Welcome to Inside Media Relations — a podcast for anyone serious about getting their story in front of the right audience.
In each episode, we explore the real decisions that shape whether a story gets opened, ignored, or covered.
We speak to PR professionals, communications leaders, industry experts, and in-house teams — people who have been in the room when it mattered — who navigate the news cycle every day.
If you work in PR, communications, or media — this is for you.
Inside Media Relations. No theory. Just what's happening on the front line.
Building a media brand: How to earn attention, trust and loyalty
In this episode of Inside Media Relations, Jack Murray sits down with Ian Kehoe, Co-Founder and Executive Editor of The Currency, to explore what it takes to build a successful media brand, the importance of quality journalism and how the industry is evolving.
Drawing on a career spanning the Sunday Business Post, RTÉ's Prime Time and the founding of The Currency, Ian reflects on his journey through Irish journalism, from reporting on the financial crisis to becoming a national newspaper editor at just 34 years of age.
The conversation explores the pressures of leading a newsroom, the challenges of building an independent media business and the decision to launch The Currency as a digital-first, subscription-based publication. Ian shares why investing in talented journalists, prioritising quality over quantity and understanding your audience are central to building a loyal readership.
He also reflects on some of the most challenging moments of his career, including the 17-day High Court defamation case involving Denis O'Brien, his experience on the RTÉ board during a period of intense public scrutiny and the importance of protecting journalistic integrity under pressure.
For PR and communications professionals, the discussion offers a valuable perspective on what journalists need to produce meaningful stories, why niche audiences can be more valuable than mass reach and how the relationship between media organisations and their audiences is changing.
At the centre of the conversation is a question facing the entire media industry: in an era of constant content, changing business models and artificial intelligence, how can quality journalism continue to earn the attention, trust and loyalty of its audience?
28 Sept 2026
The power of podcasts - building audiences, trust, and influence.
In this episode of Inside Media Relations, Jack Murray and Patrick Haughey explore the power of podcasts to build audiences, establish authority and create lasting trust.
Drawing on a career spanning local radio, The Last Word on Today FM and the founding of podcast production company Audiobrand, Patrick shares how audio has evolved from traditional broadcasting into a powerful channel for brands, organisations and individuals to connect directly with their audiences.
The conversation examines what makes podcasting different from other forms of media, from the time and space it gives stories to develop to the intimacy created when listeners choose to spend 40 or 50 minutes with the same voices. It also explores what makes a successful branded podcast, why understanding the listener should come before microphones and production, and how AI is changing the way podcast content can be created, repurposed and promoted.
For PR professionals, the discussion also challenges the idea that bigger audiences always mean better results. Sometimes reaching a smaller, highly engaged audience through the right podcast can create far more influence than appearing on a platform with greater reach.
At the centre of the discussion is a simple question: if podcasts can hold an audience's attention for longer than almost any other medium, how can PR and communications professionals use that attention to build genuine trust and influence?
17 Sept 2026
Episode 7 - The National Ploughing Championships
In this special episode of Inside Media Relations, Jack Murray heads to the National Ploughing Championships to explore how journalists, media organisations and communications teams connect with rural audiences.
With almost a quarter of a million people expected over three days, around 1,500 stands, 200 journalists and 40–50 media organisations on site, the Ploughing is much more than an agricultural event. It is one of the biggest media and communications opportunities in the Irish calendar.
Walking the site, Jack speaks to the people competing for that attention and looks at how the way they do it is changing.
Gas Networks Ireland's Gareth Field explains why humour, creative activations and influencers are helping the organisation reach new and younger audiences, while still recognising the importance of traditional agricultural media.
Sheena Hopper of The Irish Farmers Journal discusses how one of Ireland's most established agricultural media brands is evolving through digital subscriptions, podcasts and new products, while building on the strong communities that already exist around its journalism.
At Agriland, founder Cormac Farrelly shares how a digital agricultural media start-up grew into a 44-person organisation and became the Ploughing's livestream media partner, broadcasting nine hours live across the three days.
Jack also meets Brian Dawson of The Electoral Commission to see how voting for Ireland's favourite cow can turn a complicated subject into something people want to engage with, and joins Irish Times political correspondent Harry McGee to hear what covering one of Ireland's biggest political gatherings looks like from a journalist's perspective.
For PR professionals, the episode offers a look at what happens when traditional journalism, digital media, influencers, brands and audiences all meet in the same field.
At the centre of it all is a familiar media relations challenge: when everyone has something to say, how do you get people to stop, pay attention and remember your story?
27 Aug 2026
Episode 6 - Media Relations: Future Shock — Are You Ready for What's Coming?
In this episode of Inside Media Relations, Jack Murray meets with Laura Wall, CEO of the PRII and Sarah Robinson, MediaHQ Research and HR Executive to explore how media relations is changing — and what PR teams need to do to keep up.
