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 #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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ITL #285 Professional empathy: A skill often overlooked in marketing communications

By: Andrea Anders 03/09/2018
author"s portrait ITL #285 Professional empathy: A skill often overlooked in marketing communications

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ITL #284 - Reputation in the aftermath of Grenfell: how ‘trial by media’ can crack the hero brand’s halo

By: George Noon 27/08/2018
author"s portrait The narrative blame game that unfolded following the Grenfell Tower catastrophe offers important communication lessons and underlines that even highly respected organisations are vulnerable to reputational damage. By George Noon.

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ITL #283 - Strategies for influencing EU policy: Public Affairs in a consensus-driven environment

By: Wes Himes 20/08/2018
author"s portrait The nature of the EU, with its strong focus on the everyday work of committees and working groups and the fact that legislation can only be brought forward by an unelected Commission, leads to an approach that is more technocratic than party political. By Wes Himes.

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ITL #282 PR trends research: 10 key insights from the European Communication Monitor 2018

By: Dejan Verčič and Ansgar Zerfass 13/08/2018
author"s portrait Maintaining trust, workplace stress and fake news are three of the issues to figure large in this year’s comprehensive ECM research among European communicators. By Dejan Verčič (pictured) and Ansgar Zerfass.

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ITL #281  - Leaping into the future that is blockchain technology: what PRs need to know

By: Candice Teo 06/08/2018
author"s portrait In order to communicate tech company brands credibly and effectively, PR practitioners must understand highly significant new technologies such as blockchain. By Candice Teo.

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ITL #280  - Living large in a small world: PR in the land of the number eight wire

By: Claudia Macdonald 30/07/2018
author"s portrait Communicators in New Zealand must be creative and ingenious to overcome a range of challenges, including comparatively small budgets. By Claudia Macdonald.

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