This book introduces and positions the strategic roles and functions of PR within general marketing and business objectives. It uses numerous examples, case studies, quotations and current trends from established practices in Ireland and delivers a balanced presentation, illustrating practical advice and current practice. Both internationaal and Irish best practices are presented. Explores various elements of the media in relation to PR, as well as writing press releases, PR photography and event management. Covers the HETAC validated Higher Diploma in Arts in Public Relations syllabus and fully reflects the syllabus of examinations for the Diploma in Public Relations (Public Relations Institute of Ireland). Also suitable for those studying PR as part of a Communications or Marketing course at university/college level.