Ireland’s Communications Minister Patrick O’Donovan alternated between humour and serious commentary in his opening speech at RadioDays Ireland.

“We have a hunger for news in Ireland, perhaps because we are very nosey people and we love a chat,” he joked. “Sure, radio is a ‘fun medium,’ except for people like me who sometimes get a grilling. But grilling politicians is important…

“So called citizen journalists who stick a phone in your face are an afront to everything that proper media stands for. Media should hold government to account but should also stand by proper standards,” he said.

The minister told delegates that the Communications portfolio is considered a huge ministerial responsibility in government. “Media is important to our democracy here in Ireland and globally… We take democratic principles seriously,” he said, referring to the recent election in Ireland and to world events after the inauguration of a new US President.

“It is important for people to have a regular place to go to so they can understand what is happening in the world. We have an attachment to local news and people still want to hear their local accents, so local stations are so important in Ireland.

“Local radio has preserved a path of our culture, our language, our discourse and our local connections. Irish people love to talk, we want to have conversations, so radio is important for that.

“In an era where disinformation is so prevalent, where people create fairytales, some people begin to believe the misinformation.. You can’t publicise wanton lies, that is a worrying trend.”

Minister O’Donovan believes it is up to the whole society to combat misinformation. “We are all going to have to take responsibility for real news and current affairs in our society … and educating audiences about what is real and what is not.” He said responsible radio stations will play an important part in achieving that goal.

“Democracy shouldn’t be taken for granted. We are going along a dangerous path. Remember the old saying, ‘bad things happen if good people say nothing,’” he said.

Fionnuala Rabbitt, Chairperson of Learning Waves, organiser of the conference and CEO of Highland Radio has worked in independent radio since its inception. Her father was at Galway FM and as kids they were unpaid labour for minor roles at the station.

What gets Fionnuala riled up is when people say that radio is stale and unsexy. “Radio is not stale and  unsexy! Just look at the people in this room, it proves that this industry is full of talented people… and we are sexy!” she joked.

Over 80% of Ireland’s population tune in daily to radio and stations are “an integral part of our communities,” she said welcoming the hundreds of conference delegates from all over Ireland.

She spoke about the importance of training in the radio industry, which is partly funded by an Irish skills program called Skillnet. “Good training is an important way of recruiting and retaining good staff, especially journalists,” she said.

Echoeing the sentiments of the Communications Minister, she said “it has never been more important to retain a trusted news service. Radio bringss human connection that can help do that.”

John Purcell, Chairperson of Independent Broadcasters of Ireland (IBI) said “we are in show business, we cheer people up, we make them laugh and keep them company. We mean a lot to people and they trust us. We also have a serious role to play in Irish society, we are a trusted source of news.

“In places where there is no trusted media there is polarisation and radicalisation.”

European research shows that over 70% of people in Europe trust what they hear on radio. “The stakes are high for us and for our society” if trust in media is destroyed he said. Purcell acknowledged that there are challenges to radio’s business model in Ireland, “there are threats but also opportunities.”  He urged politicians and government regulators to support the industry on the two most important current issues, funding and prominence.

“In an environment where social media seems to be thumbing their noses at any standards that we work by, we will need as much help as we can get,” he said.

Diversity and Inclusion

Radio has changed over the past 20 years in Ireland and the audience has changed too. The Irish radio industry is exploring new opportunities to innovate and entertain with this content.

“It is about understanding who our audience is and what they want. Ireland is changing so we must embrace that.

“Diversity and inclusion activities help bring new goals, gender equality, less bullying, reduction of wage inequality and many other advantages. If the sound of your radio station incorporates these advertisers who value these inclusive philosophies will come to you more readily.”

Laura Costello from THINKHOUSE discussed the company’s vision to create storytelling in modern advertising and marketing that resonates with youth.

Goodlife2030 is a project based on the premise that the stories we tell create the idea of what a good life can be.

“We are living beyond the means of the planet while not meeting the needs of all people. We need to change our culture of reckless consumption. To do this we start with the story of a better life that we want to live. We want to go beyond the politics of the environment to make it aspirational. Radio knows how to create an uplifting story so is well suited to this aim.”

Ocean FM’s Aisling Heraughty tries to bridge the connection between environment and the audience. “There are lots of things happening in every local area. We highlight what differences small actions can make, because if people can see success in small ways, they are more likely to change their own behaviour about the environment.”

The program has also brought Irish language on to the airwaves, which strengthens people’s ideas of their heritage.

“Environment is a complex subject that might make people pull back, but if you encourage people to do things better by small steps you will succeed. Local advertisers values this content, it can add value to their normal advertising to link it to local area initiatives. D&I helps advertisers speak to specific groups who see themselves included in the company’s goals,” said Aisling

Andrew Campbell-Edie from the Irish Centre for Diversity talked about the importance of valuing people in your organisation. “If you value your people you should value what they value, which includes diversity and inclusion. It’s about authentic changes that bring a cultural shift and everyone is valued for what they bring to the company… this brings innovation and recruitment advantages.”

He said there has already been “a huge amount of change that everyone should be very proud of” in Irish radio.

Reporting: Steve Ahern on assignment in Europe.