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 #423 Making your audience care: lessons from literature for PR professionals

We can learn a huge amount from literature…and not only about how to write better. By Andrea Gissdal.

ITL #422   Communication as a force for good: principles in keeping with the UN SDGs

Is the international PR community ready and willing to adopt a set of core principles to guide practice on social responsibility, including care for our planet? By Inge Wallage.

ITL #421   Success: what if we only measured it by the state of our relationships?

Good relationships are vital. So how can we measure the state they’re in? By Phil Borge-Slavnich.

ITL #420 - Rising to the challenge: how CAE maintained employee engagement amid the pandemic

A four-pronged employee empowerment strategy with measurable objectives helped Canadian aerospace technology company CAE keep morale and performance levels high. By Hélène V. Gagnon.

ITL #419   Don’t ‘spray and pray’: slow and simple wins on social

To make a real impact on social at this time of great behavioural change you’ve got to understand your audience. By Katy Howell.

ITL #418 GWA winner's perspective: what is a leader without volunteering?

Success in the IPRA Golden World Awards' Global Contribution category provoked feelings of joy and pride, but when it comes to pro bono work it’s essential to understand why you are doing it. By Danijel Koletić.

ITL #417 The transformative power of blockchain: opportunities for Communicators

Blockchain is going to solve many business problems, including in PR. As an industry, we need to learn much more about it. By Philippe Borremans.

ITL #416   Diversity communications: a cultural obligation to educate society

Communication has a critical role in helping to eliminate stigmas and misinterpretations. By Gabrielle Gambrell.

ITL #415 Overcoming digital fatigue: why b2b tech brands must rethink audience engagement

To stand out from the crowd, b2b brands will need to take a leaf out of the b2c marketing playbook and create content that’s more engaging, entertaining and emotive. By Hannah Patel.

ITL #414   Embracing change: responding to the trends shaping our industry

Following the massive shocks and upheavals of the last year, communicators must understand and embrace the new rules for a new world. By Neha Jain.
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