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.

The Cost of the Cure

By: Gail Cohen 13/08/2009
author"s portrait Around the world, cost-benefit analysis is increasingly being applied to determine the availability of prescription medicines and other treatments. As Gail Cohen reports, this is changing the structure of healthcare communications campaigns.

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Rethinking Public Relations

By: Silvia Cambié 13/08/2009
author"s portrait In an excerpt from their new book International Communications Strategy, Silvia Cambié and Yang-May Ooi consider how the changing nature of the media is affecting the way in which Public Relations is conducted

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Opportunities and Threats in Belgium

By: Dian Wahlen 12/06/2009
author"s portrait The Belgian economy has been hard hit by the international downturn but the country nevertheless offers a number of opportunities for communications professionals, says Dian Wahlen.

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Kit Launch is a Roaring Success

By: Raoul Shah 12/06/2009
author"s portrait Raoul Shah explains how anticipation and excitement were stoked up for the launch of the 2009 version of the England football kit.

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A Vision for Living the Brand

By: Michael Morley 12/06/2009
author"s portrait In an extract from his new book The Global Corporate Brand Book, Michael Morley offers guidance on successful branding.

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Making Sense of Digital Preferences

By: Carlos A. Mazalán 12/06/2009
author"s portrait Carlos A. Mazalán on separate pieces of research into the digital channels preferred by journalists and the attitudes of technology companies to corporate blogging.

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LatAm’s New Media Reality

By: Vivian Kobeh 12/06/2009
author"s portrait Vivian Kobeh assesses the new reality of Latin American media in which social networking sites, blogs and Twitter play an increasingly important role.

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How Good PR Can Drive Sales

By: Joachim Klewes 12/06/2009
author"s portrait Measuring PR’s return on investment has long been a struggle for agencies and in-house departments, and heightened scrutiny of budgets has only increased the pressure to identify more scientific approaches to determining effectiveness. Joachim Klewes share

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Effective CSR in Developing Markets

By: José L. Ibarra 12/06/2009
author"s portrait Only by building meaningful alliances, staying true to corporate values and working hand-in-hand with local communities to deliver on shared aims can businesses secure a credible reputation for themselves. By José L. Ibarra.

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Get Paid to Save the World

By: Melody Haller 12/06/2009
author"s portrait Melody Haller offers a perspective on how PR practitioners can draw on their strengths and career expertise to move into the world of sustainable and environmental Public Relations.

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