Knowledge management in public relations in Panama: An analysis from Moustakas' phenomenology

Abstract

This study, based on Moustakas' phenomenology, investigates the subjective experience of public relations professionals in Panama regarding knowledge management. Through semi-structured interviews with a purposive sample, it was identified that collaboration is a fundamental pillar in their practices, although the formalization of this knowledge represents a significant challenge. The need to implement strategies to document and share tacit knowledge, as well as to develop more robust knowledge management systems, is evident. The results not only enrich the understanding of knowledge management in a context such as Panama, but also offer valuable implications for professional practice and future research. By identifying existing gaps and opportunities for improvement, this study lays the foundation for the design of interventions and policies aimed at strengthening knowledge management in public relations organizations, thus promoting innovation, adaptation to change, and continuous improvement in service delivery.