Knowledge Management Approaches Applied to Strategic Communication

1. Knowledge Management Approaches Applied to Strategic Communication Silvia Kalcheva, PhD Analysis and Lessons Learned Expert CMDR COE

2. Strategic Communication ORGANISATIONAL STRATEGY OPERATION OBJECTIVES SC CAMPAIGN DESIGN MESSAGE

3. Strategic Communication • Knowledge • Information • Ideas • Expertise • Innovation ! STRATEGIC COMMUNICATION

4. 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

5. 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

6. 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

7. SC Campaign Stages 1. Strategic Campaign Planning 2. Target Audience Identification 3. Target Audience Analysis 4. Campaign Design 5. Campaign Execution

8. 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

9. Thank you for your attention! Silvia Kalcheva, PhD Analysis and Lessons Learned Expert CMDR COE silvia.kalcheva@hotmail.com s.kalcheva@mod.bg