Thought Leadership Essays

IPRA thought leadership (ITL) essays deliver relevant and engaging content for anyone involved in Public Relations with an international dimension. They provide valuable insight and forthright opinion on the key trends and live issues that really matter in the fast-changing world of Public Relations today.

ITL #435 Greentech firms: brand growth in the year of COP26

There are great opportunities for greentech businesses to increase their profile and grow but they must be careful about the claims they make because the greenwash detectors are out in force. By Simon Coughlin.

ITL #434 Diversity, Equity & Inclusion: an urgent call for companies in LATAM to act now

Latin Americans have high trust in businesses but expect them to be strong on DEI and help fix societal problems. By Mariana Sanz.

ITL #433 The vital context of ‘sorry’: collective apology and social memory

Apologies represent complicated social interactions but there is often confusion over whether they fulfil a moral obligation or simply provide packaging for a crisis communication appeal. By Amy Thurlow.

ITL #432 What Japanese brands want: strategy and digital

There is strong demand from Japanese brands for measurable strategic communications and digital support, according to findings from clients at a major PR trade fair. By Keisuke Maeda.

ITL #431 Breaking down barriers: are you thinking globally?

The rise of global content poses some big challenges for communicators and organisations must avoid being held back by their own regional structures and politics. By Debbie Hindle.

ITL #430 Crisis preparedness: opening our eyes to failure

A crisis communication plan is only the start of being crisis prepared. Exercising should not be forgotten. By Amanda Coleman.

ITL #429 Thought leadership in the digital world: escaping the ecosystem of owned media

Many companies are still communicating predominantly in the ecosystem they control and are therefore passing up the opportunity to win over important stakeholders. By Jörg Pfannenberg.

ITL #428 Storytelling: the right content and the right context

Content may be lauded as King, but without context it is just a piece of text or an image with no actual relevance or emotional attachment. By Carbo Yu.

ITL #427 The bizarre ‘gift’ of 2020: public relations in the new normal

How the pandemic forced a Cape Town agency to make some painful changes to its business model that put it in a better place to help clients. By Nicole Capper.

ITL #426 Togetherness: where IR and PR meet, and where they don’t

A siloed approach to external communication may have PR promoting a narrative that shares little in common with the story that IR tells analysts and portfolio managers. By George Allen.
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