Abstract. Shahram Gilaninia 1, Mohammad Taleghani 2, Mohsen Eshghi Mohammadi 3* 2. Statement of Problem

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1 The Impact of Public Relations Performances on Market Share of Firms (Case Study: Power Battery Manufacturing In Isfahan) Shahram Gilaninia 1, Mohammad Taleghani 2, Mohsen Eshghi Mohammadi 3* 1,2 Associate Professor of Department of Industrial Management, Islamic Azad University Rasht Branch, Rasht, Iran 3* M.A. Student of Business Management, Islamic Azad University Rasht Branch, Rasht, Iran (corresponding Author) Abstract The objective of this study is investigating the impact of public relations performances on market share of firms. Research method is applied. Statistical population includes customers in power battery manufacturing that is in the area of Isfahan province(iran). In this study sample size consisted of 196 persons. Sampling method is done randomly. For data collection and information have been used exploring documents and questionnaires. Content validity is used for validity of the questionnaire and Cronbach's alpha coefficient is used to determine reliability. Cronbach's alpha coefficient obtained 0/84. Thus questionnaire is reliable. Data collected from the questionnaires analysis by using SPSS computer software and descriptive and inferential statistics. the result show that there is relationship between advertising, organization's reputation, and aftersales service and market share of products. Keywords: Advertising, Organization's Reputation, After-Sales Service, Market Share of Products 1. Introduction Specialist and educated public relations has not been placed on the top of public relations of organizations in the country. It causes that even people working in public relations do not have a correct and scientific understanding of the nature of public relations. To solve this problem, having of higher education in the fields of public relation for selection of public relation official should be necessary. Through this way, possibility of practical experience using proper and scientific methods would be available to technical experts of the public relations and the true nature of public relations would be achieve (Laver,1989). Review of chart of public school students shows that specialized courses for students of public relations is about 15 unit which are not really dealing with issues of public relations, and other units are in common with the field of journalism while there is a large differences in the nature of these two groups. This issue and lack of the public relations graduate studies in universities causes that graduates of public relations may not be familiar with issues of professional public relations. To solve this problem, courses of the public relations should be revised so that students would be familiar with the nature and functions of public relations at the beginning of entering to this field until the end of study, therefore they will learn more and more specialized issue about public relations. Establishment of graduate studies programs and sending students abroad for a degree in public relations can resolve these weaknesses in the country's educational system (Armour, 2006). It is seems that this lack of awareness or concern of managers and public relations may be the use of new technologies. To solve this concern, the directors and officers of public relations should be familiar with phenomenon of electronic public relations (Bertrand et al, 2005). In addition, the younger and expert power should be used to convey the unfinished activities to an acceptable level. Unfortunately, in Iran, however the private sector is expanding and becoming more powerful every day, but the importance and role of public relations has not been understood yet. In most private organizations, there is no public relations section, or if there is, does not do any particular activity. Public relations in some private organizations plays a role of formalities unit same as public relations in government organizations. Trade agencies of public relations and specialty publications in this field have more responsibility to solve this matter. They should make the private sector familiar with the capabilities and potential resources of public relations and the role of good public relations in development of organization. Through this, they can help public relations of the private sector to be active. This study aims to examine the impact of public relations on the market share. 2. Statement of Problem It is said that public relations is a link between government and people, and is one of the most important tools to inform society and be informed of public opinion and their reflection to politicians. In other words, public relations with effective performance can play a critical role for communication between government agencies and the public. Therefore, the gap between the official and people would reduce and the decision tends to the public interest and the field of realization of a democratic society would be provided. This role of public relations is an overall role in society which is responsible for making policy, planning, achieving COPY RIGHT 2013 Institute of Interdisciplinary Business Research 357

