EVALUATE AND COMPARE THE ATTITUDE OF SENIOR MANAGEMENT, MINISTRY OF SCIENCE, RESEARCH AND TECHNOLOGY ABOUT THE ROLE OF PUBLIC RELATIONS AND PUBLIC RELATIONS DIRECTOR OF THE APPOINTMENT CRITERIA

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NOURMOHAMMADIAN MONIREH

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Journal: MEDIA STUDIES Year:2013 | Volume:8 | Issue:20 Page(s): 115-131

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Title

EVALUATE AND COMPARE THE ATTITUDE OF SENIOR MANAGEMENT, MINISTRY OF SCIENCE, RESEARCH AND TECHNOLOGY ABOUT THE ROLE OF PUBLIC RELATIONS AND PUBLIC RELATIONS DIRECTOR OF THE APPOINTMENT CRITERIA

Author(s)

NOURMOHAMMADIAN MONIREH | Issue Writer Certificate

Keywords

SELECTED (MAIN) UNIVERSITIESQ2

OTHER UNIVERSITIESQ2

RESEARCH CENTERS AND INSTITUTESQ2

SCIENCE AND TECHNOLOGY PARKSQ2

PUBLIC RELATIONSQ2

Abstract

The present research is aimed at analyzing and comparing the type of approach of senior managers of universities, research centers and SCIENCE AND TECHNOLOGY PARKS toward the role and stand of PUBLIC RELATIONS as well as the criteria for appointment of a PUBLIC RELATIONS manager.The research which was conducted by means of survey does not include a sampling so all managers of the universities and research centers were assessed in general. A researcher-made questionnaire with 39 variables was provided to the respondents. The variables were divided into four domains of “importance of the PUBLIC RELATIONS institution”, “personality characteristics”, “practical characteristics” and “working experience”. After collection of questionnaires the data was analyzed by means of SPSS software and by using F significance test with the following results:- Most of the respondents had their education in the field of humanities and social sciences with an average management record of 11 years. The range of the management record was very high amounting to 29 years. That is, managers with records of 30 years of management and managers with 1 year of management were present among the respondents.- Although 93.7 percent of the respondent described PUBLIC RELATIONS as ‘important’ and ‘very important’, only 10 percent attached a status at the level of advisor to the manager of the PUBLIC RELATIONS while 52.2 percent considered a status equal to the manager of the president’s office for the PUBLIC RELATIONS manager.- More than 80 percent of the respondents believed a PUBLIC RELATIONS manager should have communication-related educations as a necessary condition and 85 percent labeled working experience as ‘important’ and ‘very important’ in this respect.- Almost all respondents stated that good temper and tactfulness had been an essential condition for working at PUBLIC RELATIONS section and even those who did not attach much importance to the PUBLIC RELATIONS believed that tactfulness had been a necessary criterion for this job.- 32 percent of the respondent managers preferred to know their PUBLIC RELATIONS officer beforehand and 31 percent considered this to be important to some extent however for 37 percent of them prior acquaintance was not too important.- Almost all respondents stated sincerity, faithfulness, flexibility, capability of accepting changes, patience and service-orientation as important characteristics of the PUBLIC RELATIONS.The eight-hypothesis test of the research showed that there was a significant difference between managers of the universities and SCIENCE AND TECHNOLOGY PARKS and managers of RESEARCH CENTERS AND INSTITUTES in terms of “attaching importance to the PUBLIC RELATIONS institutions and possession of certain personality characteristics” however all managers were of the same idea concerning “scientific and working experience characteristics”.The important achievement of the present research reveals that managers of universities, due to having particular addressees such as students and their families and in brief, due to confrontation with the public opinions and record of challenge with media, have come to understand the importance of the PUBLIC RELATIONS however research centers have not yet perceived the lofty status of the PUBLIC RELATIONS in administrative communications since they lack particular addressees without important relations with public opinions, and are not scrutinized by the media.

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APA: Copy

NOURMOHAMMADIAN, MONIREH. (2013). EVALUATE AND COMPARE THE ATTITUDE OF SENIOR MANAGEMENT, MINISTRY OF SCIENCE, RESEARCH AND TECHNOLOGY ABOUT THE ROLE OF PUBLIC RELATIONS AND PUBLIC RELATIONS DIRECTOR OF THE APPOINTMENT CRITERIA. MEDIA STUDIES, 8(20), 115-131. SID. https://sid.ir/paper/212008/en

Vancouver: Copy

NOURMOHAMMADIAN MONIREH. EVALUATE AND COMPARE THE ATTITUDE OF SENIOR MANAGEMENT, MINISTRY OF SCIENCE, RESEARCH AND TECHNOLOGY ABOUT THE ROLE OF PUBLIC RELATIONS AND PUBLIC RELATIONS DIRECTOR OF THE APPOINTMENT CRITERIA. MEDIA STUDIES[Internet]. 2013;8(20):115-131. Available from: https://sid.ir/paper/212008/en

IEEE: Copy

MONIREH NOURMOHAMMADIAN, “EVALUATE AND COMPARE THE ATTITUDE OF SENIOR MANAGEMENT, MINISTRY OF SCIENCE, RESEARCH AND TECHNOLOGY ABOUT THE ROLE OF PUBLIC RELATIONS AND PUBLIC RELATIONS DIRECTOR OF THE APPOINTMENT CRITERIA,” MEDIA STUDIES, vol. 8, no. 20, pp. 115–131, 2013, [Online]. Available: https://sid.ir/paper/212008/en

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