Throughout the day, discussions explored communication’s evolving role – from rebuilding reputations and fostering community trust to navigating humanitarian storytelling in an increasingly complex media landscape. Below are a few highlights from the sessions that stood out most.

Building community in times of uncertainty

Moderated by Rob Farrell, the panel brought together Trudi McDonald (Fáilte Ireland), Andrew McLindon (An Garda Síochána), and Manini Nikelwa Mnitshana (Dignity Partnership) to discuss how communicators can build and sustain trust when uncertainty dominates the public landscape.

The discussion explored how authenticity and transparency remain the foundation of effective communication – from using storytelling to reflect real community voices, to addressing misinformation openly, and focusing on engagement rather than reach. The speakers highlighted that trust isn’t built through short-term campaigns, but through consistent, ethical communication that values dialogue over control. In uncertain times, the strongest communities are those that feel seen, heard, and represented in the stories told about them.

Rescuing Reputations 

In her session, Orlaith Blaney, Communications and Corporate Affairs Director at Uisce Éireann, shared the organisation’s transformation journey from crisis to credibility. Once one of Ireland’s most publicly challenged entities, Irish Water faced deep mistrust and widespread protests before beginning a long-term recovery grounded in transparency, consistency, and proactive engagement.

The presentation traced how strategic communication, employee advocacy, and clear purpose helped shift perceptions and rebuild confidence. From addressing misinformation to reframing the conversation around essential services and environmental responsibility, Uisce Éireann’s approach demonstrated how sustained, honest communication can restore public trust. Ruepoint was also recognised among the partners supporting the organisation’s insight-led communication strategy.

Humanitarian trust and transformation

In his keynote address, Dominic Crowley, CEO of Concern Worldwide, reflected on the organisation’s evolution from its origins during the Biafra famine in 1968 to its global humanitarian reach today. What began as a movement of empathy and public mobilisation has grown into a network operating across 26 countries, providing life-saving support to more than 27 million people.

Crowley spoke about how trust, empathy, and transparency remain the foundation of humanitarian communication in an increasingly polarised world. The ability to hold public attention, tell stories with integrity, and demonstrate real impact has become central to sustaining support. His message was clear: in a world of short news cycles and fragmented attention, trust is still the most valuable currency – one earned through authenticity, accountability, and a consistent commitment to humanity.