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 #254 Searching for a global public relations agency: focus on multi-market coordination and budget

By: Steve Drake 22/01/2018
author"s portrait Selecting an agency able to deliver globally while sticking to budget is far from easy. Here are the questions to ask. By Steve Drake.

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ITL #253 Communicating about Africa: what’s the right narrative?

By: Patricia Obozuwa 16/01/2018
author"s portrait All too often, the complexity and diversity of a whole continent is boiled down into an inadequate single story. By Patricia Obozuwa.

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ITL #252 The future of PR: how colleges can develop qualified professionals

By: Anna Ruth Williams 03/01/2018
author"s portrait What the PR industry needs from higher education is graduates able to create digital content and with the skills to measure communications impact. By Anna Ruth Williams.

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ITL #251 Effective succession planning: going forward with a new focus

By: Kumi Sato 18/12/2017
author"s portrait Cosmo, formed in 1960, is a pioneer of PR in Japan. Ensuring it has a healthy future is an important consideration for current owner, Kumi Sato.

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ITL #250 A stronger foundation: guidelines for triggering change

By: Franco Giacomozzi 17/12/2017
author"s portrait A prominent agricultural foundation in Italy is nurturing belonging, identity and engagement among its diverse group of stakeholders through a five-point communications strategy. By Franco Giacomozzi.

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ITL #249 Back to the future: PR must return to its ‘earned roots’ for a place at the integrated table

By: Roger Darashah 04/12/2017
author"s portrait Although the PR industry is squeezed by competition from many fronts, earned media retains its power. Delivering this is what sets PR apart. By Roger Darashah.

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ITL #248 Bottom up? Thumbs up: how to turn employees into real brand ambassadors

By: Andrea Neumann 28/11/2017
author"s portrait Specialty chemicals solutions supplier ALTANA has achieved high levels of employee engagement and brand advocacy by involving its people in developing the guiding principles that inform corporate strategy. By Andrea Neumann.

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ITL #247 Selling human: navigating audience engagement in the age of influence

By: Simeon Mellalieu Ph.D. 20/11/2017
author"s portrait In today’s world, conversation is the expectation. You should build relationships with target tribes by seeding and sharing relevant content. By Dr. Simeon Mellalieu.

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ITL #246 Investor relations: juxtaposition of traditional and contemporary communications

By: Richard Tsang 15/11/2017
author"s portrait Traditional IR tools still have their place but it stands to reason that reaching out to investors must take into account the vast array of channels presently available. By Richard Tsang.

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ITL #245 PR and proud: why a new agency is happy to wave the public relations banner

By: Ellen Raphael 07/11/2017
author"s portrait Some agencies have forsaken the PR descriptor as too limiting. Yet clients need good public relations more than ever. By Ellen Raphael and Brendon Craigie.

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