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by Ellen Gunning
Gill & Macmillan
ISBN No.978-0-7171-4208-8 : Paperback
Retail Price: $80
Academy Price: $75
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This book is a practical guide for Public Relations students and practitioners, and an invaluable insight for Journalists. Completely up-to-date, this book is teeming with examples, case studies and references to Irish and international PR issues. Everything from photo-calls and press releases, to crisis management, financial PR, public consultation and the future of the industry are dealt with. It mixes practical advice with current practice. It deals with the ‘real’ relationship between journalists and PR people. It studies the ethics of both industries, and looks at the changing face of media in Ireland and internationally.


Ellen Gunning MA, MIAPR, FPRII, NUJ is the founder-director of the Irish Academy of Public Relations. She has 25 years’ experience as a PR practitioner and lecturer. She was also PRII National Examiner. She is a Fellow of the Public Relations Institute of Ireland, a member of the Public Relations Society of America, the National Union of Journalists and the European Federation of Public Relations Practitioners (CERP); and served two terms as national chairperson of the International Public Relations Association (IPRA).


The author has put together an encyclopedia of the technical tricks of the trade that a public relations practitioner needs.
Francis Xavier Carty, FPRII Past President, Public Relations Institute of Ireland

I have not often come across a book on PR that delivers so much in terms of comprehensiveness, clarity, lack of pretension and focus on the job at hand. This book does what it says on the tin – it is a practical approach, systematically dissecting the key tools of the trade… I want to commend Ellen on this great addition to PR practice in Ireland. She has done herself and our industry proud.
Michael Patten MPRII, President, Public Relations Institute of Ireland

In my opinion this book deserves, and will command a wide general readership extending far beyond those involved in our communications industry. This work provides a fascinating insight into how the modern Irish economy works and how our society functions today. This is a most comprehensive manual and an essential guide for practitioners and students alike but for the general reader it is a window through which we get a revealing view of life in Ireland as it is in the morning of the 21st century.
Jim McDaid TD, Minister of State at the Department of Transport

Lots of people will have a use for this book… look out for a blizzard of press releases, turgid speeches, major launches, and a new sophistication in the Local Elections. And blame PR Practitioner Ellen Gunning.
John Cunningham, Editor, Connacht Tribune