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 #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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ITL #244 The Costa Concordia tragedy: how the trial turned into a meta-story

By: Luciano Luffarelli 02/11/2017
author"s portrait The sinking of cruise ship Costa Concordia was a terrible tragedy. The ensuing trial and its coverage held up a mirror to society and the media. By Luciano Luffarelli.

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ITL #243 The ruthless application of common sense: how to run a PR company (part two)

By: David Brain 23/10/2017
author"s portrait Further no-nonsense advice from a seasoned agency leader on making a PR business successful. By David Brain.

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ITL #242 The ruthless application of common sense: how to run a PR company (part one)

By: David Brain 16/10/2017
author"s portrait A seasoned agency head pulls no punches when offering advice on what it takes to make a PR business successful. By David Brain.

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ITL #241 Travel beyond the ordinary: international destination marketing trends

By: Maria Speridakos 10/10/2017
author"s portrait Leisure and business travelers alike crave unique experiences. Destinations must use story-telling through experiential tourism and other techniques to create interest and drive visitation. By Maria Speridakos.

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ITL #240 Blood test results: brand is more than a company’s DNA

By: Kristiina Tolvanen 05/10/2017
author"s portrait There are lessons for brands in the approach taken by life sciences companies. Survival may depend on adaptability. By Kristiina Tolvanen.

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ITL #239 Putting the idea first: channel agonistic firms of the future

By: Aman Gupta 25/09/2017
author"s portrait To influence consumers you need to combine compelling ideas with credible messengers, while remaining mindful of brand consistency. By Aman Gupta.

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ITL #238 Shining a lamp on infographics: What marketers can learn from Florence Nightingale

By: Alice Thomas 20/09/2017
author"s portrait When we think of Florence Nightingale, we of course think of the Lady with the Lamp, the pioneer of modern nursing, statistician…but do we think of her as a pioneering marketer? Hardly! Perhaps we should,. By Alice Thomas.

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ITL #237 Augmented influence: how a second technology revolution will change the PR industry once again

By: Guillaume Herbette 11/09/2017
author"s portrait Through interpreting and communicating the new and the next, PR practitioners have become innovators. To offer counsel on using artificial intelligence, we must understand it and use it ourselves. By Guillaume Herbette.

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ITL #236 PR in public administration: greater recognition is overdue

By: Gordana Bekčić Pješčić 04/09/2017
author"s portrait Communications practitioners in government and other public bodies are confronted by many complicated demands. Yet all too often their work is undervalued. By Gordana Bekčić Pješčić.

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