Dáil Éireann Debate, Tuesday - 30 September 2025
709. Deputy Ken O'Flynn asked the Minister for Justice, Home Affairs and Migration the total sum, inclusive and exclusive of VAT, paid by the Irish Prison Service to the presenters of a podcast (details supplied) in 2025; the date on which the payment was made; and the budget line from which it was drawn. [51785/25]
Amharc ar fhreagra710. Deputy Ken O'Flynn asked the Minister for Justice, Home Affairs and Migration the procurement process used by the Irish Prison Service in commissioning promotional content from a podcast (details supplied); if a competitive tender process was undertaken; if so, the number of bids received; if not, the justification for direct award; and if he will make available the documentation supporting this decision. [51786/25]
Amharc ar fhreagra711. Deputy Ken O'Flynn asked the Minister for Justice, Home Affairs and Migration the audience reach figures for a podcast episode (details supplied) funded by the Irish Prison Service, including total downloads, listener demographics, geographic distribution, and average listening duration, as reported back to the service. [51787/25]
Amharc ar fhreagra712. Deputy Ken O'Flynn asked the Minister for Justice, Home Affairs and Migration the number of applications received for the 2025 prison officer recruitment campaign; the number of applicants who referenced a podcast episode (details supplied) when applying; and the number of candidates subsequently hired who referenced the podcast as their point of engagement with the Irish Prison Service. [51788/25]
Amharc ar fhreagra713. Deputy Ken O'Flynn asked the Minister for Justice, Home Affairs and Migration the cost per applicant and cost per recruit arising from the Irish Prison Service’s podcast sponsorship with (details supplied); and the way in which the figures compare with the cost per applicant and recruit generated through other channels such as digital advertising, radio, or print media. [51789/25]
Amharc ar fhreagra714. Deputy Ken O'Flynn asked the Minister for Justice, Home Affairs and Migration the oversight and editorial approval process used in relation to the content of a sponsored podcast (details supplied); the number of edits requested by the Irish Prison Service; and the official or officials who signed off on the final broadcast version. [51790/25]
Amharc ar fhreagra715. Deputy Ken O'Flynn asked the Minister for Justice, Home Affairs and Migration if a post-campaign evaluation or audit of the Irish Prison Service’s podcast sponsorship was undertaken; if so, to provide the evaluation or audit report; and whether the campaign was assessed as achieving value for money. [51791/25]
Amharc ar fhreagra716. Deputy Ken O'Flynn asked the Minister for Justice, Home Affairs and Migration if the Irish Prison Service intends to undertake further sponsored podcast partnerships or similar promotional arrangements in 2026 and beyond; and if so, the mechanisms which will be put in place to guarantee value for money and accountability in such spending. [51792/25]
Amharc ar fhreagraI propose to take Questions Nos. 709 to 716, inclusive, together.
As the Deputy will understand, there is a requirement on the Irish Prison Service to increase staffing levels to meet the current demand on the service. Recruitment campaigns are put in place as required, and since 2016 the Irish Prison Service, in conjunction with the Public Appointments Service, has run eight Recruit Prison Officer campaigns. Recruit Prison Officer campaigns have been run annually since 2022. The Irish Prison Service aims to recruit 300 prison officers in 2025 and the 2025 campaign concluded on 31 July 2025 generating a total of 1,774 applications, up 8% from1,642 in 2024 which had seen a 17% decrease in applications compared to 2023.
I have been informed by the Irish Prison Service that the 2025 recruitment campaign included a sponsored media partnership with the Two Johnnies Podcast with a view to reaching a broad national audience in particular in the age cohort at which recruitment is mainly aimed. The Irish Prison Service is currently reviewing the outcomes of the 2025 campaign to inform its future recruitment strategy. No commitments have been made for 2026 or beyond.
An invoice, dated 25 September, in the amount of €24,600 inclusive of VAT, has been received by the Irish Prison Service which will be processed from the staff training and recruitment budget. This figure covers the podcast episode including four supporting social media segments developed and deployed over the duration of the recruitment campaign. These include the main podcast poster and separate segments on prisoner engagement, female prisons, gang management, and contraband prevention. The project was signed off by the Director of Human Resources in the Irish Prison Service. I understand that the sponsored podcast episode has1.6 million downloads to date and that the social media segments were distributed across Instagram, Facebook, and TikTok.
I am informed that the podcast partnership was sourced on a sole supplier basis. The Irish Prison Service state that, at the time of campaign planning, the podcast in question was Ireland’s most listened-to podcast. I am also informed that as part of the planning process, a quotation was sought from an alternative supplier. However, following assessment, the podcast in question was selected on the basis of their audience reach.
The Deputy asks about the cost per applicant, and I am informed that, based on the total spend and number of applications, the cost of the podcast per applicant can be calculated at approximately €14. There is no formal record of applicants or successful candidates who referenced the podcast episode as their point of engagement; however, I understand that anecdotal feedback indicates that the podcast contributed positively to public awareness and application volume.
Media monitoring conducted by the IPS in respect of the campaign for the period covering 26 June to 31 July recorded a combined reach of just over 1 million across magazine, national press, radio, regional press, and television. This figure excludes website traffic and reflects the breadth of traditional media engagement. Content development was subject to editorial review by the IPS with adjustments made post-recording to ensure that no content could prejudice or impair the security of any prison, its staff, or prisoners and final approval was signed off by the IPS Communications Manager.
