خلاصة:
Public relations and media need effective communication, interaction and cooperation with each other to fulfill their duties and responsibilities. But what is observed -in many cases- in this communication process is the existence of various communicative challenges. This research has been conducted with the aim of understanding these very challenges and providing solutions to improve and develop communication and interactions between public relations and the media. In this research, two methods, qualitative and quantitative, have been applied; one is an in-depth interview with professors and experts in public relations and media, and the other is Q-methodology and the questionnaire to obtain the views of managers, public relations experts, editors and reporters of national newspapers. Based on the findings, factors such as lack of professional communication approach, political and factional attitude, discrimination, lack of ethics and mutual trust have been among the most important factors of the emergence of communication challenges between public relations and the media. Also, in the Q method, exploratory factor analysis showed that among the four factors influencing the creation of communication challenges between public relations and the media, the functional factor with 0.64 had the highest impact and the cognitive factor with 0.407 had the lowest impact on the occurrence of these challenges. Finally, it should be stated that by relying on the results of this research, the trustees and policymakers in the field of public relations and media can plan and organize the optimal way of communication and scientific and professional interaction of the people involved in these two communication organizations, and design, communicate and implement regulations and instructions in this regard.
ملخص الجهاز:
The existence of various communication challenges, including the lack of necessary cooperation by public relations departments to make organizational information and news available to the media, and on the other hand, the presentation of destructive criticisms of the organization by some media outlets, which is sometimes carried out for political and partisan purposes (Seyyed Mohseni, 2002 (12)).
Table Number 1- Components of communication challenges between public relations and media corresponding to theories and perspectives Research components and variables Related theories and perspectives Interactionism, social exchange, and the four models of public relations theories (the aforementioned theories emphasize the type of interaction and cooperation and achieving a symmetrical and balanced communication between the human resources of public relations and the media.
) Lack of professional and specialized communication Political and partisan approach Interactionism, social exchange, and news gatekeeping theories (the aforementioned theories emphasize the type of interaction, cooperation, and symmetrical and balanced communication of the organization with the media, as well as the acceptance of the type of gatekeeping of information and news by both the media and public relations.
) Name Different organizational line Interactionism, social exchange, and news gatekeeping theories (the aforementioned theories emphasize the way of interaction, cooperation, and symmetrical and balanced communication of the organization with the media, as well as the acceptance of the type of gatekeeping of information and news by both the media and public relations.
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