An Inportant Wealth in the Knowledge Society in View of Enterprises: The Intellectual Capital -An Evaluation from PR Perspective

The shaping force of knowledge and its emerge: ice as a productive factor in competition, among the knowledge society is the leading factor forcing organizations to get more knowledge based capitals instead of physical materials. At this point a new concept is emerging "The intellectual capital". The intellectual capital consists basically of three interconnected parts, the human capital, the structural capital, and the customer capital. The human capital, which constitutes a major part of the intellectual capital, is formed by the total knowledge, talent and behaviors of the workers. The structural capital is formed by the tools, machines and events possessed by the organization. Customer capital may be defined as the attributed worth to the relationship between organization and customer. Management and expansion of intellectual capital, which is accepted as the new wealth of organizations, is very important. In this manner, aim of this study is -after having evaluated the intellectual capital and it's components- to show the role of PR management as a management function which has direct or indirect effects on management and expansion of human, structural and customer capital. In scope of this purpose, the subject is evaluated by performing a detailed literature analysis.