Why brands participate in April Fool’s Day 

April 1st is a once-a-year opportunity for brands, as audiences have come to expect humorous content on that day. This novelty factor allows companies to experiment with crazy product ideas or even fake announcements. The upshot is that unlike ‘standard’ advertising, which consumers are more likely to ignore, April Fool’s Day campaigns spark curiosity and interaction. PRWeek reports that 90% of consumers remember a funny ad, and 72% are more likely to view the brand positively afterward. That’s why many marketers see April 1 as an opportunity to drive awareness in a crowded market.

One of the main reasons brands participate is to generate awareness around the brand, which then creates media coverage. When an April Fool’s Day campaign is successful, it will often go viral on social media, with users sharing the campaign and speculating whether it’s real or fake. Organic sharing is important as it creates widespread exposure and also free publicity – what brand doesn’t love that! 

April Fool’s Day is also a way for organisations to humanise or even laugh at themselves, with research showing that consumers are more likely to engage with brands that feels more personal and use humour to connect.

Source: statsignificant.com

What makes an effective campaign  

There are several elements that are needed to create an effective April Fool’s Day campaign. It needs to be believable; it needs to be funny; and it needs to be highly shareable – the most successful campaigns all invite participation, spark conversation and encourage debate.  

The initial believability of the campaign is important because it sucks people in, creates the “Whaaat” moment. If a campaign simply isn’t believable, it will fall flat. That uncertainty is key to the campaign; it makes us splutter over our morning coffee and immediately share the content, even as the penny is dropping that it’s all just a joke. When done right, believability turns a simple prank into a widely shared cultural moment.  

A successful April Fool’s Day campaign should also link back to a product or service; something that’s relevant to what the brand believes in. When Dyson launched its Airbrow tool in 2025, they teased a new beauty tool that was supposedly designed to use airflow to style the brows (like a mini version of their hair tools). It was described as a “high tech brow styler” that could sculpt and smooth brows with precision. It carefully maintained the brand’s core concept of hair styling tools. The concept was humorous and absurd but it really looked the part. This familiarity builds trust, even in a moment built on deception, because consumers recognise the tone and intention. A strong brand connection ensures the campaign doesn’t just go viral for a day but reinforces how people see and remember the brand long after the joke is over.  

The shareability of the campaign is a major factor in how successful it will be. If a brand is risking an April Fool’s Day campaign, they will want it to have an organic reach and they will want the word to spread. Reposting and resharing the campaign will mean that it will be highly successful and make the brand more of a household name.  

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Is there a risk in April Fool’s Day marketing? 

Simple answer: yes! Any approach that’s founded on humour or gently misleading people carries a risk. There’s a chance that people won’t get the joke and will end up feeling confused or even annoyed. Worse, the ad or social post could come across as too real, duping people and undermining their trust in the brand. 

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The bottom line is that humour doesn’t land the same way with everyone. There can be blurred lines when it comes to creating an April Fool’s Day campaign, so being careful around the humour of the campaign is very important. Push the envelope by all means – but take care not to offend.

About the author

Chloe Moore is an intern with Cullen Communications, interested in specialising in digital media, social media and copywriting.

The post April Fool’s campaigns: the formula behind what works appeared first on Cullen Communications.

For journalists in particular, Twitter transformed how stories were shared, allowing real-time reporting, meaning journalists no longer had to wait for the next print or broadcast cycle.

This immediacy, combined with its open format, chronological feed and verification of trusted news sources, made Twitter an essential tool for media and public alike. In Ireland, the platform became a go-to source for media commentary, political debates and instant reaction to developing stories, changing how news was both reported and consumed.

Following Elon Musk’s takeover and rebranding of the platform in 2022 – going from cheerful Twitter to ominous X – a series of changes have reshaped the platform. These changes continue to drive debate among journalists, brands and the public, and it’s fair to say not all have been welcomed.

Despite ongoing criticism, X still retains some value, particularly when it comes to real-time conversation. The platform remains a central hub for live news updates and immediate reaction. Whether the topic is politics, sport or even the latest television moment, discussion on X often begins, and gains traction, faster than anywhere else.

Source: Resourcera, aggregated industry estimates of X (Twitter) global monthly active users, 2025

The growing concerns surrounding X

That said, the negatives associated with X increasingly outweigh the positives. Structural changes made by Musk have eroded trust among journalists, users and brands.

One of the most significant early changes was the removal of Twitter’s long established and respected verification system. Previously used to identify credible journalists, public figures and organisations, verification has since become a paid feature, allowing misleading accounts to masquerade as trusted sources, increasing misinformation. For PR professionals, this has made it more difficult to assess credibility, manage reputational risk and combat misinformation.

Concerns have also grown around the platform’s algorithm and content moderation. Many users report increased visibility of polarising figures and politically extreme content, despite them not seeking out this content. At the same time, reduced content oversight has contributed to the spread of misinformation and hostile discourse, creating an increasingly volatile environment on the platform.

The expanded use of AI has further complicated matters. The introduction of X’s AI chatbot, Grok, has attracted controversy, particularly following reports that it has generated inappropriate and harmful content in response to user prompts. While AI tools have the potential to enhance user experience, incidents like this raise serious questions around safeguards, accountability and brand safety.

@newstalkfm AI Minister Niamh Smyth says X should be banned if it does not abide by Irish law 📰 🤳The issue was raised after the social media's AI chatbot, Grok, was able to 'nudify' images, allowing users to sexualise photos of real women and children. 💬Speaking to Pat Kenny this morning, Minister Smyth said she will meet with the Attorney General and the Taoiseach to talk about protecting people from the generation of sexualised images. 🎧Listen back to the full interview on the GoLoud App now. #irishnews #ireland #news #irelandtiktok #irishtiktok #ai #grok #x ♬ original sound – Newstalk

Finally, the growing presence of bots and AI-generated accounts has diluted what was once a largely authentic, real-time conversation. For many users, this has fundamentally altered the user experience, undermining trust and making meaningful engagement harder to achieve.

