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 #274 - A media industry in flux: how it hurts brands, industries and even economies

The embattled media industry faces multiple challenges and, with revenues under pressure, continues to struggle. Cost-cutting has led to a decline in seasoned journalists, which may have dire consequences. By Stella Wink.

ITL #273 - The tricky subject of money: should clients define budgets upfront for PR agencies?

Agencies must gain clarity early on from clients over approved budgets in order for a workable, mutually beneficial relationship to develop. By David Landis.

ITL #272 Mining for trust: five ways to turn around mistrust and disengagement

The mining industry has not proved adept at telling its own story. That needs to change. By Warrick Hazeldine.

ITL #271 Hug me at the stage door, please: a Latin American perspective on globalization

Going global means striking the right balance between local market insight and international capabilities. Although some degree of consistency is vital, we are not all the same! By Gustavo Averbuj.

ITL #270 Serious about innovation: meeting the Chinese market’s high expectations

China’s consumers are hungry for ‘amazing’ new products and predisposed to ascribing a social benefit to them. Yet at the same time, they are turned off by over-inflated claims concerning innovation. By Penny Burgess.

ITL #269 - Japan: the vision for 2020 and beyond

As host nation for the both the next Rugby World Cup and summer Olympics, Japan is getting ready to be the focus of global attention. By Etsuko Tsugihara.

ITL #268 - The trust conundrum: reputation in the age of cynicism

Was the third sector the final institutional bastion to blow its reputation in the UK – and is there anyone left we can depend on? By Jim Donaldson.

ITL #267 - The length of a crocodile: overcoming difficulties in measurement and evaluation

Tools for measuring the impact and effectiveness of PR activity are imperfect. However, a clearer picture can be achieved by combining commonsense with bravery. By Alexander Christov.

ITL #266 New IPRA Members Emeriti: in recognition of distinguished service

Jane Hammond, Loula Zaklama, Richard Linning and Johanna McDowell have been accorded IPRA Member Emeritus status. Why has this rare honour been conferred by the IPRA Board and what does recognition mean to the recipients? By Rob Gray.

ITL #265 - Millennials: self-improvement and the betterment of the PR industry

Older generations have at times been scathing about millennials but as long as they address their own shortcomings they hold the key to reshaping PR in the next few years so that it is fit for the future. By Seçkin Çetin.
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