The Alice PR firm was a meeting that consisted of critical thought and good insight into genuine ethical advocacy for a more sustainable workplace. The speakers were evidently passionate about their message, and it was rubbing off on me as a learner.
In the meeting, we learned about all the different ways this firm promotes ethical workplace relations. It seemed like the company’s sole mission was not to make maximum profit but instead to use their profits to further give back to the community(s) they serve. Niamh mentioned that as soon as their company grew in profits and prominence, they immediately were finding all sorts of ways to give back, because at Alice PR they truly believe in the benefit of giving back and spreading awareness to the community they serve.
For example, they talked to us about their work with the Gaelic Athletic Association (GAA) and how they worked alongside them to raise awareness about SA and gender violence. Raising awareness about topics such as those mentioned are not just essential to the growth of humanity but is also extremely important when speaking out and about such critical topics within a male dominated field. They made it known that half the battle of raising awareness is introducing those tough conversations into a world where those conversations are not happening enough.
The partnership between the GAA and Alice PR was a massive success, as it reached 4.2 million viewers. Even though the GAA is involved with sports as a business, it is critical for them to be promoting common goodness to their masses, as sports can have massive influence on those involved.

Alice PR was unlike any other PR firm we’ve visited so far on this trip. They had such a clear sense of purpose, and everything they shared felt real and intentional. Even though they’re a small team, their impact in the non-profit and advocacy world is huge.

What stood out most to me was how closely their values align with the work they do. Every campaign had a consistent tone and message, and you could tell the team genuinely cares about the causes they support. It didn’t feel like they were just doing PR, it felt like they were using communications to create real change.

One campaign that really stuck with me was the Ruhama Game Changer campaign. It combined sports with social responsibility in such a thoughtful way, using the platform of Gaelic games to raise awareness around gender-based violence. It was a great example of how PR can be both creative and impactful.

At the end of our visit, we worked in groups to come up with our own awareness campaign ideas based on a brief. It was a fun challenge that tied in so well with everything we’ve been learning, and it gave me a small taste of what it’s like to work in a real agency setting.

Overall, visiting Alice PR made me feel excited about the future. They showed me that it’s possible to build a career in PR that’s meaningful, creative, and true to your values. One thing I’d like to learn more about after visiting Alice PR is how to design and execute values-driven campaigns that create real social impact. I’d love to understand more about the process behind these kinds of campaigns, as well as how they come up with the ideas, how they collaborate with partners, and how they ensure that the message stays consistent and authentic. It’s clear that Alice PR puts a lot of thought into aligning their work with their values, and I’m curious to learn how to do that effectively in my own future work.

• Kelly Chhuor

I did assume that PR is mostly involved in the image or reputation of the company or business that they represent. Throughout the Alice PR meeting, I learned that it has more to do than that. My biggest take away from this meeting is the connection they develop and build. Such as using sport to spread awareness. Although Alice PR provides full services, Alice PR also has to do their research towards the client, to ensure they can have an impact on the client’s business. Alice’s PR clients were mostly about raising awareness such as education, gender rights, and diversity. Which brings a sense of authenticity throughout the company and employers.  

The activity that we did during the meeting was interesting. Throughout the meeting, couldn’t help but to think that it is similar to what some psychology majors do when we’re trying to convince the target to participate in research studies. In addition the concept that I thought was interesting was about learning the Alice Ask events. There were events designed for colleagues, clients, etc. in which they shared information with the beginners. Alice’s PR meeting mostly focuses on sharing information throughout the task events but I would like to explore what are some sustainable practices throughout their own work space.

What wonderful day in Dublin. I ran four miles, went to the Jameson Distillery before hearing from the Irish Whiskey Association and Alice PR. Here is a quick recap of what I’ve learned!

Three things I’ve learned at Alice PR

• It is critical to note the lifestyle of the audience we are trying to reach. The same approach cannot be used for all audiences. It is best to think from the perspective of the target audience. Where do they get their media? When do they have free time? What are they looking for? 
• Media relations might not always be effective when reaching short-term goals. Other forms of PR could be used like influencer marketing and policy writing. 
• Diversity, equity, and inclusion are not completely politicized yet. Again, global politics affect the PR practices and approaches of other countries. 

