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 #202 What a doctor looks like: lessons from the Delta debacle

A flight attendant’s unwillingness to believe a black woman was a medical doctor is a shocking example of the kind of crisis that occurs when a company’s purpose, values and behavior are out of alignment. By Jennifer Janson.

ITL #201 High time for change: promoting cannabis in Canada

Legislation to legalize marijuana for recreational use will likely be tabled by the Canadian government in 2017, bringing interesting PR challenges in its wake. By Carol Levine.

ITL #200 Untapped potential: Tell me a good story and I shall listen

Many B2B businesses ignore the power of storytelling in the mistaken belief that emotionally driven brand communication belongs only in the B2C realm. By Camilla Lercke.

ITL #199 The new face of PR: mathematics, big data, technology and creativity

If public relations is to deliver the results clients crave, practitioners must embrace new ways of working. By Sandra Sinicco.

ITL #198 International agency structures: is there a perfect solution?

Settling on the right PR agency network solution can be a big headache for clients. What should be borne in mind when making a decision? By Lyle Closs.

ITL #197 Three years from now: trends for the 2020 communicator

As the seismic year that is 2016 draws towards its close, it’s an appropriate time to consider the future, and how communications professionals should prepare for it. By Lisa Vallee-Smith.

ITL #196 RFP quandaries: the art of responding to proposals

A Request for Proposal (RFP) may represent a fantastic opportunity for building business, or be a complete waste of time. By Lisa George.

ITL #195 Media relations: The death of the sell in

Once a PR industry norm, phoning journalists to ‘sell in’ press releases has had its day. New skills are needed to deliver effective media relations. By Joshua Van Raalte.

ITL #194 Social affluence: tapping into the influencer opportunity

Signing up celebrities as the face of your brand can be expensive and may cause problems. Are social influencers a better bet? By Nicole Reaney.

ITL #193 Connecting with your audience: striking the right chord in leadership communications

In this age of volatility, uncertainty, complexity and ambiguity, organizations need leaders able to build trust through empathy and engagement. By Shravani Dang.


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