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 #267 - The length of a crocodile: overcoming difficulties in measurement and evaluation

By: Alexander Christov, PhD 24/04/2018
author"s portrait Tools for measuring the impact and effectiveness of PR activity are imperfect. However, a clearer picture can be achieved by combining commonsense with bravery. By Alexander Christov.

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ITL #266 New IPRA Members Emeriti: in recognition of distinguished service

By: Rob Gray 23/04/2018
author"s portrait Jane Hammond, Loula Zaklama, Richard Linning and Johanna McDowell have been accorded IPRA Member Emeritus status. Why has this rare honour been conferred by the IPRA Board and what does recognition mean to the recipients? By Rob Gray.

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ITL #265 - Millennials: self-improvement and the betterment of the PR industry

By: Seçkin Çetin 16/04/2018
author"s portrait Older generations have at times been scathing about millennials but as long as they address their own shortcomings they hold the key to reshaping PR in the next few years so that it is fit for the future. By Seçkin Çetin.

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ITL #264 - Scale isn’t everything: how to manage a big, global communications program by thinking small

By: Starr Million Baker 09/04/2018
author"s portrait Large, multinational PR agencies aren’t the only option for clients seeking global reach. By Starr Million Baker.

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ITL #263 - A profoundly new environment: the three forces of hyper-globalization

By: Takashi Inoue 02/04/2018
author"s portrait In an interconnected world where things change rapidly and there is only a short time to react or formulate new strategies, public relations must be an ethical form of relationship management, based on two-way communications and self-correction. By Takashi Inoue

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ITL #262 Fighting misinformation: fake news and the communications industry

By: https://www.ipra.org/dashboard/my_cms/itle/add/ 26/03/2018
author"s portrait In today’s ‘Post Truth’ world of alternative facts and social media bots, PR practitioners must commit to honesty and integrity. By Chris Cartwright.

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ITL #261 - People management and the rise of robots: it's all about inspiration

By: Flavia Bonfá 21/03/2018
author"s portrait Technology is transforming the workplace and the global economy. It will also trigger a social revolution for which we must prepare. By Flavia Bonfá.

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ITL #260 - Overcoming negativity: how PR can shape the nature of online discourse

By: Amit Misra 13/03/2018
author"s portrait Communication professionals have a big role to play in driving a shift in the tone of public discourse away from cynicism and discourtesy towards a culture of openness and respect. By Amit Misra.

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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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