Presents and positions the strategic roles and functions of "Public Relations" within general Marketing and Business objectives. It illustrates new examples, case studies, quotations, and current trends from established practices in Ireland. It introduces all specialist areas of PR such as sponsorship, corporate image, crisis management, financial PR, etc.

concluding with a future industry analysis for each area delivers a balanced presentation between practical advice and current practice. It introduces both Irish and international best practices. It is written for students taking the following courses: Diploma in Public Relations (Public Relations Institute of Ireland); Introduction to Public Relations (Irish Academy of Public Relations); and Distance Learning Programmes (Irish Academy of Public Relations).

It is also suitable for students studying PR as part of a Communications or Marketing course at third level. It includes sample PR projects and suggested approaches to answering past papers both for the Introduction to PR and the Diploma course.