Weighing up the reputational risk of X

These concerns surrounding X have caused many brands, celebrities and users to question whether they should still have a presence on the platform. Many users have migrated to alternate platforms such as Threads or Bluesky.

A number of these decisions were made publicly, with multiple brands and celebrities announcing their imminent departure, a move that has become increasingly prevalent in Ireland following recent controversy surrounding Grok. These departures are often shared deliberately and transparently, with many explaining their reasoning in detail.

As journalists continue to leave X, it signals a shift in the media landscape. X is simply no longer considered a reliable space for news gathering or verification as it was in the past, weakening the credibility of the platform.

Where to next for journalists?

A decline in activity on X does not mean that conversation of that nature has disappeared from the internet, it has simply shifted.

Platforms such as LinkedIn and Threads have offered a safe space for journalists to take their discussions.  LinkedIn’s emphasis on professional identity has encouraged long-form commentary, while Threads’ interface has allowed fast-paced discourse and light-hearted content.

This migration means Irish PR strategies must adapt to a more complex and fragmented media landscape. There is no longer a single dominant platform where all conversations happen in real time. Instead, communicators must understand where different audiences are choosing to engage and tailor their approach accordingly.

How does this impact PR strategy in 2026?

For Irish brands, the changing role of X demands a reassessment of how media engagement is approached. Relying heavily on one platform for journalist engagement or crisis response is no longer viable. A broader view across multiple platforms, traditional media and owned channels is essential.

Diversification across platforms is now critical. Brands must invest in owned content, strong media relationships and platforms that allow for deeper storytelling and credibility building. In an environment shaped by misinformation and AI-generated content, tone, context and authenticity matter more than ever.

For PR professionals, this shift reinforces the value of strategic judgement. Knowing when to engage, when to step back, and when to move the conversation elsewhere is now just as important as speed or reach.

About the author

Cara Conboy is a Client Executive with Cullen Communications, specialising in social media, influencer marketing, and copywriting.

The post The rise and fall of X within Ireland’s media landscape appeared first on Cullen Communications.

In this blog, we’ve picked out some of the key calendar dates that can not only help you to boost your visibility but raise awareness around certain causes or movements, and even start meaningful conversations with followers. There’s a mix of social, cultural, business-focussed and fun dates here (with some keywords for context) so help yourself and happy posting!

January

• World Logic Day (14 Jan) – Reason, logic, problem-solving
• Blue Monday (20 Jan) – Mental health, wellbeing, work-life balance
• Data Protection Day (28 Jan) – GDPR, trust, transparency (very relevant for Irish & EU brands)

February

• St Brigid’s Day (1 Feb) – Public holiday in Ireland, Irish culture, women, springtime
• France v Ireland (5 Feb) – Opening game of 2026 Six Nations, Irish sport, sponsorship, branding
• Safer Internet Day (10 Feb) – Online safety, digital wellbeing
• World Radio Day (13 Feb) – Media, broadcast, audio, content, listenership
• Valentine’s Day (14 Feb) – Customer love, staff appreciation, brand affinity
• Lunar New Year (17 Feb) – Diversity, inclusion, global audience

March

• B Corp Month (1-31 Mar) – Sustainability, business as a force for good
• World Book and Copyright Day (5 Mar) – Copyright, content, publishing, book lovers
• International Women’s Day (8 Mar) – Gender equality, women in business
• World Sleep Day (13 Mar) – Wellbeing, productivity, work-life balance
• Mother’s Day (15 Mar) – Families, mothers, lifestyle
• St Patrick’s Day (17 Mar) – Public holiday in Ireland, Irish identity, culture, humour, diaspora
• Clocks go forward (29 Mar) – Extra daylight, outdoor activity, wellbeing

April

• April Fool’s Day (1 Apr) – Light-hearted, playful brand content
• World Health Day (7 Apr) – Health, wellness, CSR
• Earth Day (22 Apr) – Sustainability, ESG messaging
• National Workplace Wellbeing Day (29 Apr) – Employer stories, work-life balance, engagement

May

• Bealtaine Festival (1 May) – Irish arts, creativity, culture, ageing well, community
• May Day (4 May) – Public holiday in Ireland, work-life balance, summer coming
• Mental Health Awareness Week (11-17 May) – Diversity, neuroinclusion, storytelling
• National Bike to Work Day (15 May) – Workplace, mobility, work-life balance, fitness

June

• Pride Month (1-30 June) – Inclusion, diversity, authentic allyship
• Earth Overshoot Day (5 Jun, TBC) – Sustainability, climate action, consumption
• World Environment Day (5 Jun) – Climate, sustainability, ESG
• Father’s Day (21 June) – Family-focused or lifestyle brands
• Social Media Day (30 Jun) – Industry insights

July

• All Ireland Hurling Final (12 July) – Irish sport, culture, branding
• World Emoji Day (17 Jul) – Fun, high-engagement posts
• Summer Holidays Season (1-31 July) – holiday humour, outdoor activity, Irish weather
• World PR Day (16 Jul) – Public relations, storytelling, strategic communications
• Al Ireland Football Final (26 July) – Irish sport, community, culture, rivalry
• Friendship Day (30 July) – Community, customer relationships

