Journal of Interdisciplinary Studies in Communication and Media

Journal of Interdisciplinary Studies in Communication and Media

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

Document Type : Research Paper

Authors
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.
10.22085/jiscm.2022.315281.1297
Abstract
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.  
Keywords
Media Management
Bank Industry
Digital Public Relations
Social Media
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