Document Type : Research Paper
Authors
1 Department of Physical Education and Sport Sciences, Isl.C.,Islamic Azad University, Islamshahr, Iran
2 Department of Physical Education and Sport Sciences, Isl.C., Islamic Azad University, Islamshahr, Iran
Abstract
A model to examine the impact of Weisbord’s transformation strategy on the excellence of communication and public relations strategies in the Department of Physical Education and Health of the Ministry of Education was developed. The research followed a sequential exploratory mixed-method strategy (qualitative–quantitative) and it was both theoretical and applied in nature. The qualitative statistical population consisted of experts in the field of sports management who had relevant experience and knowledge on the research topic (having at least two related studies), as well as public relations managers and staff from the Department of Physical Education and Health, and administrators from the Ministry of Education (a total of 16 individuals). The sampling method in the qualitative phase was purposive and non-random. In the quantitative phase, the statistical population included all 84 staff members of the Department of Physical Education and Health at the Ministry of Education. Due to the limited number of individuals, the entire population was selected as the research sample. In total, 68 individuals provided valid responses to the distributed questionnaires. The distribution was conducted in person. The research tools consisted of semi-structured interviews (focused on the variable of communication and public relations strategy excellence) and the Weisbord Organizational Transformation Questionnaire (2003). For qualitative data analysis, open and axial coding were applied, while structural equation modeling (SEM) was used for the quantitative phase. Quantitative data were analyzed using SPSS version 24 and Smart PLS version 2.
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