Thought Leadership Essays

IPRA thought leadership essays deliver relevant content for anyone involved in international communications. They provide insight on the live issues that matter in the fast-changing world of Public Relations.

ITL #630 Rewriting the PR playbook: what Gen Z employees and consumers are teaching us in Asia

By: Samantha Strauss 09/06/2025

Gen Zs will hold companies accountable for what they say and even more so, for what they don’t say. By Samantha Strauss.

read more / Comments

ITL #629 Aligning brands with what matters to people: the need for cultural fluency

By: Ron Jabal 02/06/2025

To succeed in today’s communication landscape, PR professionals must become cultural strategists. By Ron Jabal.

read more / Comments

ITL #628 From insights to impact: using op-eds to spread the message

By: Raju Narisett 26/05/2025

How McKinsey finds business audiences where they are, globally. By Raju Narisetti (pictured) and Cait Murphy.

read more / Comments

ITL #627 A transformative force: strategic communication in times of disruption

By: Christoph Schwartz 19/05/2025

The future of PR lies in the intelligent interplay of technology, ethics, and strategic foresight. By Christoph Schwartz.

read more / Comments

ITL #626 How the term 'leader' is holding back businesses: why it's time for non-leaders to step up

By: Sophia Halkidou 12/05/2025

Many businesses unknowingly lose out by overlooking gifted underachievers. By Sophia Halkidou.

read more / Comments

ITL #625 We’re about to lose these “brats” for good: that’s a problem for PR

By: Ayelet Noff 05/05/2025

The news cycle is moving faster than ever before and channels are shifting to appeal to younger generations. PR must rethink how to engage with journalists. By Ayelet Noff.

read more / Comments

ITL #624 Big Brother in the workplace: the need for trust over presenteeism

By: Chris Owen 28/04/2025

Employees will do fantastic work whether they’re sat at an office desk 20 feet from the boss or sat at their kitchen table. By Chris Owen.

read more / Comments

ITL #623 Mastering crisis communication: lessons from aviation

By: Jacek Ławrecki 21/04/2025

The aviation industry has developed structured and tested procedures for managing crises. These best practices can be adapted to corporate communications. By Jacek Ławrecki.

read more / Comments