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.

Optimizing Sponsorship in Spain

By: Sergi Guillot 21/03/2011
author"s portrait Proving and maximizing sponsorship ROI can be a major headache. Sergi Guillot explains how his company used monitoring and analysis expertise to help Vodafone drive improved performance from its Spanish sponsorship portfolio.

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Reflections on Inflections

By: Aedhmar Hynes 21/03/2011
author"s portrait The relentless growth of all things digital is blurring boundaries and precipitating change on a massive scale. Going forward, writes Aedhmar Hynes, the PR sector needs to invest heavily in training so that the best parts of traditional communications can

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Too Few Companies Speak with One Voice

By: Jutta Lorberg 21/03/2011
author"s portrait IR and PR should be more closely integrated than is generally the case, asserts Jutta Lorberg.

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Multi-market Reach with a Local Touch

By: Sonya Madeira Stamp 21/03/2011
author"s portrait Sonya Madeira Stamp provides an independent agency’s perspective on the challenges of achieving reach across a large region.

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All in The Family

By: Sarah Robarts 21/03/2011
author"s portrait Optimizing collaboration between complementary clients on an agency roster can create mutually beneficial synergies and make events much more compelling. By Sarah Robarts.

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Central Bank Communications: A View from Cleveland (Really!)

By: James Savage 21/03/2011
author"s portrait Maintaining a stately silence is no longer a feasible option for the world’s central banks. By James Savage.

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The Distinctive Nature of Social Marketing

By: Veronica Sharp 21/03/2011
author"s portrait There may be cultural and even ethical differences between commercial and social marketing, but as Veronica Sharp writes in an excerpt from her chapter in new book The Marketing Century (published by John Wiley on 10th March) there is plenty of common grou

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Tall Stories at Pitch Time

By: Firas Sleem 21/03/2011
author"s portrait It is common practice among the top guns at large PR agencies to promise the earth when vying to win new business. How then is it humanly possible for a PR chief to devote 10 percent of their time to each of more than 50 clients, wonders Firas Sleem.

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Social Media Across Greater China

By: Richard Tsang 21/03/2011
author"s portrait Research into the impact of social media on the purchasing behaviour of female internet users across Greater China points up some interesting regional variations, reveals Richard Tsang.

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Risk to Reputation: the Meta Risk

By: Koenraad van Hasselt 21/03/2011
author"s portrait Why reputational risk should be incorporated in existing risk management practice. By Koenraad van Hasselt.

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