بهره گیری از ظرفیت شبکه های اجتماعی در روابط عمومی(مورد مطالعه: شرکت‌های استارتاپی)

Today, the significance of media—including public relations as an organizational communication tool—in shaping and guiding public opinion and agenda-setting in political, social, and economic events is undeniable. Until recently, the primary role attributed to public relations was merely disseminating factual and objective information about events. However, currently, public relations can leverage the capacity of social networks to transform into media organizations that are agenda-setting and audience-centered within governmental, private, and startup organizations. This study examines the role and position of social networks in the public relations of startup companies, focusing on variables such as the transformation of public relations into media organizations, the employment of technology-oriented human resources, and the utilization of journalistic formats in social networks. The research employs a survey methodology, using questionnaires as the data collection tool. The statistical population comprises 600 public relations experts from startup companies based in Tehran, with a sample size of 200 participants. Findings indicate that due to technological advancements, the transformation of public relations into media organizations, the engagement of specialized experts, and the use of diverse journalistic formats enable public relations to play a more active role in promoting the business growth of startup companies through social networks.