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POSTED 7.7.2023

Green announcement prompts smart PR transition

With climate change affecting the way we live and work, Ireland’s Midlands have been hardest hit by the end of fossil fuel production and power generation centred around turf.

With generations of workers steeped in the history of ESB and Bord na Mona, the closure of power plants and the end of turf production has led to job losses and economic malaise.

That’s why the launch of the European Union’s ‘Just Transition’ Fund in May was so important for the region – and why the Eastern and Midland Regional Assembly (EMRA), the body that manages the fund, was keen to ensure the story reached as big an audience as possible.

More than €175 million has been made available by the EU with matching Irish government funds to fund sustainable, climate-friendly projects that create new jobs and opportunties in the Midlands region.

StoryLab worked with EMRA to make sure the story grabbed the attention of the public, stakeholders and major media outlets nationally, as well as featuring in important regional media titles across the Midlands.

Our team knew that the Fund’s launch would have a strong emotional pull for people in the affected region and we worked with EMRA as part of a comprehensive PR and content plan to tell some powerful local stories about what the ‘Just Transition’ meant to individuals and their communities.

Short videos, shot by StoryLab on location in Midlands towns and villages, allowed people to articulate their hopes and aspirations on ‘Just Transition’ and the potential positive benefits of the fund, which in turn helped to further stimulate wider interest and awareness.

Our team also worked with EMRA to prepare edit and design a special booklet that contained all of the information about the new Fund –  providing a critical resource for journalists and Fund stakeholders.

Finally, on launch day at Corlea Trackway in Co Longford, the well-drilled preparatory work paid off with media including national broadcaster RTE covering this important event live from the venue.

RTE News Midlands correspondent Sinead Hussey was on hand to present reports for the RTE Radio 1 lunchtime news as well as a live feed and report from the venue for the national primetime RTE Six One News.


  • 30 items of coverage
  • Audience reach of more than 3 million people
  • Major national coverage by RTE, the Sunday Independent and the Irish Times
  • Blanket coverage across all regional media titles and platforms

If you want help managing an important announcement or launch event, StoryLab can help with a range of services encompassing PR, media relations, content creation, video production and event preparation.

Give us a call on 01 685 3029, today.