Document Type : Research Paper
Authors
1 Ph.D. Student in Sport Management, Borujerd Branch, Islamic Azad University, Borujerd, Iran
2 Assistant Prof. in Sport Management, University of Qom
3 Assistant Prof. in Sport Management, Borujerd Branch, Islamic Azad University, Borujerd, Iran
Abstract
The purpose of this study was to identify the factors affecting the public relations skills of physical education managers of Islamic Azad University, which was done using the opinion of experts through fuzzy Delphi method and its approval was done based on the opinion of physical education managers of Islamic Azad University. This research is applied in terms of purpose, which was done to achieve the desired goals in two independent and consecutive stages. In the first stage, according to the opinion of 20 experts in sports management and the use of two-stage fuzzy Delphi method, the research indicators were identified. The identified components and their fuzzy numbers were: media relations (0.92), events (0.90) and cultural affairs (0.81), social relations (0.79), financial support (0.91), Research affairs (0.74) and consulting affairs (0.79). In the second stage, these indicators were given to 95 university physical education managers in the form of a 5-choice Likert questionnaire. Were placed. The sampling method was available in this study and the second stage questionnaires were analyzed using SPSS.v22 and AMOS software. The results of the confirmatory factor analysis in the second stage of the research showed that 7 components of public relations of managers: media relations, social relations, financial support, cultural events and events, internal and external relations, research affairs and consulting affairs from Theoretically and practically, they are approved as components of public relations by managers. The results of this study, based on seven factors affecting public relations, suggest that in evaluating the public relations of physical education managers, multiple and multifaceted indicators should be considered and a comprehensive approach should be used for this purpose.
Keywords
- Ao, S. H., & Huang, Q. S. (2020). A systematic review on the application of dialogue in public relations to information communication technology-based platforms: Comparing English and Chinese contexts. Public Relations Review, 46(1), 101814.
- Beyrami Joghnab, L , Karimi, J , Hosseini, M . (1398). Brand illustration with emphasis on the guiding factors of sports celebrities in media advertising. Journal of Communication Management in Sports Media, 7 (2), 29-40. (in Persian)
- Cardwell, L. A., Williams, S., & Pyle, A. (2017). Corporate public relations dynamics: Internal vs. external stakeholders and the role of the practitioner. Public Relations Review, 43(1), 152-162.
- Chen, Y. R. R., Hung-Baesecke, C. J. F., & Chen, X. (2020). Moving forward the dialogic theory of public relations: Concepts, methods and applications of organization-public dialogue. Public Relations Review, 101878.
- Deheshti, M. (2019). Providing a competitive advantage model of Iranian Football clubs based on team reputation, PhD Thesis in Sports Management, Ferdowsi University of Mashhad. (in Persian)
- Dewitt, R.(2004). Managing change is Managing people, [online], Available: http://www.cioupdate.com, 2004.
- Ghasemi, H. Kashker, S. & Qaleh, N. (2015) Sports Public Relations (Organizational Communication Management), Tehran, Science and Movement. (in Persian)
- Ghasemi, H. Kashkar, S. & Ismaili, M. (2014). Public Relations in Sports, Tehran, Sports Science Publishing (Definite). (in Persian)
- Habibi, A., Firouzi Jahantigh, F., & Sarafrazi, A. (2015). Fuzzy Delphi Technique for Forecasting & Screening Items Asian Journal of Research in Business Economics & Management, 5(2), pp. 130-143. doi:10.5958/2249-7307.2015.00036.5.
- Huang, S. Y., Chiu, W. S., Lin, C. H., & Lin, K. W. (2019). Research on the Marketing and Public Relations Effect and Sport Event Satisfaction of the Taipei 2017 Universidad. European Journal of Physical Education and Sport Science.
- Jafari, S M B , Gol Mohammadi, K , Javidi, F , Samiei, M . (1398). The effect of social media marketing on consumer response to sports products mediated by brand equity. Journal of Communication Management in Sports Media, 7 (2), 83-94. (in Persian)
- Jahng, M. R., Lee, H., & Rochadiat, A. (2020). Public relations practitioners’ management of fake news: Exploring key elements and acts of information authentication. Public Relations Review, 101907.
- Jang, W., Jae KO, Y., & Chan-Olmsted, S. M. (2015). Spectator-based sports team reputation: scale development & validation. International Journal of Sports Marketing Sponsorship, 16(3), 52-72.
- Kent, M. L., & Li, C. (2020). Toward a normative social media theory for public relations. Public Relations Review, 46(1), 101857.
- Khalaji, H. Bahram, A. & Aghapour, M (2013). Principles and foundations of physical education and sports sciences, sixth edition, Samat Publications. (in Persian)
- Limor, Y., Galily, Y., Tamir, L. (2015). Sports: Faster, Higher, Stronger, and Public Relations, HUMAN AFFAIRS 25, 93–109.
- Limor, Y., Leshem, B., & Mendelzis, L. (2013). Public relations – strategy and tactics. Raanana, Israel: The Open University. (Forthcoming).
- Martinelli, D., & Erzikova, E. (2017). Public relations leadership development cycle: A cross-cultural perspective. Public Relations Review, 43(5), 1062-1072.
- Meng, J. (2014). Unpacking the relationship between organizational culture and excellent leadership in public relations: An empirical investigation. Journal of Communication Management, 18(4), 363–385.
- Novitaria, I. (2017). The Role of Public Relations in Sport Organization in Indonesia. Advanced Science Letters, 23(1), 528-531.
- Oliver, S .(2009). Public Relations Strategy. Translated by Arabi, M. and Fayazi, M. Tehran, Cultural Research Office.
- Robbins, St & Timothy E. J (2008), Translated by Aarabi, M. and Taghizadeh Motlagh, M. Tehran: Publication of Cultural Research.
- Roozafzon, A & Kashef, M. (2016). The effect of university sports counseling centers on students' mental health, the first national conference on sports science developments in the field of health, prevention and championship. (in Persian)
- Sam Aram, E , Alwani, M , Afkhami, H , Habibzadeh, C . (1390). Investigating the Factors Affecting Organizational Social Capital with Emphasis on the Role of Public Relations and Presenting an Appropriate Model (Case Study: Greater Tehran Police Stations). Social Order Quarterly, 3 (1), 7-45. (in Persian)
- Sefidi, H. (2004). Practical Strategies of Public Relations, Tehran: Publications of the Public Relations Research Institute. (in Persian)
- Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. J ACAD Market SCI, 28 (2): 226-228.
- Sutherland, K., Freberg, K., Driver, C., & Khattab, U. (2020). Public relations and customer service: Employer perspectives of social media proficiency. Public Relations Review, 46(4), 101954.
- Terason, S. (2017). The Relation between Public Relations Roles and Public Relations Models in the Sport Associations in Thailand. NIDA Development Journal, 57(3), 242-254.
- VanDyke, M. S., & Lee, N. M. (2020). Science public relations: The parallel, interwoven, and contrasting trajectories of public relations and science communication theory and practice. Public Relations Review, 46(4), 101953.
- Waymer, D., & Heath, R. L. (2019). The public relations paradox of erasure: Damnatio memoriae as public relations strategy and tactic. Public Relations Review, 45(3), 101778.
- Wilcox D ; Cameron, G ; Avlet, P & Eiji, V .(2009). Public Relations: Role, Process and Strategy, translated by Arabi, M. and Izadi, D. (2011) Tehran: Cultural Research Office Publications.(in Persian)
)