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Public Relations (3rd Edition)

A Practical Approach

Author(s):
Publisher:

Red Globe Press

Pages: 276
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Sample chapter

Further Actions:

Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9781352002782

04 October 2018

€42.19

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Ebook - 9781352002799

26 September 2018

€34.99

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Now in its third edition, this core textbook provides students with a highly engaging and accessible introduction to the world of PR, covering diverse topics such as event planning, press releases, crisis management, ethics,...

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Now in its third edition, this core textbook provides students with a highly engaging and accessible introduction to the world of PR, covering diverse topics such as event planning, press releases, crisis management, ethics, managing your own PR agency and how to use social media effectively. The author draws on over 25 years of hands-on experience as a PR practitioner and lecturer to provide cutting-edge and insightful examples and debates relating to key contemporary issues, from Twitter-storms and whistleblowing, to the Ebola crisis and media relations in the White House. With information drawn from a wide range of international experts, the book offers case studies that cross continents and cover small, local and large multinational organisations, resulting in a truly global perspective. This new third edition has been comprehensively revised and updated throughout, equipping readers with the practical skills they need to succeed as a PR professional in the twenty-first century.Public Relations: A Practical Guide is a must-have companion for all those studying practitioner courses on Public Relations taught and accredited by PR professional organisations. It will be also be an essential textbook for undergraduate and postgraduate students studying introductory Public Relations modules at universities. 

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  • A companion website featuring a series of videos and master classes created by the author and the Irish Academy of Public Relations, covering key topics found in the book, including event management, journalism and photocalls
  • A practical approach to the topic, offering a hands-on guide for all students and practitioners of public relations
  • A lucid and gripping writing style combined with a concise and user-friendly structure



  • A more international perspective, illustrated by up-to-date examples and case studies covering companies such as Pepsi, Samsung, Shell and United Airlines, and countries including Germany, the UK, the USA, Australia, China, India, Nigeria, Greece and Ireland
  • A new and enhanced pedagogical framework, offering chapter introductions, practical case studies and `What You've Learned' sections at the end of each chapter
  • Extensively updated from the second edition to include increased coverage of  social media and the latest PR practices



1. An Appreciation of Public Relations
2. Ethics
3. Objectives, Publics & Techniques
4. PR & The Media
5. Creating Content
6. Storytelling
7. Event Management
8. Structure & Management of Consultancy & In-House Departments
9. Preparing and Delivering a PR proposal
10. Sponsorship
11. Corporate Social responsibility
12. Crisis PR
13. Political PR
14. The future of PR.
Ellen’s new edition maintains the essence and spirit of her earlier editions. She introduces her readers to public relations in a way that is both informative and witty. Both students and practitioners will benefit by having Public Relations on their bookshelves, whether learning about techniques for the first time or seeking to be reminded of the elements that are necessary to carry out an event successfully. In this new edition, she expands her horizons looking at international as well as Irish examples of how the art of public relations is an essential element of modern life, whether you are promoting goods and services, promoting good corporate reputation or advocating equitable public policy. – John Gallagher, Dublin Institute of Technology
Ellen Gunning has once again successfully delivered a refreshing and timely reference on public relations with her latest book, Public Relations: A Practical Approach. She has provided us with insightful notes to live by which is essential in an increasingly challenging environment. I appreciate her honest efforts to present the PR practice as it works in the real world, something which is very important in this age of fake news. Gunning brings out a clear defining line of what PR is all about through her presentation of contemporary and highly relevant case studies. – Nidal Abou Zaki, Managing Director of Orient Planet Group
This third edition of Gunning’s outstanding work provides an invaluable global perspective on PR strategies and practices. Gunning’s book is one of the few that can be assigned in a graduate course in PR or Professional Writing and that can be a textbook for undergraduates too. This truly international edition should be a must-read and invaluable resource for students in the field of PR, and in the rapidly expanding field of Professional Writing. It is sure to become a reference that students will return to in their professional careers. As an educator and practitioner, this edition has already become my new go-to-guide for all things PR. – Antoinette Larkin, University of Cincinnati
In a complete and well organized text, Ellen Gunning clearly explains the principles that govern this discipline, so that the reader can easily put them in practice. Public Relations: a Practical Approach is a must read for anyone willing to understand and effectively apply the art and science of Public Relations, and an extraordinary consultation book for professionals and students. – José Penso Arcieri, CEO of ACP Public Affairs, professor at several American and European Universities
Ellen Gunning has put together probably one of the most comprehensive guides to the practice of public relations that you are likely to read. It will be extremely helpful to PR and media students but should also be read by those studying other business and marketing disciplines. Even experienced PR professionals will find it well worthwhile reminding themselves of the principles behind what they do on a day-to-day basis. Virtually every facet of professional PR activity is dealt with. – Jim Walsh, Life Fellow of the Public Relations Institute of Ireland, communications advisor, and founder of Walsh:PR
Author and public relations practitioner Ellen Gunning fills a wide gap that is missing from the public relations landscape with her latest book, Public Relations: A Practical Approach. She captures the strategic essence of what a public relations professional needs to know in a modern, global and digitally connected world. I felt engaged, entertained, enriched and inspired into a new immersive way of thinking. This book is essential reading for any public relations professional, or university learners, because it is written for those who want to stay ahead of the game in a practical way. – Jacqueline Purcell, CIPR Chartered Public Relations Practitioner, IPRA UK and Ireland Chapter Chair, IPRA Board Member 2018
Indispensable for my undergraduate PR students. The inclusion of relevant case studies in this edition is welcome and will enable students to understand the practice of public relations before entering the profession…a no-nonsense, clear, intelligent guide. – Dr Pauline Madigan, Institute of Technology, Carlow, Ireland
This new edition presents bears witness to the depth and width of Ellen Gunning’s insight into the public relations discipline, practice and industry. The diverse case studies highlight the scope of modern strategic communication, and public relations. – Dr. Tor Bang, BI Norwegian Business School, Oslo
One of the best public relations textbooks I have ever read. – Jane Hammond FCAM FCIPR MPRCA MIPRA, PR management training consultant
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Ellen Gunning MA, MIAPR, FPRII, NUJ is a director of the Irish Academy of Public Relations, a specialist communications college, and has over 25 years' experience of teaching PR, journalism, event management and Social Media marketing in 6 languages across 50 countries.

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Ellen Gunning MA, MIAPR, FPRII, NUJ is a director of the Irish Academy of Public Relations, a specialist communications college, and has over 25 years' experience of teaching PR, journalism, event management and Social Media marketing in 6 languages across 50 countries.

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