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 #649 Industry, HE and next gen communicators: deeper, more deliberate collaboration

By: Anne Gregory PhD 20/10/2025
author"s portrait Many graduates are underprepared for the demands of public relations roles. Educators and industry professionals must collaborate to embed new capabilities within the profession. By Anne Gregory.

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ITL #648   When headlines lie, trust dies: why clickbait is PR’s next big battleground

By: Dustin Chick 13/10/2025
author"s portrait Clickbait should be keeping those of us responsible for managing organisational reputation wide awake at night. More importantly, we should be doing something about it now. By Dustin Chick

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ITL #647 Unlocking sustainability: the transformational power of strategic communication

By: Daniel Silberhorn 06/10/2025
author"s portrait Companies need to integrate sustainability action into their daily business to manage material risks. But how do you achieve that? By Daniel Silberhorn.

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ITL #646 Preparing for post-human crises: the AI 2027 scenario and its implications for public relations

By: Philippe Borremans 29/09/2025
author"s portrait PR professionals must build adaptive strategies in readiness for AI’s rapid evolution beyond today’s “stumbling agents” phase. By Philippe Borremans.

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ITL #645   Integrated brand positioning and corporate communications: a winner’s playbook for B2B success

By: Henriette Viebig 22/09/2025
author"s portrait A Körber perspective on amplifying your message and maximizing ROI through the power of integration. By Henriette Viebig.

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ITL #644   Upholding integrity: why transparency matters in media relations

By: Kathryn Goater 15/09/2025
author"s portrait When a potential media opportunity arises, inform the client first, provide context and seek their expert input. By Kathryn Goater.

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ITL #643   Can we be strategic for a second? Successful partnerships in strategic communications

By: Jon White 08/09/2025
author"s portrait How an agency partner can truly add value from a strategic communications perspective. By Jon White.

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ITL #642 “Placeful PR” from Japan: a local university’s award-winning model for global public relations

By: Koichi Iwasawa 01/09/2025
author"s portrait Developing place-based PR centered on emotionally rich experiences that amplify belonging and identity. By Koichi Iwasawa.

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ITL #641 When the hackers come calling: why cyber crisis communication is now a boardroom imperative

By: Alexander Fink 25/08/2025
author"s portrait The high-stakes world of cyber crisis communication is rapidly becoming as critical as firewalls and encryption capabilities. By Alexander Fink.

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ITL #640 The “changemaker” trap: rethinking the “better future” narrative

By: Caterina Cazzola 18/08/2025
author"s portrait When everyone uses the same “changemaker” narrative, it loses power. To regain trust, communicators must recalibrate. By Caterina Cazzola.

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