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.

Too Few Companies Speak with One Voice

By: Jutta Lorberg 21/03/2011
author"s portrait IR and PR should be more closely integrated than is generally the case, asserts Jutta Lorberg.

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Multi-market Reach with a Local Touch

By: Sonya Madeira Stamp 21/03/2011
author"s portrait Sonya Madeira Stamp provides an independent agency’s perspective on the challenges of achieving reach across a large region.

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All in The Family

By: Sarah Robarts 21/03/2011
author"s portrait Optimizing collaboration between complementary clients on an agency roster can create mutually beneficial synergies and make events much more compelling. By Sarah Robarts.

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Central Bank Communications: A View from Cleveland (Really!)

By: James Savage 21/03/2011
author"s portrait Maintaining a stately silence is no longer a feasible option for the world’s central banks. By James Savage.

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The Distinctive Nature of Social Marketing

By: Veronica Sharp 21/03/2011
author"s portrait There may be cultural and even ethical differences between commercial and social marketing, but as Veronica Sharp writes in an excerpt from her chapter in new book The Marketing Century (published by John Wiley on 10th March) there is plenty of common grou

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Tall Stories at Pitch Time

By: Firas Sleem 21/03/2011
author"s portrait It is common practice among the top guns at large PR agencies to promise the earth when vying to win new business. How then is it humanly possible for a PR chief to devote 10 percent of their time to each of more than 50 clients, wonders Firas Sleem.

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Social Media Across Greater China

By: Richard Tsang 21/03/2011
author"s portrait Research into the impact of social media on the purchasing behaviour of female internet users across Greater China points up some interesting regional variations, reveals Richard Tsang.

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Risk to Reputation: the Meta Risk

By: Koenraad van Hasselt 21/03/2011
author"s portrait Why reputational risk should be incorporated in existing risk management practice. By Koenraad van Hasselt.

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Data Driven Editorial

By: Rich Young 21/03/2011
author"s portrait It’s no longer simply about the art of the written word in the ‘lede’ or headline to capture the reader’s attention. It has to do with the practice of analytics and applying that to creative output, such as a news story, explains Rich Young.

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Bridgestone’s Japanese Value Proposition

By: David Huerta 20/12/2010
author"s portrait In a tough economic climate, Bridgestone supported the launch of its eco-friendly passenger tires with an internal communications campaign carefully designed to drive home the message that the new products should be sold on value rather than price. David H

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