News Science

News Science

The Role of Media in Promoting Cultural Norms of Optimal Water Consumption: A Strategic Approach in Public Relations of Iranian Governmental Organizations

Document Type : Original Article

Authors
Mahdi Aziminezhad 1
| Sedighe Babran 2
Bitah Shah Mansouri 3
Ebtesam Razavi Dinani 4
1 Ph.D. Candidate, Department of Social Communication Sciences, Culture and Communication, Central Tehran Branch, Islamic Azad University, Tehran, Iran. E-mail: mahdiaziminezhad@gmail.com
2 Corresponding author, Assistant Professor, Department of Social Communication Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran. E-mail: sabababran@yahoo.com
3 Assistant Professor, Department of Social Communication Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran. E-mail: Bitashahmansouri@yahoo.com
4 Assistant Professor, Department of Social Communication Sciences, Arak Branch, Islamic Azad University, Arak, Iran. E-mail: razavidinani@yahoo.com
10.22034/lrsi.2026.532911.1394
Abstract
Objective: The present study aims to investigate the strategic role of the media in promoting cultural norms of water consumption and enhancing the effectiveness of public relations within Iranian governmental organizations. The ultimate goal is to propose strategies for cultural development and behavioral change regarding water usage through media channels.
Method: This study employed a qualitative approach based on thematic analysis. Data were collected through semi-structured interviews with 17 public relations managers and communications faculty members. The data were analyzed in three coding stages: open, axial, and selective. The credibility of the findings was ensured through data triangulation, member checking, and parallel analysis. The results provide a comprehensive depiction of the media's capacity to promote a culture of water conservation and offer actionable strategies to strengthen the role of media within the public relations framework of governmental organizations.
Results: According to the data, public relations departments exerted the greatest impact on promoting optimal water consumption through digital media featuring interactive and participatory content, particularly via local influencers, which significantly increased citizens' motivation and engagement. The diversification of messages according to the audience's age and educational level, along with short-term educational programs accompanied by feedback evaluation, played a pivotal role in modifying consumer behavior. Inter-organizational collaboration and the allocation of dedicated resources for sustainable campaigns ensured the continuity and effectiveness of these programs. Accordingly, public relations function not merely as information providers but also as active cultural and social agents in institutionalizing norms for optimal water consumption. These conclusions are directly substantiated by the field data.
Conclusions: The results indicate that the media, as a key instrument alongside public relations, can effectively convey cultural and educational messages, facilitate active community engagement, and play a central role in fostering inter-organizational collaboration and enhancing social capital. The integrated use of traditional media, digital platforms, influencers, and modern technologies - combined with professional expertise and strategic resource management - provides a robust foundation for promoting a culture of optimal water consumption and mitigating water-related crises.
Keywords
Media
Optimal Water Consumption
Public Relations
 
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