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 #501   Leveraging data to hone strategy: achieving the greatest reputational lift

As communicators we should strive to incorporate more data-driven decisions into our work, but it’s important to remember some key principles. By Kimberley Goode.

ITL #500   Times up: the best PR agencies won’t be charging for time

It’s time for PR agencies to dump timesheets in exchange for charging clients based on the value of the service they provide – and to never look back. By Skye Lambley.

ITL #499   The power of research in PR: a vital instrument in your toolkit

Conducting regular waves of research and making the findings freely available can boost corporate reputation and open the door to commercial opportunities. By Anton Nebbe.

ITL #498 Effective employee communications: investing in a behavioural science-led, insights-based approach

Governments have used ‘nudge’ thinking to achieve some powerful interventions, so why haven’t more organizations established nudge units? By Aniisu K Verghese.

ITL #497 Surviving economic turmoil: how financial companies can leverage PR

Trying to navigate a crisis by sitting quietly and waiting it out without communicating is a faulty approach that hands an advantage to more forward thinking competitors. By Mary Poliakova.

ITL #496 Advocating for PR’s core values: where we stand in the integrated landscape

If marketing is a sprint, then PR is a marathon that can deliver amazing results in terms of reputation and education. For example, by using scientific proof to boost vaccination levels in Vietnam. By Clāra Ly-Le.

ITL #495   Making influencers work for you: building deep connections in India

With India on course to have 900 million internet users by 2025, influencer marketing is booming. But nano and micro-influencers often deliver higher engagements rates than the superstars. By Archana Jain.

ITL #494 - Data breach damage control: the importance of proactive planning

It is imperative to have a well-defined reputation and communications strategy in place for handling a data breach as an integral part of an incident response plan. By James Lynch.

ITL #493 Internal communications and employer brand: critical to winning the war for talent

Organizations who want to be known as an employer of choice, and attract and retain top talent, must do far more than talk the talk. By Janine Allen.

ITL #492   Talent from new geographies: emerging from the pandemic with a virtual agency

Hiring team members from outside Singapore has opened up a world of new opportunities for one agency. By Illka Gobius.
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