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

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

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

In today’s ‘Post Truth’ world of alternative facts and social media bots, PR practitioners must commit to honesty and integrity. By Chris Cartwright.

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

Technology is transforming the workplace and the global economy. It will also trigger a social revolution for which we must prepare. By Flavia Bonfá.

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

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.

ITL #259 IPRA Golden World Awards: the impact of winning

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.

ITL #258 Content Marketing: Measurement and Analysis

To track and measure content marketing effectiveness, marketers should focus on applying metrics in six different areas. By Ina Nikolova.

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

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.

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

Insight comes from listening in a way that bridges the gap between our own mindset and that of others. By Monique Hendriks.

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

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.

ITL #254 Searching for a global public relations agency: focus on multi-market coordination and budget

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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