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 #295 Quality of thought: a factory approach kills good PR

By: Guy Walsingham 12/11/2018
author"s portrait Too many agencies put profit ahead of creativity while shepherding their people through low cost and often low value cookie-cutter training courses that don’t add any real value. By Guy Walsingham.

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ITL #294 - Swimming in a sea of stories: managing and protecting brand reputation in The Middle East

By: Mohammed El Batta 05/11/2018
author"s portrait Treating the Middle East as a single, undifferentiated market is a mistake when all is going well. But a one-size-fits-all approach is an even bigger error at times of crisis. By Mohammed El Batta.

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ITL #293 - Shameless: the death of shame is killing PR

By: Gerry McCusker 29/10/2018
author"s portrait Is being shameless now a widely accepted strategy? And what does that mean for ethical PR and reputation as a calculable metric? By Gerry McCusker.

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ITL: #292 - Soft power: catalyst to country branding and foreign direct investment

By: Farzana Baduel 22/10/2018
author"s portrait Museums, educational institutions and tourism play a significant role in shaping international perceptions of a location and can pave the way for investment by foreign businesses. By Farzana Baduel.

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ITL #291 -  Defining the curve: the changing nature of India’s PR industry

By: Jaideep Shergill 15/10/2018
author"s portrait Strategy and outcome-focused agencies are benefiting from the massive changes sweeping through India. By Jaideep Shergill.

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ITL #290 European Money Quiz: gamifying education to boost financial literacy

By: Raymond Frenken 08/10/2018
author"s portrait The European Banking Federation is using fun online learning on an international scale to teach teenage schoolchildren about debt, compounding interest and other important lessons about saving and borrowing with a view to improving future financial wellbeing. By Raymond Frenken.

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ITL #289 - Facing the cameras: shifting the media spotlight from CEO to CCO

By: Guy Esnouf 01/10/2018
author"s portrait Should your Chief Communication Officer* be your chief communications spokesperson? By Guy Esnouf.*Other titles are available

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ITL #288 - Crossing the relevance divide: sensitivity to local market culture

By: Joanna Oosthuizen 24/09/2018
author"s portrait Brands need to balance global alignment with local relevance if they are to matter to consumers. By Joanna Oosthuizen.

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ITL #287 Riding the news vs writing the news: what PRs need to know

By: Laura Hindley 17/09/2018
author"s portrait Although piggybacking on a story already making headlines and setting your own news agenda are different approaches, both present opportunities for building brand reputation and driving commercial success. By Laura Hindley.

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ITL #286  - AI: can it tell stories that touch our hearts?

By: Lee Nugent 10/09/2018
author"s portrait When marketers partner with machines, they can tell stories that are more effective, engaging, and even empathetic. By Lee Nugent.

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