We’re excited to launch the next episode of our interview series at IRS+, dedicated to celebrating and amplifying the voices of talented women in our network.

In this series, we highlight the journeys, achievements, and perspectives of women in radio, with the goal of inspiring other women to explore careers in this dynamic industry and to champion greater gender diversity in media. The stories of these incredible women within the IRS+ network are not just inspiring—they’re essential to share.

In this latest episode, we had the pleasure of interviewing Sinéad Hubble, Head of Content Development & Producer of “Midlands Today”. Tune in to hear the interview or read about Sinéad‘s journey below:

 

 

What inspired you to pursue a career in radio, and how did you get started in the industry?

When I was in secondary school, I really wanted to do something in media, so I had applied to RTE for work experience. I got a week working on The Den at the time, and I just fell in love with it. The energy that was there was just so much fun. Just seeing how everything worked was incredible. So after that, I decided that I would go to college and study media. I wasn’t really sure what area I wanted to go into, but I remember walking into the radio studio for the first time, and I just fell in love with it. I loved how personal radio was—how you could connect with somebody who was miles away. I suppose that’s when it really started for me.

After college, I applied to Midlands 103 for work experience and began in their Mullingar office, going out recording vox pops, sourcing articles, and content for shows. Through a couple of months of that, I got a call from Rebecca Donley in the head office in Tullamore. She said that the receptionist was going out on maternity leave, and they needed somebody to come in for a couple of months to fill in. She asked if I would be interested, so I grabbed the opportunity and began in February 2005 at reception in Midlands 103. From there, I tried my hardest to get a job elsewhere, either in the newsroom or on a show.

I would go out and record vox pops for the news department, go to the Meteor Awards to source interviews with the artists, and look for every opportunity—going to events, local festivals, and getting interviews with comedians and artists that were there. I did everything, really, just to show off my skills and show them how much I cared and how passionate I was about it. After a year, that really worked out for me. The researcher on Midlands Today finished up, and Will Faulkner said I had a three-month trial. I’ve been on the show ever since.

 

What has been the most rewarding experience in your radio career so far?

I think the most rewarding experience in my radio career is how we can help people. Whether it’s giving a voice to someone who doesn’t know where to turn or just wants somebody to listen to them. I’ve had calls from people on the verge of suicide, who have suffered sexual abuse or rape, and they’ve never shared these stories with anyone. But for some reason, they call during the programme to share their story, just to get it out there. Obviously, they wouldn’t give their names or details, but it’s incredible to be able to listen to someone, take their story, and in a way, help others. I always believe that by someone sharing their story, it highlights to others that they’re not alone—that we all have our struggles. Sometimes, if you don’t hear them on air or from your friends, you feel isolated. That’s the power of radio.

We’ve had some incredible guests on the show who have been so open, reliving their experiences just to help someone else. It’s a privilege to help people share their stories. One of my standout moments this year was when Denise Ansel Sexton brought baby Noah into the office to meet us. The couple had been trying for a baby for many years, and they entered our Gift of Hope competition last year, where we gave away a round of IVF. Luckily for them, it worked, and baby Noah was born in May. At 11 days old, they brought him into the office to share their story, and he was probably our youngest guest on air. I know that brought tears to my eyes because it was just an incredible moment to see how happy they were after all those years of trying.

 

From left: Fiona Delaney (Traffic Manager, Midlands 103), Sinéad Hubble (Head of Content Development & Producer of “Midlands Today”, Midlands 103) and Caitriona Lawlor (Business Development Manager, Midlands 103).

 

What are your thoughts on the current representation of women in radio?

There are definitely not enough female voices on air. It’s very difficult to get women to speak on air. As a producer on the Midlands Station Show, I often call women who will say, “Oh no, I’ll get my male colleague to do it because he’ll be better at explaining.” He may be far more technical, but she would be a brilliant interviewee and just doesn’t have the confidence to do it. That’s something Midlands 103 has been working to change. About two years ago, we did the Step Up to the Mic challenge, where we ran a training course for women interested in getting on air but didn’t know where to start. We had five participants, and over a couple of months, we taught them how to edit and interview—all the skills needed for radio.

Out of that came one of my favorite projects, The Loose Cannon. Mary Sherwin and Helen Stein come in every couple of weeks, sit down, and record a chat about whatever is happening in their lives or whatever is topical. We’ve covered everything from tattoos to anti-social behavior to things they’ve learned in their 40s and 50s. They’ve also done a series called How to Become, where they’ve interviewed local auctioneers, solicitors, and even a jockey to find out how they got into their industries. It’s been a privilege and an honor to work with these women, who are so passionate and give up their own time to come in. We definitely need more females on air. Every year on International Women’s Day, we change the schedule at Midlands 103 so that all the ladies get a chance to present a show—whether it’s breakfast, Midlands Today, afternoon, drive time, or Country Roads—right throughout the day. We also showcase the stories of some incredible women in our communities. It could be the mother who washes the GAA kit every week or the woman who set up the local women’s shed or who succeeded in business and broke the glass ceiling.

 

In your view, what steps do you think could be taken to have female voice in media more equally represented?

I think we need to do more to encourage women and give them the confidence to say, “Yes, I can do that.” That’s something we can do every day—build them up. I know myself, I have doubts, especially when I fill in for Midlands Today. I feel like I have imposter syndrome because Will Faulkner is a seasoned broadcaster and has been doing the gig for almost 20 years. I fill in occasionally, and I doubt what I bring to the table. But over the last couple of years, under his guidance and the support he’s given me, I’ve learned that I bring something different. I’m not trying to be him or fill his shoes; I’m bringing what I can to the table. That’s something we need to get out there—you don’t have to be perfect.

 

What advice would you give to young women aspiring to enter the radio industry?

The advice I would give to anyone wanting to get into radio is, number one: be resilient. You’re going to get knocked down. You’re going to be told no. You’re going to be told, “You need to redo that again.” You’ll face a lot of knockbacks. Nobody is trying to put you down; they’re trying to help. All the feedback you get, especially at the start, is about seeing the positives in it. Don’t think, “Oh no, I can’t do this.” If you’re passionate and you keep educating yourself, honing your skills, and discovering what you bring to the table, you’ll do well. We all have our own set of skills, and nobody expects you to be perfect. Radio is a tough industry, but if you put in the hard work, take feedback, and build your confidence and resilience, you’ll go far.

 

Sinéad Hubble (Head of Content Development & Producer of “Midlands Today”, Midlands 103) and Will Faulkner (Managing Director and Presenter of Midlands Today, Midlands 103).

 

Can you talk about any mentorship experiences you’ve had, either as a mentor or mentee, and how they’ve impacted your career?

I’ve had some great mentors over the years. One person I have to mention is Will Faulkner, the presenter of Midlands Today. He has offered me advice and support for nearly 20 years, and that’s been invaluable. I’ve learned so much from him. I know I haven’t always welcomed his advice, liked it, or taken it when it was given, but it has changed how I do my job and how I’ve grown as a person. I’ve also learned so much from so many others at Midlands 103 and beyond.

 

What projects are you currently excited about?

I recently took on the role of Head of Content Development at Midlands 103, so there are lots of projects I’m excited about. In my new role, I’m working on funding applications, branded content, and training for other staff members. There’s so much to be excited about. I get to be really creative in the applications for Sound and Vision funding, so it’s very exciting, and I’m just waiting to see what else comes my way in the next couple of months.

 

Sinéad Hubble, Head of Content Development & Producer of “Midlands Today”, Midlands 103.