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 #90 Leading, not just communicating: why economic literacy and business knowledge are vital for PR

By: David Remund 17/09/2014
author"s portrait Mastery of basic economics and finance is called for if PR practitioners truly wish to lead the organizations they serve. By David Remund.

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ITL #89 How to start a movement: creating campaigns that change behaviour and influence public policy

By: Louise Robertshaw 10/09/2014
author"s portrait Organisations can harness ‘people power’ to lead a movement for social change. By Louise Robertshaw.

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ITL #88 If you build it, they won’t come: why marketing strategy matters for startups

By: Mike Lemon 03/09/2014
author"s portrait Startup founders often concentrate intently on creation and development while marketing strategy gets pushed into the background. The result is little or no sales, and waste of time and money. Here’s how to refocus, says Mike Lemon.

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ITL #87 Creativity 2.0: being more ‘uncreative’ to focus on creativity when it really counts

By: Andy Green 20/08/2014
author"s portrait Today’s communications challenges call for a new creative approach. And there’s a useful 80:20 rule for prioritising creativity when it can make a difference, argues Andy Green.

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ITL #86 Journey to opportunity: successful government and nonprofit capacity building requires strategic communication

By: Dionne Clemons 13/08/2014
author"s portrait Marrying an organization’s strategic goals with its communications efforts requires communicators to think critically. By Dionne Clemons.

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

By: Steve Howell 06/08/2014
author"s portrait 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
author"s portrait 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
author"s portrait 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
author"s portrait 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
author"s portrait 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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