public relations

The topic of the current research was public relations and artificial intelligence: the requirements and effects of artificial intelligence on the public relations of Saderat Bank of Iran. The current research is an analytical survey, the statistical population of which includes 473 academic experts who were recognized as experts in the field of research. Among them, using Cochran's formula, 212 people were considered as samples. Exploratory and confirmatory factor analysis and structural equation modeling were used in data analysis. The obtained results showed that in the discussion of prioritizing the requirements, the strategic, behavioral and contextual elements with coefficients of 0.98, 0.84 and 0.94, respectively, can explain the requirements for the implementation of artificial intelligence in the development of public relations, and the priority of the elements is 1) strategic , 2) contextual and 3) behavioral. The findings showed that in the discussion of prioritizing the effects, the elements of decision-making, competitiveness and innovation can explain the effects of implementing artificial intelligence in the development of public relations with coefficients of 0.54, 0.62 and 0.57, respectively. Therefore, it can be said that the priority of the elements are 1) competitiveness, 2) innovation and 3) decision making. The results of the path analysis showed that artificial intelligence investment has an impact on the development of public relations with a path coefficient of 0.32 and a t-statistic value of 4.42.

Social responsibility can be considered as a set of duties and obligations that an institution or organization must perform in order to help and protect, protect and care for the society in which it operates. The purpose of this research is to provide a model of social responsibility for public relations in Iran. This research is done with the qualitative method and using the systematic grounded theory method of Strauss and Corbin. The data collection tool is semi-structured in-depth interview, and three-stage open, central and selective coding was used for data processing. The statistical population of this research is professors, experts, commentators and public relations managers of Tehran city, who were selected by targeted non-probability sampling and theoretical sampling, and 13 people were interviewed. After reaching theoretical saturation, the interview was refused. By extracting 107 open codes and 46 core codes, finally by selecting the final codes, the obtained model is presented in the final section. The findings showed that the implementation of organizational social responsibility in the field of public relations, according to the contextual, causal and intervening conditions, by formulating strategies Providing credit, understanding with the audience, sustainability of programs, persuading managers to implement social responsibility, specializing in social responsibility and highlighting activities related to social responsibility. In public opinion, it brings consequences and results such as "increasing institutional capital", "bilateral and mutual benefit for the organization and the audience", "organizational development and excellence in production", "creating employment" and "environmental protection". Key words: public relations, social responsibility, organizational social responsibility, presenting a model, grounded theory.

Public relations are the beating heart of every institution and organization and they carry heavy duties and serious missions in different parts from communication with the media to responding to doubts and criticisms and honoring the clients. According to experts, informing and informing, persuading, encouraging, promoting and promoting, conducting social research and opinion polling and linking it to the resources of the organization and the general public are among the most important tasks of public relations. Public relations are not a job, but love, and as a communication bridge and a mirror of the whole view of any organization, it plays an important role in effective and purposeful communication between people and officials. This job knows neither time nor place, and a public relations officer must be accountable to the person in charge and the organization and most importantly to the people in any situation. In recent years, with the expansion of the virtual space, there have been many changes in the field of information and the duties of public relations, and in this space, sometimes some activists in this field appear as a reporter and produce news ahead of the reporters, take pictures and They. Today, mobile-based social networks are a platform that is both a tool for informing and finding information and can fulfill part of the communication needs of public relations. This is a golden opportunity for public relations to manage their communications and many affairs. Most of the people who use mobile phones use smartphones, and many consider mobile social networks to be an inseparable part of their daily life communications, in this case, is it possible to ignore and ignore this unconditional information portal.

Ignoring the issue of social development leads to the weakening of social foundations, confusion and increase in social damages, and leads to social alienation and destroys native structures. The aim of the research is to identify the components and indicators of the social development promotion model with the public relations approach and validation of the model in the industrial companies of Eshtehard city. The research is of mixed type (qualitative-quantitative) and coding method and structural equation modeling were used to analyze the data. The statistical sample of the qualitative section was 10 experts in social development and public relations, and in the quantitative section, there were 800 employees and industrial managers and consultants of the industrial companies of Eshtehard city, of which 280 people were determined by simple random sampling. The data collection tool was an interview and a researcher-made questionnaire, which content validity was confirmed by experts' opinion by Delphi method and construct validity was confirmed by confirmatory factor analysis, as well as reliability with Cronbach's alpha coefficient of 0.97 and composite reliability of 0.75. In order to analyze the data in the qualitative part, open, axial and selective coding was used, and in the quantitative part, structural equation modeling was used to analyze the path and validate the model in smart pls software. The results showed that in this model, 5 consensual development promotion components (contextualization of justice, security, social ethics, formation of social welfare, 5-formation of social capital) and 20 indicators have reached the final approval of experts. The field of public relations has a significant effect on the promotion of social development with a coefficient of 65%. In effect in order of priority: needs assessment; clarification; Notices; Awareness and empowerment are effective.

