Darkness Into Light 2023

Darkness Into Light is taking place this Saturday, May 6th, and Legacy is walking this year as a team in Phoenix Park to fundraise for Pieta.

Pieta is not only a longstanding client of Legacy Communications, but the charity also holds great meaning for our team, and we raise money every year for their largest fundraising event.

We’re over halfway to reaching our €1,000 goal so we’d really appreciate any donations either through Legacy’s company fundraiser page or directly to Pieta.

Thanks for the support, you can find our company fundraiser page here.

How to turn €100 into €1655 – A Google Ads Case Study

Recently in April, I contacted one of my clients, a health and safety consultant based in Cork and asked him how he felt things were going with his Google Ads campaign. This client is meticulous when it comes to tracking revenue so I knew it would be a good answer and would be well tracked. His answer was the reason why I am such an advocate for Google Ads and why I feel that all small businesses should have a campaign. In the previous month – March 2015 – he had spent €100 on Google Ads, his return on this €100 spend was €1,655 which is a massive return on such a relatively small marketing spend. The revenue from Google Ads was made up as follows:

A Manual Handling course worth €240

A site visit worth €120

A site visit worth €180

A site visit worth €50

A safety course worth €640

A safety course worth €425

We also looked over his previous revenue and found that a lot of the clients that find him on Google initially, become repeat clients afterwards. In most cases his first “in” with the company is when they find him on google while searching for keywords like “manual handling course Cork”. After he has given the manual handling course at the business and they realize that he is a normal human being just like them and isn’t a health and safety maniac that “won’t let them use pencils for fear of them being too sharp and cutting someone”, they often enquire about other services he offers such as risk assessments, safety statements and on site consulting. One builder that found him through google when searching for a manual handling course has since given him €520 worth of business in the last 12 months and referred him to another builder that gave him approx €1,460 worth of work in the same period. That’s €520 directly from his Google Ads campaign and €1,460 indirectly, a return of €1,980 all from one click on Google which probably cost him in the region of €1.50-€2.00

So if you are a small business owner do yourself a favour and do it today, set up a Google Ads campaign and get yourself found online, it could end up bringing a lot of extra revenue to your business. If you don’t have the spare time to do it then hire a PPC agency like Legacy Communications to manage it for you, an experienced Google Ads agency will help you get a higher return and will get this return much quicker than you will, due to the learning curve you will be on when setting up your first Google Ads campaign.

If you can’t afford to pay a consulting fee and have some spare time to learn how to setup and manage an Google Ads campaign yourself then you absolutely have to do it! Some agencies will try to make Google Ads sound mystical, magical and impossible in bid to convince you that you need to pay them a fee, but the truth is that it Google Ads is user friendly and designed to help you bring in more business, everybody has to start somewhere even the top specialist at the top Google Ads agency had to learn Google Ads from scratch so there is nothing stopping you from learning it either. Our blog “setting up your first Google Ads campaign” has some great tips for someone that has never used Google Ads and points out some brilliant resources. You can also call Google, their new business team will help you setup your first Google Ads campaign and guide you to the right keywords for your business.

If you have any questions or would like some insight then contact us for a free review, we would be more than happy to get you on the road to PPC success.

Digital Marketing Review


Almost 80% of all digital marketing campaigns fail to produce a positive return. That’s why we want to help you create a successful digital marketing campaign that gives you a great return on investment. Your free digital marketing review will include:
Website Analysis

– Layout suggestions for new websites, current website improvements, conversion rate optimisation advice
– Landing pages assessment and suggestions for improvement

PPC/SEO Analysis

– Industry insight
– Top competitors analysis
– Top 5 Keywords
– Current campaigns audit
– Adwords Strategy roadmap

Talk to us about getting a free digital marketing review!

Legacy Communications and Good Relations win consumer PR for Krispy Kreme Ireland

Legacy and leading UK PR and social agency Good Relations, have been appointed to lead consumer PR for Krispy Kreme across both markets. Krispy Kreme has made the appointment as part of an ambitious growth plan to widen appeal and increase relevance amongst new and existing customers.