August

• International Youth Day (12 Aug) – Education, future skills
• National Heritage Week (16-24 Aug) – Irish culture, history, tourism
• Electric Picnic (28-30 Aug) – Culture, music, bands, branding, sponsorship

September

• Back to School (early Sept) – Planning, productivity
• World Suicide Prevention Day (10 Sept) – Sensitive, support-focused content
• European Mobility Week (16-22 Sept) – Sustainability, mobility, transport
• International Podcast Day (30 Sept) – Media, broadcasting, audio, content, branding

October

• Start of ‘Heating Season’ (1 Oct) – Irish weather, heating, renewable energy, sustainability
• Road Safety Week (5-12 Oct) – Awareness, mobility, road safety
• World Mental Health Day (10 Oct) – One of the strongest engagement days
• Dublin City Marathon (25 Oct) – Sport, fitness, community, good causes
• Halloween (31 Oct) – Creative, humorous, seasonal content
• European Cybersecurity Month (1-31 Oct) – Tech, finance, public sector

November

• World Kindness Day (13 Nov) – Positive brand values
• International Men’s Day (17 Nov) – Mental health, awareness, advocacy
• Black Friday (date varies) – Retail, B2C, ethical sales discussions
• Movember (1-30 Nov) – Men’s health awareness

December

• Giving Tuesday (1 Dec) – Charity partnerships, CSR
• Christmas (25 Dec) – Seasonal messaging (often pre-scheduled)
• Year in Review/Wrapped (late Dec) – Performance highlights, reflection

Get help with your social strategy

Any dates we’ve left out? Be sure and let us know in the comments. And if your brand could do with a little help when it comes to social media management, we’d love to chat – contact us today for a free social media consultation. Thanks for reading!

About the author

David Powell is a copywriter and content specialist with Cullen Communications

The post Your key social media calendar dates for 2026 appeared first on Cullen Communications.

As web traffic evolves, GEO will continue to grow

As we head into 2026, expect digital marketing reports to continue showing a steady decline in online audiences, as search results – which give users the information they are seeking without them ever having to click through to the original source of the content – are increasingly replaced by AI summaries.

Unsurprisingly, this trend has jumped to the top of the list of concerns among media owners, especially those whose outlets rely on search result traffic. A report found that a site that previously ranked first in a search result could lose up to 79% of its traffic for that query, if results were delivered by an AI summary.

As AI muscles into search results, we’re seeing a big shift in the way agencies manage their clients’ overall online visibility. As GEO overtakes SEO, brands must consider how they appear in AI summaries and search results, taking particular account of brand mentions, owned content, third-party references and other credible mentions.

SEO is dead.

a16z just declared the death of traditional search and the birth of something new:

Generative Engine Optimization (GEO).

Here’s how the game has changed (and how to win in the AI era): pic.twitter.com/X3YAvdrjF9

— Jafar Najafov (@JafarNajafov) June 21, 2025

The good news is that PR will play a starring role in the evolution of GEO. Most PR agencies (or in-house PR teams) are already managing the activities that produce the sort of outputs that rank highly for GEO, and that trend is only likely to continue.

AI will embed itself deeper, but it’s a balancing act

The sense of panic that we are about to be replaced by AI has largely subsided, with most PR professionals expecting their roles to continue largely as they are. In this sense, AI will work in tandem with, rather than instead of, agencies, even as adoption of the technology surges.

Today, it’s reported that more than two-thirds of PR professionals use AI tools and platforms in their daily work. And as more agencies embrace the technology to support things like media monitoring, sentiment analysis and content research, those who fail to adopt AI risk falling behind the competition.

While AI can enhance our productivity by taking over some of the mundane, repetitive tasks, the real value lies in using these tools to enhance our decision-making – not replace it. Human creativity will always remain at the heart of what we do, especially when it comes to core services like copywriting, content generation and storytelling.

Ultimately, platforms like ChatGPT and Copilot are handy productivity tools but they are no replacement for our natural creativity – or our original human voices.

Thanks to AI, fact-checking will become a fact of life

The speed at which unverified LLM outputs have been adapted – and accepted – has created potential for misinformation (and worse). The PR profession has a role to play here by ensuring that clients, no less than themselves, understand that AI-generated content is not a reliable source but rather a suggestion or draft.

Going a step further, agencies can proactively anticipate potential crises caused by reliance on AI-generated ‘facts’. This can involve fact-checking protocols, approved messaging around error correction, and rapid response frameworks in the event that inaccurate information slips into the public domain.

PR professionals will have to work smarter for media coverage

Unlike the adoption of AI, the decline in traditional news media has been going on for years. The industry is far from dead – research by NewsBrands Ireland found that most young adults still turn to established news sources if they are in any doubt about a story – but as we enter 2026, there are fewer publishers, fewer outlets and fewer journalists.

A lot of this down to simple economics – many corporate media owners have simply laid off experienced journalists and replaced them (if they replaced them at all) with cheaper, less experienced personnel including contractors.

From a PR perspective, this means there are fewer journalists we can pitch stories to; fewer outlets that will carry those stories. This may put a little strain on our ability to deliver core media relations services (and coverage) but it will also make us work a little smarter.

In 2026 and beyond, comms professionals will have to start thinking more like journalists, focussing on stories with a clear angle and providing meaningful data and credible voices to back them up. We’ll also have to be more strategic and thoughtful with our pitches, making them stand out from the crowd.

As the media landscape continues to fragment, PR will also have to look beyond earned coverage to engage with audiences. That means a stronger focus on social media channels, podcasts, blogs, UGC, and other emerging spaces where people now seek out brand information. Attention, credibility and consistency are key in this new world.

