Public Relations - A practical approach by Ellen Gunning Gill & Macmillan ISBN No. 0717134571 : Paperback Recommended Retail Price : €44.99 Academy Price: €40.00

“The author has put together an encyclopaedia 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 2004 Local Elections. And blame PR Practitioner Ellen Gunning,” John Cunningham, Editor, Connacht Tribune

Detailed Description
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.

The book contains over 950 references to people, companies, charities, semi-state & public organisations, multi-national companies and small Irish enterprises.

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.

Includes suggested approaches to past papers for the Diploma in Public Relations course, plus Sample PR Projects