Abstract:
Today, the significance of media—including public relations as an organizational communication tool—in shaping and guiding public opinion and agenda-setting in political, social, and economic events is undeniable. Until recently, the primary role attributed to public relations was merely disseminating factual and objective information about events. However, currently, public relations can leverage the capacity of social networks to transform into media organizations that are agenda-setting and audience-centered within governmental, private, and startup organizations. This study examines the role and position of social networks in the public relations of startup companies, focusing on variables such as the transformation of public relations into media organizations, the employment of technology-oriented human resources, and the utilization of journalistic formats in social networks. The research employs a survey methodology, using questionnaires as the data collection tool. The statistical population comprises 600 public relations experts from startup companies based in Tehran, with a sample size of 200 participants. Findings indicate that due to technological advancements, the transformation of public relations into media organizations, the engagement of specialized experts, and the use of diverse journalistic formats enable public relations to play a more active role in promoting the business growth of startup companies through social networks.
Machine summary:
The results of the research show that with the technological changes and transformations that have occurred, the transformation of public relations into media organizations, and the use of specialized experts and diverse journalistic formats, public relations can play a more active role in the prosperity of startup companies' businesses by leveraging the power of social networks.
Based on the results of this hypothesis, it was determined that most respondents considered the use of Instagram social network capacity by public relations to be effective in the prosperity of startup activities in Tehran city.
Third Hypothesis: It appears that there is a significant relationship between the utilization of managers and expert specialists with skills seen in the field of social networks in public relations and news agenda-setting for startups in Tehran city.
The results of this research showed that the majority of respondents perceived a significant relationship between the skillfulness of managers and public relations experts in the field of social networks and the prosperity of startup companies' businesses.
Accordingly, the researcher also suggests that for creating news agenda-setting, while implementing necessary transformations in technical, technological, and administrative structures, the public relations of startup companies should utilize managers and expert personnel, including journalists, who possess the necessary skills and training in the field of social networks.
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