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.

Seeing the Wood Despite the Trees

By: Sean O’Neill 09/06/2011
author"s portrait Heineken’s decade-long sustainability programme Brewing a Better Future underlines the importance of dialogue and engagement, reports Sean O’Neill.

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Brand and Reputation in the Boardroom

By: Koenraad van Hasselt 09/06/2011
author"s portrait Dutch CEOs do not see themselves as the personification of the company. They do, however, accept the role of figurehead, particularly during difficult times. This is one of the conclusions of the research study Brand and Reputation in the Boardroom carried

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Litigation PR Came Late to Germany

By: Rainer Westermann 09/06/2011
author"s portrait The importance of Litigation PR in Germany is set to grow over the next few years, writes Rainer Westermann.

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Orientalism and the Floating World of the Middle East – Metonyms and Misunderstandings

By: Jonathan Wilson 09/06/2011
author"s portrait Three critical success factors for PR professionals, looking to be part of the nascentand transformational hybrid cultures ruminating in the Middle East, involve becoming: (1) armed with rolling netnographic data, (2) surrogate cultural chameleons, and (3)

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Rebuilding Trust in Business

By: Chris Atkins 21/03/2011
author"s portrait The global financial meltdown has presented professional communicators with a daunting challenge, writes Chris Atkins.

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The Hollow Corporation

By: Brendon Craigie 21/03/2011
author"s portrait Businesses are still failing to take advantage of an increasingly diverse stakeholder environment, says Brendon Craigie.

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Creating Earthquake Insurance Awareness

By: Duygu Cavdar 21/03/2011
author"s portrait A tour of provinces near geological fault lines is the centerpiece of an ambitious campaign to boost uptake of Compulsory Earthquake Insurance in Turkey. By Duygu Cavdar.

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Does Global Public Relations Exist?

By: Amanda Glasgow 21/03/2011
author"s portrait Amanda Glasgow poses a question that may seem paradoxical given the nature of her job.

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Optimizing Sponsorship in Spain

By: Sergi Guillot 21/03/2011
author"s portrait Proving and maximizing sponsorship ROI can be a major headache. Sergi Guillot explains how his company used monitoring and analysis expertise to help Vodafone drive improved performance from its Spanish sponsorship portfolio.

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Reflections on Inflections

By: Aedhmar Hynes 21/03/2011
author"s portrait The relentless growth of all things digital is blurring boundaries and precipitating change on a massive scale. Going forward, writes Aedhmar Hynes, the PR sector needs to invest heavily in training so that the best parts of traditional communications can

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