Proof positive: Thought leadership in Canadian professional service firms

Abstract

This study examines the current practices, including the importance and effectiveness of thought leadership activities and reputation management, at Canadian professional service firms, as well as what role communications and marketing practitioners play or should play in developing, distributing and evaluating these initiatives. Using survey research and in-depth interviews of communications and marketing practitioners, and senior management at professional service firms, this study looks at how Canadian firms are measuring both their thought leadership activities and overall reputations. One of the study’s major findings is that professional services firms consistently measure their thought leadership activities in a tactical rather than strategic manner.

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