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.

Purposeful brands and companies: the power to ignite

By: Johanna McDowell 01/06/2012
author"s portrait Only brands with a strong purpose can really connect with today’s highly influential "citizen" consumers, says Carol L. Cone.

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The truth about managing global business

By: Bronwen Andrews 01/06/2012
author"s portrait To make a real success of handling multi-market accounts, agencies need to offer far more than scale and practice expertise. By Bronwen Andrews.

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Taking on a virtual world

By: Alan Lane 01/06/2012
author"s portrait Alan Lane talks to PR veteran Ulrich Gartner on the newly formed virtual agency InfiniteLatitude – a globally spread group of individuals competing with the PR majors

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Is PR another dangerous Anglo-Saxon phenomenon?

By: Trevor Morris 01/03/2012
author"s portrait n an edited extract from his new book, Trevor Morris examines why PR has flourished in Anglo-Saxon cultures and assesses growth prospects for the rest of the world.

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Corporate reputation, the family way

By: Andrea Cornelli 01/03/2012
author"s portrait Research among family businesses in Italy has found that many are still not weaving corporate reputation management into their business strategy. By Andrea Cornelli.

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Making room for the best dressed brands

By: David Liu 01/03/2012
author"s portrait David Liu analyses five communications trends he expects to see crossing from the fashion world into mainstream marketing in China this year.

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Delivering business results through social media

By: Emma Kelly 01/03/2012
author"s portrait The emergence of social media has had a massive impact on PR but many businesses are still seeking clear evidence of its impact on their results, writes Emma Kelly. The social media revolution has had a huge influence on the PR business in Ireland and inte

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No seat in the C-suite anytime soon

By: Ingmar de Gooijer 01/03/2012
author"s portrait Ingmar de Gooijer finds it strange that the increasing importance of external stakeholder perceptions and expectations are rarely reflected by an official seat on the board for the Chief Communications Officer.

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Two worlds...one message

By: Johanna McDowell 01/03/2012
author"s portrait IPRA President 2012 Johanna McDowell says that the organization’s growth and rising incidence of practitioners from emerging economies in its membership must be regarded in an entirely positive light.

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Why hyperlocal is the new global

By: Marian Salzman 01/03/2012
author"s portrait Simplistic globalisation belongs in the 1990’s. The challenge for corporations today, observes Marian Salzman, is to combine scale with a connection to local communities.

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