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 #485 Recipe for startup success: why PR must be baked in

PR is most effective baked into a company’s strategy from the first day. It’s about storytelling. And a business’ story starts at the very beginning, not in the middle. By Nick Braund.

ITL #484   Hybrid working is here to stay: the stats back it up

Businesses that fail to embrace new hybrid working models will become less competitive and may struggle when faced with emerging challenges. By James Lakie.

ITL #483 A baker’s dozen: lessons about mentoring and mentorship

Mentorship can be hugely beneficial and there should be much more of it within PR. To get the most out of it, mentors and mentees must follow some important ground rules. By Ken Jacobs.

ITL #482 It’s lonely at the top: helping CEOs perform

Why do successful Chief Executive Officers experience loneliness, what effect can this have on their performance and that of their organisation – and what should the Communications Director do about it? By Nanne Bos.

ITL #481   Listening in action for employees: internal comms during crisis

Research finds that organizations still don’t listen to their employees enough. And women feel less listened-to than their male counterparts. By Shannon A. Bowen.

ITL #480 PR is NOT press relations: tackling misconceptions

The nature of public relations today is widely misunderstood. To paint a more accurate picture, IPRA has developed a series of communications about the value of public relations to society. By Alain Grossbard.

ITL #479   An overused term: has PR devalued thought leadership?

True thought leadership is a powerful marketing tool but too often it’s a catch-all term for low-value content. By Libby Howard

ITL #478   Public Affairs in Europe: a new, but no less challenging era

In the current geopolitical, political and economic context, it has become harder to develop compelling advocacy campaigns that deliver measurable business impact. By Ben Petter.

ITL #477 What China expects: building corporate reputations in the world’s second largest economy

Given the size of its economy, growth trajectory and governance attributes, China obliges companies operating in its market to adjust to prevailing attitudes, norms, and processes. By John Russell.

ITL #476   B2B marketing: from blah and boring, to bold and brilliant

Many B2B brands are still missing the opportunity to produce compelling content that grabs audience attention. By Smitha Virik
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