Legacy Communications and Good Relations’ mandate is to build a distinctive and memorable place in culture for Krispy Kreme, bringing alive the joy that the brand delivers every day. The ambitious PR campaign will focus on the moments and places that matter for customers and will be accompanied by an extensive influencer campaign as well as support for new store openings and NPD announcements.

The account will be led by Niamh Hopkins, Head of Communications at Legacy Communications, who oversees the agency’s PR and influencer accounts. Legacy will work closely with lead Lawrence Collis, Executive Director at Good Relations to deliver on-the-ground support for Krispy Kreme in Ireland.

Niamh Hopkins, Head of Communications at Legacy Communications, commented on the win: ‘’ We were delighted to partner with Good Relations on this hugely exciting pitch. As leaders in consumer PR, with a special expertise in food PR, Krispy Kreme is a brand we’ve always admired and are excited to roll out the new strategy for the brand in Ireland.’’

Legacy, which specialises in services including PR, Content and Search Marketing, and Sponsorship, has been on a winning streak lately with the company doubling its head count from 15 to 29 since 2020. This appointment is the latest addition to the agency’s growing portfolio which includes recent wins this summer such as San Pellegrino, Asics, Dogs Trust, Hubspot, Portwest, Breakthrough Cancer Research and Dubarry. Other clients include Aldi Ireland, Pieta, Energia, Indeed, laya healthcare, Hidden Hearing, Active Iron, Amgen and Lyre’s.

Free SEO Training For Students

What we’ll cover in this free SEO Course


In this free SEO training I’ll break down the most important elements of SEO Including:

  • SEO Keyword Research
  • Content Planning
  • Onpage Optimization
  • Link Silos/Pillars & Clusters/Internal Linking
  • Technical SEO
  • Link Building
  • Conversion Optimization


Module 1: Keyword Research

1.1 Keyword Research Overview


Keyword Research for International, National And Local Businesses

In the following videos I’ve broken the keyword research down into how you would do it depending on your business type, International, National or Local. If you’re stuck for time, then only watch the video that’s relevant to you, however if you have the time, then please do go ahead and watch all videos as it will give you a great overview and more examples to help you understand how to do great keyword research.


 1.2 Keyword Research For International Businesses

Download my sheet from the video

***Quick note*** In this video I didn’t show Ubersuggest which is another great tool, please also watch the video below for a national business to learn how to use Ubersuggest as another source of Keyword Data


1.3 Keyword Research For National Businesses

Download the sheet from the video


1.4 Keyword Research For Local Businesses

Download the sheet from the video


Signing Up For Google Ads Accounts To Do Keyword Brainstorming (If you don’t already have an Adwords Account)

Katherine Devlin pinged me to let me know that the Google Ad account sign up was proving tricky and it turns out that they’ve definitely made a little bit trickier to get access to the keyword planner now, but it is still doable. I went through the sign up process myself to show you the steps you need to take here. These are a little bit rough’n’ready as they’ve completely changed the on-boarding sign up process and I wasn’t too familiar with it myself.


Signing up for Google Ads 1

Signing up for Google Ads 2

Signing up for Google Ads 3

1.5 Competitor Keyword Research overview


1.6 Competitor Keyword Research For International Businesses


Download the sheet from the video


1.7 Competitor Keyword Research For National Businesses

Check out the sheet


1.8 Competitor Keyword Research For Local Businesses




Access my sheet from the video here


1.9 Competitor Keyword Research Conclusion

1.10 How to filter out competitors branded keywords


1.11 Using Your Keyword Research To Build A Content Plan


1.12 Reviewing Search Intent To Ensure You Create The Right Content To Rank

Download my content calendar template by clicking on the link below.


2.0 Image SEO

Learn how I ranked myself as “the most handsome man in Ireland” and how you can use image SEO to drive traffic to your website.

image showing search results when Googling "most handsome man in Ireland"

3.0 Technical Audits

3.1 The Quickest Way To Identify Technical Issues

It’s important to get a quick overview of the site you are working and identify any issues you can find “on sight” (SEO Pun. Class). When starting on a new project I’ll usually do a quick run through and try to spot anything I can, it’s worth spending an hour or so on this, but you can find a lot in 10 minutes. I’ve done some quick reviews for some of my Linkedin connections and they were kind enough to let me share them here.


