A specialized seminar titled “New Approaches and Tools in Public Relations” was held in Tabriz, featuring a keynote speech by Dr. Hossein Emami. This event, aimed at enhancing the knowledge and skills of public relations managers and experts and aligning them with digital transformations, took place on Tuesday, September 24, at the University of Tabriz. It was organized by the East Azerbaijan Public Relations Association, in cooperation with Tabriz University, the province’s Agricultural Jihad organization, and the Industry, Mining, and Trade Organization. The free seminar provided an opportunity for attendees to familiarize themselves with the latest innovations in public relations.

Acknowledgment of East Azerbaijan Public Relations Association

Dr. Hossein Emami, a university professor and researcher in new media, opened the seminar by acknowledging the significant contributions of the East Azerbaijan Public Relations Association. He praised the efforts made in the province, which serve as a national model, and expressed hope that similar enthusiasm and initiatives would spread across other provinces, fostering further development in the field nationwide.

Examining Public Relations Transformation in the Age of New Technologies

In his speech, Dr. Emami analyzed the latest trends and tools in public relations. He provided an overview of the field’s evolution, from the pre-Internet era to the age of artificial intelligence and the metaverse. He emphasized how modern technologies have deeply impacted communication methods, information management, and interactions between organizations and society. Dr. Emami stated: “New technologies have not only revolutionized communication methods but have fundamentally transformed how organizations manage information and interact with the community.”

He further highlighted the critical role of data in today’s digital age, noting that nearly all aspects of life and business depend on data. As technology advances and data collection and analysis tools expand, information has become a valuable asset. He urged public relations managers to prioritize data analysis, acquire relevant training, and specialize in this area. According to Dr. Emami, data analysis helps public relations professionals understand audience behavior and needs, predict emerging trends, identify timely changes, and evaluate the effectiveness of campaigns. It also aids in crisis management, strategic decision-making, competitiveness, efficiency improvement, and resource optimization.

Future Programs and Focus on Expanding Education in Rural Areas

Ebrahim Molaei, the president of the East Azerbaijan Public Relations Association, shared a performance report during the event. He noted that with the support of the president of the Iranian Public Relations Association and its members, the organization held over 16 major national events in the first half of 2024. Molaei also emphasized the successful AI-related workshops held in the towns of Azarshahr and Malekan earlier this year, which received positive feedback. He announced plans to continue these workshops in other towns across the province, ensuring equal access to training opportunities, as many courses are typically offered only in the provincial capital.

He also stressed that educational programs, workshops, and seminars would continue to be a priority in Tabriz, ensuring the provincial center remains engaged in the development of knowledge and skills in public relations and new technologies.

Honoring Hossein Emami for 24 Years of Continuous Service in Public Relations

At the conclusion of the seminar, Dr. Hossein Emami was honored for his 24 years of dedicated service to the public relations field and his valuable role in advancing knowledge in this area. Additionally, Dr. Javad Haghighian, the public relations manager at Tabriz University, was recognized for his ongoing collaboration with the East Azerbaijan Public Relations Association.