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 #661 From perception to proof: why the Crisis Index 300 signals a new era for reputation leadership

By: Craig Badings 19/01/2026

Measuring the real financial impact of a crisis across stock exchanges, crisis types, and listed-company case studies. By Craig Badings.

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ITL #660 Marketing in MENA: time to discard a damaging mindset

By: Louay Al-Samarrai 12/01/2026

The Middle East isn’t a recycling bin for marketing; it needs to start with a blank sheet of paper. By Louay Al-Samarrai.

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ITL: 659 Flexibility across borders: the case for the virtual agency

By: Ulrich Gartner 05/01/2026

As technology accelerates and global conditions remain volatile, the virtual agency model offers mid-sized companies a cost-effective way to communicate. By Ulrich Gartner.

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ITL #658 Campaigns begin in the boardroom: a framework for strategy

By: Dan Rolle 22/12/2025

Why corporate affairs leaders must redefine the campaign as a driver of organisation-wide impact. By Dan Rolle.

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ITL #657 Earning attention: the new B2B currency

By: Robert Heldt 15/12/2025

Brands must be extremely intentional about creating meaningful, relevant content that addresses their audience's needs, interests and pain points. By Robert Heldt.

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ITL #656 Communication in Latin America: opportunities and curiosities of an expanding market

By: Pedro Cadina 08/12/2025

An in-depth study across the region finds that corporate communications must be intrinsically strategic and integrated. By Pedro Cadina.

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ITL #655 Why the future of AI in comms is still human: and how you can master it

By: Laura Hindley 01/12/2025

If you implement AI without thinking about the human side, you’re going to produce a whole lot of AI slop, destroying both productivity and trust. By Laura Hindley.

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