Latest News

3 October 2025 - Press Photographers of Ireland (PPI), the principal professional body representing editorial photographers and videographers since 1978, launched its landmark report Project Flywheel – Professional Standards, Sustainable Careers. 

The report was developed in collaboration with UCD Michael Smurfit Graduate Business School students Ruth Farrell, Manu Jain, Molly O’Beirne, Brian O’Donnell and Fionnuala O’Leary as part of their Company Project module for the MSc in Management Consultancy. On behalf of the team, Fionnuala and Molly presented their findings and comments were offered by David Branigan, President of the Press Photographers of Ireland and Honorary Member, Jerry Kennelly. 

“This report is a fantastic example of what can be achieved when resourceful and dedicated students collaborate closely with an engaged and forward-thinking client like PPI,” said Geraldine Lavin, Lecturer and Company Project Co-ordinator for the UCD MSc in Management Consultancy. 

“We are incredibly proud of the work they’ve produced and look forward to seeing the positive impact it will have on PPI members and the sector”.

Developed through extensive interviews with photographers, media clients, and public relations professionals, as well as secondary research on international models, the students presented a strategic framework to address systemic challenges facing the Irish press photography sector.

Their findings highlight five critical gaps that threaten the sustainability, inclusivity, and competitiveness of the profession. These include:

• Lack of industry-specific training pathways
• Insufficient commercial and legal literacy
• Absence of formal mentorship structures
• Supply chain fragility
• Inequitable access via informal assignment networks

These gaps are compounded by wider economic and social pressures such as non-standard employment, falling remuneration, and increasing regulatory demands. 

Despite these challenges, end-user feedback confirms continued demand for high-quality, reliable, and ethically produced visual journalism. However, frustrations remain around timeliness, communication, and sustainability in current practices.

To address these issues, Project Flywheel sets out a Five-Pillar Strategic Framework designed to safeguard standards and strengthen the long-term viability of the profession:

1. Accreditation and Quality Standards – Establishing measurable benchmarks to assure output consistency and build client confidence.
2. Legal and Risk Management Tools – Providing members with resources to manage contracts, copyright, and liabilities effectively.
3. Continuous Professional Development (CPD) – Enabling skill renewal through targeted, flexible training pathways.
4. Economic and Career Support – Enhancing the commercial viability and sustainability of members’ careers.
5. Client Engagement and Access – Creating structured channels to promote transparency, trust, and equitable opportunity distribution.

The framework sets out both qualitative and quantitative benefits: improved member profitability, greater client satisfaction, reduced operational risks, and strengthened trust between photographers and clients. 

Importantly, it positions PPI not only as a guardian of professional standards but also as a driver of market reform — transforming creative excellence into measurable economic value while maintaining Ireland’s competitiveness in visual journalism.

"Project Flywheel is a groundbreaking initiative which will help the craft of photojournalism survive the constant upheaval in the media industry," said Jerry Kennelly, Photojournalist and Filmmaker and an Honorary Member of Press Photographers Ireland. "New entrants and seasoned professionals will benefit significantly from knowledge sharing and continuous learning.”

Commenting on the launch, David Branigan, President of Press Photographer Ireland said, “Project Flywheel represents a vital step in future-proofing our profession. By addressing systemic gaps and building a structured, business-focused framework, this initiative ensures that Irish press photographers and videographers can continue to produce world-class journalism while enjoying fair, sustainable careers.”

“We are hugely grateful to the students and staff of the UCD Smurfit School for their support in producing this world-class report.”