Speaking at what organisers fascinatingly called a 'breakout session' (Swing Out Sister not invited), Dunne delivered 'How To Really Wind Up A Journalist', a title he concedes to PRWeek was a flagrant attempt to boost attendance.
But upon spotting a 'cluster' of hacks, he changed tack and outlined examples of how journalists get annoyed by calls on deadline, etc.
Travel Trade Gazette reporter Louise Prior was one of those hacks impressed by Dunne's 'frankness'.
'He was saying stuff like "Don't call journalists before and after you email a release", which was useful. He also said that journalists are not the fearsome beasts they are sometimes made out to be, and that they appreciate a pint now and then.'
A pint of lager for PRWeek, then, Steve.