Communications Case Study: What Ireland’s Presidential Race Teaches Us About Belief and Vision
Much will be written about Ireland’s 2025 Presidential election. Historians and political analysts will have their say, but from a communications perspective, it has already provided a fascinating case study on messaging, authenticity, and belief.
With just two candidates left in the race for the Áras, what stands out most is not what has been said, but what hasn’t. Neither Catherine Connolly nor Heather Humphreys has articulated a clear, compelling vision for their presidency. Each has spent more time defining themselves in relation to the other than in painting a picture of what Ireland might look like under their stewardship.
In any campaign, whether political or commercial, belief is the foundation. You must first believe in your message before you can expect others to buy into it. Whether you’re launching a product, leading an organisation, or seeking the highest office in the land, the same rule applies. It’s not enough to tell people you’re better than the alternative. They need to know who you are, what you stand for, and why it matters.
Catherine Connolly’s grassroots campaign was first out of the gate. Built on a sense of frustration and independence, she positioned herself as the voice of those disenchanted with establishment politics. If social media and the polls are anything to go by, that message resonated. The “anti-government” stance often has an emotional advantage. It's easier to sell change than continuity.
Heather Humphreys, on the other hand, faced a more difficult communications challenge. As a former government minister, she has had to defend policies and decisions made over the past decade, even though the presidency itself is removed from day-to-day policy-making. Her campaign, therefore, has struggled to separate her personal vision from her political record. The result has been a message that feels reactive rather than aspirational.
I shared my thoughts with Muireann and Tommy on the Ireland AM sofa earlier: Watch episode here
Then there’s style, often overlooked but never irrelevant. Neither candidate appeared to use their personal presentation as part of their storytelling. In modern campaigning, visual cues matter. Clothing, tone, posture, and even colour choices can subtly communicate confidence, approachability, or alignment with certain values. Both Connolly and Humphreys, though politically experienced, opted for safety over symbolism and perhaps missed an opportunity to humanise their campaigns.
What’s also clear is that while both are capable and astute politicians, neither is a natural media performer. Too often, interviews and debates felt rehearsed. Stock answers replaced genuine engagement. Instead of using the campaign trail as an opportunity to start a national conversation, both candidates seemed to retreat into familiar talking points.
And that may be the biggest communications lesson of all. Audiences today crave authenticity and connection. They don’t just want to be told what you stand for, they want to feel it.
As communicators, we can take this election as a reminder that success depends not on how loudly we speak, but on how clearly we communicate our purpose. Whether in politics, business, or personal branding, belief backed by clarity will always cut through the noise.