2 goals and assessment of success or lack of success (Winch, 1985). Achieving such a role will seek an organization to correctly recognize the role of public relations and support them.. This support in the terms of trust can be more efficient because under the shadow of trust of high-level managers, the public authority would be established. Other support such as material and human support obtained by confidence and authority. When the issue of authority in the organization may be considered, create a major problem in the organizational structure because Top-level managers and some mangers with same level measure their position compared with the role of public relations in the organization more poorly and are unaware that achievements in the public relations resulting efforts of staff of the unit is for overall organizational authority and according to the public relations structurally and philosophy could not have acted lonely and looking for a non- organization profit (Cazeneuve,1974). Naturally function of public relations director after some time spent on knowledge of structure and institutional capacity and individual in inter-and intraorganizational not only guide past procedure, but inclined to other approach, that public people consider these changes resulting from evolution. This deviation appears in the shadow of the demands of managers, lack of individually expertise, lack of experience and knowledge in the fields of public relations, most of all in the policy and in practice so managers waste both material and human resources that in addition to wasting energy and human resources and lack of achieving to organizational goals have influenced attitudes and definitions of public relations in the minds of managers levels and socializing them with non-scientific and non-professional practices in the field of public relations gradually (Botan,2006). So that their deemed from public relations is meet the demands of managers and to obey commands that sometimes this position will fall into as much as an a secretary or office administrator of manager. Simple words can be said that poor performance director of public relations in the past is one of the reasons for the lack of understanding of people in public and even staff and managers and unfortunately, in some cases senior managers from position of public relations in the organization that due to lack of expertise and knowledge are inclined towards different service and finally, an organization has been denied from public relations that could be very helpful. Based on expert s theory of this science, he challenge of public relations can be divided into two sections that include main section (structure, funding, training, mode of operation, human resources and negative attitudes) and secondary (lack of specific authorization, the lack of adequate professional associations and lack of strategic liability laws and professionals of public relations). Achievement of structure can be considered as the first challenge of public relations in organizations (Hirschhorn, 1986). In order to achievement of structure is dynamics in structure design. Structure charts indicate a lack of thought and effort in the public relations department of the structure in the history of public relations in Iran that is commensurate with the social changes. Despite many tendencies to move towards civil society and public relations skills and capabilities in countries, so far public relations hasn t been able to accelerate its development process by using situation. The second challenge of public relations is mere dependent to organization management. This dependent sometimes increases the risk of based- management in public relations for an organization. The third organizational challenge is mixture of public relations department with other organized departments such as information, publications, international affairs and administration. Another challenge is the lack of professional staff and experts in public relations. Unfortunately, the number of specialists and experts in public relations is very little, so that the force in terms of numbers and specialties are not responding to organization (Lerner, 1964). Specific characteristics of the organization must be considered in designing the organizational structure of public relations. Method of design in public relations to reflect the heterogeneity in job titles, organizational units and attitudes toward public relations activities. For this purpose, design characteristic pattern and ideal for public relations units within the organization is essential (Culbertson, 1993). One of the fundamental problems of public relations is conflicts with routines and current work that this affair is caused to be ignored public relations from strategic macro planning. Unfortunately, many public relations are faced with a shortage of specialist in communications science (Daymon, 2010). Another problem is unawareness of senior management from effective role of public relations in convincing and attraction of people's participation that this requires the necessary training to change the attitude of senior managers. Cause of don t having real position of public relations in Iran is negative attitude of managers to managerial role of public relations and are considered redundant units and disturb. Public relations are organizational communication channels and audience and transmitter of comments, suggestions and criticisms of the audience to organization. According to the above contents, the main problem of this study is: what is the relationship between public relations and market share of firms? COPY RIGHT 2013 Institute of Interdisciplinary Business Research 358

3 3. Research Hypotheses 1- There is significant relationship between advertising and market share of products in power battery manufacturing in Isfahan. 2- There is significant relationship between organization's reputation and market share of products in power battery manufacturing in Isfahan. 3- There is significant relationship between after-sales service and market share of products in power battery manufacturing in Isfahan. 4. Research Methodology Research method is applied. Statistical population include customers in power battery manufacturing that is in the area of Isfahan province. In this study sample size consisted of 196 persons. sampling method is done randomly. In this research, for data collection and information have been used exploring documents and questionnaires. Content validity is used for validity of the questionnaire and Cronbach's alpha coefficient is used to determine reliability. Cronbach's alpha coefficient obtained 0/84. Thus questionnaire is reliabile. data collected from the questionnaires analysis by using SPSS computer software and descriptive and inferential statistics. 5. Data Analysis Table 1) summary of correlation test Hypotheses Number p-value correlation coefficient Relationship between advertising and market share of products in power battery manufacturing in Isfahan 120 0/04 0/012 Relationship between organization's reputation and market share of products in power battery manufacturing in Isfahan Relationship between after-sales service and market share of products in power battery manufacturing in Isfahan 120 0/007 0/ /018 0/ Above table show that correlation coefficient is 0/012 and p-value is 0/45; thus can be said with 95% confidence that there is relationship between advertising and market share of products. 2. Above table show that correlation coefficient is 0/222 and p-value is 0/007; thus can be said with 95% confidence that there is relationship between organization's reputation and market share of products. 3. Above table show that correlation coefficient is 0/018 and p-value is 0/019; thus can be said with 95% confidence that there is relationship between after-sales service and market share of products. 6. Conclusions and Recommendations Obtained results show that factors of public relations include advertising; reputation management and customer satisfaction in the after sales service are the most important factors in increasing sales. These factors have a significant relationship with the level of sales. Research findings showed that improving public relations through strengthening and improving advertising, reputation management and after sales service will reduces the risk of loss market. Currently according to the results theoretical research and practical present suggestions as to the following: - Due to scheduling based on research, detailed explanation of the logic program is one of the important points in developing programs for public relations. The logic program includes the general attitude in institution, audience and aim of the program. In the logic program (that is actually the introduction to the program) can be pass on matters of public relations. After the introduction, should state an outline of public relations goals, then should outline ways to achieve the objectives. Methods of coordination in program be clear. It can do through the press, radio and television, speeches, brochures and different ways. In the next step each of the actions described separately and is listed detail and the budgeted figures in separate tables. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 359

