The Business of Information

Abstract

In a recent book on knowledge management, information professionals are urged to transform and brace themselves for a more active and dynamic role in the information and knowledge society. However are information professionals rising to the clarion call? This article takes challenging and deliberately provocative look at the role of the traditional information professional in an environment where others in information-related functions appear to take a more active part in the business, present a stronger image and ultimately may replace the role of the information professional. One of the main barriers to successful transformation that information professionals face is the need to change perceptions, behaviour and ways of working, and this theme runs throughout the article. The author highlights features relating to information work with the help of a SWOT analysis. Information professionals are also be urged to regard their service as a business in itself, and, as such, to promote and market the service, brand and if necessary re-launch the product. The need to develop traditional skills and to acquire new skills is emphasised, as is the need to use the softer skills. These initiatives together with formal professional development activities will ensure that the profession has a bright future ahead.