On the occasion of Research Week, the East Azerbaijan Public Relations Association (as the representative of the Iranian Public Relations Association in the province), in collaboration with Sahand University of Technology, held a specialized webinar titled “Content Analysis: A Key Tool for Research and Strategy.” The event featured talks by Bita Shah Mansouri and Ebrahim Molaei and was met with widespread participation from public relations professionals, researchers, university professors, and media enthusiasts, making it one of the standout scientific events of Research Week.

Ebrahim Molaei: Content Analysis—A Tool for Identifying Opportunities, Managing Crises, and Enhancing Organizational Positioning in Strategic Communications
Ebrahim Molaei, the president of the East Azerbaijan Public Relations Association and an expert in new media, opened the session by emphasizing the importance of content analysis in communication management and strengthening organizational positioning.

In his remarks, Molaei stated:

“Content analysis is a vital tool for organizations, enabling them to identify audience perspectives, evaluate strengths and weaknesses, and develop more effective strategies for community engagement. This tool allows us to detect and manage potential crises before they arise.”

He also discussed the role of artificial intelligence in advancing content analysis processes, adding:

“With advanced AI tools such as ChatGPT, vast amounts of data from media and social networks can be collected and analyzed. This technology provides rapid and accurate insights that previously required significant time and human resources.”

However, Molaei underscored the limitations of such tools, stressing the continued necessity of human oversight:

“While AI can accelerate analysis processes, misinterpretation of data could lead to irreversible consequences. Therefore, blending human creativity with technology is key to successfully leveraging these tools.”

Concluding his speech, Molaei described content analysis as an essential tool for making precise decisions and designing impactful campaigns:

“Organizations that effectively utilize content analysis can enhance their public image and develop successful strategies for the future.”

Bita Shah Mansouri: Content Analysis, a Bridge to Deeper Understanding of Communication and Social Trends

Bita Shah Mansouri, a faculty member at Islamic Azad University, Central Tehran Branch, and head of the Journalism and Media Department, emphasized the importance of content analysis in enhancing research and managing communications during a recent seminar.

In her opening remarks, Shah Mansouri stated:

“Content analysis is more than just a research method; it is a tool that helps us deeply understand messages and assess their impact on audiences and society. This method plays a vital role in improving the quality of research and creating targeted content.”

She highlighted the historical significance of content analysis and stressed its necessity in media practices, adding:

“In today’s world, media outlets and organizations cannot establish effective communication with their audiences without a thorough analysis of their messages. Content analysis serves as a tool for evaluating feedback and continuously improving messages.”

Shah Mansouri also underlined the importance of analyzing digital content in the online space, noting:

“In the digital era, data is generated and disseminated at an unprecedented speed. Analyzing this data helps not only researchers but also organizations to gain a better understanding of the needs and interests of their audiences.”

Concluding her remarks, the distinguished communication scholar spoke about the role of content analysis in enhancing social interactions and cultural trends, emphasizing:

“Content analysis is a bridge between scientific research and practical needs. By utilizing this tool, we can create messages that are not only impactful but also contribute to raising awareness and fostering social engagement.”