Thought Leadership Essays

IPRA thought leadership (ITL) essays deliver relevant and engaging content for anyone involved in Public Relations with an international dimension. They provide valuable insight and forthright opinion on the key trends and live issues that really matter in the fast-changing world of Public Relations today.

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

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.

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

In order to communicate tech company brands credibly and effectively, PR practitioners must understand highly significant new technologies such as blockchain. By Candice Teo.

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

Communicators in New Zealand must be creative and ingenious to overcome a range of challenges, including comparatively small budgets. By Claudia Macdonald.

ITL #279 - David, Davida, Davetta, Davina and Goliath: how individuals can create positive change

Due to pollution, environmental degradation and depletion of natural resources, our planet seems to be hurtling towards disaster. We all have a part to play in averting catastrophe by championing sustainability. By Alistair Peck.

ITL #278   -  Feeding the spirit: navigating our political and social landscape

At a time of nosediving trust, retail giant Kroger is striving to reduce hunger by eliminating food waste. By Jessica Adelman.

ITL #277 Social media: how it influences decision-making

Research shows that social media influences decision-making across industries and age groups. By Marcia DiStaso and Tina McCorkindale.

ITL #276 - The silent revolution: the new face of public relations

More channels, eroding trust in traditional media and new demands on the client side: the world of PR is changing dramatically. But these market challenges could form a new type of communication agency. By Michael Tobias.

ITL #275 - The game has changed: stop managing issues, solve them!

Simply trying to manage an issue is no longer enough. The public expects companies to tackle difficult problems head-on. By Christiaan Prins

ITL #274 - A media industry in flux: how it hurts brands, industries and even economies

The embattled media industry faces multiple challenges and, with revenues under pressure, continues to struggle. Cost-cutting has led to a decline in seasoned journalists, which may have dire consequences. By Stella Wink.

ITL #273 - The tricky subject of money: should clients define budgets upfront for PR agencies?

Agencies must gain clarity early on from clients over approved budgets in order for a workable, mutually beneficial relationship to develop. By David Landis.
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