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 #312 - Corporate purpose: why the backlash is important

Critics of corporate philanthropy initiatives and purpose statements argue they are often more about the optics than real systemic change to the way companies treat their various stakeholders. By Narda Shirley.

ITL #311 - Social consciousness for capital gains: how corporate campaigns have commodified social responsibility

When businesses take a chance on being at the forefront of social issues they put their integrity on the line. By Ronke Lawal.

ITL #310 - No conversation, no civilization: why talking matters more than ever

Effective solutions start with opposing sides spending time together and entering into conversation with a willingness not just to hear each other out but also to feel each other out. By Marian Salzman.

ITL #309: The art of the barter: extending hospitality to Instagram influencers

Identifying and working with the right social media influencers for a specific hotel, spa or restaurant can deliver impressive marketing results without breaking the bank. By Louise O’Brien.

ITL #308 A big step beyond messaging: the importance of communicators challenging business

PR professionals have a role to play in influencing how organisations behave. Agencies and in-house comms teams must become bolder and better at convincing business leaders to implement strategic change. By Jeremy Galbraith.

ITL: #307 - Saving lives in Anguilla: an IPRA Golden World Award winning campaign

Aequitas’ pro bono campaign for the Pure Anguilla Foundation saved lives in the aftermath of Hurricane Irma by putting intense pressure on the UK Government to protect its citizens from disaster – and deservedly won a special IPRA Golden World Award. By Nick Colwill.

ITL #306   Data security: reputation risk number one

Whether we like it or not, data security risks have entered the reputation management and crisis communications field. By Philippe Borremans.

ITL #305 How to build a blockchain brand: three storytelling pillars

Now that much of the initial hype around blockchain has died down, blockchain companies must show their relevance to a broader audience than the tech community. By Saskia Stolper.

ITL #304 - The key to relevance: reputation in the age of activism (and cute kitten videos)

Employees are your best brand advocates, particularly in an environment driven so extensively by social media and word-of-mouth communications. By Marci Kaminsky.

ITL #303   How to become a sticker on a laptop: turn fans into superfans

Some consumers actively want to become ‘friends’ with brands. The challenge is to deepen connections with them. By Norty Cohen.
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