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 #161 Leaving the silos: setting up communications for the future

By: Eike Alexander Kraft 07/03/2016

A new, more integrated setup at AccorHotels has improved efficiency, delivered greater impact and boosted team spirit. By Eike Alexander Kraft.

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ITL #160 Manufactured performances are out: authenticity is the ‘in’ word

By: Neil Green 29/02/2016

From cyber-crime to climate change, a number of trends and issues with global consequences have made authenticity imperative. By Neil Green.

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ITL #159 The whistleblower’s story: a modern day battle of David versus Goliath

By: Paula Pedene 22/02/2016

When a highly experienced public affairs practitioner raised concerns about mismanagement it led to a long and bruising fight with the Department of Veterans Affairs. By Paula Pedene.

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ITL #158 The client is not always right: agencies must tell it like it is

By: Colette Ballou 15/02/2016

It’s easy to see why some agencies fall into the trap of trying to please clients at all costs. But if communications counsel is to be worthwhile, it must be built on honesty. By Colette Ballou.

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ITL #157 If you were a brand: what would it say about you?

By: Rob Shimmin 08/02/2016

There may be a big gap between how you are seen by others and how you would like to be seen. Paying attention to your personal branding could change that. By Rob Shimmin.

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ITL #156 Assertion-driven journalism: eroding trust in reporting provides a challenge for PR

By: Ulrich Gartner 01/02/2016

Declining trust in media reporting has led many corporate communicators to rethink how they deal with enquiries from journalists. By Ulrich Gartner.

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ITL #155 Professional accountability: why PR?

By: Kirk Hazlett 25/01/2016

Communicators must be able to “connect the dots” to demonstrate the direct impact of PR activity on specific campaign goals, such as boosting sales. By Kirk Hazlett.

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