The Road Safety Authority (RSA) earmarked over €2.5 million for public relations expenses from 2020, according to documents revealed following a Freedom of Information request. Internal documents indicate that PR advisers, provided by Drury Communications, had predicted difficult interactions with members of the Dáil Public Accounts Committee, signifying a potentially adverse reception.
The RSA is currently overseen by Liz O’Donnell, a past Minister of State for the Progressive Democrats, and faces mounting criticism due to escalating road fatalities. Since the beginning of 2020 until September 2024 costings from the RSA indicate that almost €1.71 million had been paid to Drury Communications for their services. The prior excludes Value Added Tax of 23 percent. Drury Communications was initially appointed by RSA follow a public tender competition in 2016 and reappointed in 2021. Despite the publication of its RSA payments, Drury made no comments on the matter, stating client confidentialities.
As mentioned by the RSA, the functions provided by the PR firm support the internal communications team of the RSA. It provides different services such as devising communication strategies, press office and media tie-ups, and organising up to 20 events annually. This includes media briefings, conferences, photocalls, road shows and workshops. The company also creates social media content and oversees its management and provides public affairs backing.
The yearly PR costs were recorded as €303,870 in 2020, €313,176 in 2021, €496,009 in 2022, €381,982 in 2023 and €219,013 between January to September in 2024. The 2022 spending surge has been attributed to the lifting of post-Covid restrictions leading to higher PR activities and in-person events. This return to normal also saw the revival of RSA’s annual international conference.
Aside from that, it was stated by the RSA that they take care of extra third-party communication costs through the PR company; however, it’s not intended for the latter’s fees. These costs were largely about hiring venues for events, design work, videography and photography, translation, and printing.
The total amount spent reached €813,345. The yearly breakdown of the costs was as follows: €171,097 in 2020, €97,878 for 2021, a spike to €242,609 in 2022, €202,607 for 2023, and €99,154 from January to September of that year. The reason for the heightened expenditure in 2022 was the easing of restrictions following the Covid pandemic.