شناسایی مهارت‌های فنی ـ تخصصی مدیران روابط عمومی و رسانه‌های خبری

فاطمه  صغری  کاویانی جبلی; سید محمود رضا مرتضوی

Authors

Fatemeh Soghra Kaviani Jebeli Ph.D. Student in Communication Sciences, Mey.C., Islamic Azad University, Meybod, Iran Author https://orcid.org/0009-0009-0402-2438
Seyed Mahmoud Reza Mortazavi Assistant Professor, Department of Communication Sciences, Mey.C., Islamic Azad University, Meybod, Iran https://orcid.org/0009-0009-2692-6139

Keywords:

Media management, technical–professional skills, media effectiveness, thematic analysis, digital media

Abstract

This study aimed to identify and explain the technical and specialized skills required by public relations and news media managers. This applied qualitative study was conducted using grounded theory based on the systematic approach of Strauss and Corbin. The study population consisted of public relations managers, news media managers and professionals, and experts with relevant professional and specialized experience in media and communication in Yazd Province, Iran. Participants were selected through purposive sampling, and 10 individuals took part in in-depth semi-structured interviews. Data collection continued until theoretical saturation was reached. The interviews were audio-recorded with participants’ consent, transcribed verbatim, and analyzed through open, axial, and selective coding. Credibility and trustworthiness were enhanced through repeated reading of the data, constant comparison, systematic documentation of the analytical process, review of codes and categories, and checking selected interpretations with participants. Qualitative analysis identified six main categories of technical and specialized managerial skills. “Capital development” comprised talent retention, recruitment of specialized personnel, and employee skill enhancement. “Media management” included media crisis management and digital content management. “Data management” consisted of decision-making data analysis and audience behavior analysis. “Managerial specialization” included meritocracy, alignment between academic specialization and managerial responsibility, and appointment of specialized managers. “Technology literacy” encompassed emerging technologies, artificial intelligence, and digital media. Finally, “professional empowerment” consisted of specialized workshops, continuous education, and lifelong learning. The technical and specialized skills of public relations and news media managers constitute a multidimensional and interconnected structure. Effective management in this field requires an integrated combination of human capital development, media management, data-based decision-making, professional specialization, technology literacy, and continuous learning. The identified categories can provide a practical basis for competency-based selection, appointment, evaluation, and professional development of managers in public relations and news media organizations.

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