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 #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

ITL #475 Championing our workforce: six ways to build a people-first industry

For the sake of employee wellbeing, we must create work environments that make people feel seen, heard and recognised. By Nitin Mantri.

ITL #474   Lies are lethal: to beat them we need more than facts

If we open ourselves up to anti-democratic forces without a plan to expose them and to fight them, we risk succumbing to the same social breakdown that forced my great grandfather to flee Europe. By Stefan Rollnick.

ITL #473   There’s life after 50: don’t let age stop you

Age should be seen as a virtue. Yet many older PR practitioners, especially women, face discrimination. By Evadney Campbell.

ITL #472 SDG17 Partnerships: meeting expectations in multi-stakeholder initiatives

Of all the Sustainable Development Goals, SDG17, Partnerships to Achieve the Goals, stands out given most sustainability challenges cannot be solved alone. But how can companies live up to societal expectations regarding strategic partnerships? By Daniel Silberhorn.

ITL #471 Diverse teams: sharpening student-run public relations agency efforts

For Boston University’s student-managed agency PRLab, diversity is not a one-and-done checklist item but woven into its culture. By Amy Shanler.

ITL #470 The war in Ukraine: learnings about trust and media platforms

Governments can be trusted – if they do the right thing. And ‘serious’ news media are proving their worth. By Zsofia Balatoni.

ITL #469 Evolution in the global digital age: tech tools and partnerships

PR agencies that form alliances with other agencies and make smart use of tech tools can deliver great results for their clients. By Valerie Harding.
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