Public relations is a concept with two scientific and practical dimensions. At the scientific level, the focus is on teaching concepts, knowledge, skills and many other aspects of the public relations. At the practical level, performance of the workers and the public relations’ department are taken into consideration. One of the most important issues at both scientific and practical dimensions is skill. Skill in public relations is an important concern which connects a graduate to the job market. A graduate will have more chance to find a job when the skills meet the market’s demands. Otherwise, the chance will be lost.In this article, we studied skills public relations graduates need to enter the job market. To this end, we conducted in-depth interviews with workers in the field of public relations with more than five years of experience. Then, we analyzed the data, using method of thematic analysis. As the result, the interviewees pointed to 34 skills required to work in public relations which are categorized under news-content, ceremonial, technological, individual-social, scientific-planning and multimedia.

The ever-increasing expansion and diversity of social networks, both in terms of the number of users and the expansion of its use in different dimensions, brought the world into a new era that completely changed the equations and structure of human life. On the one hand, human social interactions changed and human communication became more and more flexible. In the meantime, the influential users of social networks as one of the important elements in social networks have a greater contribution and effect on public opinion and the approach of users and people every day. The image that is formed from the data published by these users of an organization plays a significant role in the image of the entire organization in social networks and public opinion. . Therefore, the purpose of this research is to investigate the characteristics and role of Persian Twitter influencers, especially the role of these users in the image of an organization, which has been investigated in the form of a case study of Islamic Azad University as a large and multifaceted organization.

This research has analyzed the raw data of Twitter social network using data mining technique. In the first step, by extracting the top Twitter users in terms of the number of followers, I presented an initial picture of the political approach and... and in the second step, by focusing on public raw data, it was extracted from the Twitter social network of these users, and after refining the raw data into data Structured transformation and analysis was done on the data.

The findings of this research are based on the two components of the political approach and following the influencers. On the other hand, the content published by the same users about Azad University shows that the political portrayal and corruption of the university have the main contribution, and the contribution of student issues and problems such as tuition fees or scientific and research topics is insignificant.

What is clear from the study of influencers on social networks is its position and impact on public opinion and the general society, as well as paying attention to active platforms among Persian and Iranian users, such as Twitter, which can have a serious effect on the media sphere. If the country has one, it is possible to understand the importance of Twitter influencers in the current environment, which causes the accuracy of its specifications and details and their classification in the scientific opinion and research in indicators such as political approach or the number of followers. And also the field of activity drew more detailed findings of the level of influence and their role..

Today, brand has become one of the most important issues in all companies, so that no company can be considered without a brand. This issue has spread to such an extent that, in addition to politicians, some citizens are also trying to create a personal brand for themselves. Various measures can be taken to create a brand, which includes a wide range of advertising in large companies to the creation of content by citizens in social networks. This wide range can create a brand, although today the brand has become a complex and specialized science and has gone beyond a title, so that applying a brand name to a brand is considered as creating a limit for it. In this article, the role of public relations as one of the tools of brand production and promotion has been investigated, and interviews with communication professors and public relations experts from all over the world have been conducted using the grounded theory method. According to the obtained results, it was found that in addition to the main task of selling, the task of producing and promoting and stabilizing the brand is also one of the undeniable tasks of public relations. Therefore, by adopting appropriate strategies to produce, promote and stabilize the brand, public relations are able to develop organizational branding at the level of social networks.Despite the importance of this topic, so far, a comprehensive study, both in Iran and in Iran, has not been done in order to present itA strategic model as well as an explanation of the identification components of this emerging research area have not been done. In this research, according to the studied articles, we will try to create a model for relationship strategies by considering the identified components while receiving answers to our questions.General to draw organizational branding in social networks.

The significance of branding has grown significantly in today's corporate world. It has become essential for any organization to have a distinct brand identity. The impact of branding has expanded to encompass not only companies but also individuals seeking to create personal brands. There is a broad spectrum of strategies to develop a brand, ranging from extensive advertising campaigns in large institutions to the creation of content by citizens on social media platforms. A wide range of factors can contribute to branding, but it's important to note that modern branding has evolved into a complex and specialized discipline. Applying a brand name to a product or organization is not about confining its scope; on the contrary, it plays a crucial role in establishing a distinct identity in the market. Effective branding goes beyond mere titling and involves a multifaceted approach. The passage states that Keller has categorized the world as having entered the era of branding for several years, but given the current necessity and importance of branding, this era has not yet truly emerged in Iran. Many organizations are either unfamiliar with the term or, if they are aware of it, their understanding of it is still very limited. The study investigated branding through communication technologies, and the article is derived from a doctoral dissertation focused on developing a public relations strategy model for organizational branding in social media platforms.

