The document discusses the four types of content—objects, data, information, and knowledge—and describes the content value chain that transforms content through various processes. It highlights the importance of knowledge services in producing and using content that meets user needs while detailing the flow of content within and across programs. Additionally, it emphasizes the need for effective delivery strategies and the impact of information policies on science-based departments.

1. What is Content ? Collections – objects, artifacts: books, documents, rocks, minerals, insects, plant materials, diseased tissue, seeds Data – facts, observations : elements, files, records, datasets, databases, statistics Information – meaning, context: records, documents, reports, photos, maps, brochures, presentations, recordings Knowledge – understanding, predictability : equations, models, scientific publications, experience, know-how 1. Four types of content (embedded message or signal) are created, managed, and used by science-based departments. Some NRCan examples are listed here.

2. Content Value Chain Flow of content through sequential stages, each of which changes its form and increases its usefulness and value. Objects Data Information Knowledge Wisdom Domain Organization Data Records Know how Experience 2. Content is transformed from one form to another through processes such as capturing, interpretation, analysis, and experience.

3. Content Flow 3. Content flows vertically within programs: downwards as direction and coordination; upwards as reports and advice. The challenge is to have content flow horizontally across programs. Programs Executive Operational Industry Admin Science Policy

4. Knowledge Services 4. Knowledge services are programs that produce and provide content-based outputs, with embedded value, that satisfy user needs. NRCan knowledge services are listed here. Direction Plans Operations Positions Coordination Accomplishments Answers Advice Teaching Facilitation Support Laboratory Database Scientific article Technical report Outreach material Geospatial products Statistical products Standards Policies Regulations Systems Devices Objects Data Information Knowledge Wisdom Solutions Help Products Content

5. Knowledge Services System 5. A Knowledge Services System combines components and infrastructure that function collectively to produce, provide, and use knowledge services. Mandate Evaluators Indirect Outputs Sector Outcomes Canadian s Intelligence Organization Body of Knowledge (Knowledge cycle) Direct Outputs Recommendations Benefits (tertiary) (secondary) (primary) Knowledge

6. Knowledge Services Value Chain Extract Advance Embed Generate Use Internally Use Professionally Use Personally Transform Add Value Transfer Evaluate Manage Organization Sector / Society 6. Knowledge services flow through nine stages in which value is embedded, advanced, or extracted by an organization, sector, or society. Legend

7. Provider/User Information Market Users (Demand) Providers (Supply) An information market connects p roviders and users Government On-Line Global Disaster Information Network 7. Provider/User information markets focus on transactions (Fig. 6, vertical line). But departments are mandated to generate knowledge and promote sector outcomes.

8. Knowledge Market 8. Because knowledge is used to create more knowledge, knowledge markets are circular. A number of organizations are often involved between creating original content and end use. ( Performance / Supply) ( Market / Demand) 6. Add Value 7. Use Professionally 8. Use Personally Evaluate Natural Resources Forestry Metals & Minerals Earth Sciences Energy 1. Generate 2. Transform 3. Enable 4. Use Internally 5. Transfer Organization

9. Approach to Knowledge Markets Supply Integrate different types of content Measure system performance Improve system productivity Demand Survey market wants & needs Transform surveys into market intelligence Adapt outputs to market needs Evolve capacity to shifting markets 9. Evaluating performance is a supply approach to knowledge markets; evaluating market needs is a demand approach. Both have implications for science departments.

10. Information Policies 10. Information laws and policies (privacy, security, language, access) affect different levels of science-based departments. Consistent actions are needed at all levels. Government of Canada Information Rights Content Strategy Serviced-Based Framework Mandate Business Information Policies Management Plans Programs Service Vision

11. Delivery Strategy: Richness Spectrum Rich Reach 11. The delivery spectrum shows the range of richness of service delivery. A mismatch between richness attributes and user capabilities precludes effective delivery. Provide Advertise Explain Promote Support Intervene Interaction All Many Some Few Few One Audience Size Forms Self-help Consultation Specification Paper Conversation Transfer All residents Canadians Practitioner Intermediary Knowledge Other service Content User Fool-proof Popular Professional Complicated Conceptual Complex Content Difficulty

12. Service Framework Attributes Horizontal flow rather than vertical processes Links science to policy and other outputs Supports organizational mandate and business Promotes sector outcomes and benefits for Canadians Identifies Important questions 12. The service delivery framework has a number of attributes that make it desirable for consideration by science-based government departments.