Date of Award


Document Type


Degree Name

Master of Arts (Research)


Cork Institute of Technology

First Advisor

Emmet Coffey


The aim of this dissertation was to explore the public relations techniques of Ballymaloe and determine the effectiveness of these techniques on the Ballymaloe brand. Relevant literature was explored and the subjects the subjects that were encountered included public relations traditional and new media avenues.

The research methodology constituted quantitative analysis. Interviews were the primary research tools, with media analysis being used to back it up. The data was analysed using content analysis procedures.

The conclusion identified that, Ballymaloe are inadequate in implementing two way communications with their strategic publics. The research highlighted the relaxed attitude towards their public relations techniques and interacting with there publics through the new mediums that are now available to all organisations. The dissertation concludes with recommendations for the public relations tactics of Ballymaloe and recommendations for the future.

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