فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه

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طراحی استراتژی‌های اثربخش برای حضور روابط عمومی نظام بانکی در رسانه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت رسانه، گروه مدیریت رسانه، دانشکده علوم اجتماعی، ارتباطات و رسانه واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.

2 استاد گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران. (نویسنده مسئول).

3 دانشیار گروه رسانه وفرهنگ، دانشکده علوم اجتماعی ارتباطات و رسانه، دانشگاه آزاداسلامی واحد تهران مرکزی، تهران، ایران.

چکیده

شناخت محیط سازمان‌ها و تعیین استراتژی‌های مناسب برای بقا و رشد، یکی از فعالیت‌های سازمان‌های دولتی و شرکت‌هاست. هدف اصلی این پژوهش، تعیین استراتژی‌های مناسب برای توسعۀ فعالیت‌های روابط عمومی نظام بانکی در حوزۀ رسانه‌های اجتماعی است. همچنین در این پژوهش، از تکنیک دلفی برای جمع‌آوری و تحلیل داده‌ها استفاده شده است؛ در این زمینه، با استفاده از ابزار مصاحبه، داده‌های اولیه، جمع‌آوری و سپس با استفاده از روش پیمایش و ابزار پرسشنامه، داده‌های ثانویه جمع‌آوری و تحلیل شدند. براساس یافته‌ها، روابط عمومی نظام بانکی، به‌منظور انجام فعالیت‌های ترویجی، هشت نقطه‌قوت و هفت نقطه‌ضعف برای ورود به رسانه‌های اجتماعی دارد. همچنین شانزده مورد فرصت و هشت مورد تهدید در این زمینه برای روابط عمومی‌ها شناسایی شد. پس از تشکیل ماتریس ارزیابی داخلی و خارجی عوامل استراتژیک و براساس نمرات اتخاذشده، جلسات طوفان فکری با خبرگان صنعت بانکداری و روابط عمومی نظام بانکی تشکیل و استراتژی‌های مناسب این حوزه استخراج شد. استراتژی‌ها در چهار دستۀ استراتژی‌های تهاجمی (SO)، استراتژی‌های محافظه‌کارانه (WO)، استراتژی‌های رقابتی (ST) و استراتژی‌های تدافعی (WT) تدوین شدند. با توجه به موقعیت روابط عمومی نظام بانکی، اخذ استراتژی‌های توسعه و رشد فعالیت‌ در رسانه‌های اجتماعی، برای آن مناسب است. با توجه به اینکه نقاط قوت و فرصت‌های روابط عمومی نظام بانکی برای فعالیت در رسانه‌های اجتماعی، چشمگیر است، اتخاذ این استراتژی‌ها می‌تواند برای توسعۀ این فعالیت‌ها کمک‌کننده باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing Effective Strategies for Attendance of Public Relations of the Banking System in Social Media

نویسندگان [English]

  • Nahid Monesan 1
  • Taher Roshandel Arbatani 2
  • Sayyed Vahid Aghili 3

1 Ph.D. candidate in Media Management, Department of Media Management, Faculty of Social Sciences, Communication and Media, Central TehranBranch, Islamic Azad University, Tehran, Iran.

2 Professor of Media Management, Department of Media Management, Faculty of Management, University of Tehran, Tehran, Iran. (Corresponding Author).

3 Associate Professor, Department of Media and Culture, Faculty of Social Sciences, Communication and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

چکیده [English]

Understanding the environment of organizations and determining appropriate strategies for their survival and growth is one of the activities of governmental organizations and companies. The main purpose of this study is to determine appropriate strategies for applying and developing the activities of public relations (PRs) in the banking system in the area of social media. Also, Delphi technique has been used in this research to collect and analyze the data. The primary data were collected using the interview and then the secondary data were collected and analyzed using the survey and questionnaire. According to the findings, public relations of the banking system has eight strengths and seven weaknesses in applying social media for their promotional activities. Sixteen opportunities and eight threats were, also, identified for these PRs. After the formation of the internal and external evaluation matrices for the strategic factors and based on the obtained scores, brainstorming meetings were held with the experts in the banking industry and public relations of the banking system, and finally, appropriate strategies were extracted in the field. Strategies were developed in four categories: offensive (SO), conservative (WO), competitive (ST), and defensive (WT). Considering the public relations’ situation in the banking system, adopting development and growth strategies for activities in social media is appropriate. With regard to the noticeable situation of strengths and opportunities of public relations in the banking system, adopting these strategies could be very helpful for the development of such activities.  

کلیدواژه‌ها [English]

  • Media Management
  • Bank Industry
  • Digital Public Relations
  • Social Media
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فصلنامه علمی مطالعات میان‌رشته‌ای ارتباطات و رسانه
دوره 5، شماره 15 - شماره پیاپی 15
فروردین 1401
صفحه 118-93
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هم رسانی
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