Two Things I found Interesting 

• Alice has employees/clients in both Ireland and Northern Ireland. Their advocacy work is not limited due to politics. 
• News cycles and story themes can influence when the best time to pitch is. There is a difference in when media relations should happen based on the region. One could find a sweet spot for when to pitch to the media if they know the news cycle and the newsroom. 

One thing I am Interested in learning More about

•  I am interested in the lobbying and grant writing approaches to advocacy PR for long-term campaigns. 

Slán!

Rachel Kim <3

How Alice PR Put Our Learning to the Test

When I made the switch from Communication Studies to Public Relations, I knew instantly I had found my niche. I felt a real click- like school was preparing me for the career I actually wanted. Our visit to Alice PR confirmed not only that public relations is my professional calling but also that I have the skills to thrive in the field. 

Alice PR is a small but mighty public relations agency with a core staff of just 13. They’ve produced campaigns that spark conversations, shift public attitudes, and influence national policy- on issues ranging from climate action and social integration to children’s rights, employment opportunities, LGBTQ+ rights, and health awareness. Beyond client work, they run their own initiatives, including Alice Asks, an event series open to clients and friends of the company featuring expert speakers sharing insight on the profession, and Academy for Activists, a bootcamp for aspiring activists.  Their work proves that a small team can make a big impact.  

The highlight of our visit was an exercise led by Emma Walsh, one of Alice’s client directors. She divided us into teams, assigned each group a client brief, and challenged us to develop short-, medium-, and long-term campaigns. The briefs included background information, objectives, and an assigned target audience.  

Thanks to our coursework, I knew exactly how to approach the challenge: by staying authentic to our client’s brand, selecting the right formats and media, and tailoring messages to resonate with our specific audience. Each group’s pitch was unique and professional, and creative, and Emma was impressed! She revealed that Alice had been assigned very similar clients and very similar briefs to the ones we received, which meant that we had just done the work of real PR professionals.  

Every exercise, discussion, and outing in this class reminds me why I chose this field and how prepared I am to enter it. The practice pitches were more than an assignment; they were a test of everything we’ve been learning. Having the opportunity to apply my knowledge reinforced my skills, boosted my confidence, and confirmed what I already knew: I have a place in PR.  

-Ila van Schaik

Our visit to Alice PR was an especially exciting one for me, as it was my first time ever setting foot inside a PR agency. I had been looking forward to the meeting with them since we had first planned our trip’s itinerary, and it was everything I had hoped for and more.

I gained a plethora of valuable insights from the meeting, but there was one thing that captivated my attention the most. They shared with us a recent campaign they had worked on called “Alice Academy for Activists,” a boot camp for aspiring activists. The ladies of Alice shared that the bootcamp quickly became a passion project for them, and I can see why.

The goal of the bootcamp was to bring together passionate individuals who feel compelled to make a change in their community and the world around them. At the event, they were able to ask questions to a panel of professionals and get a kick-start into making the change they have always wished to see. This especially resonated with me, as I am working on getting a minor in communication and activism. Learning about this campaign showed me that there are several ways to combine my passion for PR and activism.

Furthermore, after speaking to and learning from the ladies at Alice PR, I felt a sense of confidence regarding my future career path. As someone who was undecided when I first began my journey at Temple, I often question if PR was the right decision for me, especially because of how knowledgeable and passionate my peers are. However, my time at Alice PR instilled confidence in me and brought forward my passion for the PR industry, as well as making an impact on my community and all of the organizations I will help serve in the future.

I am so glad that I had the opportunity to learn from a team of such wonderful, intelligent women who are making strides in the world of PR.

“I think this might be the most people we’ve ever had in this boardroom!” said Niamh Breathnach, Deputy CEO of Alice PR. It was then that I realized how impactful a small team of motivated comms people can truly be. With just 13 core employees, Alice PR has made remarkable strides in the non-profit and charity sector of public relations.