3.1.1 Weswitchu

3.1.2 Moovingo


3.2 Technical Audit Standard Operating Procedure

I’ve put together a standard operating procedure for technical site audit and am sharing it in this course. It’s important to note that when I’m doing a technical audit, it can take anywhere from 8-24 hours to get through, I’ve tried to keep this one simple, identifying some of the easier things for you to check especially if you have never heard of the items before, or realized that they are an issue for your website.

To get the Technical Audit SOP, just click the link below.


4.0 The Content Creation Process

For the content creation process I’ve put together a host of over the shoulder videos showing you my entire content creation process.

I’m also giving you the template for the brief I use to create content that will rank on page one.

Here is the first video from the module:

You can view the rest of the videos in the module here:

>> Go to Module 4 <<

And you can download the template I use to create content briefs by clicking the link below:


Webinar (4 SEO Hacks To Skyrocket Your Traffic)

Well it’s actually 4 hacks, this webinar covered Image SEO and the practical uses for it, Competitor keyword research, Content Auditing & Link building (both internal and external). As usual, I’ve tried to show exactly what to do and how I would do it for a clients campaign, which should make it easy for you to take on and apply to your campaigns.

The numbers associated with American College football are staggering

More than just a game…

Legacy’s Kevin Moore was back sharing his thoughts in yesterday’s Sunday Independent about the upcoming College Football game taking place at the Aviva Stadium on Saturday.

When it comes to the business of sport, American football, and the National Football League (NFL) in particular, is the big dog in the United States. The earning power of the players, the scale of the television and sponsorship deals and the size of the audience all combine to create the juggernaut that sits above all other sports in the US. Forbes lists the average value of NFL teams at over $3 billion each.

Sitting alongside their professional counterpart is the amateur sport of college football, itself a billion-dollar industry. It draws several comparisons to our beloved GAA — amateur players playing in front of packed stadiums full of die-hard fans and an engine behind it that generates big sponsorship revenue and television figures.

But to really appreciate the scale of college football, it is worth digging into some jaw dropping numbers. College football itself ranks as the nation’s second most popular sport when attendance and viewership are combined, larger than baseball and basketball. The National Collegiate Athletic Association (NCAA) generated record revenues of $1.16 billion for the 2021 fiscal year.

The NFL caters for the professional elite, staging 16 games on an average weekend during the season. The scale of college football is far greater with 65 games played every weekend in the top division alone. And while most NFL stadia host around 65,000 fans, college football regularly houses over 100,000 per game.

College football is widely regarded to have deeper traditions in terms of the rivalries between teams and more passionate fans due to it being more suburban than the largely city-based NFL. College football is often the only show in town. For example, Nebraska, which doesn’t have an NFL team (or any professional sports franchise), holds the record for the longest consecutive stadium sell-out in the US. For 60 years they have filled their 85,000-seater stadium, so that on game day, Memorial Stadium becomes Nebraska’s third largest city.

In recent years, London has become the home away from home for the NFL with Wembley and other stadia hosting big games, generating good attendance and interest. Similarly, Ireland has become the go-to place outside of the US for college football with several games over the past decade, none more popular than the Aviva Stadium sell-out of Navy and Notre Dame in 2012.

The Notre Dame alumni arrived in Dublin that September in unprecedented numbers, with 35,000 fans travelling across the Atlantic for the game. To put this in context, more American fans travelled to Dublin to watch Navy take on Notre Dame in the Aviva Stadium, than travelled to London a month earlier for the Olympic Games.

Economically, Ireland benefited hugely from the affluent Notre Dame travelling support. Many spent at least five days here, and they did not just confine their spending to the capital city. The wider economic benefit of the game has been calculated at well over €100m, and the event was used as a platform to launch Tourism Ireland’s ‘Gathering’ initiative, which was such a success in 2013.

