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 #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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ITL #639   Resilience through reputation: adapting to the emerging realities

By: Dennis Larsen 11/08/2025
author"s portrait A strong reputation is more than a defensive shield. It is an engine of growth, resilience, and competitive advantage. By Dennis Larsen.

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ITL #638 Rewriting the rules of public relations in Central Africa: the gradual awakening of a diverse Generation Z

By: Benaja Nkemzikann 05/08/2025
author"s portrait In Central Africa, rewriting the rules of public relations cannot happen without a sincere acknowledgment of local dynamics. By Benaja Nkemzikann.

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