On Wednesday, August 13 2025, our class had the privilege to meet with Alice PR in Dublin, Ireland. When moving through each campaign the team completed, I was stunned by the variety and cohesiveness of their work. Despite collaborating with so many different organizations, they all have a common theme that relates back to the values of those who work there. I noticed a consistent tone and voice in every campaign they produced—something I look forward to honing in my own work.

The “Game Changer” campaign was a brilliant example of authentic corporate social responsibility (CSR), combining the draw of Gaelic sports with a social issue deeply relevant to the Gaelic Athletic Association’s (GAA) core audience. Allowing GAA fans to learn about gender violence while they enjoy the games they love is the definition of good CSR.

We concluded our visit by developing three national awareness campaigns based on a provided brief, which perfectly aligned with what we had been learning over the past few weeks. Working under a time constraint and pitching our ideas proved to be an incredibly valuable exercise with real-world scenarios. I was personally so happy to hear everyone’s different but well-thought-out suggestions.

Getting a glimpse into international agency work was fascinating to me, and I am thrilled to continue following their work and having Alice PR as a connection!

– Graeme Duffey

Getting to meet the people at Alice PR and learning about all that they do was really inspiring, and it was so interesting seeing people doing exactly what I want to do. I also loved hearing about how small their operation was when they first started and seeing their growth into such a powerhouse of a PR firm.

Everyone at Alice strives to achieve positive societal change, and that mentality is a common thread among almost all of their clients. Their mission, vision, values, and goals all align perfectly with my own, and in the future, I hope to work at a firm just like theirs. Creating a positive impact with my work is the most important thing to me, and everything they shared about their past campaigns and the causes they’ve championed was inspiring.

One of their CSR initiatives I thought was really cool was their Activist Academy, where they trained 21 activists through workshops, lectures, conferences, and networking with both each other and industry professionals. This passion project took countless company hours and focused on those in the early stages of their career as a means of propelling them forward and giving them everything they need to affect real change in their particular fields. An initiative like this very clearly shows their dedication to supporting activist causes and creating positive societal change.

Something else I was excited to learn about was their Ruhama Game Changer campaign, as I’ve never had the opportunity to hear about a real PR campaign directly from one of the working PR professionals behind it. Sure, I’ve learned about plenty of campaigns, but getting to hear the thought process behind campaign decisions and discuss obstacles they faced was completely new for me.

To wrap things up, I definitely want to touch on the activity we took part in toward the end of the meeting. This exercise helped me learn more about dissecting and analyzing a client while keeping the focus on client objectives.

The people at Alice PR showed me that my career aspirations are possible and made me excited to get into the field and start making a positive impact myself.

Meeting with Alice PR was an inspiring look at how communications can directly fuel advocacy and social change. Niamh Breathnach, Maisie Lynch, Emma Walsh, and their team have built a values driven practice, choosing to work with non-profits, charities, and government agencies rather than pursuing purely commercial accounts. I was especially struck by how they have embedded philanthropy into their own operations, such as the Alice Academy for Activists, a fully funded, three-day bootcamp that equips aspiring changemakers with skills in media relations, digital communications, and human rights based advocacy.

Hearing about their Game Changer campaign for Ruhama in collaboration with the Gaelic Athletic Association showed the complexity of real world advocacy work. Using Ireland’s biggest sporting event as a platform to tackle domestic violence and raise awareness to educate boys at a young age about the struggles that women go through was very inspiring to see. The team’s foresight in preparing risk management strategies, such as having written statements ready for athletes, was a reminder that communications work isn’t just about the message, but about anticipating challenges that could derail it.

One insight that stayed with me was their emphasis on humanized storytelling for social media. For non-profits, a dedicated spokesperson who can share personal, authentic stories can cut through noise and build a genuine public connection. Another insight that I found interesting was hearing how they plan their communications before sending out press releases to make sure that the media has time to plan and book interviews.

Also, I’d like to learn more about how Alice PR measures the long-term impact of such campaigns when they are done with them, particularly in influencing policy and securing government funding. I know that they measure the analytics regarding Ruhama’s Game Changer on their websites, but I would like to know more about how else they collect data.

Overall, Alice PR’s work reaffirmed that advocacy in action requires both heart and strategy,  meeting people where they are, while pushing for the change they may not yet know they need.