This article focuses on examining the role of public relations as a tool for brand production and promotion. Interviews were conducted with communication professors and public relations experts from around the globe. The grounded theory method was employed to gather insights and information for this study. The article utilizes the purposeful sampling method to select a sample of individuals from various continents. Our total sample size consisted of 15 communication professors and public relations specialists. Through multi-stage interviews, we collected comprehensive data, which we subsequently analyzed using MacQDA software to extract relevant concepts and categories.

The study yielded results indicating that public relations goes beyond just selling. Producing and promoting the brand, as well as its stabilization in the market, are also considered essential responsibilities of public relations. Based on the categories derived from the data, we identified crucial theories like glass aquarium, organizational identity, and community culture. These concepts significantly influence brand building within organizations, and public relations specialists should pay attention to their use, especially in the context of new communication media.

Adopting suitable strategies for brand production, promotion, and stabilization enables public relations to effectively develop organizational branding in the realm of social networks.

The main goal of the current research is to "identify the opportunities and threats of electronic public relations in the university from the perspective of students of communication sciences in Tehran". The method of the current research is a survey type and was collected using the questionnaire technique. The statistical population in the current research is master's and doctoral students in the field of communication sciences in Tehran, 225 of whom were selected as a statistical sample based on Cochran's formula. The results of the research based on statistical tests (binomial, Friedman) show that the ranking The opportunities and threats are significant from the point of view of the respondents, and according to other students of communication sciences, they have different ratings of the opportunities and threats of electronic public relations. From their point of view, the variables "cost savings", "freedom from time and place limitations" and "elimination of administrative bureaucracy" respectively have the highest priority as opportunities in electronic public relations, and on the other hand, the variables "insufficient and unequal training" public to use information technologies", "lack of necessary and basic infrastructure in the discussion of information technologies" and "incomplete security in electronic public relations" respectively have the highest place as threats in electronic public relations. Based on the results of statistical tests, "holding educational workshops, preparing computer systems, increasing software security, using social networks, applications, websites and cloud systems" are solutions that can help reduce potential threats and increase opportunities.applications, websites and cloud systems" are solutions that can help reduce potential threats and increase opportunities.​

During the last two decades, major changes have occurred in the industrial business environments in the world, which have left a wide impact on the social activities of economic enterprises and industries. The aim of the research is to investigate the role of public relations in promoting social development in the dynamic social environments of industrial companies. In this regard, while reviewing the concepts of public relations and social development, the structural equation modeling method was used. The statistical population is all the industrial companies of Eshtehard city, of which 280 companies were determined by simple random. The tool of data collection was a researcher-made questionnaire, whose content validity was confirmed by professors and construct validity by confirmatory factor analysis and its reliability using Cronbach's alpha coefficient of 0.97 and composite reliability of 0.75. To analyze the data, path analysis was used in SmartPLS software. The results showed that public relations has a significant effect on the promotion of social development in industrial companies with a coefficient of 65%. Also, public relations on the component of the emergence of justice with a coefficient of 0.771, on the component of social security with a coefficient of 0.66, on the component of the emergence of social ethics with a coefficient of 0.789, on the component of the formation of social welfare with a coefficient of 0.785, on the component of the formation of social capital with a coefficient of 0.773 It shows a positive and significant effect.

In a rapidly changing world, health systems are facing new challenges. Among these challenges, we can mention economic inflation, which can have profound effects on the health of society. Therefore, the importance of experiences and concepts of inflation management in the health system is increasing. Controlling inflation in this area requires principled management, transparency, strict monitoring and participation of all stakeholders. The increase in the costs of treatment, medicine and medical services leads to a decrease in the access of the public to health care. In addition, inflation in the health system can cause inequality in access to services, a drop in the quality of treatment, and ultimately public dissatisfaction. The role of public relations in the health system is defined as a key element in communication and promotion of communication between health institutions and society. This role is very broad and influential. The ability of the media, individuals and institutions to convey correct and reliable information to the people about the increase in inflation and its effects on the health system is very fundamental. In this situation, public relations can provide the basis for effectively dealing with the challenge of inflation. In this article, we try to interpret and examine the very important role of public relations in controlling the inflation of the health system and especially point out the importance of this role in promoting a sustainable health economy and social justice. This article can help politicians and economic and health decision-makers to provide appropriate solutions to manage inflation in the health system and provide the society with more accurate information so that better decisions can be made.

