Irish Language PSNI Recruitment Ad Appears in All-Ireland Hurling Final Programme
A full-page recruitment advertisement for the Police Service of Northern Ireland (PSNI) has been featured in the printed programme for Sunday’s All-Ireland Hurling final at Croke Park. The ad, which appeared in the pages of the programme for the senior clash between Tipperary and Cork, saw Tipperary win the Liam MacCarthy Cup. The advertisement included a link to the PSNI’s job site alongside the Irish phrase “Déan slí bheatha de,” which translates to “make a career out of it.”
This is not the first time the PSNI has used the GAA All-Ireland programmes as a platform for recruitment. Previously, the force has advertised in these publications, often using the same Irish phrase but alongside English text. However, this latest ad marks a shift towards emphasizing the Irish language, reflecting broader efforts to engage with the local community.
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The history of the relationship between the PSNI and the Gaelic Athletic Association (GAA) is complex. Members of the Royal Ulster Constabulary (RUC), the predecessor to the PSNI, and other British security services were banned from being members of the GAA for over 100 years until 2001. This ban, known as Rule 21, was lifted following the creation of the PSNI, marking a significant step in the normalization of relations between the police force and the GAA.
Recruitment Challenges and Community Perceptions
The recent PSNI recruitment ad comes amid concerns about the representation of Catholics within the force. According to reports, Catholic recruitment in the PSNI fell to a new low of just 17% in 2024. Overall, Catholics make up only 32% of the PSNI’s officers, highlighting a persistent gap in diversity.
A survey conducted by the Policing Board last month found that Catholics are less likely to believe the PSNI represents their community. This perception is further reinforced by incidents such as an anti-PSNI poster recently erected on a billboard in west Belfast. The poster claims that the PSNI has arrested twice as many Catholics as Protestants in recent years, fueling tensions and reinforcing negative stereotypes.
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SDLP MLA Mark Durkan has spoken about the challenges facing the PSNI in gaining trust from Catholic communities. He highlighted the force’s “Apocalypse Now” style policing and its legacy from the RUC as factors that deter people from Catholic backgrounds from applying for jobs.
“There have been improvements such as in terms of reductions in stop and searches. But although there’s been a reduction, they’re still predominantly carried out on Catholic, nationalist and republicans, people from that background,” he said. “There’s disproportionality there. I think the police have to—as well as being fair and balanced—have to be seen to be.”
Commitment to Representation
Despite these challenges, the PSNI has consistently emphasized its commitment to being representative of the community it serves. The force has acknowledged the need to build stronger ties with all sections of society, particularly in areas where historical tensions persist.
The inclusion of an Irish language recruitment ad in a high-profile event like the All-Ireland Hurling final could be seen as a positive step toward bridging the gap between the PSNI and the wider community. It reflects an effort to engage with the public in a more inclusive manner and to promote the idea that the police force is open to all. However, changing long-standing perceptions will require continued efforts and tangible progress in addressing the concerns raised by various community groups.
