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 #333   Always-on risk management: let’s talk resilience not crisis

Managing risk in a world of increasing motion and consumer expectation calls for a fresh approach to issues and crisis management. By Rebecca Wilson.

ITL #332 -  How to approach thought leadership: build for business outcomes, not marketing metrics

For persuasive, game-changing results, thought leadership content has to deliver a “Return on Objectives”. By Ken Mandelkern.

ITL #331 Change leadership: the new thought leadership for climate challenge

Communicators have a vital role to play in building the partnerships needed to solve climate change issues. By Daniel Silberhorn.

ITL #330 Crisis management: what rigid strategies can learn from flexible buildings

Although carefully crafted crisis protocols remain essential, in today’s fast-paced world it’s vital to stay open minded when disaster strikes. By Rania Azab.

ITL #329   Expressions of remorse: Trump, Dickson and all that’s new in PR apologies

Why are some public figures able to survive and sometimes even thrive despite repeatedly causing offence? By Gerry McCusker.

ITL #328 Global messages, local nuances: the importance of local insights for global brands

Companies must give sufficient power to their local people on the ground so that they are able to implement what makes sense in their markets. By Jennifer Leppington-Clark.

ITL #327 Measurement: the PR profession’s blind spot

PR is yet to properly get to grips with measurement and evaluation, even though it is arguably the most pressing challenge the profession faces. By Jon Meakin.

ITL #326 Still in good shape: who says public relations is dying?

Some pundits suggest PR is in decline. Yet the wide-ranging changes of recent years have brought great opportunities for growth. By Claudia Pritchitt.

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A longstanding consensus culture has been replaced by people taking sides.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.
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