Public Relations

Mohammad Ahmadnezhad
Director of the President's Office and Public Relations
Assistant Professor
Department of English Language and Literature
m.ahmadnejad [at] uok.ac.ir

Public Relations in Iran

In Iran, public relations first took root at the National Iranian Oil Company. The first PR conference was held on December 21, 1964, in Abadan, and the second on October 5, 1965, in Kermanshah. Following the establishment of PR units, the need for training became apparent, leading to the first short-term courses at the former Ministry of Information and Tourism.
In 1966, studies for a faculty of public relations led to the establishment of the "Advanced Institute of Press and Public Relations" in 1967. After the Islamic Revolution, this field was integrated into the "Bachelor of Social Sciences with a specialization in Communication Sciences" at Allameh Tabataba'i University.
Today, public relations has taken on a more international scope, with new technologies opening up novel communication possibilities. The increasing responsibilities and broader commitments have spurred PR professionals to diligently study educational programs, theories, and professional standards. The role of PR extends far beyond organization-centric information dissemination; it is said that in the clash of civilizations, it is public relations that mitigates conflict and fosters understanding on a macro level.

Ethical Charter of Public Relations

Since human nature is inseparable from communication and human excellence is embedded in how we relate to others, the ultimate goal of public relations is the growth of individuals through the elevation of their understanding. Therefore, the following principles are considered the mission of PR, and commitment to them is essential:

  1. Belief in human dignity and respect for stakeholders.

  2. Establishing multi-directional and equitable communication, free from discrimination.

  3. A firm belief in the public's right to be informed and the necessity of conveying their feedback to management.

  4. Planning and research to build stronger connections with stakeholders using scientific and artistic methods.

  5. Involving the public in the organization's decision-making and program implementation.

  6. Aligning the organization's resources and capabilities with the real needs of its stakeholders.

  7. Adhering to professional ethics and Islamic principles in all interactions.

  8. Fostering mutual understanding between management and employees through dialogue.

  9. Disseminating information and gathering feedback, based on the principle that "knowledge is everyone's right."

Duties of Public Relations

As the eyes and ears of the organization, PR acts as a bridge between the university and society. Its duties can be categorized as follows:

  • Communicating the university's goals, policies, and programs to the media and the public.

  • Serving as the university's spokesperson and liaising with the media.

  • Building and enhancing relationships with other organizations.

  • Overseeing the stakeholder suggestion system.

  • Organizing public meetings between officials and stakeholders.

  • Developing an annual PR plan and participating in the university's planning council.

  • Managing conferences, seminars, and special events.

  • Formulating and overseeing the implementation of operational guidelines.

  • Reporting to the university president and performing other assigned duties.

Characteristics of Public Relations

Public relations seeks a two-way communication with its audience; it is not merely about "informing" but also about "being informed." It is a set of conscious, planned, and research-based communication activities that use scientific and artistic methods to engage in dialogue and achieve mutual understanding. In any organization, PR is a dual-purpose tool: it informs managers about their environment and, conversely, accurately reflects their activities to the target audience. The success of public relations is synonymous with the establishment of this two-way communication.