The mission of public relations today is to create trust and create hope

According to the news of Poli Mali, the full text of this message is as follows:

“In the name of Allah

Activists and practitioners of the communication and public relations industry

Greetings and Regards

Today, the world of communication can be divided into two parts; The world of communication before the emergence of social media and after the emergence of social media. Because the presence of these media in the current affairs of people’s lives and the amazing dependence of a huge part of the population on them has caused all communication fields to undergo a transformation. Undoubtedly, this great event, which, according to the greats of communication and public relations science, marked the real revolution of public relations in the last one hundred years, has affected various aspects of the life of organizations, both governmental and non-governmental. Because in a short period of time, the flow of information, which was mostly one-way, changed, and billions of people around the world became owners of personal media, and practically, a huge mass of media actors who were not familiar with the literature and requirements of news writing and media management started sharing news and various events, including They did personal activities.

Now social media, while creating transparency in various fields, have such a power in accepting and persuading the audience that they can make the smallest mistakes appear very big and, due to the high speed of publication, in a short period of time, people and organizations face serious risks.

In the current environment of communication, which is very limited in its characteristics of pervasiveness, speed of publication and controllability, the role and position of public relations in organizations and companies has become extremely important and prominent. Because in today’s media environment where the production and publication of any news and content by users is easily possible and people are used to and trust online media, it is necessary to rely on public relations as a unique expertise that can quickly, at any time, especially in crises. It is an undeniable necessity to be careful and creative, to make accurate and understandable news available to the audience, and to prevent the consequences of negative and peripheral news around the organization.

An important point in the current era of communication is the leadership of public relations among the sides of the communication triangle. Because the production of content is done by public relations, and the media will not find a place to grow and stabilize without content, that is, appropriate and timely content. Therefore, the initiative with the lever of content production is in the hands of public relations, and this means that the responsibility of public relations is a serious and very important responsibility, because on the one hand, it is accountable to the organization and on the other hand, it is directly accountable to customers and people. In fact, public relations is responsible for the accuracy of news and production content, and this content, while respecting frameworks and policies, should be creative, hopeful, ethical, thought-oriented, dynamic and in accordance with the national and religious beliefs of dear Iranians and the holy system of the Islamic Republic.

While congratulating all the high-ranking activists of this field on the week of communication and public relations, I ask God Almighty for increasing success, health and well-being for all of them, and I would like to point out that today we no longer provide services in public relations, but trust, and this is important, slogan and strategy. Our main focus in public relations is Bank Saderat Iran.

Mansoor Sheikhul-Islami

Manager of the field of management and communication