Public relations is a specialized field dedicated to effective communication with the public. With the continuous advancement of artificial intelligence (AI), the landscape of public relations is undergoing significant changes. AI offers valuable tools that can enhance the efficiency and effectiveness of PR professionals. This paper explores the various ways in which AI can be integrated into public relations, including automating administrative tasks, analyzing data, and facilitating content creation. Automating administrative tasks through AI can free up time for PR professionals, enabling them to focus on more strategic aspects of their work, such as developing and executing PR campaigns. Data analysis, powered by AI, provides PR experts with insights into audience behaviors, preferences, and needs, thereby improving the overall understanding of target demographics. Furthermore, AI-driven content production assists public relations professionals in generating high-quality and impactful content for their campaigns. However, it is crucial to emphasize that while AI serves as a valuable tool, it cannot replace the role of PR professionals. Strategic decision-making and relationship management with audiences remain the responsibility of PR experts. AI is a means to enhance PR performance, but it is the human touch and expertise that drive the industry forward.

With eleven strategic ports, Iran has acquired a large share of commercial, military and passenger shipping in the world; Therefore, it is necessary to take appropriate measures for the safety of shipping in this country. This research seeks to empirically analyze the effect of public relations strategies on safe shipping communications. The research method in this study is qualitative and quantitative. In the qualitative section, the interview tool was used, and in this regard, the experts were interviewed until theoretical saturation was reached, and data coding was done using Max QDA software, and the dimensions and components of the qualitative section are as described below. Seafarers' problems, responsibility to stakeholders, management of maritime accidents, crisis management of maritime accidents, protection of interests, demand for seafaring, maritime culture, reduction of seafarers' concerns, seafaring culture and improving the quality of seafarers' education were identified. In the quantitative part, the researcher made a questionnaire tool that was obtained from the qualitative part; After presenting the hypotheses, according to the results of the qualitative section, the research hypotheses were evaluated; And also through SPSS software, the obtained data were analyzed quantitatively. In addition, using linear regression test, the hypotheses were examined and as a result, all research hypotheses were confirmed.

Various organizations and institutions can develop their performance and ensure their continuity through public relations. The performance of public relations also requires the formation of communication, that is, the creation and use of a common language and establishing interactions at different individual and collective levels. This is despite the fact that they face barriers limiting conversation and its management strategies more than other people in different positions in modern organizations. Therefore, the problem of the current research is how public relations managers in Iran understand, identify and describe the limiting factors of conversation and what are the management strategies of these factors from the perspective of public relations managers?
The theoretical framework of the current research is the theory of meaning coordination management by Kronen, the theory of culture-based conversation limits by Manson Kim, the theory of communication integration by Giles, the theory of anxiety-uncertainty by William Gudykunst.
This article has been done in a qualitative way using Brown and Clark's theme analysis method. The sampling was purposeful and the research data was collected through semi-structured interviews with 17 public relations managers working in private, government and charity organizations and institutions.
Data analysis shows that public relations managers consider the conflict of interests, drawing a line between insiders and others, and the difference in background as the most important factors limiting the conversation, and to manage these factors, they use strategies such as equalizing the situation, sacrificing the means for the benefit of the goal, maximum caution, managing the scene and effective negotiation..

The purpose of this research is to identify the threats and opportunities of using artificial intelligence in the future of public relations. For this purpose, this topic is presented in the form of two parts; The first part deals with what artificial intelligence is, and the second part analyzes the threats and opportunities of using artificial intelligence in public relations, using the documentary method and scientific documents with the descriptive phishing technique. The findings of the research indicate that the future of public relations by equipping artificial intelligence tools promises significant improvements in this field; PR brokers use artificial intelligence to measure and analyze data, which will be cost-effective in time and cost. Artificial intelligence empowers people in organizations to use its transformative capabilities to achieve greater efficiency in various areas; But the threats of using artificial intelligence is that artificial intelligence does not have the ability to communicate with humans, which is very important for successful public relations. In conclusion, it can be said that the achievement of intelligent public relations and the use of artificial intelligence in public relations activities requires the removal of existing damages in the field of public relations in order to use artificial intelligence in the future, and to achieve such a position requires the use of aggressive strategies rather than using internal strengths. He made maximum use of foreign opportunities. Emphasizing this, it seems that the public relations of any organization is interested in always being in this position to be able to make the most of external opportunities and events by taking advantage of internal strengths. In the meantime, increasing digital knowledge and information literacy of public relations agents is a key element.

