Ali Sadeghi, CEO of the Teachers’ Reserve Fund Institute, emphasized that the very purpose and survival of the institute depend on its members. He stated: “Honoring educators, providing transparent communication, informing them of achievements, and responding to their concerns are among the core missions of the public relations teams within the institute.”
Speaking at a gathering of PR managers from the institute, holdings, and affiliated companies held in celebration of World Communications Day and National Public Relations Day, Sadeghi added:
“We appreciate the efforts of all PR colleagues across the organization and highly value this field.”
Congratulating PR professionals on this occasion, he noted:
“Today, public relations is not just about disseminating messages and information. They act as strategic advisors and public opinion watchdogs, bearing serious responsibilities.”
Sadeghi continued:
“In a world marked by rapid and unprecedented changes, the public expects PR teams to adapt and effectively communicate relevant, updated content.”
Highlighting the importance of organizational branding as a key factor in long-term success, he said:
“Public relations play a vital role in shaping the institutional image and the new brand of the Teachers’ Reserve Fund. Their timely and accurate communication of our growing achievements—particularly to educators—is essential.”
Sadeghi stressed the importance of synergy among the institute’s PR units in raising member awareness:
“Unity and alignment are critical. We must function as a single unit in communications and reinforce one another’s activities.”
Referring to the educators as the institute’s primary stakeholders and shareholders, Sadeghi emphasized:
“The existence and continuity of the Teachers’ Reserve Fund is rooted in its members. Therefore, honoring them is not only a moral responsibility but a strategic necessity.”
He added:
“Even if a member holds just 1,000 Tomans of shares, they have the right to know how the institute operates—and we are obligated to provide answers.”
He concluded:
“Public relations must not only promote achievements and profitability, but also transparently address member inquiries and concerns. Proper and timely communication prevents rumors and misinformation.”
Abbas Sayyadizadeh, Deputy for Subsidiary Affairs at the Institute, remarked:
“Technology and digital transformation have revolutionized public relations. Smart PR is no longer a choice—it’s a necessity.”
He continued:
“With rapid technological change and the spread of fake news targeting large institutions and their thousands of employees, we must establish smart and integrated public relations capable of effectively delivering accurate information to audiences.”
Sayyadizadeh defined smart PR as:
“A blend of data analytics, artificial intelligence, automation, and human creativity. This enables precise, personalized, and impactful communication with stakeholders.”
He added:
“Smart PR is built on trend forecasting, deep audience understanding, and swift responsiveness. We must ensure there are no communication voids others could exploit.”
He stressed the need for PR teams to master modern technologies:
“They should be familiar with social media algorithms, news trends, and audience expectations. Analyzing big data will help them produce more relevant content.”
He further stated:
“AI is a powerful assistant in automated content generation, sentiment analysis, and more.”
As for achieving smart PR, he recommended:
“Using content management platforms and CRM tools, social media monitoring systems, content analysis bots, and crisis simulation models for better preparedness.”
He concluded:
“People want to be heard. Focus on interactive content—storytelling and virtual reality can be powerful tools. Smart PR is the art of prediction, flexibility, and innovation. The future belongs to organizations that live by data, embrace technology, and stay emotionally connected with their audiences.”
Sayyadizadeh noted:
“The Institute has significantly improved from its past position. Major steps have been taken that can reshape public perception. PR teams should actively contribute to the rebranding of the Institute and its subsidiaries, highlighting accomplishments.”
He added:
“New petrochemical plants are nearing completion and production, profitability and wealth generation are underway—and this new image must be effectively communicated to foster hope.”
As part of the event, a workshop on media literacy was held to enhance the knowledge of PR managers and specialists from the institute, holdings, and subsidiaries.