Expect more KPIs, and expect to show you’ve met them

Amidst all these shifting sands, it’s fair to say one challenge has stood the test of time – proving that our valiant PR efforts are contributing to our clients’ business goals. As the new year looms, expect the spotlight on impact to grow brighter.

Demonstrating and communicating the impact of what we do has never been easy, mainly because a lot of what we do falls into a slightly grey area. Even in the analytics-rich digital communications age, there are few direct, provable correlations between user behaviour (engagement, opportunities to see, etc) and, say, revenue.

The solution is to create models that do link some of our key outcomes (say media coverage) to the metrics that our clients really care about – leads, conversions, sales. This will likely require a collaborative approach between agency and client that takes into account the nature of specific PR activity being planned and the way this is designed to filter into the client’s business model.

We must be proactive about this. By developing and even insisting on KPIs for all our client work, we’re sending a clear message that we believe in what we’re doing; our strategy is building your success. The PR teams that can prove their impact in ways that resonate with their clients are the ones who’ll be getting budget increases in 2026.

Brands will seek authentic, long-term content partners

Goldman Sachs estimates there are now around 50 million fully-fledged influencers globally, contributing to a creator economy worth more than $250 billion (a figure expected to double by 2027). While influencer marketing will continue to be ubiquitous, the way creators build communities and forge partnerships will evolve.

As technology evolves – with AI empowering creators to do more rather than replacing them – brands that prioritise authenticity, relevant content and long-term partnerships will see the best returns. 20 years since they began appearing on the scene, influencers are no longer a trend; they are here to stay.

In 2026, purpose can be your superpower

As one of Ireland’s earliest certified B Corps, using business as a force for good is (literally) written into our corporate governance structure. We walk the walk, and increasingly we want to walk with clients who share our sense of purpose.

Safe to say that consumers are feeling the same way. A groundbreaking global study analysing the business value of brands has revealed a strong business benefit to ‘purposeful’ brands with consumers four to six times more likely to buy from, trust and champion companies that have a strong purpose.

Globally, 94% of consumers also say it is important that the companies they engage with have a strong purpose, while 83% said companies should only earn a profit if they also deliver a positive impact.

As we head into 2026, showing purpose and having a positive impact on the world can help you shine brighter than the competition.

Happy new year from all at Cullen Communications

Whatever 2026 brings, we wish you success and happiness in all your endeavours. Thanks for taking the time to read this, don’t forget to subscribe to our newsletter, and we’ll see you in the new year!

About the author

Owen Cullen is Managing Director of Cullen Communications, and provides high-level strategic guidance and consultancy. His specialist skills include corporate strategy, digital communications and sustainability

The post 7 PR trends to watch out for in 2026 appeared first on Cullen Communications.

This is pretty much what has happened.

AI has indeed stepped quietly into PR agencies and delivered things like media lists, meeting notes, interview transcripts, coverage reports and lots of other administrative tasks in a fraction of the time it once took.

AI, on the whole, boosts productivity

AI may also have curtailed the number of entry-level jobs available in PR – as it has done in pretty much every other industry on the planet – but it has definitely taken some of the pain out of our daily to-do lists.

Inevitably, however, the technology has gone much further and is now routinely used for tasks including copywriting. Here again, people are saving time by prompting AI to help them punch up an email, draft a pitch to journalists, suggest a snappy heading for a blog. This is understandable because we all know that when it comes to AI, we can’t afford to get ‘left behind’.

Typically, the way AI is used to write goes like this. We get a brief and use that as a basis to prompt the AI platform. We take the words that are suggested, maybe remove the tell-tale signs of AI (em dashes, Oxford commas and so on) and re-package the text into our own words.

@cheeezzzieee me, but with Gemini 😆🫶 (📹 ig: aieducating) #fyp #meme #ai #gemini #chatgpt #haha #foryourpage ♬ QKThr – Aphex Twin

Is this writing, though?

When we rely on AI to choose our words for us, even if we’re only relying on the platform for the first version of that text and then changing or re-writing those words, we’re not really writing. At best, we’re editing. ChatGPT or Copilot is the one doing the writing – and as PR professionals, we should not be OK with that.

Perhaps a more important question is this: when we use AI to help us write, are we thinking? Because make no mistake, writing is thinking. When we write about a subject, we are forced to really think about it; read about it; understand it. Only then can we choose the right words – our words – to articulate what we mean and what our audience needs to know.

Incidentally, the link between writing, thinking and learning is even stronger when we write by hand, with research showing that taking notes using handwriting during a meeting or lecture – instead of typing – can lead to better conceptual understanding of material.

The ability to write is and has always been one of the fundamental benchmarks for a career in this industry. It’s one of the core services we charge clients for. Of course, not everyone who enters the PR industry is a good writer, but that’s where practice comes in. You draft, you edit, you polish, you learn.

While all that editing is going on, your mind is hard at work – not just trying to improve the words on the page but challenging the very thought process that went into those words. You are asking yourself “Does this idea stand up? Am I making myself clear? Will this help my audience to understand?”

Writing and thinking go hand in hand

And of course, the more you write, the more you learn how to write and the better you get at it. But when we delegate that writing to AI platforms, we don’t just sacrifice the thought process – we stop learning how to improve our writing in the first place.

In many sectors, this doesn’t really matter. But in a creative industry like PR, it does matter because one of our biggest selling points as agencies is the ability to stand out from the crowd with a fresh voice, an original tone, a unique way of putting things.

So be wary of outsourcing your copywriting to AI. Choose your own words and you’ll get a better understanding of what you’re writing about and become a better writer in the process. Isn’t that the opposite of getting left behind?

