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 #446 The great challenge: creating, crafting and upholding sustainability narratives

Diversity and inclusion in leadership teams, particularly in sustainability, reinforces versatility and strength of strategies and narratives. By Zeynep Özbil.

ITL #445 Resetting media boundaries: how Stevie G and Gladys B killed the presser

The press conference is an invention of, and convention from, a bygone media era, whose ubiquity as a staple for information relay is dying. By Gerry McCusker.

ITL #444   Managing prolonged crises: how covid has changed Comms

During the covid crisis, Barings has been analyzing things through a global lens and communicating with flexibility, coupled with awareness of local realities. By Cheryl Krauss.

ITL #443   Sustainable solutions: why climate action needs to be the headline

The disruption and destruction caused by climate events makes it imperative for communicators to drive the discourse on the need for impactful climate action. By Rachana Panda.

ITL #442 Reputational risk: why the Comms Officer is becoming the most important person in the room

In an increasingly rapid and explosive media environment, the modern communications officer needs to double-down on one aspect of the job: being the naysayer. By Leif Geiger.

ITL: #441   The health crisis: stakeholder credibility and the polarisation of opinions

Who do citizens consider to be credible sources of information in the midst of a global pandemic? By Emmanuel Goedseels.

ITL #440 Being comfortable in discomfort: India’s PR market shows maturity and resilience

Communications professionals in India responded to the many discomforts of the pandemic by showing adaptability and embracing upskilling. By Arwa Husain.

ITL #439   Public relations­ from startup to unicorn: evolving communications for high-growth ventures

How PR can help rapidly growing tech startups meet ambitious goals. By Ashford Pritchard.

ITL #438   Latin America: where international brands go wrong

When It comes To LATAM (not the airline), half-measures won’t cut it. By Alasdair Townsend.

ITL #437 From ‘Eau de Holiday’ to ‘Sunrise Chasers’: covid-19 unleashes PR creativity

Sitting on the IPRA Golden World Awards 2021 jury showed how covid-19 has brought the strongest sides of the PR industry to light. By Daniel Silberhorn.
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