An Investigation into the Role of Public Relation in Production and Reproduction of Organizational Social Asset and Presentation of a Suitable Model (Case Study: Two Iranian Car-Manufacturing Companies)

Social asset is a source owned by organizations and individuals to achieve their objectives. Therefore, public relations play a significant and sometimes essential role in forming and consuming social asset. The present research attempts to answer the question which asks how public relations activities lead to production of social asset in generaland organizational social asset in particular. The goal of this study is to identify and explain the role of public relations and its components in production and reproduction of organizational social asset in production units (two Iranian car-manufacturing companies) and to present a suitable model.The methodology used in this applied research is descriptive-analytic survey. The statistical population consists of visitors to the car industry (two Iranian car-manufacturing companies) of Tehran in spring and summer 2010. 330 people were selected using two-stage cluster, simple randomized and systematic sampling. The interview and the questionnaire are made by the researcher, and the acceptability and stability of the survey was examined and confirmed in the pilot study. The results show that among the components defined for public relations, management of relations and development of relations, public information and education play an effective role in production and reproduction of the organizational social asset of the car-manufacturing industry, whereas the satisfaction, problem-solving and consultation components do not have much role.