As the ‘home’ team on the day, Navy were tasked with organising the event. This model changed with the creation of Ireland American Events Limited — a joint venture between Irish firm Corporate.ie and America’s Anthony Travel, which is now part of On Location Experience, one of the leading sports and entertainment companies in the US.

The new venture set about attempting to make college football an annual event in Ireland, one that would encompass a host of beneficial Ireland-American initiatives surrounding the game. The Aer Lingus College Football Series was born and attracting the prestigious Navy and Notre Dame fixture back to Ireland for next year’s instalment is a major coup for the promoters.

Despite several attempts by Covid to derail it, the series returns in earnest next Saturday at the Aviva Stadium when the Northwestern Wildcats from Chicago will host the Nebraska Cornhuskers. The high-profile Big Ten Conference fixture will open the 2022 season with the Aviva Stadium expected to host over 35,000 fans. The broadcasted game on Fox will have a live US TV audience of around 3.5 million, providing another money-can’t-buy opportunity to promote Ireland in the US.

This is the first time that either team has travelled to play in Ireland, and they are coming in force with title sponsors, Aer Lingus. On game day, 230 football players, 146 band members and 32 cheerleaders will take to the field.

The game represents the biggest inbound international event in Ireland since 2019 with 13,000 US fans and 3,000 European fans travelling for game week in Dublin. Overall, the game is worth an estimated €63m to the economy.

Home games for the college football teams are a big revenue generator so the travelling teams work with the promoter to offset some of this. But there is a bigger picture to why they come.

Game organiser on the US side, John Anthony explains, “First and foremost, the colleges see this as a big opportunity to provide a once in a lifetime experience to their students and fans. Additionally, there are unique opportunities for the universities to build international relationships across business, government, and education.”

Examples of these relationships and ancillary events will be seen throughout Dublin this week. On the business front, the prestigious Ireland–USA CEO Club Lunch, which will take place the day before the game at the Mansion House, brings together influential Irish, US and European CEOs, along with the top travelling CEOs associated with both universities.

Thousands of people are expected to attend the traditional pep rallies in Merrion Square on the eve of the game and then on match day, the unique tradition of the tailgate party will take over Temple Bar before the game.

The 5.30pm start time this year will suit the local population better than previous years, allowing for people to enjoy these events around the city before arriving at the Aviva for the main show. Tickets are still on sale via Ticketmaster so if you want to see what all the fuss is about, this is your chance.

New dawn for golf sees the establishment LIVing on the edge

Legacy’s Managing Director, Kevin Moore latest sport opinion piece was featured in this week’s Sunday Independent. Read the full article below.

The world of golf as we know it has been turned upside down in recent months with the emergence of a new option, the Saudi-Arabian financed, LIV Golf Tour. A completely new 54-hole, shotgun start team format, that is verging towards entertainment rather than sport.

The battle between the establishment and the revolution is well and truly underway and the bottomless pit of Saudi finances looks to have the power to out muscle anything in its way. It is hard to see at this point how golf is going to be the winner. One thing for sure is that a set of already rich golfers are going to get a lot richer.

After a false start earlier in the year, LIV Golf teed off in June with its maiden event taking place in the UK. Some of the game’s biggest names on both sides of the globe were the early adopters, from America’s six-time major winner, Phil Mickelson to European Ryder Cup legends Sergio Garcia, Lee Westwood and Ian Poulter. Players at the tail end of their career, which included Northern Ireland’s Graeme McDowell, couldn’t resist the opportunity for a retirement pay-check they could only dream of.

A strong initial rebuke from the PGA & DP World Tours proceeded and players who made the move were banned from Tour events. The war had begun with the next battle playing out in the media. It was enthralling and uncomfortable viewing in equal measure. The players were challenged in press conferences on Saudi-Arabian human rights issues and sports washing claims and the rehearsed responses around growing the game fooled no one.

Rory McIlroy led the line of defence for the PGA Tour and was soon supported by elite players like John Rahm and Justin Thomas. Shane Lowry and Padraig Harrington were next, and it seemed the establishment was safe for the time being.

