Handbook of Corporate Communication and Public ... - Blogs Unpad

• The identification of the concepts of data,
information, intelligence and knowledge
as they occur and impact on the discipline
and practice.
• An exploration of the methods, techniques
and circumstances in which
information, intelligence and knowledge
management principles can be applied to
corporate communication.
• The incorporation of the social, behavioural
and organizational conditions associated
with information and knowledge
management in corporate communication
settings.
• The development of strategies by which
organizations and stakeholders select and
promote data and information and to
examine the consequences which ensue.
• The identification of the intelligence
needs of clients in specific settings and to
research, collect and present their findings
to their clients.
• The exploitation of the capacities of ICTs
and information handling tools to support
knowledge management and to meet the
knowledge needs of client communities
and domains of practice.
• The identification and development of
criteria on which the basis of information,
intelligence and knowledge activities can
be evaluated.
• The evaluation of the impact of information,
intelligence and knowledge management
strategies, resources and techniques
on client communities and domains of
practice.
The discussion that follows explores this
agenda firstly from a conceptual viewpoint
and then develops a practical programme that
could help to build the relevant competences
for corporate communication professionals.
The information and
communication rationale
Information management and the
corporate communicator
The principles discussed here are designed
to underpin the skills and competences of
corporate communicators by providing a
disciplined understanding and insight into
information and communication. Some familiarity
with the professional world of information
and knowledge management practice
will help corporate communicators explain
their information needs to information
specialists and provide a body of knowledge
and competence to achieve a degree of autonomy
in working with information both with
corporate communication colleagues and
with clients.
This autonomy and competence will increase
the efficiency, effectiveness and responsiveness
of the corporate communicator. This
will help to underpin corporate communication
techniques and solutions by providing
sound information and communication strategies.
The information and communication
cycle
The idea of an information and communication
cycle is one of the fundamental concepts
of information analysis. The corporate communicator
will already be familiar with analogies
to the information and communication
cycle (ICC) in marketing and media activity.
Rowley (1999) offers an interpretation of the
ICC from the perspective of information
management. Such a model can suggest the
intensities and directions of flow of information
(for example from a demand and supply
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors