Studying Public Relations Behaviors in the Performance of Public Relations and Social Trust (The Case Study: Banks of Khuzestan Province)

Document Type : Research Paper



The aim of this study was to studying the relationship between public relations (PR) management behaviors with PR performance and PR performance with social trust. The sample in this study consisted of public relations managers and experts who were selected completely among banks of Khouzestan province. Data are collected by questionnaires as follows: questionnaire of public relations (PR) management behaviors, PR performance questionnaire and social trust questionnaire. Correlation test, Regression test, independent-samples T test and structural equation modelling (SEM) were performed using software SPSS and AMOS. The tested model in sample had a good fit. Results indicated that public relations management behaviors have significant influence on PR performance. Also results shows that public relations performance have significant influence on social trust.


ازکیا، مصطفی و غفاری، غلامرضا (1380). "بررسی رابطه‏ی بین اعتماد و مشارکت اجتماعی در نواحی روستایی شهر کاشان"، دانش­نامه‏ی علوم اجتماعی، (17)9.##
پیروزیان، الهه (1389). گزارش عملکرد روابط عمومی دانشگاه الزهرا، تهران: انتشارات دانشگاه الزهرا (س). ##
حافظ­نیا، محمدرضا (1379). مقدمه­ای بر روش تحقیق در علوم انسانی،. تهران: انتشارات سمت. ##
خنیفر، حسین و اسلامی، حسن (1386). "طراحی الگوی روابط عمومی کارآمد در سازمان­های دولتی"، فصلنامه‏ی فرهنگ مدیریت، 4 (16). ##
ذکایی، سهیلا (1385). بررسی عوامل مؤثر در توسعه‏ی روابط عمومی الکترونیک، پایان‏نامه­ی کارشناسی ارشد علوم ارتباطات اجتماعی، دانشگاه آزاد اسلامی واحد تهران مرکز. ##
رابینز، استیفن و جاج، تیموتی (1389). رفتار سازمانی، ترجمه‏ی مهدی زارع، تهران: انتشارات نص. ##
روستا، احمدغ ونوس، داور و ابراهیمی، عبدالحمید (1386). مدیریت بازاریابی، تهران: انتشارات سمت. ##
زین­آبادی، مرتضی (1387). اعتماد اجتماعی، گروه پژوهش­های فرهنگی و اجتماعی، 16. ##
سرمد، زهره؛ بازرگان، عباس و حجازی، الهه (1386). روش­های تحقیق در علوم رفتاری، تهران: انتشارات آگاه. ##
سفیدی، هوشمند (1383). راهبردهای عملی روابط عمومی، تهران: انتشارات مؤسسه‏ی تحقیقات روابط عمومی. ##
نصیری قیداری، حسن (1382). مدیریت روابط عمومی، تهران: انتشارات رسا. ##
ویلکاکس دنیس؛ کمرون، گلنت؛ آولت، فیلیپ و ایجی، ورن (2009). روابط عمومی: نقش، فرایند و استراتژی، ترجمه‏ی محمد اعرابی و داوود ایزدی (1390)، تهران: انتشارات دفتر پژوهش­های فرهنگی. ##
Alansari, H. A. (2013). “Public relations in academic libraries in Gulf Cooperation Council (GCC) states”, Library Management, 34 (1/2), 68-82. ##
Al-Shohaib, KH., Al-Kandari, A. A. J., & Abdulrahim, M. A. (2009). “Internet adoption by Saudi public relations professionals”, Journal of Communication Management, 13 (1), 21-36. ##
Childers Hon, L. (1998). “Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation”, Journal of Public Relations Research, 10 (2), 103-135. ##
Childers Hon, L., & Grunig, J. E. (1999). “Guidelines for Measuring Relationships in Public Relations”, Institute for Public Relations, 1-40. ##
Choi, J., & Choi, Y. (2009). Behavioral dimensions of public relations leadership in Organizations. Journal of Communication Management, 13 (4), 292-309. ##
Cocca, P., & Alberti, M. (2010). “A framework to assess performance measurement systems in SMEs” International Journal of  Productivity and Performance Management, 59 (2),186-200. ##
Gray, D., Davies, F., & Blanchard, K. (2004). “Does use of public relations promote a higher growth rate in small firms? The case of Lincolnshire”, Corporate Communications: An International Journal, 9 (4), 294-301. ##
Gurel, E., & Kavak, B. (2010). “Commentry A conceptual model for public relations in museums”, European Journal of Marketing, 44 (1/2), 42-65. ##
Heidarabadi, A., Sarukhani, B., & Valadbigi, A. (2012). “A Study of the Types of Social Trust and the Elements Influencing It: The Case of the Iranian Northern Town of Sari”, Asian Social Science, 8(1), 183-193. ##
Hong, Y., & Ki, E. (2007). “How do public relations practitioners perceive investor relations? An exploratory study”, Corporate Communications: An International Journal, 12 (2), 199-213. ##
Hsieh, A., & Li, CH. (2008). “The moderating effect of brand image on public relations perception and customer loyalty”, Marketing Intelligence & Planning, 26 (1), 26-42. ##
Kang, J., & Berger, B. K. (2010). “The influence of organizational conditions on public relations practitioners’ dissent”, Journal of Communication Management, 14 (4), 368-387. ##
Lages, C., & Simkin, L. (2003). “The dynamics of public relations key constructs and the drive for professionalism at the practitioner, consultancy and industry levels”, European Journal of Marketing, 37 (1/2), 298-328. ##
Podnar, K., & Golob, U. (2009). “Reconstruction of public relations history through publications in Public Opinion Quarterly”, Journal of Communication Management, 13 (1), 55-76. ##
Rindfleisch, A. (1999). “Organizational Trust and Interfirm Cooperation: An Examination of Horizontal Versus Vertical Alliances”, Institute for the Study of Business Markets, 1-20. ##
Salcedo, N. R. (2008). “Public relations before “public relations” in Spain: an early history (1881-1960)”, Journal of Communication Management, 12 (4), 279-293. ##
Sison, M. D. (2009). “Recasting public relations roles: agents of compliance, control or conscience”, Journal of Communication Management, 14 (4), 319-336. ##
Sriramesh, K., & Vercic, D. (2001). “International public relations: A framework for future research”, Journal of Communication Management, 6 (2), 103-117. ##
Sterne, G. D. (2010). “Media perceptions of public relations in New Zealand”, Journal of Communication Management. 14 (1), 4-31. ##
Watson, T. (2008). “Public relations research priorities: a Delphi study”, Journal of Communication Management, 12 (2), 104-123. ##
Zarvandi, N., & Zarvandi, J. (2012). “Conceptualizations of Trust in the Organization (Case Study in the Education Organization of Neishabur City)”, Ideal Type of Management, 1 (1), 37- 46. ##