Presenting a model of using social media in promoting public relations (case study: Nahavand Municipality)

The purpose of this research is social media on the public relations of organizations. As social media advances, so do parts of public relations. To accompany this impressive space. This research was conducted with the aim of designing a pattern of using social media to improve the effectiveness of public relations of service organizations in a mixed (qualitative and quantitative) manner. The research analysis method was applied and mixed with scientific research. In the first stage, using from the content analysis and internal interviews, the components of the model were identified. The participants of this stage were selected among 16 university experts and senior managers of the city of Nahavand. In the second stage, a designed model was selected using structural modeling methods. The statistical sample of this research included 203 managers and specialists of Nahavand Municipality who were randomly selected in the classes. Data analysis is done using Lisrel software. In the sectors where, social media is used to promote public relations of public relations service organizations. Therefore, public relations managers and policy makers of service organizations can benefit from research results and using social media facilities. suitable for developing and improving the effectiveness of public relations activities of providers' organizations.