The Public Relations Consultants Association Ireland (PRCA) Next Gen Group, co- chaired by Chloe Kavanagh, Client Manager at Springboard Communications, and Susannah Kerr, Director at Reputation Inc, hosted a panel discussion in Doheny and Nesbitts on 20 May, bringing together more than 60 early and mid- career journalists and communications professionals to explore how both
sectors can work more effectively together.
BUILDING STRONGER RELATIONSHIPS BETWEEN PR AND THE MEDIA
Moderated by Susannah Kerr, the discussion focused on effective engagement between PR professionals and journalists, common misconceptions between the professions, and the importance of building stronger working relationships in a rapidly evolving media landscape.
Panellists included:
- Donal O’Donovan, Group Business Editor, Irish Independent and Sunday
Independent, Mediahuis Ireland - Daniel Murray, Policy Editor, Business Post
- Sinéad O’Donnell, Head of Corporate Affairs, Three Ireland
- Denise Underwood, Account Director, Carr Communications
A key theme throughout the discussion was the shared responsibility of journalists and PR professionals in supporting informed public discourse.
Panellists highlighted the importance of accuracy, transparency and relevance, with both sides focused on identifying and telling stories that matter to audiences.
SPEAKER INSIGHTS
“The inaugural event reinforced that strong relationships between journalists and PR professionals are built on trust, relevance and a shared commitment to getting the facts right. As the media landscape continues to evolve, there is a real opportunity for both sides to work more closely together to support informed, audience-focused storytelling.”
— Susannah Kerr, Director, Reputation Inc
The discussion also highlighted the importance of an audience-first approach, with speakers noting that effective media engagement depends not only on understanding the journalist, but also the audience they are writing or broadcasting for.
“What came through clearly is the importance of understanding not just who you are communicating with, but the audience ultimately being served. More thoughtful, targeted engagement will be key to building effective relationships and ensuring that stories resonate in an increasingly fast-moving media environment.”
— Chloe Kavanagh, Springboard Communications
NEXT GEN GROUP ACTIVITY
The event forms part of the PRCA Next Gen Group’s wider programme of activity,
which is focused on:
- Promote Careers in PR: Support initiatives that attract and retain
emerging talent. - Networking: Create opportunities for young PR professionals to connect,
share experiences, and build their networks. - Advisory Role: Provide insight and feedback to the PRCA Board on the
needs and perspectives of younger professionals. - Continuous Professional Development (CPD): Help identify the CPD needs
of early-career PR professionals.
Group Members:
The Next Gen group was established to give early-career professionals a meaningful role in shaping the future of the PR industry in Ireland. The 8 members were chosen after a competitive process vetted by the PRCA Board.
This year’s Next Gen Group includes the following people:
Chloe Kavanagh, Springboard Communications (Co-Chair), Susannah Kerr, Director, Reputation Inc (Co-Chair), Aislinn Burke (We the People), Deirdre Sheahan (Drury), Eamonn Mackey (MKC Communications), Laura Daly (Elevate PR), Rory Sweeney (Heneghan), Sophie Boucher (Legacy Communications) and Aimée Millar (Carr Communications).
We are happy to involve other Next Generation professionals (under 35)
from PRCA member companies at our events so let us know if you want to be added to our mailing list, contact: admin@prca.ie