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 #99bis Sustainability reports: what are they good for?

By: Genevieve Hilton 26/11/2014
author"s portrait Deciding on the what, when and how of sustainability reporting is a big headache for large corporations. But reporting professionally and consistently while engaging stakeholders around your Corporate Responsibility activities will ensure it’s a worthwhile

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ITL #99 PR as a lead strategic discipline: holding ourselves to a higher standard

By: Joe Cohen 19/11/2014
author"s portrait Although the opportunity for PR to become the "lighthouse discipline" has never been greater, practitioners must avoid falling prey to negative tendencies. By Joe Cohen.

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ITL #98 Spin city fights back: egos, fear and loathing in the by-line business

By: Evelyn John Holtzhausen 12/11/2014
author"s portrait Journalists should spend more time on breaking great stories and less on berating PR for its shortcomings. By Evelyn Holtzhausen.

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ITL #97 The illusion of shared value: time for a systemic re-think

By: Jonathan Sanchez 05/11/2014
author"s portrait Sustainable business is better business, and creating value is better than only sharing it. By Jonathan Sanchez.

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ITL #96 Malaysia Airlines’ annus horribilis: crisis management lessons learnt

By: Jonathan Hemus 29/10/2014
author"s portrait There are five key lessons to be learnt from the two terrible crises that hit Malaysia Airlines in 2014. By Jonathan Hemus.

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ITL #95 Building corporate reputation: five core elements that must be in balance

By: Regine le Roux 23/10/2014
author"s portrait What is reputation management and how can organisations get it right? Keeping a finger on the pulse of what matters to different stakeholder groups is a good place to start. By Regine le Roux.

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ITL #94 Reshaping PR: diversity and a dynamic communications function

By: Serda Evren 15/10/2014
author"s portrait As technology evolves and audiences shift, it is those organizations able to put together communications teams with diverse backgrounds, skillsets and perspectives that stand the best chance of success. By Serda Evren.

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ITL #93 Catalysing action: addressing climate change by recognising competing priorities

By: Stuart Neil 09/10/2014
author"s portrait The intensity of the debate on climate change gives the impression that a lot has been achieved. All too often, however, there has been noise at the expense of action. By Stuart Neil.

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ITL #92 Innovation, redefined: disruptive advances that are meaningful and sustainable

By: Mark Stephenson 02/10/2014
author"s portrait Real innovation is about more than making something cool and trendy. It should be about listening to people, finding unmet needs and improving lives. By Mark Stephenson.

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ITL #91 Medicinal therapy: Big Pharma goes to counselling

By: Daniel Kent 23/09/2014
author"s portrait If the pharmaceutical industry were personified it would have bitter pills to swallow, might feel aggrieved at being so misunderstood and could benefit from a psychotherapy session, imagines Daniel Kent.

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