The Position and Function of Strategic Public Relations in Iran’s Banking System: A Case Study of Two Banks
Keywords:
Asymmetrical public relations, strategic public relations, public relations in Iran’s banking system, applied public relations modelAbstract
As an institution fundamentally dependent on public trust, the banking system requires professional, responsive, and strategic public relations in order to preserve social legitimacy, manage public perception, and maintain effective interaction with stakeholders. Despite the emphasis of theoretical and empirical literature on the central role of strategic public relations, evidence indicates that public relations in many Iranian banks—particularly in terms of structural position and organizational role—remain confined within traditional, executive-oriented, and announcement-centered frameworks. Differences in ownership structure and governance models between state-owned and private banks provide an appropriate context for the comparative analysis of the position and performance of public relations. The purpose of this study is to explain the position and function of strategic public relations in Iran’s banking system, with a focus on comparing the structure, professional independence, and performance of public relations in state-owned and private banks. This study demonstrates how power structure, decision-making centralization, level of professional autonomy, and the quality of human capital influence the capacity of public relations to perform a strategic role. The research was conducted using a qualitative–analytical approach based on documentary analysis, a systematic review of domestic and international literature, and the analysis of expert perspectives and the lived experiences of banking public relations practitioners. Its theoretical framework is grounded in the theory of two-way symmetrical public relations, concepts of organizational legitimacy, and power structure analysis. The findings indicate that public relations in state-owned banks, due to bureaucracy and limited professional autonomy, predominantly performs a passive and non-strategic role, whereas private banks possess greater flexibility in adopting modern and digital approaches. Through an interdisciplinary approach integrating communication studies and cultural studies, this research analyzes banking public relations as a sphere for the reproduction of meaning, power, and trust within the context of organizational culture.
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Copyright (c) 2025 Fatemeh Malekmohammadi (Author); Abbas Ghanbaribaghestan (Corresponding author); Masoud Kousari, Hadi Khaniki (Author)
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