If your brand could benefit from professional copywriting, message development or content editing, we’d love to help. Contact us today for a free PR consultation and let’s get writing!

About the author

David Powell is a copywriter and content specialist with Cullen Communications

The post If you want your copywriting to stand out, don’t hand it over to AI appeared first on Cullen Communications.

In the world of PR and marketing, agencies have spent much of the past decade carefully devising and fine-tuning SEO strategies to ensure their clients’ brands appeared prominently whenever consumers seek out information about products or services.

What began as a simple matter of strategically including as many keywords as possible became a cornerstone of brand marketing as high search engine visibility was able to build trust and drive organic traffic in a more cost-effective way than paid advertising. By aligning marketing with customer needs and search trends, it’s fair to say SEO changed the way brands attract and engage their audiences.

With the rapid and growing application of AI in communications, we are now seeing a significant shift in the way brands manage their online visibility. SEO is no longer the only game in town as agencies must now also consider how their clients appear in AI-generated search results. Here’s what you absolutely need to know about Generative Engine Optimisation (GEO).

What is Generative Engine Optimisation (GEO)?

GEO is a new strategy centred around creating and optimising content so it can be easily discovered and used by AI chatbots such as ChatGPT, CoPilot, Gemini and others. Although it shares some characteristics with SEO (structured content, metadata), it’s a different beast.

That’s mainly because GEO strategy is shaped by how large language models (LLMs) are trained and the way they generate responses in real time. LLMs don’t crawl websites in the same way that search engines do; instead, they generate answers by drawing on their own training data as well as licensed material, connected APIs and publicly available information.

What AI platforms look for in content

This in turn takes the emphasis away from keywords and heightens the importance of other key ‘signals’ including:

• Brand mentions in credible media outlets
• Press rooms that use metadata (e.g. schema)
• Owned content (e.g. blogs, podcasts, social profiles)
• References on third-party and social platforms
• Mentions in high authority domains (e.g. top tier media)

In other words, do keep hitting those keywords but make sure also that your brand is appearing consistently and with credibility in the wider online landscape.

Why PR is central to GEO success

Looking at the elements listed above, it’s easy to see why PR will play such a starring role in the evolution of GEO. Most PR agencies (or in-house PR teams) are already managing the activities that produce the sort of outputs that rank highly for GEO.

Media coverage, for example, remains the bread and butter for many PR strategies, while targeted media lists and tailored outreach are specifically designed to generate authoritative, third-party endorsements that are likely to be recognised as credible signals for AI platforms.

In the world of thought leadership, PR agencies also create and manage a range of owned content (press releases, blogs, branded assets) designed to position company spokespeople as relevant, knowledgeable experts in their field – another key criterion in GEO ranking.

It is the unique storytelling approach of the PR industry, however, that really chimes with AI platforms. PR teams are really good at crafting narratives that answer the sort of questions that go beyond mere keywords (SEO strategy) and delve into the how and why of a subject matter. More than anything, this multi-layered approach to messaging and content creation gives brands their visibility in the GEO landscape.

How to make your content GEO-friendly

In this evolving search ecosystem, generative platforms are increasingly shaping the way people seek out information. Declining web traffic is not because there are fewer people online, it’s because more people now accept the first AI answer they are given (Google’s Gemini is a perfect example of this).

For PR professionals, this means expanding our focus on search rankings and making sure the brands we represent are showing up strongly in those AI-generated responses.

This doesn’t mean we have to tear apart our approach to content creation – as I’ve said, a lot of that PR-generated content is already of interest to the likes of ChatGPT. It’s more about making sure the content we do produce and manage is set up to resonate with those platforms.

Here are some things you can do to improve your GEO rankability:

• In thought leadership pieces (e.g. LinkedIn articles or quotes within press releases), make sure the author’s job title and field of expertise are clearly articulated.
• When you’re writing about a particular subject matter (e.g. for a blog or press release), put yourself in your reader’s shoes and think: “How would they ask a question about this subject?” Then craft your content to answer that question.
• Think about including short summaries of opinion pieces (e.g. blogs) within that content. For example, the sub-header at the beginning of this article will help AI platforms to recognise that this piece of content is relevant.
• Focus on readability. While SEO prioritises keywords, you can also use automated readability tools to make sure AI platforms (and humans!) can easily read your text. Use shorter sentences, everyday language, clear headings, lists, FAQs.
• Keep checking the visibility of your brands on different AI platforms to see how they rank when you ask questions that are related to their sector or activity. See how your competitors rank too.

Looking ahead – the future of GEO

Like AI itself, GEO is a very recent phenomenon. We are all still figuring it out. As we get to grips with the opportunities presented by GEO, the best performers will be those that take a holistic approach and collaborate. For PR agencies, that means including tech and digital teams in the conversation. It also means continuous tracking and fine-tuning of content strategies.

But by understanding GEO and implementing a strategy now, your brand can get ahead of a game that is likely to evolve hugely in the coming months and years. If you’d like to chat about how Cullen Communications can help you take advantage of the GEO revolution, we’d love to chat.

About the author

Owen Cullen is Managing Director of Cullen Communications, and provides high-level strategic guidance and consultancy. His specialist skills include corporate strategy, digital communications and sustainability.

The post Why GEO is the new SEO: how AI is changing online visibility appeared first on Cullen Communications.

At a time when a lot of media commentary is focused on things that are wrong with Ireland, there’s no doubt that road safety is one of the resounding Irish success stories. Over the past half-century, Ireland has gone from one of the worst in Europe to near the top of the charts in the key road safety measure: road deaths per million of population. In 2019 we reached our highest rank as the second-safest in the EU.

