Document Type : Original Article
Authors
1
Master student in Business Administration, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran. Alinia.anahita@semnan.ac.ir
2
Prof., Faculty of Economics, Management and Administrative sciences, Semnan University, Semnan, Iran. a_rastgar@semnan.ac.ir
3
Assistant Professor, Department of Business Management, Se.C., Islamic Azad University, Semnan, Iran Maryam.asgharinajib@iau.ac.ir
Abstract
Background and Objectives: Public relations (PR), as a strategic organizational communication function, plays a critical role in shaping corporate image and strengthening relationships with stakeholders. However, organizations, particularly those operating in the polymer and plastics industry, lack a structured framework to effectively develop and implement digital public relations initiatives. Accordingly, this study aimed to develop a comprehensive framework for digital public relations in the polymer and plastics industry.
Materials and Methods: This study adopted a qualitative research design using the systematic grounded theory approach. Semi-structured interviews were conducted with 20 public relations managers and specialists from the polymer and plastics industry who were selected through purposive and theoretical sampling. The data were analyzed using open, axial, and selective coding with MAXQDA software.
Results: The findings resulted in a comprehensive framework for the development of digital public relations in the polymer and plastics industry. The framework comprises five interrelated dimensions: causal conditions (the need for stakeholder engagement, increasing competition, expansion of the digital environment, and the declining effectiveness of traditional communication methods); contextual conditions (organizational attitudes, organizational culture, management style, access to digital infrastructure and tools, knowledge level, and audience typology); intervening conditions (budgetary and regulatory factors); strategies (training, strategic planning, team building and coordination, brand reputation management and monitoring, content creation and distribution, creativity and innovation, and the adoption of digital technologies); and consequences (organizational improvements, process acceleration, reduced marketing costs, enhanced crisis management, improved capability to monitor performance, more effective communication, sustainable business growth, and enhanced brand reputation), ultimately leading to stronger brand reputation and greater stakeholder trust.
Conclusion: The proposed framework provides a practical roadmap for managers and public relations professionals in the polymer and plastics industry to leverage digital public relations as a strategic tool for establishing effective two-way communication with stakeholders while simultaneously fulfilling their corporate social responsibility commitments.
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