From Branding to Crisis Management: The New PR Playbook for Iran's Tech Parks

The second day of the 5th "Empowerment of Key Personnel for Science and Technology Park Management" course at the Iran International Innovation District (IIID) became a platform for redefining the role of public relations (PR) in the technology ecosystem. Speakers emphasized that PR is no longer a ceremonial unit but the front line of organizational brand and credibility management.

At the specialized session, Aminreza Khalegian, Director General for International Affairs and Communications at Pardis Technology Park (PTP), posed a key question: "Branding starts with knowing what we are known for." He stressed that this understanding must be based on the actual perceptions of stakeholders and audiences, not merely on managers' assumptions.

Khalegian identified conducting regular opinion polls and analyzing the gap between the "desired image" and the "existing image" as among the most important PR functions in organizational brand management. He emphasized that without data and analysis, the brand of science and technology parks cannot be properly guided.

Addressing the importance of narrative management in the social media era, he listed continuous monitoring of cyberspace and identifying fake news as serious PR requirements. He warned that in crisis situations, a single rumor can quickly become a media stream and impact an organization's credibility. According to him, accurate and timely dissemination of information is the most important tool for preventing the formation of destructive media waves.

Daniyal Moazami, Head of Public Relations at Isfahan Science & Technology Town, emphasized the changing role of PR in modern organizations. He stated that with increasing public awareness and the expansion of social media, PR has become a strategic necessity. He identified managing public opinion, values, and audience expectations as key missions of this field, asserting that "PR is not ceremonial; it is an effective advisory arm in managerial decision-making."

Abbas Mirzaeinia, Media Advisor to the President of Isfahan Science & Technology Town, described PR as a combination of "art" and "social science." He said that a PR manager must not only master communication tools but also have precise knowledge of audiences and stakeholders, and be able to strengthen the organization's brand image through strategic planning, networking, crisis management, and media relations.

Noting that in science and technology parks, the primary PR stakeholders are knowledge-based companies, he emphasized that the ecosystem's success is impossible without professional and targeted communication. PR must serve as the connecting link between inside and outside the organization to prevent information gaps and rumors.

It was also announced during the course that the Ministry of Science had entrusted Isfahan Science & Technology Town with the mission of training and empowering distinguished managers at an international level for the future of the country's technology ecosystem in April-May 2025. Five rounds of this program have been held so far. Out of 163 applicants, 118 were selected after specialized and managerial evaluations to participate in this course.

The 5th "Empowerment of Key Personnel for Science and Technology Park Management" course demonstrated that in the innovation ecosystem, organizational credibility is a strategic asset, and PR serves as both the guardian and architect of this capital.