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 #67 Leading market entry to Myanmar with CSR: a huge need for support

By: Soe Thu Ra 19/03/2014
author"s portrait Although CSR is not mandatory in Myanmar, the government gives it a high priority and wants to see corporations deliver on promises to behave responsibly. By Soe Thu Ra and Brian Griffin.

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ITL #66 Through the epigenetic keyhole: the future of healthcare

By: Eliza Hazlerigg 12/03/2014
author"s portrait Epigenetics is the study of how chemical signals can turn genes on and off, with consequences for our wellbeing. Its growth will have a major impact on healthcare communications in the coming years. By Eliza Hazlerigg.

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ITL #65 An army of advocates: the importance of employee trust

By: Lisa Kimmel 05/03/2014
author"s portrait Employees can work wonders for, or utterly tarnish an organization’s reputation. At companies where trust levels are high, the risk of reputational damage is lower. So, how to nurture trust? By Lisa Kimmel.

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ITL #64 Facebook and Whatsapp: the pursuit of an alternative to clutter

By: Tarek Lasheen 24/02/2014
author"s portrait The eye-watering valuation Facebook has put on Whatsapp is revealing as it points to the giant social network’s own weaknesses. By Tarek Lasheen.

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ITL #63 A fine balance: 10 global communication trends

By: Jeremy Galbraith 19/02/2014
author"s portrait With change happening so fast, everyone in the public relations industry has half an eye on what lies just around the corner. Jeremy Galbraith identifies the major trends shaping communication for the year ahead.

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ITL #62 Dancing with donors: when the ability of NPOs to set their own direction is compromised

By: Mina Jasarevic 12/02/2014
author"s portrait In tough fundraising times, nonprofit organizations can fall prey to prominent donors calling the shots. But canny PR can help NPOs regain control. By Mina Jasarevic.

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ITL #61 Technology as a catalyst: change pushes communication agency transformation

By: Tasos Pagakis 05/02/2014
author"s portrait Far-reaching technological changes are having a profound effect on communications and brand reputation. This has huge consequences for the competence development and service models of agencies. By Tasos Pagakis.

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ITL #60 Hot time: summer in the city

By: Peter Walker 29/01/2014
author"s portrait Last summer’s Gezi Park protests in Istanbul raised some profound issues relating to the future of media. Trust in Turkey’s traditional media outlets plummeted as citizens relied instead on social media for a picture of events. By Peter Walker.

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ITL #59 Keep calm and evaluate: encouraging PR practitioners to measure effectively

By: Tom Watson 23/01/2014
author"s portrait Measurement has been a concern for the PR profession for the best part of a century. Today, agreeing on value from the outset lies at the heart of true insight into whether communication is effective or not. By Tom Watson.

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ITL #58 The unrecognized democracy benefit: influencing policy in Africa

By: Francois Baird 15/01/2014
author"s portrait Companies wishing to influence policy in African democracies must marshal arguments that are in the wider interest and back them up with trusted, relevant statistics. By Francois Baird.

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