Communication System, Planning and Development in Iran: presenting a Framework

The communication system, as an attached mechanism to development plans has become a need as well as a new strategy for achieving the objectives of such plans and programs. The experience of appointment of the first spokesman for the 2018 Budget Bill and the unprecedented social and media reactions to that showed that securing the approval of the public opinion for the set goals and objectives of the concerned plan is as much difficult as the diligence and sensitivities shown for preparing the contents of development plans.
Not paying due attention to formulating a correct and proper system for communicating with the beneficiaries could affect the public acceptance and success of any plan. By taking into account the transformation of the role of media and the modern media in particular and changing of communication models from vertical to horizontal and interactive, the connection of the strategic management and success of development plans and generating public acceptance has become ever more evident.
At the same time, lack of a communication and media system for elaboration of development programs and major national projects and plans are among the most serious shortcomings for changing the social outlook and securing convergence in this sector.This paper is an effort aimed at making use of mass communications theories as well as analytical- descriptive methods to show the reasons behind not paying attention by the planners to media related mechanisms in country’s development plans and by presenting a practical framework to elaborate on the role of media in changing the outlook and providing public support for such plans.
The definition of media attachment and its stages, importance of media communication, background and the prevailing harms of absence of Media attachment, sponsorship and its implementation mechanisms are other topics discussed in this paper.