Designing the Social Security Organization's strategic communication management model in interaction with the media from the Foundation's data method

Media have many functions and roles in society. Due to insufficient understanding of the relationship between the factors affecting the use of social media in communication strategies, countless opportunities are ignored and lost. Therefore, it is necessary to know and investigate these factors, which is discussed in this article.

The purpose of this research is to design a strategic communication management model of the social security organization in interaction with the media using the foundation's data method.

This research was conducted in the framework of a qualitative approach and using the data research method of the foundation. The data collection tool is semi-structured interviews. In order to collect information, an interview was conducted with 20 experts in the field of social security by using the purposeful sampling method. Data analysis was done in three stages of open coding, central coding and selective coding. Based on that, the qualitative model of the research was designed.

The findings of the current research show the extraction of 128 codes or basic concepts from the interviews, as well as the statistics of 46 concepts and 5 categorized categories. The results showed that the categories and concepts include: causal conditions including the needs and demands of the audience, organization's goal setting, responsiveness, demandingness. The conditions of the strategy/actions include: developing employee communication, increasing the expertise and knowledge of the organization, foresight, having a comprehensive view, developing operational plans, global standards, recognizing social partners, appropriate macro policies. Background conditions include: software and hardware factors, internal and external factors, how to present the message, time and means of message transmission. Intervening conditions include: creating a suitable environment, disseminating news of the organization, developing public relations, persuading the audience, satisfying the audience and the economic conditions of the country