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 #259 IPRA Golden World Awards: the impact of winning

By: Rob Gray 27/02/2018
author"s portrait The IPRA Golden World Awards for Excellence 2018 has opened for entries. What did success mean for last year’s GWA Grand Prix winner Weber Shandwick? By Rob Gray.

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ITL #258 Content Marketing: Measurement and Analysis

By: Ina Nikolova 19/02/2018
author"s portrait To track and measure content marketing effectiveness, marketers should focus on applying metrics in six different areas. By Ina Nikolova.

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ITL #257 The importance of trust in brand loyalty: building customer relationships through doing good

By: Anne Bahr 12/02/2018
author"s portrait A new model of brand citizenship has emerged that calls for companies to demonstrate they have the best interests of their customers and employees at heart. By Anne Bahr Thompson.

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ITL #256 Ways of listening: how we pay attention shapes what emerges

By: Monique Hendriks 05/02/2018
author"s portrait Insight comes from listening in a way that bridges the gap between our own mindset and that of others. By Monique Hendriks.

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ITL #255 Playing the empathy card: the soft skills your agency needs to rise to the top of its market segment

By: David Amerland 31/01/2018
author"s portrait Notable global corporations and even the US military have come to appreciate the power of empathy. While for PR practitioners, greater success may be achieved by taking shared journeys and finding common ground. By David Amerland.

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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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