The next blow from LIV Golf was significant and would see the narrative shift from ageing players to current stars with the signing of fan favourite Bryson DeChambeau. The 28-year-old former US Open Champion, who was responsible for bring a new set of fans into the game through his big-hitting, was a major coup. Alongside compatriots Dustin Johnson, Brooks Keopka and Patrick Reed, LIV Golf had now snatched over a third of the 2021 US Ryder Cup winning team.

With its back up against the wall, in marched The Open. The biggest tournament in world golf staged in the home of golf at St. Andrews, welcoming back Tiger Woods was just the defence the establishment needed to restore order. The tradition, the history, the crowds, the test of golf, the purity. The pendulum seemed to swing back.

Then Cameron Smith, the new Open champion refused to rule out a move over to the LIV, spearheaded by his fellow Australian, Greg Norman, and the circus continued. Just days later, LIV had taken a major scalp, a captain. The announcement that European Ryder Cup Captain Henrik Stenson had defected saw him immediately removed from his station and the war raged on.

But to what end? Amongst all the chaos, the battle plan and ultimate vision of LIV Golf remained unclear. With billions of dollars being thrown at the players, is it realistic to think they could turn a profit, and would they bother going after a sponsorship revenue stream?

Last weeks announced went some way to answer these questions, providing much more of an insight into their plans. LIV Golf tweeted, ‘LIV Golf is giving the principal players on each team 25% ownership in the team and providing full support to acquire sponsorships and build the team into the equivalent of a major sports franchise.’

This revelation will have shaken the establishment to the core. Like it or not, making every team a franchise and making every star player an owner is a smart play. If they succeed, there will be profitability in the league itself along with a value against each of the four-person teams.

No wonder the American heroes like DeChambeau, Johnson and Keopka opted in. American Franchise sport is all they know. Tradition is nice but a bucket load of cash and part-ownership of a franchise is a different ball game.

While the player war will rage on, and interesting battle will now commence around sponsors, one that could really damage the PGA and DP World Tours.

With over 50 official partners listed on the PGA Tour website, sponsorship is a key revenue driver for the Tour, contributing significantly to their reported $1.5 billion revenue. This income is crucial in enabling the Tour to increase prize funds, something that is now more important than ever in the fight to keep their players.

The PGA Tour sponsors are made up of an array of heavyweight global companies that feel aligned to the current game and PGA Tour brand. Rolex for example is unlikely to switch to LIV Golf but plenty of brands will be lured into the new-look approach that LIV has taken.

The likelihood is that the naming rights will become available for the teams themselves. The high cost would be an easy sell for a company looking to break a new market and gain traction globally.

This week LIV Golf announced a major expansion plan for 2023 with the twelve teams taking part in a fourteen-tournament schedule across North and Latin Americas, Asia, Australia, the Middle East, and Europe.

LIV Golf have stated that ‘The 2023 league schedule will not compete with the Majors, international team events or heritage events so the best players in the game will always be able to make their own choices about where to play.’

The four golf Majors operate outside the Tours as standalone organisations and to date they are keeping their cards close to their chest, allowing all qualified players to play. In some ways they hold the key to the future success or failure of the rival Tour.

One of the last weapons in the fight against LIV Golf is world ranking points. As it stands LIV Golf events will not have world ranking points attached to them so the Liv players will start to plummet down the rankings and only those with major winner exemptions will be able to compete in the flagship events. This looks like the PGA Tours last line of defence.

Momentum is a hard force to stop and with the team franchise plans revealed, sponsor and increased broadcast money will follow. As the weeks and months go by, the wounded PGA Tour is in danger of loosening its firm grip on golf. Finding a way to co-exist might be their only option.

Clara Kelly: A journalist led approach to newsjacking

A journalist led approach to newsjacking – a guide by Legacy Communications

All PRs know that there is no such thing as the perfect pitch, but we can try and get as close as possible using Good PR.


So what is Good PR?

Gets in ahead of competition

Organised and news driven

Offers value

Doesn’t make them work for info

Pitched to the right publications

Reactive and well researched

As a former digital journalist and now Digital PR executive Clara Kelly has seen both sides of pitching which has been valuable in identifying what makes a good story.

