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 #85 A matter of principles: PR and the question of ethics

By: Steve Howell 06/08/2014

The subject of ethical concerns for PR practitioners is far from a straight-forward one, but recent comments from Harold Burson and the case of Scarlett Johansson and Oxfam are timely reminders that it’s an issue we must take very seriously. By Steve Howel

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ITL #84 Evolution rules! From lowly supporting role to shaper of strategy

By: Stephanie Rudnick 30/07/2014

Long gone, thankfully, are the days when the best PR could hope for was a role promoting a strategy defined by others. Today it’s about creating a bigger picture. By Stephanie Rudnick.

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ITL #83 Immediate strategic advantage and long-term reputation: is there a conflict?

By: Michaela Paudler-Debus 23/07/2014

The global business landscape is more competitive than ever. However, companies that respect fundamental values may have an edge over their rivals. By Michaela Paudler-Debus.

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ITL #82 Sentiment, context and influence: are you listening to your customers?

By: Louise Roberts 16/07/2014

Social media generates vast amounts of so-called unstructured data that provides a pointer to consumer sentiment. But that’s only the beginning. By Louise Roberts.

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ITL #81 Transparency: trust must be the goal of governments, civil society organizations and corporations

By: Dean Kruckeberg 09/07/2014

The onus is on public relations practitioners to encourage transparency in their organizations and to resist pseudo-transparency. By Dean Kruckeberg and Marina Vujnovic.

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ITL #80 Change management: understanding the communicator’s critical role

By: Joanne Kennedy 02/07/2014

For Sanofi Canada, a head office move during a period of significant cultural change provided a golden opportunity to build greater collaboration and boost employee engagement. By Joanne Kennedy.

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ITL #79 Dealing with complexity and contradiction: the difficult (digital) dialogue

By: Øyvind Ihlen 25/06/2014

There is more to dialogue than feedback loops or two-way symmetrical communication – it is an orientation, which may sit uncomfortably in an organizational setting. By Øyvind Ihlen.

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ITL #78 Rise of the deep technical influencers: the transformation of tech PR in the Netherlands

By: Eric Dragt 18/06/2014

The once potent technology press is now far thinner on the ground. With fewer tech journalists around, well-informed local bloggers have become the key influencers. By Eric Dragt.

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