knowledge management approaches applied to strategic communication silvia kalcheva, phd analysis and...
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KNOWLEDGE MANAGEMENT
APPROACHES APPLIED TO STRATEGIC
COMMUNICATIONSilvia Kalcheva, PhD
Analysis and Lessons Learned Expert CMDR COE
Why is KM important today?
Increased importance of knowledge, innovation and intellectual capital
Physical assets no longer guarantee success
Learning Organisations The need to retain organisational
knowledge and to avoid the loss of organisational memory
Organisational dynamics
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Benefits of KM to Organisations
Helps drive strategy Builds organisational memory Improves opportunities for innovation,
cross-fertilizes ideas Supports faster problem-solving and
decision-making Ensures effective dissemination of best
practices and lessons learned Improves knowledge embedded in products
and services Helps organisations accomplish their goals
and stay ahead of competition
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Strategic Communication
“The coordinated and appropriate use of NATO communications activities and capabilities – Public Diplomacy, Military Public Affairs, Information Operations and Psychological Operations, as appropriate – in support of Alliance policies, operations and activities, and in order to advance NATO's aims.”
NATO Strategic Communications Policy
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SC Campaign Stages
1. Strategic Campaign Planning
2. Target Audience Identification
3. Target Audience Analysis
4. Campaign Design
5. Campaign Execution
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KM approaches that could be applied to SC
Nonaka and Takeuchi’s SECI Model
Bukowitz and Williams KM Cycle
Bukowitz and Williams KM Diagnostic Approach
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Thank you for your attention!9
Silvia Kalcheva, PhDAnalysis and Lessons Learned ExpertCMDR [email protected]@mod.bg