سعید جلالی

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ارزیابی شیوهای عملکرد روابط عمومی ها در فضای مجازی 

Abstract
This study aims to evaluate the performance methods of public relations (PR) in cyberspace and examine their impact on audience satisfaction and organizational image. With the rise of digital technologies and social media, PR activities have shifted toward interactive and online communication.
A mixed-method approach is used: the quantitative phase involves a survey of audiences to measure PR performance indicators such as digital information dissemination, audience interaction, and online crisis management; the qualitative phase includes semi-structured interviews with PR experts and content analysis of organizational social media.
The research assumes that effective digital PR, especially through interactive and tra  arent communication, enhances audience satisfaction, organizational image, and stakeholder engagement. Data will be analyzed using descriptive and inferential statistics for quantitative data and thematic analysis for qualitative data.
The findings are expected to provide practical recommendations for improving PR strategies in digital environments.
Keywords: Public Relations, Digital PR, Cyberspace, Social Media, Audience Satisfaction, Organizational Image