Volume 29, Issue 4 (6-2023)
Intern Med Today 2023, 29(4): 0-0 |
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Dastani M, Shamsi Sani H, Sedehei S A. Opportunities and Challenges of Information Dissemination in Public Relations of Iranian Medical Universities during the COVID-19 Pandemic: The Role and Function of Virtual Space. Intern Med Today 2023; 29 (4)
URL: http://imtj.gmu.ac.ir/article-1-4098-en.html
URL: http://imtj.gmu.ac.ir/article-1-4098-en.html
1- Knowledge and Information Science, Social Determinants of Health Research Center, Gonabad University of Medical Sciences, Gonabad, Iran
2- Social Science Research, Gonabad University of Medical Sciences, Gonabad, IranGonabad University of Medical Sciences, Gonabad, Iran
3- Department of Sociology, Gonabad University of Medical Sciences, Gonabad, Iran
2- Social Science Research, Gonabad University of Medical Sciences, Gonabad, IranGonabad University of Medical Sciences, Gonabad, Iran
3- Department of Sociology, Gonabad University of Medical Sciences, Gonabad, Iran
Abstract: (10 Views)
Aims: Given the critical role of public relations (PR) in crisis management, especially during the COVID-19 pandemic, this study aimed to identify the opportunities and challenges of virtual communication in PR departments of Iranian medical universities.
Materials & Methods: This descriptive-analytical study was conducted in a cross-sectional manner in January 2020. Data were collected using a researcher-made questionnaire (29 items in 7 indicators, five-point Likert scale). After confirming the content validity with the experts' opinion, the reliability of the questionnaire was confirmed with Cronbach's alpha of 0.849. The research population consisted of PR managers from medical universities; therefore, sampling was conducted through a census, and data were collected electronically and analyzed using the Python programming language. The analysis included descriptive statistics and Pearson's correlation test between indicators.
Results: The results of the present study, which was conducted on 41 cases, showed that social media platforms were the most frequently used tools for COVID-19 communication (mean=4.74). Virtual platforms provided effective opportunities for accurate (mean=4.57) and rapid (mean=4.02) information dissemination. However, significant challenges were identified, such as misinformation, a lack of interdepartmental coordination, and conflicting goals between PR departments and media outlets. PR infrastructures, including software, hardware, and human resources, were found to be insufficient. A strong positive correlation was observed between staff skill level and available infrastructure (r=0.655, P<0.001), while readiness for crisis management was positively associated with other supportive indicators. In contrast, the challenges of virtual space showed a negative correlation with both preparedness and staff competency.
Conclusion: Despite satisfactory performance in leveraging digital tools, PR departments in Iranian medical universities face structural and resource-related limitations that hinder sustained effectiveness. Addressing these challenges through infrastructure development, interdepartmental coordination, and continuous staff training is essential. Establishing an integrated communication system and supportive national policies will strengthen public trust, improve crisis communication, and mitigate the impact of misinformation in future health emergencies.
Materials & Methods: This descriptive-analytical study was conducted in a cross-sectional manner in January 2020. Data were collected using a researcher-made questionnaire (29 items in 7 indicators, five-point Likert scale). After confirming the content validity with the experts' opinion, the reliability of the questionnaire was confirmed with Cronbach's alpha of 0.849. The research population consisted of PR managers from medical universities; therefore, sampling was conducted through a census, and data were collected electronically and analyzed using the Python programming language. The analysis included descriptive statistics and Pearson's correlation test between indicators.
Results: The results of the present study, which was conducted on 41 cases, showed that social media platforms were the most frequently used tools for COVID-19 communication (mean=4.74). Virtual platforms provided effective opportunities for accurate (mean=4.57) and rapid (mean=4.02) information dissemination. However, significant challenges were identified, such as misinformation, a lack of interdepartmental coordination, and conflicting goals between PR departments and media outlets. PR infrastructures, including software, hardware, and human resources, were found to be insufficient. A strong positive correlation was observed between staff skill level and available infrastructure (r=0.655, P<0.001), while readiness for crisis management was positively associated with other supportive indicators. In contrast, the challenges of virtual space showed a negative correlation with both preparedness and staff competency.
Conclusion: Despite satisfactory performance in leveraging digital tools, PR departments in Iranian medical universities face structural and resource-related limitations that hinder sustained effectiveness. Addressing these challenges through infrastructure development, interdepartmental coordination, and continuous staff training is essential. Establishing an integrated communication system and supportive national policies will strengthen public trust, improve crisis communication, and mitigate the impact of misinformation in future health emergencies.
Keywords: Crisis management, COVID-19, Cyberspace, Health information, Public relations, Social networks, University of Medical Sciences
Type of Study: Original |
Subject:
Home Care
Received: 2025/07/16 | Accepted: 2025/09/13 | Published: 2023/06/30
Received: 2025/07/16 | Accepted: 2025/09/13 | Published: 2023/06/30
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