Document Type : Scientific research
Authors
1
¹ Department of Social Communication Sciences, Ta. C, Islamic Azad University, Tabriz, Iran
2
Department of Sociology, Zn.C., Islamic Azad University, Zanjan, Iran; Department of Geography
3
Department of Geography and Urban Planning, Ta. C, Islamic Azad University, Tabriz, Iran.
4
Department of Sociology, Kha. C, Islamic Azad University, Khalkhal, Iran
10.22034/jl.2026.597472.1820
Abstract
The transformation of the communication environment and the growing role of audiences in producing and reinterpreting messages have highlighted the need to reconsider the position of public relations in cultural and social organizations. This study aims to develop a strategic public relations model for cultural and social organizations in Iranian metropolises for the discourse construction of sociocultural lifestyles. A qualitative grounded theory approach based on the Strauss and Corbin framework was employed. Participants were purposively selected from 30 experts in public relations, cultural management, and communication. Theoretical saturation was reached at the 18th interview, followed by three additional interviews for confirmation, resulting in 21 interviews for final analysis. Data analysis yielded 128 open codes, 24 subcategories, and 12 main categories. The paradigmatic model explained causal conditions, the central phenomenon, contextual and intervening conditions, strategies, and consequences. Selective coding identified “the transition from transmission-oriented public relations to strategic discourse-building public relations” as the core category. The findings indicate that cultural discourse construction depends less on increasing message volume and more on public relations’ capacity to establish meaningful, participatory communication aligned with audiences’ social realities.
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