Ireland’s road safety record key statistics

A snapshot of key statistics shows Ireland’s improvement over time:

• 1959: 306 road deaths recorded.
• 1972: Peak year with 640 fatalities, the highest ever recorded in Ireland.
• Fatalities remained high right into the 1980s, fluctuating between 400-600 deaths annually.
• 1986: 387 deaths – first significant decline.
• 1997: 472 deaths, showing the problem persisted and required additional and consistent focus.

Road safety strategy – turning points

A turning point came in 1998, when Ireland launched its first National Road Safety Strategy. For the first time, there was a coordinated, multi-agency plan to tackle the problem. Over the following years, new measures were rolled out including the National Car Test (NCT), Penalty Points System and Mandatory Alcohol Testing. These initiatives mattered, but the real story is not the rules themselves. It’s how the public came to understand, accept and respect them, which was achieved through clear, consistent messaging.

Today, Ireland ranks ninth in Europe for road safety, with around 32 road deaths per million inhabitants, a figure that is 29% lower than the EU average. This is a remarkable turnaround, but it also highlights the need for vigilance.

Even after a number of year-on-year reductions in the figures, the recent rise in fatalities (2022-2023) highlights the need for renewed focus on enforcement, speed management and tackling “killer behaviours” such as speeding, drink/drug driving and mobile phone use. Behind every statistic is a story: families, friends and communities affected. Road safety isn’t just about numbers; it’s about lives changed forever.

Communication is the game changer

So how did Ireland achieve this shift?

One of the most important and sometimes overlooked drivers has been communication. Public awareness campaigns have become part of the national fabric. The RSA deserves huge credit for a series of very effective campaigns over the past decade.

The “Crashed Lives” series, for instance, used real-life stories to bring home the consequences of dangerous driving.

The most important E: Education

Road safety experts often speak about the three E’s: Education, Engineering and Enforcement. Each has its role but for us as a PR agency, the real impact comes from Education.

Education is where PR plays the biggest role. Initiatives like Road Safety Week and campaigns such as “Crashed Lives” or “Never Ever Drink and Drive” show how consistent, creative communications in Ireland have directly changed behaviour and attitudes. This is the core space where PR practitioners add value.

@jamesdoylefitness They make you feel like you did it 😭😭 #irish #rsa #roadsafety #irishroadsafetyad ♬ SWEET I THOUGHT YOU WANTED TO DANCE – katie

Engineering and Enforcement are also essential parts of the road safety equation, but they fall largely to policymakers, designers and Gardaí. For our part, we support them through communications that help people understand and respect these measures. Our job is to make enforcement visible and engineering relatable, ensuring people not only know the rules, but also why they matter.

Lessons for PR and Communications

The broader lesson for us as communicators is clear: storytelling works and campaigns change culture. Ireland’s road safety journey proves the role of PR and communications in saving lives. This is why it’s so important for us as a PR agency – because the same principles apply whether you’re encouraging safer driving or building brand trust.

For businesses, the takeaway is simple: if campaigns can shift national behaviour on something as deep-rooted as turning  blind eye to drink-driving, they can absolutely change how people see your brand.

If you’re interested in how public awareness shapes behaviour, you might also enjoy our Codex brand awareness case study or see how St. Patrick’s Day became a global PR phenomenon. Both illustrate how powerful a well-crafted campaign can be.

What comes next

Ireland’s road safety report card could very well read: “Lots of good progress starting from a low base, but needs to stay the distance”. Renewing our focus on enforcement would be a key way of improving our overall performance. Above all, it is essential that drivers routinely see Garda presence, both on motorways and back roads.

As we celebrate Road Safety Week 2025, let’s remember that Ireland’s success is built not only on policies and engineering, but on the power of communications. Smart, consistent messaging is just as crucial as enforcement in keeping our roads safe.

If your organisation wants to influence behaviour, shape culture or build public trust through communications, we’d love to talk to you. Contact us today for a free PR consultation – and please, drive safely.

About the author

Pearse O’Loughlin, Client Director with Cullen Communications, has more than 20 years of experience across all areas of communication and works principally with clients in the corporate and consumer sectors. One of the most experienced automotive PR professionals in Ireland, Pearse specialises in media relations, event management, internal communications and strategic consultancy.

The post From crisis to culture change: Ireland’s road safety success appeared first on Cullen Communications.

For the last decade, influencer marketing has been the go-to for brands across almost every sector as they look to reach new audiences and raise brand awareness. So much so that this has now become routine, not the fresh and exciting approach it once was.

Today’s collaborations are no longer guaranteed to catch consumers’ attention, while overexposure and competition between brands have diminished the power that influencer collaborations once had. Instead of sparking excitement, many influencer partnerships now blur into background noise.

This oversaturation of influencer activity has led to a degree of scepticism among consumers, who feel as though many brands prioritise influencers over loyal customers – this has been highlighted in highly publicised incidents.

@hopeyoufindyourdad @Isabella Lanter poppi vending machine controversy explained. Honestly, I kind of guessed that a controversy was about to be inevitable here with this brand… #poppi #marketing ♬ original sound – Andra

This is where community comes in.

Brands are now shifting their focus from influencer-led to community-driven campaigns, building lasting relationships with their target audience. People want more than to watch marketing play out in front of them. They want to be part of it.

What exactly is community-based marketing?

The concept of community-based marketing is not new, but it’s becoming a key strategy for brands. Community marketing is focused on creating spaces for customers to connect, both with fellow consumers and with the brand itself. This may include social forums, brand events, competitions and giveaways, among others.

For all parties, this approach allows the communication to shift from one-way to multi-way engagement – a key difference that allows consumers to feel as though their opinions and experiences are just as important, helping to create trust and loyalty.

