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 #308 A big step beyond messaging: the importance of communicators challenging business

By: Jeremy Galbraith 25/02/2019
author"s portrait PR professionals have a role to play in influencing how organisations behave. Agencies and in-house comms teams must become bolder and better at convincing business leaders to implement strategic change. By Jeremy Galbraith.

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ITL: #307 - Saving lives in Anguilla: an IPRA Golden World Award winning campaign

By: Nick Colwill 18/02/2019
author"s portrait Aequitas’ pro bono campaign for the Pure Anguilla Foundation saved lives in the aftermath of Hurricane Irma by putting intense pressure on the UK Government to protect its citizens from disaster – and deservedly won a special IPRA Golden World Award. By Nick Colwill.

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ITL #306   Data security: reputation risk number one

By: Philippe Borremans 11/02/2019
author"s portrait Whether we like it or not, data security risks have entered the reputation management and crisis communications field. By Philippe Borremans.

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ITL #305 How to build a blockchain brand: three storytelling pillars

By: Saskia Stolper 04/02/2019
author"s portrait Now that much of the initial hype around blockchain has died down, blockchain companies must show their relevance to a broader audience than the tech community. By Saskia Stolper.

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ITL #304 - The key to relevance: reputation in the age of activism (and cute kitten videos)

By: Marci Kaminsky 28/01/2019
author"s portrait Employees are your best brand advocates, particularly in an environment driven so extensively by social media and word-of-mouth communications. By Marci Kaminsky.

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ITL #303   How to become a sticker on a laptop: turn fans into superfans

By: Norty Cohen 21/01/2019
author"s portrait Some consumers actively want to become ‘friends’ with brands. The challenge is to deepen connections with them. By Norty Cohen.

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ITL #302 Quality journalism trumps commoditisation: the difference between ‘news’ and ‘content’

By: Tim Skelton-Smith 14/01/2019
author"s portrait Digital content created by businesses serves a purpose and is often of high quality. However, it is not news and teams producing it should not view real news outlets as an extension of their digital strategy. By Tim Skelton-Smith.

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ITL #301 Advocacy communications: lessons from Bulgaria’s rejection of the Istanbul Convention

By: Maria Gergova 08/01/2019
author"s portrait Advocacy communications within a larger advocacy strategy should always start with strategic framing analysis of major news media sources. By Maria Gergova-Bengtsson and Georgi Ivanov.

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ITL #300 - A patent misunderstanding: the true meaning of copyright

By: Jacqueline Purcell 17/12/2018
author"s portrait There is widespread confusion about the word ‘copyright’, with many people taking it to mean the exact opposite of what it really stands for. Renaming the term ‘copywrong’ would make things much clearer. By Jacqueline Purcell.

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ITL #299 - Executing M&A deals: don’t neglect brand strategy

By: Dave Heinsch 10/12/2018
author"s portrait A significant portion of the premium companies pay for an acquisition comes down to the strength of the brand. Yet often the brand conversation happens too late in the process. By Dave Heinsch.

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