نقش روابط عمومی‌ها در جریان سازی و پیشبرد تحولات سازمانی

Organizational transformation entails the fundamental reinvention of an organization or business through the adoption of new paradigms, innovative strategies, and the restructuring of its ecosystem. It involves a comprehensive metamorphosis—shedding outdated frameworks and reshaping the very fabric and architecture of the organization. Successful transformation, beyond mere readiness for change, necessitates both hard and soft management capabilities throughout the process. The common thread in organizational transformations and new business models lies in creating, developing, and institutionalizing shared values and new norms among employees and stakeholders. In this context, the organizational communication system and public relations (PR) bear the critical responsibility of conveying the transformation narrative. This article, grounded in communication science, explores the typology of PR roles in driving and facilitating organizational change, including roles such as flag-bearer and agent, as well as enabling, supportive, and intervening functions. Furthermore, it discusses strategies for advancing the transformation process and the mechanisms for their realization. The core mission of public relations is identified as social networking, steering and managing stakeholder networks by building broad communicative bridges, while simultaneously mitigating destructive communication patterns (e.g., "firework networks") and cultivating a positive image of the transformation to ultimately consolidate and institutionalize organizational change.