رضا خوبان

Abstract

This study examines the role of municipal public relations in cultural identity construction and city branding through analysis of international urban events. The main objective is to explain mechanisms for transforming urban events into identity-forming narratives and evaluate their impact on public perceptions of city image.

The theoretical framework integrates concepts of cultural/urban identity, place branding, city image, and urban/public diplomacy. The core hypothesis posits that co-presence of external legitimacy, measurable outcomes, and identity markers leads to enhanced audience perceptions.

The methodology employs a convergent parallel mixed-methods design with three data streams: qualitative analysis of semi-structured interviews with key stakeholders, quantitative measurement of three perceptual constructs (message coherence, trust in organizational communications, city image) through standardized questionnaires, and content analysis of media framing during the event period.

Findings confirmed the triadic model: identity-forming narratives achieve maximum impact when external legitimacy (reliance on credible institutions), measurable outcomes (trackable results), and identity markers (specific cultural elements) are simultaneously activated. Quantitative analysis showed city image reached positive levels, while message coherence and communication trust require improvement. Media analysis confirmed the importance of combined identity-outcome framing.

The conclusion indicates that the proposed triadic model has applicability across various urban and cultural contexts. For optimization of effectiveness, message standardization, strengthening data-driven responsiveness, and inter-channel coordination are essential.

Keywords: municipal public relations, place branding, cultural identity, urban diplomacy, event narrative, city image