An Evaluation of the Media Performance of Public Relations Departments in Iran’s Gas Industry on Radio and Television Regarding the Promotion of Natural Gas Consumption Culture from the Perspective of Industry Managers

Document Type : Research paper

Authors
Bahar Mohammadpour 1
Alireza Kharazi 2
1 Master in Social Media Management, epartment of Communication Scienses, Daneshpajoohan Pishro Higher Education Institute (DHEI), Isfahan, Iran
2 Assistant professor, Departmentof Communication Sciences, Daneshpajoohan Pishro Higher Education Institute (DHEI), Isfahan, Iran
Abstract
One of the most important objectives of the National Iranian Gas Company (NIGC) in recent years has been to institutionalize the culture of safe and efficient natural gas consumption across the country. In this regard, the public relations departments affiliated with the NIGC have taken significant steps toward achieving this goal by producing and broadcasting various informational programs through different mass media channels—particularly radio and television. This study, titled “An Evaluation of the Media Performance of Public Relations Departments in Iran’s Gas Industry on Radio and Television Regarding the Promotion of Natural Gas Consumption Culture from the Perspective of Industry Managers,” aims to identify and examine the media performance of public relations departments within the gas industry on radio and television in relation to increasing public awareness, changing attitudes, and modifying the behavior of consumers toward optimal natural gas consumption. The research is applied in terms of purpose and descriptive-survey in nature. Data were collected using a questionnaire, and the statistical population consisted of senior and high-ranking managers in Iran’s gas industry nationwide. In 2024 (1403 in the Iranian calendar), this population included 126 individuals who were senior managers of the National Iranian Gas Company involved in key decision-making processes, defining strategic goals, and setting overall policies for the gas industry. Given the small population size, a census method was employed; therefore, the population and sample size were identical. The analysis of findings indicates that, from the perspective of the country’s gas industry managers, the media performance of the public relations departments on radio and television has led to increased public awareness and understanding, as well as changes in attitude and behavior toward optimal natural gas consumption. The results further show that public relations performance through radio has had a greater effect on changing attitudes and behaviors, whereas television has been more influential in enhancing public knowledge and awareness.

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