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 #117 Internal communications flourishes at the grassroots: the growing importance of managers in employee engagement

By: Gail S. Thornton 08/04/2015
author"s portrait Placing frontline managers at the heart of employee engagement drives helps build relevance and reduces the risk of target audience skepticism. By Gail S. Thornton.

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ITL #116 Agents of inspiration: understanding and enhancing the leadership role

By: Amybel Sánchez de Walther 25/03/2015
author"s portrait A way to understand the real scope of communications inside an organisation is to know the virtues of its leaders. How capable are they personally when it comes to transferring and spreading information? And how good are they at persuading, motivating and

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ITL #115 Is PR evil? You’d presume so from watching movies

By: Andrew Mckenzie 11/03/2015
author"s portrait Hollywood’s willingness to portray PR in a negative light should give the comms industry pause for thought. PR must do more to become the conscience of an organisation. By Andrew Mckenzie.

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ITL #114 The five C’s of communication trends: interrelated elements coming to the fore

By: Jeremy Galbraith 04/03/2015
author"s portrait Accelerating convergence is changing the communication landscape and generating exciting opportunities. By Jeremy Galbraith.

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ITL #112 PRovolve or perish: back to the future of marketing

By: Georgios Kotsolios 25/02/2015
author"s portrait The lightning-fast rise of Digital has triggered a rethink of service models in the communications business. There is a huge opportunity here for Public Relations. By Georgios Kotsolios.

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ITL #111 Rethinking thought leadership: make the customer your ambassador

By: Simon Lloyd 18/02/2015
author"s portrait When hit by a network outage two years ago, UK mobile provider O2 experienced a barrage of complaints and abuse on social media. But an open and honest response helped make brand ambassadors out of customers who had previously felt let down. By Simon Lloyd

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ITL #110 An approach to the practice of external communication: global trends inside a hyper-mediatised context

By: Amybel Sánchez de Walther 11/02/2015
author"s portrait The extensive use of social media has restated the role of PR practitioners through a wider field of action and growing participation inside the organisation. PR has become a strategic partner rather than an anonymous and decorative body, requiring complet

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ITL #109 Employee advocates: unlocking the potential of your most valuable audience

By: Richard Millar 04/02/2015
author"s portrait How can employers realise the value of employees as influential corporate and brand ambassadors? By Richard Millar.

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ITL #108 Splat the rat: responding to the influence of social media on government policy

By: Richard Jukes 27/01/2015
author"s portrait Old-style tribal political allegiances are being eroded and governments are having to make ever more policy U-turns. Why? Because of the pressure applied via social media. By Richard Jukes.

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ITL #107 Corporate public relations in Latin America: building committed and fruitful stakeholder alliances

By: Amybel Sánchez de Walther 19/01/2015
author"s portrait Due to the professionalisation and maturity achieved by PR in the Latin American region, the discipline has become a communicational paradigm ever closer to the leadership of the corporations, with a strong influence on core business goals. By Amybel Sánch

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