Moving beyond tactics, the conversation focuses on the structural shifts reshaping the profession: faster news cycles, changing audience behaviour, the impact of AI, and the growing gap between how media relations works today and how many teams are still operating.
Drawing on real-world insight, the episode examines what's happening in the media right now, how these changes are affecting day-to-day practice, and where PR professionals are struggling to adapt.
At the centre of the discussion is a deeper question: how should media relations be resourced for the future? What skills matter, what needs to change, and how can teams move from talking about change to actually delivering it?
It's a practical look at what a modern media relations function should look like — and what it will take to stay effective in a rapidly evolving landscape.
9 Jul 2026
Episode 5 - The News Finds You: The Changing Rules of Audience Building
In this episode of Inside Media Relations, Jack Murray and Richard Chambers explore how PR and journalism are adapting as audiences increasingly discover news through social media rather than traditional channels.
As journalists build direct relationships with their audiences and personal brands become more influential, the conversation examines what this shift means for media relations, storytelling and the future of news. Jack is joined by Richard Chambers, News Correspondent at Virgin Media News, to discuss audience building, creator journalism and the changing habits of news consumers; and Dylan Kerrigan, Senior Research Executive at MediaHQ, who shares how understanding regular media features can help PR professionals secure more consistent coverage.
Drawing on first-hand experience, the episode explores how journalists are rethinking content for digital platforms, why authenticity matters more than ever, and how PR teams can improve their pitching by understanding not just the journalist, but the format they're pitching into. It also looks at the opportunities created when media organisations and communications professionals embrace new ways of reaching audiences.
At the centre of the discussion is a simple question: if the news no longer waits for audiences to come to it, how should journalists and PR professionals rethink the way they create, package and share stories?
It's a practical look at audience-first journalism, smarter media pitching and the changing relationship between news, social media and public relations.
18 Jun 2026
Episode 4 - The First Answer: Why AI Is Changing the Value of Earned Media
In this episode of Inside Media Relations, Jack Murray and Johnny Bentwood explore how AI is changing the way people discover information — and what that means for public relations.
As audiences increasingly turn to AI tools for answers, the conversation examines why earned media is becoming more important than ever and how communications professionals can adapt to a rapidly changing landscape.
Drawing on research, data and practical examples, the episode looks at AI visibility, the future of search, and the steps PR teams can take today to remain relevant, discoverable and influential.
At the centre of the discussion is a simple question: if your audience is getting answers from AI, how do you make sure your organisation is part of the answer?
It's a practical look at one of the biggest shifts facing communications professionals today.
4 Jun 2026
Episode 3 - Being the Voice: The Decisions, Pressure and Judgement of a Spokesperson
In this episode of Inside Media Relations, Jack Murray explores what it actually takes to be a spokesperson in today's media environment.
Moving beyond soundbites and prepared lines, the conversation focuses on the reality of the role — representing an organisation under scrutiny, responding in real time, and making judgement calls when the stakes are high.
Jack is joined by Graeme McQueen, Head of Media Relations at daa, to discuss spokesperson pressure and crisis communications; Dylan Kerrigan, Senior Research Executive at MediaHQ, to explore changing media trends; and Rob Carr, Product Lead at MediaHQ, to explain email deliverability and how PR teams get stories into journalists' inboxes.
Drawing on real-world experience, the episode examines how spokespersons prepare, how they handle pressure, and what separates those who perform well from those who struggle when it matters.
At the centre of the discussion is a deeper question: what does good look like when you are the voice of an organisation? How do you balance clarity, control and authenticity, and how do you make the right call when there's no time to pause?
It's a practical look at the role behind the microphone — and what it takes to speak with confidence, credibility and impact.
29 Apr 2026
Episode 2 - The Story that Lands
In this episode of Inside Media Relations, Jack Murray sits down with two experienced PR professionals to explore what truly makes a story land — whether it's proactively pitched, strategically released, offered as an exclusive or amplified across channels. Moving beyond the mechanics of email outreach, the conversation examines why some stories gain real traction while others fade without impact. Together they debate the balance between narrative strength, timing, data, relationships, and judgment, and share real examples of stories that travelled — and those that didn't. This episode focuses on the craft behind media impact, unpacking what actually determines whether a story cuts through in today's crowded media environment.
15 Apr 2026
Episode 1 – Timing Is Everything: How News Cycles Really Work
In this episode of Inside Media Relations, Jack Murray speaks with two experienced PR professionals about the often underestimated role of timing in determining whether a story gains traction or gets lost. Moving beyond the idea that a strong narrative alone guarantees coverage, the conversation explores how news cycles actually function — from daily editorial rhythms to political shifts, breaking news, seasonal patterns, and internal newsroom pressures. Through real examples of stories released at exactly the right moment — and others derailed by poor timing — the guests unpack how to read the media environment, when to hold back, when to move fast, and how to judge whether the window is open or already closing. It's a practical discussion about the invisible forces that shape coverage and why even the strongest story can fail if the timing is wrong.
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