According to the Public Relations Office of the university: In commemoration of May 17, the National Public Relations and Communications Day, a meeting of public relations managers from universities and higher education, research, and technology institutes across the country was held via video conference with the presence of Dr. Gholami, the Minister of Science, Research, and Technology.
Dr. Mansour Gholami stated in this meeting, which was held virtually with the presence of the Secretary of the Supreme Council for the Cultural Revolution, that public relations is the ear and tongue of an organization. It both listens and expresses. In fact, this ear and tongue can listen to and express from both sides between the organization and the general public and vice versa. Therefore, we must pay attention to the role of public relations as the ear and tongue of the organization.
He pointed out how much capacity we have developed in the field of public relations in higher education and how much of the existing capacities we are utilizing. He stated that public relations in Iran have slowly transformed into genuine public relations. They were primarily advertising units, and the establishment of effective public relations has been quite difficult and delayed; however, today they must prove their efficiency and impact by utilizing modern technologies, moving away from the traditional past.
The Minister of Science continued: Administrative preferences at universities and research centers should not influence the role of public relations. There is still a need for transformation in the field of public relations based on what has happened globally and within the country, and more importantly, on the knowledge and experiences that have been accumulated in this regard.
Regarding the expectations he has from public relations, he said: Public relations should express the strengths of their respective organization in the best manner.
The Minister of Science further stated: If we are to bring about a transformation in public relations, we must hold scientific sessions of this kind throughout the country in our scientific and academic centers, where knowledge and expertise reside, focusing on the transformation in public relations blessed by the virtual space.
Dr. Gholami referenced part of Dr. Ameli's comments, the Secretary of the Supreme Council for the Cultural Revolution, saying: The networking of public relations, mentioned by Dr. Ameli, is very important, necessary, and beneficial. Such sessions serve to connect these communication links within the network. We must certainly have a cohesive organizational structure and implement it as well.
The Minister of Science, Research, and Technology emphasized: The website of each university, research institute, and scientific or technological center serves as the window and signboard introducing that entity to the outside world, and its content must be carefully monitored by public relations. Neglecting the content of the website for any reason removes a major and important tool from the university's arsenal.
Dr. Gholami further explored the topic of audience research in public relations, stating: Familiarity with the language of society and the audience is very important. We need to know what language to speak to the external audience. We must be aware of what is happening around the higher education family and how we should react. We need to understand our audience's language and respond in the same language.
In concluding his remarks, he stated: Holding continuous educational workshops for public relations staff will foster their talents. Innovation, creativity, and attentiveness to current technologies, along with future studies and predictions of upcoming transformations, are aspects that public relations should consider.
The Minister of Science, Research, and Technology reiterated the formation of a futures studies working group, which has previously been communicated to universities and educational centers, and urged public relations to closely collaborate with the international relations department.
