Dr. Ali Rabiei: The Sports Environment Is Vital for Preserving the Mental Integrity of Iranians

Dr. Ali Rabiei, head of the Iranian Association for Cultural and Communication Studies, elaborated on the challenges and modern functions of public relations in academic and sports fields during the virtual meeting of the 'National Scientific Communications Network for Sport' held on the occasion of Communications Day.

Dr. Rabiei: The Sports Environment Is Vital for Preserving the Mental Integrity of Iranians

According to a statement from the Public Relations Office of the Institute of Physical Education and Sports Sciences, Dr. Ali Rabiei, speaking at this specialized meeting attended by public relations directors of sports sciences faculties and departments across the country, analyzed the current situation and stated: "Public relations units today face three fundamental challenges. First, 'boss-centrism,' which has caused public relations to become merely a mouthpiece for the organization's head rather than a link with society. Second, being reduced to a tool of 'propaganda.' And third, unprofessional appointments — although fortunately we are witnessing a move toward specialization in these positions."

Distinguishing Public Relations from Journalism and Marketing

The head of the Iranian Association for Cultural and Communication Studies, emphasizing common mistakes in defining this field, stated: "Public relations is not journalism. The goal of journalism is merely information dissemination, but public relations seeks 'persuasion and change of perspective.' Also, public relations should not be confused with marketing, because the marketer focuses on the customer, but public relations sees the entire society as its audience."

Public Relations as a 'Boundary-Spanning Actor'

Dr. Rabiei, offering a new definition of this field, added: "Public relations is a management function whose primary task is to adapt the organization to its surrounding environment in conditions of constant change. The public relations manager must act as a 'mediator,' a 'boundary-spanning actor,' and a 'multitool' between managers and internal and external groups."

Critique of National Media Performance and the Need to Pay Attention to the 'Gray Spectrum'

Criticizing the media's focus on hard-core audiences, he said: "Our national broadcaster has mainly focused on formative work, but continuing that alone is wrong. We need to layer our stakeholders — from the inner circle (the organization's body) to the near circle (social partners of sport), and finally the 'general stakeholders' or the gray spectrum, whose mood improves or worsens with sport. Unfortunately, we do not have a precise plan to persuade them."

Six Strategic Functions for Organizational Dynamism

The communications professor enumerated six key roles for public relations managers of sports faculties:

Information flow management: Delivering accurate messages to stakeholders and countering rumors.

Rebuilding public trust: Moving toward transparency and standing with the people.

Public opinion monitoring: Constantly tracking societal sentiments and providing analysis to managers.

Professional image-making: Responding to media questions and breaking the 'spiral of silence.'

Creating internal empathy: Preventing the sending of mixed messages through shared organizational understanding.

Stakeholder relationship management: Identifying and continuously engaging with all related groups.

Sport as a Tool to Amplify Iran's Voice

Dr. Rabiei concluded by emphasizing the importance of the social dimension of sport in maintaining national cohesion, noting: "The sports environment is vital for preserving the 'mental integrity of Iranians.' We should have used major events such as national football team matches to mentally prepare society and amplify 'Iran's voice' in the world. However, due to a lack of proper understanding of the social values of sport, we have not been fully successful in this area. Understanding these relationships must be a priority for graduates and managers in this field."