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 #413   Managing brand communication: India as a learning ground

India is a fast-paced, energetic and ‘emotional’ economy which presents a myriad of learning opportunities for brand management and communications professionals. By Siddhartha Mukherjee.

ITL #412 Measuring and understanding reputation: our most powerful weapon in elevating the role of comms

For more communications professionals to make it into the C-suite, our industry must get better at using measurement to understand the multifaceted ways reputation is shaped. By Charlotte West.

ITL #411     The Middle East has a new story to tell: another opportunity for the global PR industry to shine

The PR industry in the Middle East PR is set for strong growth over the coming decade, powered by state-owned investment funds and national champions. By Sunil John

ITL #410   Public relations: the profession that refuses to learn

The public relations discipline has emerged stronger from covid-19 but it needs to build on its legacy from the crisis with innovation in education, learning and development. By Stephen Waddington.

ITL #409 Decisive moment: CSR drives resilience for covid-19 recovery

The year of the pandemic may have been a watershed for CSR. But a gap remains between what people want companies to prioritize, and what companies do. By Daniel Silberhorn.

ITL #408   Effective China PR: five essential don’ts

Many businesses have misjudged the Chinese market. Here are five blunders to avoid. By Sally Maier-Yip.

ITL #407   Three months that changed everything: why Intel is doing better day by day

A global company, a dangerous time and five hard-won lessons in risk communication. By William Moss.

ITL #406   Intentional crisis mismanagement: how organizations can damage themselves

The misplaced sense of invincibility among leaders and a failure by organizations to challenge it are catalysts for disaster. By James Lukaszewski.

ITL #405   Shaping the next space: moving leadership away from past styles

Public relations has a role to play in shaping the leadership models called for in these tricky ‘in-between’ times. By Catherine Arrow.

ITL #404   Trust and messaging about covid-19: experiences in UK, Italy and Spain

EUPRERA research looks at how populations of three European countries hit hard by the first wave of the pandemic responded to the communication management approaches of their governments. By Angeles Moreno (pictured), Ralph Tench and Stefania Romenti.
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