1. Audience Profiles RoleKey CharacteristicsValues & NeedsRecommendations C-Level Execs Challenge and opportunity is to capitalize on executives’ critical need for information Recognize value that information management brings to their organizations However, majority are not aware their organizations have an information management function Lack true understanding of how info pros operate, what they do and the value they offer Place high value on receiving information at point of need, having access to competitive intelligence, expert analysis and value-added intelligence Relevance, timeliness, and easy access are critical Recognize that information is essential to good decisions, but worry they don’t always have sufficient information Need info pros to focus squarely on organizational objectives—want Info Pros to integrate more into their businesses Respond positively to language relating to innovative technology, value-added intelligence, competitive advantage, staying ahead of industry trends and saving time and money Raise awareness of info pro functions and the value of the profession as a whole Imperative to align positioning of the profession with needs of employers and delivering bottom-line results

2. Audience Profiles RoleKey CharacteristicsValues & NeedsRecommendations IT Pros Desire freedom and independence in their information choices More likely to see themselves as information providers than other groups surveyed Rely heavily on company information and competitive intelligence Place high value on having knowledge of leading-edge technologies and technical competence among peers Place higher value on importance of managing internal content than any other function Value role of professional organization serving as unified voice and promoting members and critical assets to their organizations Respond positively to statements relating to innovative technology, value-added intelligence, saving time and money, and Web-based courses Working with IT is integral to info pros. The info pro must develop enough knowledge of IT to be conversant in new technologies and speak the language of IT organizations Info pros should play to the strength in collaborating with IT pros—combining a deep knowledge of info users and business needs with workflow solutions and other desktop applications

3. Audience Profiles RoleKey CharacteristicsValues & NeedsRecommendations HR Pros While e-learning and continuous learning are some of the meta-issues HR professionals address, their primary focus is on the training aspect of the equation They view info pros as critical to capturing and disseminating best practices within organizations and bringing in outside expertise Place high value on having knowledge of sources for qualified professionals Place high value on competence among peers in their profession Prefer narrow range of information sources specific to their professions (i.e. compensation benchmark services, etc.) Value role of info pros on locating local experts, providing expert analysis, and delivering value- added intelligence Value professional organization’s role in developing leadership skills and fostering professional success Respond positively to language relating to knowledge sharing, continuous learning, value-added intelligence, and advocating and setting best practices SLA should focus on HR pros as partners rather than target users Info pros are well poised to develop strategic alliances with IT and HR pros to provide more complete knowledge management and continuous learning solutions

4. Audience Profiles RoleKey CharacteristicsValues & NeedsRecommendations Marketing/ Strategic Planning Pros Must always focus on delivering ROI, such as cost savings or mitigating decision risks They are rigorous about finding professionals with topical and industry experience and want to understand those players’ underlying methodologies Will continue to demand and expect more customized information that suits specific needs Want thorough understanding of target market needs and priorities; competitive landscape; social- cultural, technological, economic and political market effects; and customer feedback and values Place high value on contributing to overall product and market success or avoiding risks and bad decisions Value learning and discovery that yields new insights and opportunities Respond positively to language relating to knowledge sharing, continuous learning, value-added intelligence, competitive advantage, and sharing ideas and trends Positioning should stress value-added intelligence, exchange of ideas and trends and creating competitive advantage Info pros have unique opportunity to work shoulder-to-shoulder with these pros to provide high-value insight and analysis, impact organizational strategy, mitigate risks and deliver results

5. Audience Profiles RoleKey CharacteristicsValues & NeedsRecommendations Info Pros Outsell benchmarking research shows that info pros are increasingly moving into adjacent professions Gaps exist between perceived values of info providers and info users Research underscored importance of collecting and reporting ROI data to executives and key stakeholders; currently only 15% of respondents are doing this Top three challenges include keeping up with technology, budget constraints, and users’ lack of awareness of info services Info pros cite conducting info on users’ behalf as the most valuable service to their users (vs. 19% of executives) Info pros also cite client inquiries, document delivery and managing a physical library as key services On the other hand, info users value traditional library service less, ranking making info available to the desktop as the top priority Respond positively to language relating to continuous learning and knowledge sharing, value-added intelligence, facilitating good decision-making, anticipating industry trends and achieving professional success Need to leverage synergies between priorities of info pros and executives Info pros can experience success and satisfaction by bridging with adjacent professions (IT, HR, etc.), as long as their skill sets and expertise match the needs of these groups Across organizations, and particularly with execs, info pros must build awareness of their roles and show alignment and impact regarding business goals and objectives