{"product_id":"a-knowledge-strategy-for-a-communications-and-pr-practice-of-a-large-firm-von-christoph-frhr-von-gamm","title":"A Knowledge Strategy for a Communications and PR practice of a large firm","description":"\u003cp\u003eScientific Essay from the year 1999 in the subject Business economics - Business Management, Corporate Governance, The Open University (Open University Business School), course: Managing Knowledge, language: English, abstract: This report discusses a knowledge strategy in the communications profession in IBM Europe, Middle East and Africa. The focus of that report is to reveal the reshift from a replication- orientated organisation which excels in functionality onto a communicationsintensive consultant organsiation in which the active management of both tacit and explict knowledge does play an active role.\u003c\/p\u003e\u003cp\u003eIn the previous Intellectual Capital assessment, it has been discovered, that intellectual capital in this communications organization is rather unorganized and disperse. Here, it is\u003c\/p\u003e\u003cp\u003efurther looked into and found out that one of the reasons for this dispersed intellectual capital the missing accumulation and conversion of knowledge in that organization. Reasons for this are: few or very unuseful joint tools for personal use, no expert\u003c\/p\u003e\u003cp\u003eprofessions to grow into and thus no personal reward to accumulate real market or media knowledge, and last but not least a culture that does reward the quick shot and not sustainability.\u003c\/p\u003e\u003cp\u003eThe underlying technology - is not used suffieciently and only in a dispersed way. As a consequence, lots of intellectual capital is lost constantly. Customer satisfaction - thus expressed through IBM employee attrition rate internally and through favourability level of journalists and number of strategically focused media imprints - could be increased significantly.\u003c\/p\u003e\u003cp\u003eTo gain a strategic advantage through a knowledgeable communications organization that brings value add to the business, it is recommended in this report to\u003c\/p\u003e\u003cp\u003e* Setup a knowledge officer in the organisation, closely aligned to the VP of Communications.\u003c\/p\u003e\u003cp\u003e* Setup communications knowledge hubs at strategic sites who act as key knowledge accumulators de-alllocation of professionals from non-strategic knowledge hubs\u003c\/p\u003e\u003cp\u003e* A pervasive and user-friendly Lotus Notes \/ Web Notes \/ Domino database infrastructure to enable group work, together with the production deployment of sametime communications tools\u003c\/p\u003e\u003cp\u003elike VPBuddy. Here, the focus is not so much about technology but about content, pervasiveness and persistence in its useage and reward. In a next step, explicit expert professions within the communications career path should be fostered to gain and reward expert and tacit knowledge and thus attract and retain the world-class communications professionals, a company like IBM needs to have.\u003c\/p\u003e\u003cp\u003eThis knowledge initiative should be aligned with IBM¿s strategic priorities, especially Priority 1, Priority 5 and Priority 6\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783640576555\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783640576555","offer_id":39430766100573,"sku":"9783640576555","price":27.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/924d25fb-6d27-48f1-9553-e0f23279d65a.jpg?v=1777696718","url":"https:\/\/shop.autorenwelt.de\/en\/products\/a-knowledge-strategy-for-a-communications-and-pr-practice-of-a-large-firm-von-christoph-frhr-von-gamm","provider":"Autorenwelt Shop","version":"1.0","type":"link"}