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 #208 The future is communications: time for PR to seize the day and a new name

With clients increasingly seeking a joined-up approach that brings together paid, owned and earned media, there is a great opportunity to take the lead on integration. By Adam Rubins.

ITL #207 Indian pharma: managing reputational risk in the digital era

Like the pharmaceuticals industry globally, the local industry in India faces its fair share of reputational challenges. By Seema Ahuja.

ITL #206 How to win: IPRA Golden World Awards 2017

IPRA GWA judges share what they look for in a successful campaign and set out the advantages of winning one of these prestigious international PR accolades. By Rob Gray.

ITL #205 Corporate blogs: an effective boost for visibility and vitality

How do you create a corporate blog that stands out from the crowd? And what can we learn from the best exponents of the art? By Ina Nikolova.

ITL #204 Before and after: why we need a new approach to crisis management

Progress in moving crisis management from tactics in the ‘war room’ to strategy in the boardroom has been too slow. By Tony Jaques.

ITL #203 Employee engagement: talent retention in the era of the experiential generation

The conventional approach to employee engagement must be turned on its head if employers in the communications business are to get the most out of millennials. By Kavita Rao.

ITL #202 What a doctor looks like: lessons from the Delta debacle

A flight attendant’s unwillingness to believe a black woman was a medical doctor is a shocking example of the kind of crisis that occurs when a company’s purpose, values and behavior are out of alignment. By Jennifer Janson.

ITL #201 High time for change: promoting cannabis in Canada

Legislation to legalize marijuana for recreational use will likely be tabled by the Canadian government in 2017, bringing interesting PR challenges in its wake. By Carol Levine.

ITL #200 Untapped potential: Tell me a good story and I shall listen

Many B2B businesses ignore the power of storytelling in the mistaken belief that emotionally driven brand communication belongs only in the B2C realm. By Camilla Lercke.

ITL #199 The new face of PR: mathematics, big data, technology and creativity

If public relations is to deliver the results clients crave, practitioners must embrace new ways of working. By Sandra Sinicco.



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