Why it works

By building a community, brands are increasing trust, engagement and loyalty with a key stakeholder – the customer.

Putting real people at the heart of campaigns and activity promotes authenticity, as unlike scripted and paid collaborations, community-driven content comes from real users of the product or service.

Community building is also sustainable. Instead of constantly chasing the next viral moment, community marketing focuses on building long-term relationships. This doesn’t just strengthen consumer loyalty; it creates resilience for brands in an increasingly competitive and noisy marketplace.

How brands can adopt a community-based marketing strategy

Moving towards a community-first approach doesn’t require abandoning influencer strategies. Instead, it’s about balancing both to ensure you get the best outcome possible. Here are some key steps:

1. Promote feedback

Creating spaces for customer feedback is a key aspect of community building. Community starts with listening; this signals that you value your customers’ feedback and opinions which builds trust in the brand.

2. Reward loyalty

Don’t limit perks to influencers and celebrities; make sure to also extend meaningful rewards to everyday customers. This could be in the form of exclusive content, early access, events or simply highlighting consumer stories.

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A post shared by REFY (@refybeauty)

3. Invest in shared experiences

Bringing communities together offline can be extremely effective. Workshops, events or meet-ups allow customers to connect with the brand and each other in exciting and memorable ways, possibly turning a first-time buyer into a lifelong advocate.

@aoibhqueen Sole Mates X @TheSmoothCompany was too much fun 💕 #solemates #solematesdublin #runclub #dublinrunclub ♬ original sound – Aoibh

4. Enable co-creation

Where possible, invite customers to be part of the creative process. This could involve testing new products, submitting content for campaigns or contributing to brand storytelling. Involving consumers in this way strengthens the sense of belonging and shared ownership.

@maxklymenko Doritos paid them $1,000,000 for THIS? 🤯 Are you watching the Superbowl? 🏈 #brands #Superbowl #business #advertisign #interesting ♬ original sound – Max Klymenko

Success stories

Some recognisable brands have already embraced this shift. Sportswear firms, for example, have begun to increasingly host run clubs, training apps and community challenges that bring athletes together beyond product promotion. Tech companies build online forums where users solve each other’s problems, creating peer-to-peer trust and reducing reliance on traditional marketing. Even food and beverage brands are experimenting with community activations, turning loyal customers into ambassadors by spotlighting their stories rather than simply gifting products to influencers.

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A post shared by Sole Mates Run Club (@solematesdublin)

The lesson is clear: when people feel part of something, they stick around

Looking ahead

The future of marketing isn’t about louder voices or bigger budgets; it’s about deeper connections. Influencer partnerships will continue to play an important role, but they can no longer carry the full weight of a brand strategy. Today’s consumers are savvy and they want more than simply to be sold to. They want to belong.

Community marketing offers brands a path to achieve this. By creating meaningful, two-way engagement, brands can move beyond short-term attention to build long-lasting relationships rooted in trust, authenticity and shared experience.

Ready to take the leap into community marketing? We’d love to help, get in touch today!

About the author

Cara Conboy is a Client Executive with Cullen Communications, specialising in social media, influencer marketing, and copywriting.

The post Why community marketing is the next big shift appeared first on Cullen Communications.

While words do much of the heavy lifting, it’s often the accompanying image that proves most memorable. From press releases and sponsorship announcements to digital campaigns and social media, photography is often the common denominator that brings a story to life.

In particular, an eye-catching photo can make the difference between a story that lands and one that doesn’t. Journalists are far more likely to feature a brand story when it comes with a high-quality, relevant image. Sponsors want to see their brand captured in ways that feel authentic and eye-catching. For consumers, a striking image can be the element that prompts them to pause, engage and remember.

In an age of short attention spans and endless entertainment, the right image is more than decoration. It’s your ticket to being noticed.

Irish campaigns that made their mark

Ireland has no shortage of examples where imagery has played a starring role in communications. On a recent company visit to the Guinness Storehouse, I was struck by the Guinness toucan, still one of the most recognisable brand mascots in the world. The toucan wasn’t just a quirky design, it was part of a carefully crafted brand story that helped Guinness stand out on a global stage.

The poster was inspired by a rhyme written by author Dorothy L. Sayers: “If he can say as you can, Guinness is Good for You, How grand to be a Toucan, Just think what Toucan do.” Debuting in 1935, the terrific toucan proved so successful that it returned in a new poster series in the 1950s and then again in TV commercials during the 1980s. Nearly a century on, it remains a symbol of how a single, well-conceived image can leave a lasting cultural legacy.

Viral images in the social media age

As PR and marketing objectives have shifted towards digital-and-social-first communications, the importance of photography has only grown. A campaign image that can cut through the noise online and capture attention in an instant is a priceless asset.

Take Specsavers’ 2024 stunt campaign as an example. Crashed vans were staged in locations such as Edinburgh’s Castle Street and outside Dundrum Town Centre. The moment you see the image, the iconic slogan comes to mind: ‘Should’ve gone to Specsavers’. While passers-by witnessed the spectacle in person, it was the photographs shared widely across social media that propelled the campaign into the spotlight. The viral spread of those images showed how quickly a clever visual can amplify reach and relevance for a brand.

Photography in sponsorship and events

The same principle applies in sponsorship and event communications.

A perfectly timed shot of an athlete in motion, with a sponsor’s logo visible in the frame, is often more powerful than any press release describing the partnership. Similarly, a candid image from a community project showing genuine human connection can convey authenticity that no statement can replicate.

