Thought Leadership Essays

IPRA thought leadership (ITL) essays deliver relevant and engaging content for anyone involved in Public Relations with an international dimension. They provide valuable insight and forthright opinion on the key trends and live issues that really matter in the fast-changing world of Public Relations today.

ITL #426 Togetherness: where IR and PR meet, and where they don’t

A siloed approach to external communication may have PR promoting a narrative that shares little in common with the story that IR tells analysts and portfolio managers. By George Allen.

ITL #425 China rebounds from covid-19: global brands pivot to take advantage

With Chinese consumers stuck in their own country, thanks to travel restrictions, many brands have stepped up activities in-country and re-directed investment from elsewhere. By David Croasdale.

ITL #424 Engage with the European Union? A potential route to untapped benefits

Many business people think reaching out to the EU is a waste of time. Yet those working in its institutions are often approachable, knowledgeable and, most importantly, open to engagement. By Angele Giuliano.

ITL #423 Making your audience care: lessons from literature for PR professionals

We can learn a huge amount from literature…and not only about how to write better. By Andrea Gissdal.

ITL #422   Communication as a force for good: principles in keeping with the UN SDGs

Is the international PR community ready and willing to adopt a set of core principles to guide practice on social responsibility, including care for our planet? By Inge Wallage.

ITL #421   Success: what if we only measured it by the state of our relationships?

Good relationships are vital. So how can we measure the state they’re in? By Phil Borge-Slavnich.

ITL #420 - Rising to the challenge: how CAE maintained employee engagement amid the pandemic

A four-pronged employee empowerment strategy with measurable objectives helped Canadian aerospace technology company CAE keep morale and performance levels high. By Hélène V. Gagnon.

ITL #419   Don’t ‘spray and pray’: slow and simple wins on social

To make a real impact on social at this time of great behavioural change you’ve got to understand your audience. By Katy Howell.

ITL #418 GWA winner's perspective: what is a leader without volunteering?

Success in the IPRA Golden World Awards' Global Contribution category provoked feelings of joy and pride, but when it comes to pro bono work it’s essential to understand why you are doing it. By Danijel Koletić.

ITL #417 The transformative power of blockchain: opportunities for Communicators

Blockchain is going to solve many business problems, including in PR. As an industry, we need to learn much more about it. By Philippe Borremans.
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