A wise woman once told me, “You can never underestimate the power of local media.”
That wise woman is my mother. Having spent much of her career in journalism - becoming the first female editor of her local newspaper and later working in local radio - you might think she’s biased. But if the recently published Digital News Report Ireland 2025 is anything to go by, she’s absolutely right.
The report found that local radio news (72%) and local newspapers (71%) are among the most trusted news sources in Ireland. Furthermore, 84% of people say they are interested in local news. In an increasingly fragmented media landscape, those figures are nothing to scoff at. In fact, they underline a strategic imperative for communications professionals: to engage with and invest in strong relationships with local outlets.
While many countries report falling media engagement and declining trust, Ireland remains an outlier - with higher trust levels, growing interest in news, and robust subscription rates. Twenty percent of Irish adults now pay for digital news, up 3% from 2024, and double the figure in the UK. This willingness to invest in quality journalism suggests that Irish audiences continue to value in-depth reporting and trusted analysis. With the right client and target audience in mind, PR professionals can seize this opportunity to align brands with premium outlets - whether through sponsored content, op-eds, or media partnerships that reach discerning, engaged readers.
Another promising trend is the renewed interest from younger audiences. The report found that 18- to 24-year-olds in Ireland are re-engaging with news, with interest rising to 39% -the highest since the Covid-19 pandemic. However, younger people consume content differently. They live in mobile-first, socially native environments, relying on platforms like Instagram, TikTok, and YouTube for news-adjacent content. This demands a rethinking of storytelling tactics. Communications professionals must show up where their audiences are - using platform-native formats, visual storytelling, and influencer collaborations that build trust and relatability, without compromising on factual integrity.
Audio also emerges as a compelling opportunity. Despite the dominance of video and digital platforms, Irish audiences remain deeply attached to radio, with 36% using it as a news source. Ireland is also one of the world’s top podcast-consuming nations. For comms teams, this opens up space for voice-led content—from expert interviews and thought leadership podcast appearances to branded series and audio sponsorships. In a fast-moving society, audio offers accessibility that visual media sometimes can’t.
Still, the report also highlights growing concern over misinformation. Sixty-eight percent of respondents express concern about what is real or fake online - a trend spanning all age groups. X is seen as the biggest culprit for false or misleading content (54%), followed closely by TikTok and Facebook (53%). The prevalence of unchallenged misinformation reinforces the responsibility on communicators to ensure campaigns are fact-based, transparent, and aligned with reputable sources. In this climate, PR teams must double down on ethical storytelling - proactively addressing misinformation and misconceptions from the outset.
Artificial intelligence also features prominently in the report. While only 5% of respondents say they currently use AI to access news, acceptance of AI-generated content is slowly growing. 19% say they would be comfortable with AI-assisted news production, especially younger users under 35. However, nearly half of respondents believe AI would make news less trustworthy. For communications professionals, this presents a balancing act. AI can enhance speed and efficiency in content creation, but over-reliance risks undermining credibility. As AI capabilities evolve, human oversight, editorial clarity, and ethical safeguards must remain central.
Overall, the report presents an Irish media landscape marked by resilience in trust, format diversity, and a steady digital evolution. While consumption remains strong, the challenges of misinformation, financial sustainability, and technological adaptation are clear. Irish audiences are engaged, selective, and increasingly sophisticated. They demand integrity, relevance, and quality from the content they consume - and from the brands that communicate with them. For media organisations, PR teams, and policymakers alike, the message is clear: strategic adaptability, public trust, and investment in quality journalism - especially at the local level - are more important than ever.