This is why, as PR professionals, building long-term relationships with trusted photographers is invaluable. A skilled photographer doesn’t just take pictures, they understand the brand, the brief and the story that needs to be told. They’ll capture moments others miss, anticipate what editors want and consistently deliver images that add value. Having that kind of professional support ensures agencies can respond quickly when opportunities arise and maintain a standard of quality that strengthens reputation.

Photography as strategy, not afterthought

Photography should never be an afterthought. The best campaigns consider it from the outset, weaving strong visuals into the very heart of the creative idea. If a concept doesn’t lend itself to a compelling image, it risks failing to land with the impact a client needs.

It’s tempting to think photography is easy now that everyone carries a camera in their pocket. But as the Guinness archive and countless other iconic campaigns remind us, the images that endure are the ones that are carefully planned, artfully designed and thoughtfully captured. In PR, a picture isn’t just worth a thousand words. More often, it’s the difference between coverage and silence, between a campaign remembered and one forgotten.

At Cullen Communications, we know the value of strong photography in media relations, sponsorship and brand storytelling. If you’d like to find out more, contact us today for a free PR consultation.

About the author

Claire Smyth is a Senior Client Executive with Cullen Communications, specialising in media relations, social media, influencer marketing, lifestyle, and mobility.

The post Picture perfect: Why photography is at the heart of PR appeared first on Cullen Communications.

Supermarkets are stacked with pop-up tents, playlists are being curated and across the country, sheep are being evicted and fields transformed into pocket-sized villages. On the tip of everyone’s tongue: Electric Picnic and All Together Now.

Electric Picnic is the older, cooler, more established big brother: 80,000 people converge on Stradbally every September. All Together Now, tucked away in Curraghmore Estate in Waterford, is the quieter, artier sibling. Smaller crowd: capped around 25,000 recently, but no less potential.

Rain or shine (usually rain), brands are all in.

Where brand meets bare feet

But Irish festivals aren’t just all about who’s headlining. From woodworking workshops to saunas to raves in an underground bunker (yes I did manage to find it!) there truly is something to whet everyone’s appetite. That unpredictability makes festivals fertile ground for brands getting on board.

@sashaferg Secret Underground Rave Bunker at Electric Picnic Festival in Ireland ⚡️⭐️ Im not going to give this away because what fun is that Top Tip: get lost in the forest and look for security guards that shouldnt be there 🌳🌲🌳 @Electric Picnic #electricpicnic #ep23 #ep #secretrave #ireland #festivallife #irishfestival ♬ original sound – Sasha | Travel & Illustrator

A recent report from IMRO found that Irish adults spent an average of €757 each year on music events, with about €194 of that on festivals alone. It’s big business: €786 million a year into live events, a €1 billion annual contribution to the Irish economy.

These aren’t passive audiences. They’re switched on. They’re engaged. They’ll post a story, tag a brand, remember what mattered. But you don’t win Irish festival hearts with noise. You win by reading the room, or indeed the field.

Not just a logo on a stage

Brands that cut through the very loud noise at Irish festivals are the ones that help or delight, not just announce their presence or sell you a service. Experiential sponsorships are what truly resonate.

Here’s a few examples of brand activations at Electric Picnic that have nailed their festival presence in recent years.

RSA – practical, no-nonsense engagement

One of the sharpest moves in recent years was RSA’s blood alcohol testing unit at Electric Picnic (since introduced at many other Irish festivals). No preaching and certainly no guilt tripping here – just on-site testers for anyone who wants to know where they stand after the night before. It’s practical. It’s timely. It speaks for itself.

The queues alone and the fact they’re back again at festivals across the country in 2025 speaks to its success.

Aldi – the retail rave people actually need

Aldi’s pop-up supermarket and others like it are now something you expect at EP; you’d wonder how we ever did without it. Packed with essentials from cereal to sun cream to dry shampoo, the pop-up shop opens early and parties with its customers into the night. It’s the local shop you didn’t know you needed until you’re stranded without toothpaste or hit with a strong longing for ice to cool your lukewarm drink.

And to top it off, brand mascot and icon Kevin the Carrot spinning a silent disco between the cereal and toiletries? Pure theatre. Their place in the field is earned because it’s needed.

Three – creating a recharge zone that builds loyalty

Three has been part of the Electric Picnic landscape for years, and not by accident. Their Charge & Chill area isn’t just about topping up your battery. It’s where festivalgoers can find dry seating, decent Wi-Fi, hot drinks and take a breather when the field gets a bit much. It feels necessary. A campsite reset button that people return to again and again.

The numbers prove the point. One recent activation saw a 68% conversion rate from passers-by, with an average dwell time of 29 minutes. That’s three times the industry benchmark for engagement at a live event. Three backed it up with exclusive music sets, silent disco perks and a ‘City Stages’ initiative that supports Irish talent. It’s not about being seen. It’s about being remembered.

Final word: earn your spot

Irish festival marketing is about showing up in a way that matters. It’s about reading the room, bringing something useful, and becoming part of the experience.

If you hand someone a charger when their phone is dead or a cup of tea when they’re soaked to the skin, they remember it. If you create a space that gives them ten minutes of peace or a reason to smile, they talk about it. Not just that weekend but afterwards too.

That kind of interaction builds trust. It sparks stories. It earns its place in the field and in people’s heads.

Brands that get festivals right don’t just make noise. They make memories. That’s why experiential sponsorships are worth it. If you’d like to put your brand in the spotlight, we’d love to chat – contact us today for a free PR consultation.

About the author

Matthew Walsh is Client Manager with Cullen Communications, specialising in media relations, social media communication, and influencer marketing.

The post Best brand activations at Irish festivals: Lessons from Electric Picnic and beyond appeared first on Cullen Communications.