Strategic communication studies

Strategic communication studies

Designing a Strategic model of public relations aimed at organizational branding in social networks

Document Type : Original Article

Authors
Mina Nazari 1
Mehdi Montazerghaem 2
mohammadreza rasouli 3
1 PhD student in Communication Sciences, Faculty of Communication and Media Studies, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
2 Assistant Professor, Department of Communication, Faculty of social sciences, Tehran University, Tehran, Iran.
3 Associate Professor, Department of Communication and Media Studies, Faculty of Communication and Media Studies, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
10.22034/rcc.2024.2021951.1112
Abstract
Today, branding is crucial for all companies; no business can be deemed complete without a brand. This trend has extended beyond companies, with politicians and even some citizens striving to establish personal brands. Branding involves various measures, a wide range, from advertising in large companies to content creation by citizens on 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 commercial title to a brand is considered as creating a limit for it. This article examines public relations as a tool for brand production and promotion, based on interviews with communication professors and PR experts worldwide, conducted through the grounded theory method. According to the obtained results, it was found that besides the main task of selling, producing 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 can develop organizational branding at the level of social networks.
Keywords
Strategy
Organizational branding
Public Relations
Social Networks
Model

Subjects

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  • Receive Date 03 March 2024
  • Revise Date 05 April 2024
  • Accept Date 09 June 2024