This mimics the classic role of brandname journalists who just don't simply report the what is. They connect the dots in a unique way. That's exactly why we follow political journalist Ana Marie Cox from her start at Gawker to her voice at The Guardian.
An example of leadership communications at its most effective is the recent commentary by Henry Kissinger. He doesn't put together a laundry list of seemingly bad things happening around the world. Instead he tells us that he discerns a new world order is slouching to be born. Here you can read that take in The Wall Street Journal (sub. req.)
As ghostwriters and scriptwriters our mission in 2014 is to dig for the right fit of angles for leaders. It has to be both shocking and appropriate for their expertise. For that very reason, those of us in advocacy communications are in demand. There's no glut there, as I point out in this commentary about the law of supply and demand.