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.

ITL #622 How to embrace AI: learning from change winners and losers

By: Christine Barney 14/04/2025
author"s portrait Five steps to successfully navigate the transformational opportunities of artificial intelligence. By Christine Barney.

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ITL #621 A balancing act: navigating the realities and rewards of an in-house PR role

By: Chek Yee 07/04/2025
author"s portrait Throughout my career, I have found myself caught in the web of multiple stakeholders, each with different expectations. By Foo Chek Yee.

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ITL #620 A case for communications expertise in the boardroom: helping the board through times of rapid change

By: Aedhmar Hynes 31/03/2025
author"s portrait Bringing a CCO onto the board keeps reputation top of mind when big decisions are made. By Aedhmar Hynes.

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ITL #619 Managing emerging global risks: where strategic communications comes in

By: Adedoyin Jaiyesimi 24/03/2025
author"s portrait Ensuring that CEOs and organisations become sources of trustworthy information will play a key role in boosting levels of trust and optimism. By Adedoyin Jaiyesimi.

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ITL #618 The ‘Campaignification’ of the Global South: the need for a new approach

By: Ian Herbison 17/03/2025
author"s portrait Centrally driven global campaigns can lead to underweighting of the core job of understanding, engaging, and educating stakeholders. By Ian Herbison.

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ITL #617  Sport partnerships: prepare well and play hard

By: Toan Ravenscroft 10/03/2025
author"s portrait Many brands leverage sports partnerships to position themselves and raise their profile. Here are seven steps to achieving maximum communications cut-through. By Toan Ravenscroft.

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ITL #616 Strategic health communication: bridging public relations and global crisis management

By: Yahya Ahmadi 03/03/2025
author"s portrait Great health communications translates detailed medical information into simple language that positively influences people with diverse backgrounds. By Yahya Ahmadi.

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ITL #615 PR pros, ditch your butter knife: bring out the sword!

By: Sujit Patil 24/02/2025
author"s portrait The bedrock of modern PR has changed and those who do not adapt and sharpen their competencies will fade into irrelevance. By Sujit Patil.

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ITL #614 Integrating communications into cybersecurity incident response plans: crucial to protect brand and reputation

By: Kathryn Goater 17/02/2025
author"s portrait Many organisations are caught in a reactive mode when hit by a cybersecurity incident or technology outage. Far better to be prepared and to anticipate risks. By Kathryn Goater.

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ITL #613   Artificial Intelligence and public relations: legal, ethical, and communication trends for 2025

By: Cayce Myers, Ph.D., LL.M., J.D., APR 10/02/2025
author"s portrait The rise of AI presents new questions that strike at the core of PR and the communication function. By Cayce Myers.

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