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 #353   Looking forward: why strategic communicators need a futurist (and curious) mindset

By: Stephen Dupont 13/01/2020
author"s portrait Futurists are not only curious, they’ve learned to train their curiosity to see things others don’t. Doing so allows them to anticipate customer needs to develop more effective communications. By Stephen Dupont.

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ITL #352 Change versus transformation: our new communications imperative

By: Maril MacDonald 06/01/2020
author"s portrait The communication profession must recognize and understand the differences between “change” and “transformation” and develop the distinct skills each require. By Maril MacDonald.

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ITL #351   Henry Schein: delivering a brand story across language and cultural barriers

By: Ann Marie Gothard 23/12/2019
author"s portrait Health care solutions provider Henry Schein works hard to ensure consistency in the way its “Rely on us” brand promise is delivered internationally. By Ann Marie Gothard.

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ITL #350   Repositioning our industry: time to call ourselves reputation managers

By: Tony Langham 16/12/2019
author"s portrait Reputation management must be established as a core management discipline, not a communications function. And we have to get better at telling our clients and organisations what they need. By Tony Langham.

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ITL #349   Right to PR counsel: resolving the Hong Kong dilemma

By: Senjam Raj Sekhar 09/12/2019
author"s portrait PR consultancies declined to work on a global image campaign for the Hong Kong government. Was this the right decision? Or should they have behaved more like lawyers? By Senjam Raj Sekhar.

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ITL #348 -  Measuring effectiveness: a communications challenge

By: Barbrha Ibáñez 02/12/2019
author"s portrait Metrics can be as customized as needed. But if tailored ones are to work well, you have to know what you want to find. By Barbrha Ibáñez

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ITL #347  - Social permitting: strategic communications and the path to development

By: Jeff Risley 25/11/2019
author"s portrait Lack of public trust in energy infrastructure projects presents a big challenge. By Jeff Risley.

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ITL #346 How to write an international text on public relations: a practical approach

By: Ellen Gunning 18/11/2019
author"s portrait Writing a book inevitably introduces you to new people and new concepts. And it’s hard to beat the sight of your own name on the cover. By Ellen Gunning.

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ITL #345 Marketing and public relations: crossover or crossed wires?

By: Simon Sproule, 11/11/2019
author"s portrait An integrated communications model can be a hugely effective and efficient way to manage an increasingly complex and interconnected stakeholder universe. By Simon Sproule.

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ITL #344 - Emotions and memories: storytelling that draws in the target audience

By: Rakhee Lalvani 04/11/2019
author"s portrait If a brand can connect with people through a suitable emotional trigger, it becomes more real, infinitely more personal and far more compelling than an advert that bangs on about amazing product features. By Rakhee Lalvani.

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