تبیین و اعتبارسنجی مؤلفه‌های برنامه‌ریزی استراتژیک روابط عمومی و ارتباطات بحران در شرکت ملی گاز ایران

فرهاد یوسفی; مهران صمدی; ماندانا صنیعی

Authors

Farhad Yousefi Department of Management, Se.C., Islamic Azad University, Semnan, Iran Author https://orcid.org/0000-0003-2832-7120
Mehran Samadi Department of Communication, Ta.C., Islamic Azad University, Tabriz, Iran Corresponding author https://orcid.org/0000-0002-2671-7988
Mandana Saniee Department of Communication Sciences, ET.C., Islamic Azad University, Tehran, Iran Author https://orcid.org/0000-0002-2214-4094

Keywords:

Strategic planning, public relations, crisis communication, message management, misinformation management, National Iranian Gas Company

Abstract

This study aimed to explain and validate the components of strategic public relations planning and crisis communication in the National Iranian Gas Company. This applied study employed an exploratory sequential mixed-methods design. In the qualitative phase, 18 university faculty members, senior public relations and organizational communication managers, and crisis management, safety, and passive-defense experts were selected through purposive sampling. Data were collected using semi-structured interviews and analyzed through thematic analysis. In the quantitative phase, the population consisted of managers, heads, and experts employed in relevant units of the National Iranian Gas Company and its subsidiaries. A total of 240 participants were selected using proportional stratified sampling. Data were collected through a 60-item researcher-developed questionnaire. Exploratory factor analysis, confirmatory factor analysis, Cronbach’s alpha, composite reliability, convergent validity, and the Friedman test were performed using SPSS 27 and AMOS 26. The qualitative analysis yielded 230 final codes, 48 subthemes, and 12 main components. The Kaiser–Meyer–Olkin value was 0.936, and Bartlett’s test of sphericity was statistically significant. Exploratory factor analysis confirmed a 12-factor structure that explained 74.45% of the total variance, with factor loadings ranging from 0.59 to 0.87. The second-order measurement model demonstrated satisfactory fit, with χ²/df=1.21, CFI=0.96, TLI=0.95, RMSEA=0.030, and SRMR=0.041. Cronbach’s alpha coefficients ranged from 0.84 to 0.92, while the total-scale coefficient was 0.96. The Friedman test indicated statistically significant differences among the component rankings, with organizational message and narrative management receiving the highest rank. The validated model demonstrated that strategic public relations planning and crisis communication constitute an integrated multidimensional construct. The framework can provide a valid basis for policymaking, communication preparedness, interdepartmental coordination, message management, misinformation control, trust restoration, and communication performance evaluation within the National Iranian Gas Company.

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