An Effective Public Relations Model for the Banking System in Social Media

Document Type : Research Paper

Authors

1 PhD Candidate, Department of Media Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

2 Prof., Department of Media Management and Business Communication, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

3 PhD., Department of Human Resource Management, Faculty of Public Administration and Organizational Sciences, College of Management, University of Tehran, Tehran, Iran.

Abstract

Objective
The emergence of social networks and new pervasive media tools has compelled public relations (PR) departments to adapt and maximize their utilization. Within the banking industry, a key area of research focus is the evolving role of public relations amidst this communication transformation driven by social media. Among the various effects of social networks on banks and their services in the banking industry, the most important point for researchers is the position of PR in such communication transformation. In fact, designing effective strategies for the entry and development of PR activities of the banking system in social media with the aim of improving the image of the bank to the customers and achieving the goals of these economic enterprises, focusing on the relationship with the banks customers, is what shaped this research.
 
Methods
This research employed the Delphi technique for data collection and analysis. The Delphi technique is a structured communication method that utilizes a panel of experts to systematically gather insights, reach consensus on complex issues, or generate forecasts. In this study, it was applied to design an effective public relations model for the banking system within social media. Expert selection for the Delphi panel was based on several criteria, including educational, research, expert, and managerial qualifications.
 
Results
The findings indicate that the banking system's public relations efforts possess eight strengths and seven weaknesses when entering social media for promotional activities. Furthermore, 16 opportunities and eight threats were identified in this context. Following the development of internal and external strategic factor evaluation matrices and expert input from the banking industry and PR professionals, appropriate strategies were identified. These strategies are categorized into offensive (SO), conservative (WO), competitive (ST), and defensive (WT) approaches, forming the basis for a proposed model of effective public relations in the banking sector.
 
Conclusion
According to the above findings and regarding the strengths and weaknesses of effective PR in the banking system, a model for for the Banking System in social media was presented. Given the position of the banking system's public relations, adopting strategies for development and growth of activities on social media is suitable for it. Since the strengths and opportunities of the banking system's public relations, considering the available resources, were fundamental and significant for entering activities on social media, adopting these strategies can greatly contribute to the growth and development of these activities. The findings obtained and their comparison with previous research indicate the importance of social networks and their impact on public opinion, strengthening interaction with audiences in the field of information dissemination, information exchange, advertising, and the necessity of investment by public relations in human and financial resources in creating effective communication and utilizing the capacities of social media with the aim of enhancing an organization's image and brand. Therefore, strategic planning in public relations means decision-making, policymaking, and monitoring and evaluating projects and programs. To achieve a forward-looking approach, a general strategy must be developed. This strategy should not only support the organization's collective strategy but also align with marketing strategies.
 

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 18, Issue 1
2026
Pages 225-247

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