4 Finally in separate enclosures can be embedded documents, information and other things that can be effective in promoting the principles and methods of implementation. - It is also necessary, public relations specialists especially in the area of written reports and types and situation of interviews, developing statements, declarations, and the counterfoil, and the press calendar experience practical work in classes in the form of workshops. - Teacher communication with public relations is need to complete penetrate in social layers. Social layers should know to influence public opinion and execute based on the survey results and techniques of public relations to organizational objectives. - Public opinions are community structures that are showed cultural forms of social adverse and or social developments. - Public opinions is flow of intangible, multiple and different layers that rises properties of social groups. In public relations, relations each layer should detect by person techniques. - One of the public relations functions is interaction (cooperation, matching) between public opinions and institutional structures. This is obtained when employees be Accompany with Organizational achievements and feeling accompany create spirit of creativity and innovation in organization. This is the beginning of participation in organization. - Debate within the organization has been active in organizations that if relations of human principal be stable, organizational goals development will facilitated. This facilitation is caused better relationship among customers and organization and thus is feel active participating in community that have different dimensions and consistent with the goals of organization in terms of economic - political - cultural social. Best management is cooperative management. Cooperative management is the signs of consciously and developed societies and is regardless from party, group and individual interests. - Responding to customer: the role of public relations is public opinion recognition and essentially public opinion enlightenment and clarification is the responsibilities of public relations professionals. Accountability is a few in our society. Most of the time justified the lack of is attention to the facts and rule status replaces response. Therefore, public relations should express activities, measures and constructive movements and then found problems and shortcomings and deficiencies and according to layers level of social and social groups act to clear accountability with calmly. - Planning system should be method that is the first reference to the manufacturer factors of system. Therefore accountability is very important for public relations. Response should be explicit and overt separate from the emotional tools. In accountability should always be observed respect of social norm. - Create a competitive environment: Spirit of human Essence is tendency toward perfectionism. This debate is type of competition. Still field of advertising and relations, feelings and principles is used as a development tool in all areas of competition. Therefore the duty of public relations is kept healthy in society competitive environment because emerged creativity in fields of economic, social and cultural. - Nowadays better thinking, more effective planning and clear objectives is concealer as art of public relations. Thus, competitive principle in public relations is certainly a sustainable principle. This principle is always engaging on public opinion and its groups. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 360

5 References Armour L.(2006). Public Relation Autonomy retrieved Februar. Bertrand, I and Hughes, P, (2005). Media Research Methods, Audiences, Institutions, Texts,New York:Palgrave. Botan, Carl H.(2006). Public relations theory, (Routledge Communication Series). Cazeneuve, J. (1974).La société de l'ubiquité, communication et diffusion, scientific journal, Vol 26,Issue 26, pp Culbertson, H.M;Jeffers,D.W;Stone,D.B;Terrell,M.(1993). Social, Political, and Economic Contexts in Public Relations: Theory and Cases, (Routledge Communication Series). Daymon, Ch., Holloway, I.(2010). Qualitative Research Methods in Public Relations and Marketing Communications.Routledge, 2 edition. Hirschhorn,L.(1986), Beyond Mechanization: Work and Technology in a Postindustrial Age,MIT press. Laver, M.(1989).Information technology : Agent of - change;new York,Cambridge University Press. Lerner, D. (1964); Passing Traditional society; Modernozation of Middle East, Free Press. Winch, P.(1985). The Idea of a Social Science and its Relation to Philosophy,Routledge & Kegan Paul. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 361

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