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 #325 Sweden: where polarisation is the new normal

A longstanding consensus culture has been replaced by people taking sides. What opportunities does the polarised discourse offer brands? By Deeped Niclas Strandh.

ITL #324 - The consumer is your co-driver: social media amplification strategies

Today you can dramatically increase the number of eyes that see a traditional media hit, allowing you to reach audiences you would not previously have considered possible. By Phil Lobel.

ITL #323 Brand protection: a cybersecurity checklist

Cyber-attacks and data breaches can be incredibly damaging. Organizations must get on top of managing the risk. By David Eisenstadt.

ITL #322 Intercontinental prospects: navigating the uncharted waters of global agency procurement

How can independent agencies overcome cultural barriers and forge successful partnerships with clients based in a different part of the world? By Bryan Harris.

ITL #321   Return of the IPRA Gold Paper: the changing face of executive reputation

After an 11-year gap, there’s a fresh addition to the prestigious IPRA Gold Paper series. This fascinating new study underlines how digital executive reputation is an increasingly important aspect of a company’s accountability. By Svetlana Stavreva.

ITL #320   Influencer marketing in Nigeria: an increasingly viable ecosystem

After a slow start, influencer marketing is set for strong growth in Nigeria as agencies, brands and influencers begin taking a more sophisticated approach to effective collaboration. By Bidemi Zakariyau.

ITL #319  - Restoring the true sense of words: providing meaning to create connections

Definitions have been distorted and important words have lost their true meaning. Communicators must turn the tide against the twisting and debasement of language. By Delphine Jouenne.

ITL #318 -  Hurdles in communication: adapting and excelling in a fluctuating marketplace

Many hotels and travel operators have learned the hard way that content from an influencer with a large social media following does not necessarily translate into bookings. By Jennifer Hawkins.

ITL #317 Global requires local: from handshakes to bows and bisous

Working in a demanding international in-house role presents an exciting mix of opportunities and challenges. Here’s a survival guide from the perspective of a VP Global Comms in one of the world’s top auto-makers. By Heather Chambers Knox.

ITL #316 IPRA Golden World Awards 2019: what the judges look for

GWA success brings worldwide recognition and acclaim. But what marks out a great piece of work? Which mistakes should entrants avoid? And why are esteemed communicators so happy to sit in judgment? By Rob Gray.
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