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 #297 - Communications: no fixed abode

Does it matter where in the organisational structure Communications sits? And what does flexibility of location say about the discipline? By Kristina Blissett.

ITL #296  - Reputation beyond borders: assessing and mitigating risk

The Jamal Khashoggi story and its global repercussions underline how important it is for multinational organisations to incorporate detailed reputational risk assessment into their strategic planning.  By Sheena Thomson.

ITL #295 Quality of thought: a factory approach kills good PR

Too many agencies put profit ahead of creativity while shepherding their people through low cost and often low value cookie-cutter training courses that don’t add any real value. By Guy Walsingham.

ITL #294 - Swimming in a sea of stories: managing and protecting brand reputation in The Middle East

Treating the Middle East as a single, undifferentiated market is a mistake when all is going well. But a one-size-fits-all approach is an even bigger error at times of crisis. By Mohammed El Batta.

ITL #293 - Shameless: the death of shame is killing PR

Is being shameless now a widely accepted strategy? And what does that mean for ethical PR and reputation as a calculable metric? By Gerry McCusker.

ITL: #292 - Soft power: catalyst to country branding and foreign direct investment

Museums, educational institutions and tourism play a significant role in shaping international perceptions of a location and can pave the way for investment by foreign businesses. By Farzana Baduel.

ITL #291 -  Defining the curve: the changing nature of India’s PR industry

Strategy and outcome-focused agencies are benefiting from the massive changes sweeping through India. By Jaideep Shergill.

ITL #290 European Money Quiz: gamifying education to boost financial literacy

The European Banking Federation is using fun online learning on an international scale to teach teenage schoolchildren about debt, compounding interest and other important lessons about saving and borrowing with a view to improving future financial wellbeing. By Raymond Frenken.

ITL #289 - Facing the cameras: shifting the media spotlight from CEO to CCO

Should your Chief Communication Officer* be your chief communications spokesperson? By Guy Esnouf.*Other titles are available

ITL #288 - Crossing the relevance divide: sensitivity to local market culture

Brands need to balance global alignment with local relevance if they are to matter to consumers. By Joanna Oosthuizen.
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