Investigating the factors affecting the development of public relations performance in the social security organization with a strategic management approach

Subject Areas : marketing

Mojtaba Rezvani ¹ , Mehrdad Matani ² , Mohammadreza Bagherzadeh ³ , Ali ّّّFallah ⁴

1 - Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
2 - Assistant Professor, Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran (corresponding author)
3 - Assistant Professor, Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
4 - Assistant Professor, Department of Management, Noor Branch, Islamic Azad University, Noor, Iran

Received: 2023-12-04 Accepted : 2024-05-12 Published : 2024-06-28

Keywords: Strategic management, public relations, performance development, social security organization,

Abstract :

In the article, a cross-sectional survey method is used, the purpose of which is to investigate the effective factors on the development of public relations performance in social security with a strategic management approach. The statistical population of the research was 1500 managers and employees of the organization. Based on Morgan's table, 306 people were selected as a sample. The data collection tool was a questionnaire that included 33 dimensions and 104 questions, and confirmatory factor analysis (CFA) and model fit test and structural equation model were used to test the hypotheses stated in the study. The method of data analysis was using smart.PLS and SPSS, and in the qualitative part of the foundation's data analysis, open, central and selective coding was used.Data collection was done through interviews with ten people with opinions and experts in the field of public relations and the results showed that the categories include effective communication with the audience, evaluation of organizational performance, competitive strategy, information, trust building, employee training, Employee motivation, organizational goals and vision, organizational planning, performance improvement, organizational accountability, ensuring employee benefits, strategy formulation and implementation, organizational decision-making, organizational commitment, organizational change, employee ability, organizational team, organizational culture, support Managers, communication knowledge, stakeholders, structure, organizational conditions, recognition and management of public opinion, economic, technological, political, cultural and legal factors, employee participation, organizational resources and infrastructure, organizational benefits, loyalty to the organization were identified.The overall index of fit (GOF) in the quantitative section is equal to 0.581,