Thought Leadership Essays

Viewing posts from January, 2019

ITL #304 - The key to relevance: reputation in the age of activism (and cute kitten videos)

Employees are your best brand advocates, particularly in an environment driven so extensively by social media and word-of-mouth communications. By Marci Kaminsky.

ITL #303   How to become a sticker on a laptop: turn fans into superfans

Some consumers actively want to become ‘friends’ with brands. The challenge is to deepen connections with them. By Norty Cohen.

ITL #302 Quality journalism trumps commoditisation: the difference between ‘news’ and ‘content’

Digital content created by businesses serves a purpose and is often of high quality. However, it is not news and teams producing it should not view real news outlets as an extension of their digital strategy. By Tim Skelton-Smith.

ITL #301 Advocacy communications: lessons from Bulgaria’s rejection of the Istanbul Convention

Advocacy communications within a larger advocacy strategy should always start with strategic framing analysis of major news media sources. By Maria Gergova-Bengtsson and Georgi Ivanov.
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