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 #625   We’re about to lose these “brats” for good: that’s a problem for PR

By: Ayelet Noff 05/05/2025
author"s portrait The news cycle is moving faster than ever before and channels are shifting to appeal to younger generations. PR must rethink how to engage with journalists. By Ayelet Noff.

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ITL #624 Big Brother in the workplace: the need for trust over presenteeism

By: Chris Owen 28/04/2025
author"s portrait Employees will do fantastic work whether they’re sat at an office desk 20 feet from the boss or sat at their kitchen table. By Chris Owen.

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ITL #623 Mastering crisis communication: lessons from aviation

By: Jacek Ławrecki 21/04/2025
author"s portrait The aviation industry has developed structured and tested procedures for managing crises. These best practices can be adapted to corporate communications. By Jacek Ławrecki.

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ITL #622 How to embrace AI: learning from change winners and losers

By: Christine Barney 14/04/2025
author"s portrait Five steps to successfully navigate the transformational opportunities of artificial intelligence. By Christine Barney.

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ITL #621 A balancing act: navigating the realities and rewards of an in-house PR role

By: Chek Yee 07/04/2025
author"s portrait Throughout my career, I have found myself caught in the web of multiple stakeholders, each with different expectations. By Foo Chek Yee.

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ITL #620 A case for communications expertise in the boardroom: helping the board through times of rapid change

By: Aedhmar Hynes 31/03/2025
author"s portrait Bringing a CCO onto the board keeps reputation top of mind when big decisions are made. By Aedhmar Hynes.

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ITL #619 Managing emerging global risks: where strategic communications comes in

By: Adedoyin Jaiyesimi 24/03/2025
author"s portrait Ensuring that CEOs and organisations become sources of trustworthy information will play a key role in boosting levels of trust and optimism. By Adedoyin Jaiyesimi.

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ITL #618 The ‘Campaignification’ of the Global South: the need for a new approach

By: Ian Herbison 17/03/2025
author"s portrait Centrally driven global campaigns can lead to underweighting of the core job of understanding, engaging, and educating stakeholders. By Ian Herbison.

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ITL #617  Sport partnerships: prepare well and play hard

By: Toan Ravenscroft 10/03/2025
author"s portrait Many brands leverage sports partnerships to position themselves and raise their profile. Here are seven steps to achieving maximum communications cut-through. By Toan Ravenscroft.

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ITL #616 Strategic health communication: bridging public relations and global crisis management

By: Yahya Ahmadi 03/03/2025
author"s portrait Great health communications translates detailed medical information into simple language that positively influences people with diverse backgrounds. By Yahya Ahmadi.

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