KNOWLEDGE MANAGEMENT

APPROACHES APPLIED TO STRATEGIC

COMMUNICATIONSilvia Kalcheva, PhD

Analysis and Lessons Learned Expert CMDR COE

Strategic Communication

MESSAGE

ORGANISATIONAL

STRATEGY

OPERATION OBJECTIVES

SC CAMPAIGN

DESIGN

2

Strategic Communication

KnowledgeInformation IdeasExpertise Innovation

STRATEGIC COMMUNICATIO

N!

3

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

4

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

5

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

6

SC Campaign Stages

1. Strategic Campaign Planning

2. Target Audience Identification

3. Target Audience Analysis

4. Campaign Design

5. Campaign Execution

7

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

8

Thank you for your attention!9

Silvia Kalcheva, PhDAnalysis and Lessons Learned ExpertCMDR COEsilvia.kalcheva@hotmail.coms.kalcheva@mod.bg