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 #126 Making social marketing count: engaging your audience by (almost) any means possible

By: Sandra Wills Hannon 15/06/2015
author"s portrait People are at varying stages of readiness for accepting something new. To foster engagement, social marketing must be built on a model of profound communications. By Sandra Wills Hannon.

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ITL #125 Overcoming a mountain of passivity: The power of inertia in change management

By: Andy Green 08/06/2015
author"s portrait Attempts to change attitudes and behaviours often founder due to target audience inertia. In order to succeed, communicators must develop a clearer appreciation of the human tendency to take the path which represents the least risk. By Andy Green.

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ITL #124 Beyond the hype: Establishing PR’s strategic value in a changing technology sector

By: Sarah Milner 01/06/2015
author"s portrait In the tech sector there is scope for PR to work smarter and more closely with Sales to target key prospects and drive up revenue. By Sarah Milner.

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ITL #123 When strategic intent becomes stale and confused: is there real value in having a vision?

By: Regine le Roux 25/05/2015
author"s portrait Being strategic by having a vision and mission along with supporting objectives and goals is a concept that gets lectured about ad nauseam at management courses. By Regine le Roux.

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ITL #122 Change management: PR as a transformational driving force

By: Amybel Sánchez de Walther 20/05/2015
author"s portrait The highly competitive nature of markets today means corporations must evolve and change in order to stay relevant and keep ahead of the competition. By Amybel Sánchez de Walther.

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ITL #121 A major change in attitudes: Gen X are from Mars, Gen Y are from Venus

By: Jonathan Simnett 15/05/2015
author"s portrait There’s a worrying gap between what employers and marketers believe younger people want...and what they really do want. Change is coming. By Jonathan Simnett.

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ITL #120 Media coverage of ‘anti-science’: are some issues beyond legitimate debate?

By: Tony Jaques 11/05/2015
author"s portrait Does the pursuit of free speech and ‘balance’ warrant giving space to opinions which run counter to medical experts in just about every country? By Tony Jaques.

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ITL #119bis Transcending digital borders: How the Arab World’s is integrating social media with traditional PR

By: Nidal Abou Zaki 06/05/2015
author"s portrait Internet penetration in the Arab World is projected to rise rapidly over the next couple of years. As a result, maximizing social media opportunities is increasingly important. By Nidal Abou Zaki.

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ITL #119 The media pendulum swings: how social media has changed the way we approach storytelling

By: Steve Kee 22/04/2015
author"s portrait Terrible flooding in Canada had an impact not only on many householder’s lives but also on the way the casualty insurance industry communicated at a time when social media was awash with personal stories about the crisis. By Steve Kee.

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ITL #118 Plugging the mortality protection gap: building awareness for life insurance in an emerging market

By: Arunava Khan 16/04/2015
author"s portrait Research shows a massive shortfall in life insurance cover in India. Tata AIA is striving to improve matters through media relations, technological solutions and by developing and promoting a high quality insurance agency force. By Arunava Khan.

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