عنوان مقاله [English]
Despite the expansion of new media outlets and transformation in extra-organizational communication, one of the most important tasks of Public Relations continues to be establishing of professional communication with the media. Public Relations need to cooperate with the media in order to convey their organizational messages to the general public and their organizational legitimacy depend on their cooperation with media. At the same time, the media also need to cooperate with Public Relations Department to produce and publish their news and viewpoints. But what usually bars such interaction process, are numerous communication challenges. The main goal of this research is to identify challenges, provide solutions and effective communication models between journalists and media intermediates in Public Relations departments. In this research, a mixed method was use. In qualitative part, in-depth interviews were made with 15 professors and experts in communication, public relations and media sectors, and in the quantitative part, using the Q method and a questionnaire tool, the views of 40 Public Relations managers and experts of the ministries as well as editors and reporters of national newspapers, have been taken into consideration. The findings of the research showed that factors such as lack of expertise and professionalism, diverse organizational policies, political and factional approaches, lack of economic independence of the media, insufficient knowledge of Public Relations Departments and the media about each other's sphere of responsibilities and limitations, unreasonable expectations and sometimes having a negative attitude, are among the most prominent challenges faced by the Public Relations. Within the four structural, functional, behavioral and cognitive dimensions, factors such as law reform, human resources training and professionalism, interaction and dialogue, accountability, honesty and transparency, compliance with ethical principles, reasonable expectation and mutual acknowledging of duties are the most important solutions to solve challenges face by the Public Relations Departments. Adapting these factors by Public Relations entities will create the ideal model of communication between Public Relations and media.