Introduction
This article examines the impact of new technologies on public relations in Iran. Considering the internet access restrictions and the filtering of popular foreign social media platforms in the country, including Instagram, Facebook, Telegram, and WhatsApp, this study analyzes the results of a survey conducted in Iran. The findings indicate that despite existing challenges, new technologies have provided significant opportunities to improve communication and interaction in public relations.
The Role of New Technologies in Public Relations
In the age of information and communication, new technologies play a crucial role in shaping and transforming public relations strategies. This research project aims to identify, analyze, and examine how new technologies such as artificial intelligence, data mining, augmented reality, and social networks impact public relations strategies and practices. In today’s world, where the pace of change has reached its peak and audiences are immersed in information overload, traditional public relations are no longer sufficient to meet the needs. In this context, new technologies act as a new window to audiences, opening new opportunities for effective communication and interaction with them. This study seeks to provide a comprehensive picture of the current state and challenges in this field in Iran.
Research Method
This study uses a mixed-method approach, collecting and analyzing survey data from 475 public relations professionals and practitioners in Iran. Statistical and qualitative analyses were used to examine the impact of new technologies on public relations in detail. The study population includes public relations specialists and practitioners in both the public and private sectors, as well as students and faculty members in the field of public relations.
Results and Discussion
Demographic Distribution of Respondents
The results show that most respondents are male (80%) and aged between 30 and 39 years (50%). The majority hold a master’s degree (45%) and have between 1 to 5 years of experience in public relations (40%). Additionally, most respondents work in the public sector (70%).
Use of New Technologies
Social networks are identified as the most widely used technology in public relations. 65% of respondents use social networks, while blogs, podcasts, generative AI, and customer relationship management software are also significantly utilized. This highlights the importance of these tools in improving communications and interactions in public relations.
Impact of New Technologies on Communication and Interaction
Social networks have had the most significant impact on improving communications and interactions. 75% of respondents believe that using these technologies has helped increase audience engagement and improve public relations performance. These results underscore the importance of using new technologies to achieve communication goals and enhance effectiveness in public relations.
Challenges and Opportunities
Survey results indicate that security and privacy issues are the biggest challenges in using new technologies. 60% of respondents cited these issues as the main challenge. On the other hand, increasing audience engagement and reaching new audiences are identified as the most important opportunities. 70% of respondents believe these technologies can create new opportunities for public relations development.
The Future of Public Relations
Most respondents believe that the future of public relations will be brighter with the advent of new technologies, including generative AI. 65% predict that using these technologies will help improve the efficiency and effectiveness of public relations. These results show that public relations professionals are optimistic about the future of new technologies and view them as tools to enhance their performance.
The Role of Artificial Intelligence in Public Relations
Artificial intelligence, as one of the new technologies, has a significant impact on public relations. 50% of respondents believe that AI can help improve data analysis, predict audience needs, and enhance user experience. AI can identify audience behavior patterns by analyzing big data and optimize communication strategies. Additionally, AI tools such as chatbots and recommendation systems can improve interactions with audiences and provide quicker and more accurate responses.
Skills Needed for Public Relations Professionals in the Digital Age
Skills in using new technologies and creating content are crucial. 55% of respondents emphasized the importance of these skills. The ability to use AI and data analysis tools is also mentioned as another necessary skill. These results indicate that public relations professionals need to stay updated and acquire new skills to use new technologies effectively.
Ethical Considerations
Privacy protection and honesty and transparency are among the most important ethical considerations in using new technologies in public relations. 60% of respondents cited these as the main considerations. Responsible and ethical use of technologies requires a commitment to social responsibility and adherence to ethical principles.
Conclusion
New technologies have provided unique opportunities for public relations development. However, challenges related to internet access restrictions and social network filtering in Iran require special attention. To effectively utilize these technologies, public relations professionals need to learn new skills and responsibly address ethical challenges. This study shows that despite limitations, new technologies can help improve communications and interactions in public relations and create a brighter future for this field. This article can serve as a valuable resource for public relations researchers and professionals in Iran and other countries.
Recommendations
1. Develop Specialized Training in New Technologies for Public Relations Professionals To fully leverage the opportunities presented by new technologies, public relations professionals need specialized training in various fields, including AI, data mining, augmented reality, and social networks. This training should include practical workshops, online courses, and academic programs. Additionally, creating international experience exchange programs can help enhance the knowledge and skills of Iranian professionals.
2. Establish Appropriate Infrastructure for Internet and Social Network Access Access to high-speed and unrestricted internet is essential for the effective use of new technologies in public relations. Therefore, investment in developing internet infrastructure and reducing existing restrictions on social networks and foreign messengers should be prioritized. Creating stable and secure communication infrastructure can facilitate communication and interaction between public relations professionals and audiences.
3. Formulate Ethical and Responsible Policies for Using New Technologies in Public Relations Using new technologies in public relations should be accompanied by adherence to ethical principles and responsibility. Formulating and implementing ethical policies that include privacy protection, transparency in communications, and honesty in information dissemination is of great importance. Public relations organizations should develop specific ethical codes for using new technologies and commit to their strict implementation. Continuous training on ethical issues and responsible use of technologies can also enhance the level of responsibility and professional ethics among public relations professionals.
4. Strengthen International Collaborations Strengthening international collaborations can help transfer new knowledge and experiences to the country. Organizing webinars, conferences, and international meetings with the presence of global experts and specialists can lead to the exchange of ideas and best practices for using new technologies in public relations. These collaborations can develop communication networks and create new opportunities for Iranian professionals.
5. Promote the Culture of Using New Technologies Creating a culture of responsible and informed use of new technologies among public relations professionals and the general public is of great importance. Organizing awareness campaigns, preparing educational and promotional content, and promoting ethical use of technologies can help increase people’s knowledge and awareness. Promoting the culture of technology use should be such that individuals understand the importance of ethical issues and responsibility in using these technologies.
Implementing these recommendations can help improve the performance and effectiveness of public relations in Iran and fully utilize the unique opportunities that new technologies provide.
Source: Survey results conducted in Iran by the Public Relations Association of East Azerbaijan and the University of Tabriz (2024).
- Ebrahim Molaei is the Head of the Public Relations Association of East Azerbaijan