On May 17 (Ordibehesht 27 in the Iranian calendar), the official calendar recognizes “Communications and Public Relations Day.” Since 2005, this designation has reminded us that public relations in Iran is not merely a simple administrative unit but a strategic profession capable of shaping the destiny of organizations, institutions, and even society. Yet the fundamental question remains: What is the current state of Public Relations of Iran, and what future can we envision for it?
In this note, I seek to provide, based on my experiences, observations, and activities in the fields of media and public relations, a clear picture of the existing reality and the prospects ahead — a picture that is neither exaggerated nor despairing, but a realistic analysis based on actual data and trends.
The Current State of Public Relations of Iran: From Identity to Function
When I speak of Public Relations of Iran, the first issue that emerges is the ambiguity in defining the nature and function of this profession. In many organizations, public relations is still reduced to publishing news, printing brochures, or producing social media content. This superficial view has distanced public relations from its strategic position of managing relationships with stakeholders and audiences, creating a significant gap between academic expectations and practical performance.
In my view, if Public Relations of Iran wishes to return to its true mission, it must revisit three fundamental questions:
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What is public relations? (Nature)
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Why public relations? (Philosophy of existence)
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How public relations? (Tools and methods)
Without clear answers to these three questions, public relations in Iran will always remain reactive and incapable of playing a proactive role in communication management.
A Look at the History of Public Relations of Iran
Public relations in Iran has a history of nearly nine decades, with the first public relations units established in the 1950s in governmental institutions. Yet despite this long history, we have not managed to provide a unified and standard definition of the profession’s position. Our historical experience is filled with ups and downs — from one-way propaganda in earlier decades to scattered attempts at professionalization in recent years. This history shows that Public Relations of Iran has reached chronological maturity but still lacks professional and structural maturity.
Major Challenges of Public Relations of Iran
1. The Gap Between Education and Practice
Although public relations is taught at various academic levels, graduates often lack practical skills. Many are unfamiliar with the realities of organizations, public opinion, the media, and crisis management. This gap between education and practice is one of the root causes of the backwardness of Public Relations of Iran.
2. Government-Centric and Propaganda-Oriented
The truth is that in Iran, public relations is heavily influenced by the state’s outlook. In many governmental institutions, public relations is more of an “advertising tool” than a “bridge between people and the organization.” The philosophy of public orientation, which is the foundation of modern public relations, has been sidelined, replaced by a one-sided and propagandistic approach.
3. Fragmentation and Lack of Professional Cohesion
Another critical problem of Public Relations of Iran is the absence of a coherent and integrated structure. Every organization or institution follows its own path, and there is no clear standard to define the position and mission of public relations. This fragmentation has made it impossible to conduct a national-level evaluation of performance. Moreover, the proliferation of so-called professional associations, many of which pursue goals unrelated to communication and are merely gatherings of veterans or platforms for questionable financial dealings, represents the greatest internal threat to Public Relations of Iran.
4. Weakness in Crisis Management
Crisis management is one of the fields that exposes the weakness of Public Relations of Iran. In social, health, or economic crises, public relations has often acted more as a denier or propagator than as a manager of public opinion. Yet the main mission of public relations in times of crisis is transparent communication, fostering psychological calm, and strengthening public trust. Public relations in Iran must move beyond delayed and temporary reactions toward anticipating crises and designing communication scenarios.
5. Weakness in Producing Effective Content
Although modern communication tools and social media have provided great opportunities for Public Relations of Iran, the weakness in producing engaging and effective content remains evident. In many public relations departments, content production is repetitive and superficial, with little sign of creativity, research, or the use of advanced technologies like artificial intelligence.
6. Shortage of Specialized Workforce and Professional Training
Today, Public Relations of Iran faces two categories of human resources: on one hand, managers appointed without adequate expertise, often through political connections; on the other, a young generation of graduates who possess academic knowledge but lack the opportunity to showcase their abilities. This gap has prevented the proper development of human capital. The only solution is to establish a professional ranking system and provide continuous training so that specialized personnel have the chance to grow and participate in decision-making arenas.
Public Relations of Iran and Public Opinion
No public relations exists in a vacuum. Public opinion is the main foundation of the work of Public Relations of Iran. Yet the reality is that in many cases, instead of engaging in dialogue with public opinion, we have tried to ignore or control it. This approach not only fails to achieve results but also destroys trust. Public Relations of Iran must recognize that public opinion is a national asset: the more it is respected, the stronger the country’s social capital becomes.
Public Relations of Iran and Social Media
The emergence of social media has changed everything. In the past, public relations could transmit a message from top to bottom in a one-way manner. Today, that model no longer works. In the space of social networks, the audience is not only the recipient but also a content producer. For Public Relations of Iran to succeed, it must learn how to engage with its audience, not merely broadcast the organization’s message.
Public Relations of Iran and Organizational Transparency
One of the primary demands of people from organizations and institutions is transparency. Unfortunately, Public Relations of Iran has often played the role of concealer or even censor instead of clarifier. This perspective is misguided because in today’s world, nothing remains hidden forever. Public relations must be the flagbearer of transparency, capable of providing accurate and timely information to society.
