Earning and learning for a brighter future: Students’ success at Worldskills Ireland

The leading platform for skills excellence in Ireland, Worldskills Ireland is a three-day celebratory event that raises the profile and recognition of skills and apprenticeships and prepares the talent of today for the careers of the future.

It is a partnership between enterprise, industry, education, training and government, and RNN Comms was briefed to create a comprehensive PR and Comms campaign that would raise the profile of the show with industry partners, educators, stakeholders and young people from across Ireland, promoting vocational skills as a viable and rewarding career path.

The Brief

  • Create a buzz around the event
  • Deliver awareness of the show as THE place for young students go to get hands-on experience and learn about skills-based careers
  • Educate audience on the show and what it delivers. In particular:
    • Education Bodies, Associations, Schools and Industry Specific Media
    • Parents of school leavers, focus on mothers
    • Young people aged 15 -19
    • Media
  • Tap into the wider conversation around skills and further perceptions with regards to career paths, opportunities, the diversity of routes and jobs of the future

The Solution

  • RNN Comms created and implemented a multi-faceted PR and Comms campaign that encompassed print, online, trade /associations and media relations.
  • Organised and lead monthly meetings with event organisers and key stakeholders. Acted as main comms channel and sounding board
  • Implement an engaging agenda of news stories communicating key messaging and announcements from the show
  • Draft a catalogue of stories alongside ezine content to be shared with key associations and education bodies to circulate to their members
  • Issued regional releases for all 160 National finalists
  • Draft and compile a 14-page show guide
  • Liaise with Ministers Office to secure a government visit. Providing briefing docs for Education Society Presidents visiting the show
  • Offer PR and comms support during the event

The Outcome

  • Over 24,000 students from schools across the country attended – up 50% on 2022’s show
  • Exhibitor space sold out pre event
  • Visits to the show from Minister for Further and Higher Education, Research, Innovation and Science; ASTI and TUI president
  • Featured on TG4, Newstalk and many regional radio stations
  • 200+ individual pieces of coverage. This encompasses print and online media coverage.
  • Coverage across all relevant industry / associations / education and trade bodies.
  • For the first time, all 16 Education and Training Boards assembled to showcase ‘Further Education and Training’ collectively in one place.
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