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 #147 Immediacy is only one aspect of the job: planning and strategy in public relations

By: Amybel Sánchez de Walther 16/11/2015
author"s portrait Making time for serious strategic planning is a long-term investment in the future of an organisation. By Amybel Sánchez de Walther.

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ITL #146 Nothing but the story: how PR can become the life force of your entire organisation

By: Stuart Maister 09/11/2015
author"s portrait Storytelling is a core leadership function. Organisations exist only because of the stories behind them. By Stuart Maister

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ITL #145 Overcoming an identity crisis: transmedia branding and the re-invention of public relations

By: Burghardt Tenderich 02/11/2015
author"s portrait People want to engage with content that matters to them. Brands therefore must tell their stories in a way that is engaging and encourages participation. By Burghardt Tenderich.

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ITL #144 Inverting the pyramid: responding to the seismic shift that has transformed communications

By: Peter Parussini 26/10/2015
author"s portrait Old models have been turned upside down. Communicators today must have a diverse skillset, understand the art of conversation and be savvy in engaging audiences. By Peter Parussini.

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ITL #143 Global communications challenges: recommendations for African companies and organizations

By: Claudine Moore 12/10/2015
author"s portrait Plenty of positive economic news is coming out of Africa. But despite the growth, negative perceptions remain and need to be overcome. By Claudine Moore.

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ITL #142 Hardware comes with soft skills: the role of communications in the public acceptance of energy projects

By: Dimitri Schildmeijer 05/10/2015
author"s portrait Earning a social licence to build new energy infrastructure is a huge task. Communications and engagement are now essential ingredients. A project needs a communications plan just as it needs an engineering plan. By Hansch van der Velden and Dimitri Schildmeijer.

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ITL #141 Handling globalized information: the first come, first served media strategy

By: Eleonora Leone 30/09/2015
author"s portrait Information today crosses borders at lightning speed, presenting organizations with major communications challenges. By Eleonora Leone.

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ITL #140 Public relations and native advertising: hand in hand

By: Dale Lovell 21/09/2015
author"s portrait Native advertising has exploded onto the scene in recent years as part of the content marketing boom. Is it a threat or an opportunity for the PR industry? By Dale Lovell.

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ITL #139 Storm warnings: developing a culture of foresight and responsiveness

By: Amybel Sánchez de Walther 14/09/2015
author"s portrait Being properly prepared for when crisis strikes is vital. A culture of foresight built on solid data gives communicators the best chance of avoiding reputational damage. By Amybel Sánchez de Walther

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ITL #138 Ethics: an everyday consideration for all

By: Kirk Hazlett 07/09/2015
author"s portrait Trust provides the foundations for successful public relations. But in order for trust to be sustained, communicators must behave ethically. By Kirk Hazlett.

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