a brighter, more connected future. From Mary Robinson’s powerful keynote to case studies showcasing local initiatives making a national impact, each session underscored the responsibility—and the opportunity—that communicators have to inspire positive change.
As we head back to our work, we carry with us fresh perspectives, new connections, and a renewed commitment to fostering dialogue and unity within our communities. Thank you to all who shared their experiences, and we look forward to applying these insights to create an even greater impact in the Irish PR landscape.
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