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 #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.

ITL #264 - Scale isn’t everything: how to manage a big, global communications program by thinking small

Large, multinational PR agencies aren’t the only option for clients seeking global reach. By Starr Million Baker.

ITL #263 - A profoundly new environment: the three forces of hyper-globalization

In an interconnected world where things change rapidly and there is only a short time to react or formulate new strategies, public relations must be an ethical form of relationship management, based on two-way communications and self-correction. By Takashi Inou

ITL #262 Fighting misinformation: fake news and the communications industry

In today’s ‘Post Truth’ world of alternative facts and social media bots, PR practitioners must commit to honesty and integrity. By Chris Cartwright.

ITL #261 - People management and the rise of robots: it's all about inspiration

Technology is transforming the workplace and the global economy. It will also trigger a social revolution for which we must prepare. By Flavia Bonfá.

ITL #260 - Overcoming negativity: how PR can shape the nature of online discourse

Communication professionals have a big role to play in driving a shift in the tone of public discourse away from cynicism and discourtesy towards a culture of openness and respect. By Amit Misra.

ITL #259 IPRA Golden World Awards: the impact of winning

The IPRA Golden World Awards for Excellence 2018 has opened for entries. What did success mean for last year’s GWA Grand Prix winner Weber Shandwick? By Rob Gray.

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.
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