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 #596 Positioning: where is the public relations industry in green economy transformation?

author"s portrait Why I launched the Roman Declaration of Green Communication Responsibility initiative. By Danijel Koletić.

ITL #595   Leveraging your brand’s inner “Korean-ness”: lessons for global PR professionals

author"s portrait There is much to learn from the principles that drive the success of Korean brands. By Christina Kim.

ITL #594 Climate change communications: trends from three years of IPRA Golden World Award finalists

author"s portrait What makes a winner? Introduced in 2022, the IPRA Golden World Awards’ climate change category highlights how PR can play a role in tackling the climate crisis. By Daniel Silberhorn.

ITL #593    Humanizing AI: putting people at the heart of the conversation

author"s portrait PR professionals can bridge the gap between technology and humanity—and we should think of AI as “artificial interpretation”. By Roger Hurni.

ITL #592   The formula for trust: the foundation of reputation

author"s portrait Strategic communications is fundamentally about reputation. And reputation boils down to the question: are you trusted? By Stuart Maister.

ITL #591   Prof. James E. Grunig: moral behavior does not occur without study, research, and reflection

author"s portrait An interview with the noted professor and author James E. Grunig on PR and ethics. By Dana Oancea.

ITL #590 AI in PR and communications: will it change anything at all?

author"s portrait Many people are growing weary of AI-led communication and looking for authentic human experiences. By Erik van de Nadort.

ITL #589   A valuable two-way street: unlocking the power of mentoring in global public relations and communications

author"s portrait Mentoring is more important than ever and IPRA members should have a lifelong commitment to it. By Philip Tate.

ITL #588   Where media coverage is on sale: time to rethink the value of Earned?

author"s portrait Earned media has always been hallowed ground for public relations, and for good reasons. By Ong Hock Chuan.

ITL #587 A 2024 business imperative: the increasingly critical role and impact of strategic communications

author"s portrait CCO expertise has become a must-have in an age of rampant misinformation. By Jessica M. Graham.
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