زهره غضنفری

Ignoring the issue of social development leads to the weakening of social foundations, confusion and increase in social damages, and leads to social alienation and destroys native structures. The aim of the research is to identify the components and indicators of the social development promotion model with the public relations approach and validation of the model in the industrial companies of Eshtehard city. The research is of mixed type (qualitative-quantitative) and coding method and structural equation modeling were used to analyze the data. The statistical sample of the qualitative section was 10 experts in social development and public relations, and in the quantitative section, there were 800 employees and industrial managers and consultants of the industrial companies of Eshtehard city, of which 280 people were determined by simple random sampling. The data collection tool was an interview and a researcher-made questionnaire, which content validity was confirmed by experts' opinion by Delphi method and construct validity was confirmed by confirmatory factor analysis, as well as reliability with Cronbach's alpha coefficient of 0.97 and composite reliability of 0.75. In order to analyze the data in the qualitative part, open, axial and selective coding was used, and in the quantitative part, structural equation modeling was used to analyze the path and validate the model in smart pls software. The results showed that in this model, 5 consensual development promotion components (contextualization of justice, security, social ethics, formation of social welfare, 5-formation of social capital) and 20 indicators have reached the final approval of experts. The field of public relations has a significant effect on the promotion of social development with a coefficient of 65%. In effect in order of priority: needs assessment; clarification; Notices; Awareness and empowerment are effective.

During the last two decades, major changes have occurred in the industrial business environments in the world, which have left a wide impact on the social activities of economic enterprises and industries. The aim of the research is to investigate the role of public relations in promoting social development in the dynamic social environments of industrial companies. In this regard, while reviewing the concepts of public relations and social development, the structural equation modeling method was used. The statistical population is all the industrial companies of Eshtehard city, of which 280 companies were determined by simple random. The tool of data collection was a researcher-made questionnaire, whose content validity was confirmed by professors and construct validity by confirmatory factor analysis and its reliability using Cronbach's alpha coefficient of 0.97 and composite reliability of 0.75. To analyze the data, path analysis was used in SmartPLS software. The results showed that public relations has a significant effect on the promotion of social development in industrial companies with a coefficient of 65%. Also, public relations on the component of the emergence of justice with a coefficient of 0.771, on the component of social security with a coefficient of 0.66, on the component of the emergence of social ethics with a coefficient of 0.789, on the component of the formation of social welfare with a coefficient of 0.785, on the component of the formation of social capital with a coefficient of 0.773 It shows a positive and significant effect.