Thought Leadership Essays

IPRA thought leadership essays deliver relevant content for anyone involved in international communications. They provide insight on the live issues that matter in the fast-changing world of Public Relations.

ITL #666 Postcard from Down Under: why diversity remains a problem in the PR profession in Australia

By: Jeffrey Naqvi 23/02/2026
author"s portrait PR needs to be reimagined as a vital space for civic engagement, social critique, and cultural inclusion. By Jeffrey Naqvi

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ITL #665 Digital therapeutics and the reputation gap: why evidence alone will not win adoption

By: Priyanka Bajpai 16/02/2026
author"s portrait How Communications leaders can help scale software that treats/manages medical conditions. By Priyanka Bajpai.

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ITL #664 Reputation as strategic capital: why trust, credibility, and resilience now define institutional value

By: Dr. Ron F. Jabal 09/02/2026
author"s portrait Reputation functions like capital, something that can be built, strengthened, depleted, and protected. By Ron Jabal.

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ITL #663   The advocacy advantage: earning employee trust and support in times of crisis

By: Alison Arnot 02/02/2026
author"s portrait A new 7 S framework provides a structured approach to internal crisis communications. By Alison Arnot.

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ITL #662 Game Face: what I learned writing a children’s book about PR

By: Curtis Sparrer 26/01/2026
author"s portrait How I explained public relations to a 10-year-old in a fun and engaging way. By Curtis Sparrer.

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ITL #661 From perception to proof: why the Crisis Index 300 signals a new era for reputation leadership

By: Craig Badings 19/01/2026
author"s portrait Measuring the real financial impact of a crisis across stock exchanges, crisis types, and listed-company case studies. By Craig Badings.

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ITL #660 Marketing in MENA: time to discard a damaging mindset

By: Louay Al-Samarrai 12/01/2026
author"s portrait The Middle East isn’t a recycling bin for marketing; it needs to start with a blank sheet of paper. By Louay Al-Samarrai.

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ITL #659 Flexibility across borders: the case for the virtual agency

By: Ulrich Gartner 05/01/2026
author"s portrait As technology accelerates and global conditions remain volatile, the virtual agency model offers mid-sized companies a cost-effective way to communicate. By Ulrich Gartner.

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ITL #658 Campaigns begin in the boardroom: a framework for strategy

By: Dan Rolle 22/12/2025
author"s portrait Why corporate affairs leaders must redefine the campaign as a driver of organisation-wide impact. By Dan Rolle.

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ITL #657 Earning attention: the new B2B currency

By: Robert Heldt 15/12/2025
author"s portrait Brands must be extremely intentional about creating meaningful, relevant content that addresses their audience's needs, interests and pain points. By Robert Heldt.

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