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 #617  Sport partnerships: prepare well and play hard

By: Toan Ravenscroft 10/03/2025
author"s portrait Many brands leverage sports partnerships to position themselves and raise their profile. Here are seven steps to achieving maximum communications cut-through. By Toan Ravenscroft.

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ITL #616 Strategic health communication: bridging public relations and global crisis management

By: Yahya Ahmadi 03/03/2025
author"s portrait Great health communications translates detailed medical information into simple language that positively influences people with diverse backgrounds. By Yahya Ahmadi.

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ITL #615 PR pros, ditch your butter knife: bring out the sword!

By: Sujit Patil 24/02/2025
author"s portrait The bedrock of modern PR has changed and those who do not adapt and sharpen their competencies will fade into irrelevance. By Sujit Patil.

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ITL #614 Integrating communications into cybersecurity incident response plans: crucial to protect brand and reputation

By: Kathryn Goater 17/02/2025
author"s portrait Many organisations are caught in a reactive mode when hit by a cybersecurity incident or technology outage. Far better to be prepared and to anticipate risks. By Kathryn Goater.

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ITL #613   Artificial Intelligence and public relations: legal, ethical, and communication trends for 2025

By: Cayce Myers, Ph.D., LL.M., J.D., APR 10/02/2025
author"s portrait The rise of AI presents new questions that strike at the core of PR and the communication function. By Cayce Myers.

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ITL #612   From bias to balance: the business case for addressing ageism in communications

By: Emma Kane 03/02/2025
author"s portrait There are significant benefits in proactively targeting over 50s talent and consumers. By Emma Kane.

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ITL #611 Playing the long game: how PR outpaces short-term marketing metrics

By: Mary Poliakova 27/01/2025
author"s portrait PR isn’t marketing and its success can’t be measured with sales metrics. By Mary Poliakova.

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ITL #610 Strengthening the board of directors: its new communicative responsibility is key

By: Stephan Oehen 20/01/2025
author"s portrait Six recommendations from a PR strategy perspective that support boards of directors. By Stephan Oehen.

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ITL #609 Behind the scenes: the power of neuroscience in decision-making

By: Ashwani Singla 13/01/2025
author"s portrait Logic is imperative, but emotions, biases, and appropriately presented information play an equally critical role. By Ashwani Singla.

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ITL #608 Where and how: why are we still struggling with strategy?

By: Monique Zytnik 06/01/2025
author"s portrait Strategy should not only position, it has to inspire. If it’s boring, it’s being done wrong. By Monique Zytnik.

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