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 #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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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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