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 #504   The anatomy of engagement: mapping stories to the journey

By: Mark Nardone 19/12/2022
author"s portrait Perpetuating the customer journey means storytelling at every interaction. By Mark Nardone.

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ITL #503   Changing a tired narrative: Africa’s brain drain ambassadors

By: Chris Genasi 12/12/2022
author"s portrait Wherever we go in the world, we all have a responsibility to tell Africa’s positive stories. By Chris Genasi.

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ITL #502   PR and KPIs: measuring the intangibles of brand awareness and a good reputation

By: Founder & CEO, SlicedBrand 05/12/2022
author"s portrait Marketing and PR are often confused in what they can and cannot do, as well as the ways that success can be measured. How do PR pros put a price on success? (Hint: they don’t.) By Ayelet Noff.

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ITL #501   Leveraging data to hone strategy: achieving the greatest reputational lift

By: kimberley Goode 28/11/2022
author"s portrait As communicators we should strive to incorporate more data-driven decisions into our work, but it’s important to remember some key principles. By Kimberley Goode.

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ITL #500   Times up: the best PR agencies won’t be charging for time

By: Skye Lambley 21/11/2022
author"s portrait It’s time for PR agencies to dump timesheets in exchange for charging clients based on the value of the service they provide – and to never look back. By Skye Lambley.

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ITL #499   The power of research in PR: a vital instrument in your toolkit

By: Anton Nebbe 14/11/2022
author"s portrait Conducting regular waves of research and making the findings freely available can boost corporate reputation and open the door to commercial opportunities. By Anton Nebbe.

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ITL #498 Effective employee communications: investing in a behavioural science-led approach

By: Aniisu K Verghese Ph.D. 07/11/2022
author"s portrait Governments have used ‘nudge’ thinking to achieve some powerful interventions, so why haven’t more organizations established nudge units? By Aniisu K Verghese.

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ITL #497 Surviving economic turmoil: how financial companies can leverage PR

By: Mary Poliakova 31/10/2022
author"s portrait Trying to navigate a crisis by sitting quietly and waiting it out without communicating is a faulty approach that hands an advantage to more forward thinking competitors. By Mary Poliakova.

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ITL #496 Advocating for PR’s core values: where we stand in the integrated landscape

By: Clāra Ly-Le Ph.D. 24/10/2022
author"s portrait If marketing is a sprint, then PR is a marathon that can deliver amazing results in terms of reputation and education. For example, by using scientific proof to boost vaccination levels in Vietnam. By Clāra Ly-Le.

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ITL #495   Making influencers work for you: building deep connections in India

By: Archana Jain 17/10/2022
author"s portrait With India on course to have 900 million internet users by 2025, influencer marketing is booming. But nano and micro-influencers often deliver higher engagements rates than the superstars. By Archana Jain.

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