Clara recently spoke at WaddsCon in the UK about this approach which made her really think about newsjacking and how to use Digital PR to create newsworthy stories and here are her key takeouts:


The Dos and Don’t of pitching reactive news to Journalists


Do Don’t
Be timely Wait too long
Do your research Plug without an angle – think, what is the value?
Have the best headline for that publication Pitch to the wrong place/person
Know the news hook Make them do more work
Double check Rush so much that things slip through the cracks

You wouldn’t pitch a news journalist/publication and a lifestyle journalist/publication the same way.


Find out how to pitch to your chosen journalist using…

• Muckrack – usually have pitching preferences listed

• Searching for how they wrote up previous releases

• Checking their publication’s guidelines on PR

The news cycle moves fast so it’s also key to keep this in mind when pitching. Thinking ahead and planning stories based on knowing the news cycle before it breaks and creating news can be key.


Common Reactive Mistakes and How to Avoid them

Not doing enough researchA great pitch sent to the wrong organisation is not going to land. Know the tone of voice.

Thinking in PR Where is the news hook? What is the value? Is this TOO brand orientated? Is there a better way to pitch this? Does it fit in with the content of their site?

Relying too much on connectionsConnections are key in PR but Journalists don’t prioritise relationships, especially with reactive stories, they prioritise news value, make sure your story can stand on its own. Become a reliable source.

Being the last to hop on a trending topic – The news cycle moves fast, if you have a great story but five other PRs have already pitched it, you may miss out. Think ahead, they plan their stories based on knowing the news cycle before it breaks and creating it. You should do the same. (A journalist has less than 10 minutes to cover a trending topic.) THINK 30,30,3

Leaving out key information – They have limited time especially when it comes to news that is already breaking: ie newsjacking.  If a journalist has to circle back for a phone number or figure they may be less likely to cover your story.

Don’t make them do extra work Watch out for spelling and grammar, release wording and overly flowery language – If they need to rejig it entirely, they will mostly leave it alone.

Avoid overselling phrases Overselling can often be a turn-off especially with sites like JOE. Instead write it as you would a news article for their site to let the information speak for itself, you’ve done the work.

Overselling phrases to avoid:

  • “We believe your readers would be greatly interested in this information”
  • “I thought the below news might of interest”
  • “You may agree these tips will be useful”


One Good PR campaign can lead to…


8 –  The number of google rankings jumped by a professional services company after just one of our campaigns

400% – Increase in referral traffic over two days

114 – Pieces of coverage in national, regional and broadcast publications worldwide with journalists reaching out organically for the information

160 – Brand mentions

40 – Links to the client website

Learn more about how the Digital PR Hub at Legacy used data and newsjacking to land over 100 pieces of coverage. 


Happy Pitching!

We hope you’ll use these tips to go out and deliver a memorable reactive pitch. Learn more about Digital PR from our team of experienced professionals. 

Legacy shortlisted for Agency of the Year & 5 client campaigns at PRCA Awards 2022

The awards celebrate the best Irish public relations and communications work by public, private and not-for-profit organisations. Hosted by the Public Relations Consultants Association (PRCA) and the Public Relations Institute of Ireland (PRII).

Legacy has been shortlisted for 6 awards this year, including ‘PRCA Agency Of The Year’ which is a fantastic first-time achievement for our entire team. Our work with Energia, Indeed, Aldi and Pieta are also up for awards!

Find out more about out shortlisted campaigns below.


Legacy Communications – PRCA Agency Of The Year


Energia Get Ireland Growing


Energia: The Power Behind Irish Rugby


Indeed, Talent Unleashed


Pieta , Darkness into Light 2021


Launch of Aldi Ireland’s cookbook ‘Home’ in collaboration with IRFU


It’s amazing to see the team at Legacy Communications continue to push their creativity and innovation for clients! We’ve come a long way in a short time at Legacy – great client wins and fantastic talent hires mixed with hard work and a brilliant culture have brought us here today. We’re looking forward to celebrating at Friday’s  June 24th award show with our industry colleagues.

Very best of luck to all of our team and clients!