The core of the interaction of the organization or institutions is public relations. In fact, this part of the institutions by spreading news and information, and communicating with various users in an organizational and organizational way, is trying to replace and organize the relevant information. Therefore, if public relations fail to interact with users, employees, investors, the general public, etc., it is coherent and prosperous. The whole organization will fail. With the emergence of artificial intelligence and the creation of many facilities in different affairs that public relations can also benefit. It can be stated that this emerging technology has also led to competition between organizations. Because using this technology can transmit speed and information, and comfort in institutions. Thus, using artificial intelligence, in addition to the satisfaction of users at the macro level, will lead to pride and ease of administrative affairs. Therefore, despite the various technologies, it is public relations that it can use artificial intelligence in terms of intelligence and taste as well as the organization's budget to improve the quality of its work as well as users' satisfaction. In fact, public relations can help to attract audiences and advance the important goals of the organization or institution around the world. Natural Language Processing (NLP), Natural Language Understanding, Natural Language Production Technology (NLG) are among the day -to -day technologies in artificial intelligence that can help public relations in interaction between individuals and ease of communication. Therefore, public relations will be updated by understanding the applications and instances of this technology for organizational goals.

Public relations and media need effective communication, interaction and cooperation with each other to fulfill their duties and responsibilities. But what is observed -in many cases- in this communication process is the existence of various communicative challenges. This research has been conducted with the aim of understanding these very challenges and providing solutions to improve and develop communication and interactions between public relations and the media. In this research, two methods, qualitative and quantitative, have been applied; one is an in-depth interview with professors and experts in public relations and media, and the other is Q-methodology and the questionnaire to obtain the views of managers, public relations experts, editors and reporters of national newspapers. Based on the findings, factors such as lack of professional communication approach, political and factional attitude, discrimination, lack of ethics and mutual trust have been among the most important factors of the emergence of communication challenges between public relations and the media. Also, in the Q method, exploratory factor analysis showed that among the four factors influencing the creation of communication challenges between public relations and the media, the functional factor with 0.64 had the highest impact and the cognitive factor with 0.407 had the lowest impact on the occurrence of these challenges. Finally, it should be stated that by relying on the results of this research, the trustees and policymakers in the field of public relations and media can plan and organize the optimal way of communication and scientific and professional interaction of the people involved in these two communication organizations, and design, communicate and implement regulations and instructions in this regard.

Today, brand has become one of the most important issues in all companies, so that no company can be considered without a brand. This issue has spread to such an extent that, in addition to politicians, some citizens are also trying to create a personal brand for themselves. Various measures can be taken to create a brand, which includes a wide range of advertising in large companies to the creation of content by citizens in social networks. This wide range can create a brand, although today the brand has become a complex and specialized science and has gone beyond a title, so that applying a brand name to a brand is considered as creating a limit for it. In this article, the role of public relations as one of the tools of brand production and promotion has been investigated, and interviews with communication professors and public relations experts from all over the world have been conducted using the grounded theory method. According to the obtained results, it was found that in addition to the main task of selling, the task of producing and promoting and stabilizing the brand is also one of the undeniable tasks of public relations. Therefore, by adopting appropriate strategies to produce, promote and stabilize the brand, public relations are able to develop organizational branding at the level of social networks.

The aim of this study was to determine the effect of public relations on the promotion of the culture of purchasing Iranian goods according to the mediating role of national belonging of SNOWA customers. This research is applied in terms of purpose, descriptive-survey in terms of nature and method of implementation, and is a cross-sectional research in terms of time. Preliminary information for compiling and adjusting the theoretical foundations and background of the research, as well as performing hypothetical tests and data analysis, have been obtained according to the library and field methods and through the researcher-made questionnaire, respectively. The statistical population of the study included customers of the products of SNOWA Home Appliances Manufacturing Company in Isfahan. Due to the unlimited nature of the community, 384 people were selected as a sample using Morgan table. The formal validity and content of the tools were confirmed by experts, and their reliability was obtained using Cronbach's alpha coefficient of 0.931. The research findings indicate that public relations have a significant effect on the promotion of the culture of purchasing Iranian goods due to the mediating role of national affiliation of SNOWA's customers. Public relations have been influential in promoting the culture of buying Iranian goods, and all the functions of education, promotion, advertising, information and public relations have had an effect on the promotion of Iranian culture, except for the persuasion function. Public relations have also influenced the level of national affiliation, while the impact of national affiliation of SNOWA's customers on promoting the culture of purchasing Iranian goods has also been confirmed.