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 #258 Content Marketing: Measurement and Analysis

To track and measure content marketing effectiveness, marketers should focus on applying metrics in six different areas. By Ina Nikolova.

ITL #257 The importance of trust in brand loyalty: building customer relationships through doing good

A new model of brand citizenship has emerged that calls for companies to demonstrate they have the best interests of their customers and employees at heart. By Anne Bahr Thompson.

ITL #256 Ways of listening: how we pay attention shapes what emerges

Insight comes from listening in a way that bridges the gap between our own mindset and that of others. By Monique Hendriks.

ITL #255 Playing the empathy card: the soft skills your agency needs to rise to the top of its market segment

Notable global corporations and even the US military have come to appreciate the power of empathy. While for PR practitioners, greater success may be achieved by taking shared journeys and finding common ground. By David Amerland.

ITL #254 Searching for a global public relations agency: focus on multi-market coordination and budget

Selecting an agency able to deliver globally while sticking to budget is far from easy. Here are the questions to ask. By Steve Drake.

ITL #253 Communicating about Africa: what’s the right narrative?

All too often, the complexity and diversity of a whole continent is boiled down into an inadequate single story. By Patricia Obozuwa.

ITL #252 The future of PR: how colleges can develop qualified professionals

What the PR industry needs from higher education is graduates able to create digital content and with the skills to measure communications impact. By Anna Ruth Williams.

ITL #251 Effective succession planning: going forward with a new focus

Cosmo, formed in 1960, is a pioneer of PR in Japan. Ensuring it has a healthy future is an important consideration for current owner, Kumi Sato.

ITL #250 A stronger foundation: guidelines for triggering change

A prominent agricultural foundation in Italy is nurturing belonging, identity and engagement among its diverse group of stakeholders through a five-point communications strategy. By Franco Giacomozzi.

ITL #249 Back to the future: PR must return to its ‘earned roots’ for a place at the integrated table

Although the PR industry is squeezed by competition from many fronts, earned media retains its power. Delivering this is what sets PR apart. By Roger Darashah.
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