Public Relations of Iran and Social Responsibility
In today’s world, public relations is not limited to organizational communications. One of its vital missions is playing a role in social responsibility. Public Relations of Iran must move beyond messaging to act as the ethical and social arm of organizations: addressing societal concerns, protecting the environment, supporting vulnerable groups, and building a human-centered image of institutions.
The Outlook for Public Relations of Iran
Despite these challenges, I do not see a bleak future for Public Relations of Iran. On the contrary, I believe that if a few key reforms are implemented, the profession can make great leaps forward.
Factors that can contribute to the growth of Public Relations of Iran include:
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The growth of civil society and rising public awareness
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The necessity of accountability and transparency in governance
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The need for competitiveness in global trade and improving Iran’s image
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The entry of advanced technologies such as artificial intelligence, blockchain, and the metaverse
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The strengthening of the private sector and the reduction of state monopoly
These factors show that Public Relations of Iran will, sooner or later, be compelled to change its path and cannot remain in the traditional, one-way model.
Digital Public Relations and New Technologies
The arrival of new technologies has forced Public Relations of Iran to rethink its approach. Artificial intelligence can assist in data analysis and targeted content creation; blockchain can guarantee trust-building and transparent communication; and the metaverse can provide platforms for decentralized events and training. If Public Relations of Iran properly utilizes these tools, it can elevate its role from a traditional unit to a digital-centered institution.
Public Relations of Iran and Data Governance
One emerging global trend is “data governance,” meaning decision-making based on precise, scientific data analysis. Public Relations of Iran is still far behind in this area. Most public relations units still rely on superficial reports and personal relationships rather than data-driven insights. For Public Relations of Iran to have a bright future, it must move toward data orientation: using analytical dashboards, big data, and artificial intelligence to gain deeper audience understanding.
The Role of the Private Sector in the Future of Public Relations of Iran
In contrast to the state-dominated sphere, the real hope for the future of Public Relations of Iran lies in the private sector. Private companies, especially startups, are compelled to be more transparent and honest with their customers, communities, and stakeholders in order to survive. This necessity can lead to more professional public relations. Yet the major risk is that the private sector may also fall into the trap of mere advertising, reducing public relations to a marketing tool. The bright future of Public Relations of Iran depends on the private sector taking people-orientation and accountability seriously.
Public Relations of Iran and the International Image of Iran
Public relations is not confined within national borders. In today’s world, every organization and every country needs international public relations. Public Relations of Iran can play a vital role in presenting an accurate and positive image of Iran to the world. So far, this field has not been taken seriously, but given international circumstances, the future of Public Relations of Iran will be incomplete without global outreach.
Public Relations of Iran and the Career Prospects of Youth
Another important but often overlooked issue is the career prospects of young people entering the public relations profession. While universities graduate many students, the lack of stable job opportunities and professional structures leads to disappointment. To preserve motivation and hope among the new generation of Public Relations of Iran, a professional system, skill-based training, and transparent career development paths must be designed.
Solutions: From Guild to Structure
In my view, the most important step to improving the state of Public Relations of Iran is creating professional cohesion and strengthening organizational structures. This is where the role of professional associations becomes critical.
The Public Relations Association can create major transformation by carrying out the following missions:
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Securing the professional rights of public relations practitioners
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Enhancing specialized skills and providing practical training
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Establishing a media and content information bank
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Drafting a charter of professional rights for public relations employees
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Pursuing the establishment of a “National Organization for Public Relations of Iran”
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Launching digital platforms for professional services
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Holding festivals, training courses, and national and international conferences
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Leveraging modern technologies, artificial intelligence, blockchain, NFT, and the metaverse to empower public relations
If pursued seriously, these actions can help Public Relations of Iran overcome fragmentation and structural weakness, reaching a strategic and impactful role in the country’s development.
Futures Studies of Public Relations of Iran
The future of Public Relations of Iran is inevitably tied to three fundamental transformations:
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Moving toward people-centeredness and social participation to rebuild public trust.
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Becoming digital- and data-driven to analyze public opinion and manage communications more precisely.
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Internationalizing standards and aligning with global public relations criteria.
If these three transformations are managed wisely and on time, Public Relations of Iran can become a regional model.
Conclusion
Public Relations of Iran today stands at a point that can be either an opportunity or a threat. If it continues on the old path, it will remain trapped in propaganda and one-way communication, drifting further from global standards. But if it reforms itself, leverages the private sector, new technologies, and professional cohesion, then a bright future awaits.
As someone who has long worked in this field, I firmly believe that the shift from propaganda-oriented public relations to people-centered, knowledge-based public relations is the only way forward. Public Relations of Iran must transform from a simple executive unit into a strategic and influential institution in national communication management. This path is difficult, but it is possible — provided we decide with courage and act with determination.
If Public Relations of Iran is to survive in today’s world, it must shed its administrative and propagandistic shell and become the communication think tank of organizations and institutions. This shift is challenging, but it is achievable. The conditions are courage in decision-making, smart use of new technologies, and genuine professional cohesion. I believe the future of Public Relations of Iran lies not in repeating the past but in innovation, people-orientation, and professionalism.
Milad Zarei
President of the Board of Directors, Public Relations Association – Tehran / Iran