Applying the Individual Integration Model to Produce Knowledge in Public Relations Departments: Rashid Bank as a Model
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Abstract
The researcher developed a knowledge-based model aligned with business requirements and examined some of the challenges faced by public sector organizations. The study identified the importance of applying knowledge management models within organizational strategies, which contributed to the development of a new cognitive model based on four key elements for knowledge creation and sharing within the public relations departments at Al-Rasheed Bank.
A descriptive statistical methodology was employed, and the model’s components were evaluated by experts. The researcher concluded that the proposed model—"individual integration for knowledge creation"—should be adopted to transform work practices and integrate personal development into the organization’s objectives. This approach aims to enhance employees’ skills and experiences, ultimately contributing to the improvement of the bank’s performance within the study sample.
The study sample included 54 employees from five branches of Al-Rasheed Bank. The findings emphasized the need to adopt a model that enhances both individual and group performance among staff members in the targeted branches.
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