As we bid farewell to 2024, it's clear that the Irish media and political landscape has undergone a year of digital disruption, writes Garrett Harte, Managing Director of Harte Media.

The digital upheaval, which has been gathering pace for years, has finally reached a tipping point, reshaping how we consume information and engage with brands and politicians alike.

For the first time, online news consumption surpassed television as the primary source of information.

33% of people now access news "online, excluding social media," compared to 31% who rely on TV. This shift in audience behaviour, in a year of three elections, was marked.

Taoiseach Simon Harris' encounter with disability worker Charlotte Fallon in Kanturk, captured on an iphone and viewed millions of times on social media, gained top billing on all media outlets in the days leading up to polling.

It was a moment that received more political analysis and media coverage than I think it deserved, however it demonstrated how impactful a 30 second exchange can have on the public discourse and lead the media headlines.

There is a case study in reputation management on how this piece of content went viral and was managed or mismanaged in the days afterwards.

The growing influence of digital platforms serves as a wake-up call for politicians and businesses who may have been slow to adapt.

As public scrutiny intensifies, crisis management will become an essential service for organisations in 2025.

The demand for these services is set to surge as companies and individuals grapple with increased media attention and the need to align with consumer and audience values. 

Trust has never been more critical. In 2025, brands and organisations that prioritise integrity and transparency will see a significant increase in loyalty and consumer trust.

PR campaigns will need to centre on authentic narratives, showcasing genuine corporate responsibility and ethical practices.

With journalists receiving dozens of pitches daily, the era of one-size-fits-all PR is over.

In 2025, successful media relations will hinge on personalised, tailored pitches that speak directly to specific journalists and their audiences.

This approach not only increases the chances of coverage but also builds stronger, more meaningful relationships with media contacts. 

Artificial Intelligence has been quietly revolutionising the media and PR landscape in 2024. From automating routine tasks to enabling hyper-personalised campaigns, AI has become an indispensable tool in all sectors.

Automated media monitoring and content ideas will free up valuable time for strategy and relationship building.

This shift will enable companies to create more targeted, data-driven campaigns that resonate on a global scale while maintaining efficiency.

However, it's important to remember that while AI enhances our capabilities, it cannot replace the human touch and the trusted advisor role that's essential in building authentic relationships.

The Dublin Simon Community's "Unfair City" campaign exemplifies the trend towards authenticity and transparency.

The campaign used a groundbreaking AI film to highlight homelessness issues, generating significant earned media and increasing donations.

Media companies will need to balance innovation with trust-building, particularly as misinformation concerns grow.

As we move into 2025, the key to success in media, politics, and public relations will lie in our ability to embrace technological advancements while maintaining a human touch. 

We can expect AI to continue to take centre stage with media relations and communication strategies that will offer significant change and opportunity.

We are likely to expect stricter frameworks on AI regulation governing the use of AI across industries, with compliance becoming a competitive advantage.

Those who can adapt quickly, communicate authentically, and leverage new technologies will find themselves at the forefront of their respective fields. 

In this rapidly evolving landscape, one thing that is certain - the role of trusted advisors and strategic communicators has never been more critical.