Investigating the media attachment factors of Public Relations of Iranian Blood Transfusion Organization (IBTO) in crisis

Background and ObjectivesThe presence of media attachment in crises is necessary to prevent any anxiety of public opinion and misunderstanding about the performance of organizations.We intend to investigate and identify the factors affecting the media attachment in the public relations of IBTO for the proper and optimal management of public opinion through the media. Materials and MethodsThe research method carried out in this study is mixed, and the data of the quantitative part is presented.It has been done in a descriptive-survey way.The total number of participants was 483 from the general managers and employees of IBTO; using stratified random sampling, a researcher-made questionnaire was sent to 103 people in person and by e-mail.SPSS software version 26 and R software version 4.3.3,and confirmatory factor analysis tests, t test and Friedman test were used. ResultsThe findings showed that the media attachment factors in the public relations of IBTO in crises are: information (factor load 0.92), management (factor load 0.72) and education (factor load 0.59).We found that the factors and indicators of the media attachment model are generally average; although the information agent had a more important role than management and education. ConclusionsTo improve the performance of the public relations of IBTO, it is necessary to improve the managerial and educational factors in order to align with the current information standards.