As I watch the plethora of technology PR agencies fight it out for a USP, is it too much to suggest that it's not in the tactical elements that they'll find it?  Of course not, that makes perfect sense as surely thought leadership is much higher up the food chain at a strategic level where it meets the business objectives of a clients' organisation.  Beyond that, it's the link between PR, Marketing and Industry Relations where this thinking will be successful and with it, the definition of communication campaigns that truly make the difference.  For vendors seeking support with promotion to IT Service Providers, take some tips from industry analyst firm, Gartner.  They've identified Thought Leadership Marketing as a powerful marketing asset and you can find out more in their report: "Marketing Essentials: How to Use Thought Leadership Marketing for IT Services Providers." The report is available on the Gartner’s website at http://www.gartner.com/resId=1269713.

It's not new, but it's good to hear that it's found a marketing category - perhaps marketing and PR agencies will have found something to better their thinking behind the campaigns they recommend.