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.

Life in China’s Consumer Fast Lane

By: John Orme 06/04/2008
author"s portrait John Orme, president of Shunya International, Porter Novelli’s new partner agency in China, has been living in Beijing for the last 12 months, developing the agency’s resource base to handle international and national client needs.

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Sporting Scandals Threaten Brands

By: Bridget Marcou 06/04/2008
author"s portrait No organisation today is immune from a potential scandal, particularly if your brand is aligned in some way with the business of sport. Bridget Marcou offers guidance on keeping brand damage to a minimum in the event of a crisis.

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The ‘So-What’ of PR Measurement

By: Angela Jeffrey 06/04/2008
author"s portrait For impact analysis expert Angela Jeffrey the ‘So-What’ of PR Measurement – as in ‘so what does this really mean?’ – is key to correlating communication activity to business outcomes.

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Women In Charge on Health

By: Nancy Glick 06/04/2008
author"s portrait The dominance of women as health care decision makers means increasing attention is being paid to how and where this influential audience gets its health information and which sources are trusted the most. By Nancy Glick.

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The Rise of Reputation in Brazil

By: Ciro Dias Reis 06/04/2008
author"s portrait Ciro Dias Reis says that with Brazilian corporations becoming ever more global in their outlook, operational practices and structure, reputational issues are growing in importance.

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You say "Tomato"

By: Jim Walsh 06/02/2008
author"s portrait Jim Walsh argues that the role of English as the lingua franca of international business can obscure important differences between markets around the world. He also says that when working across languages/cultural borders professional PR people will do wel

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Communication Creates Value

By: Agustín de Uribe-Salazar 06/02/2008
author"s portrait The nature of public relations has changed enormously in the century since the first press release was distributed. But it is those companies that strive to be open and transparent that reap the greatest reputational rewards. By Agustín de Uribe-Salazar.

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Science and the Soundbite

By: Katrina Nevin-Ridley 06/02/2008
author"s portrait Although scientific research is often complex and controversial, Katrina Nevin-Ridley believes that a trend towards more proficient and proactive media relations is the right way forward.

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The Real Economics of the Public Relations Profession

By: Toni Muzi Falconi 06/02/2008
author"s portrait Inappropriate methodologies for measuring the economic scale of public relations have hugely underestimated its contribution, argues Toni Muzi Falconi.

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CSR is Child’s Play in Korea

By: Courteney Jung 06/02/2008
author"s portrait A CSR programme based around raising funds for needy children in the local community underpinned the launch of Korea’s first ‘factory shopping’ centre offering upscale fashion retail at discount prices. By Courteney Jung.

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