KAMRAN REZAEIZADEH MAHABADI - Shahr Qods Branch, Islamic Azad University
AMIR NAZMI - University of Eyvanekey

The urgent need for a comprehensive model of public relations calls for a model that is appropriate for the internal capacities that is compatible with the conditions and structures of Iranian and Islamic culture and aimed at achieving resistive economy; the most appropriate model for assessing the performance of public relations is Excellence Foundation for Quality Management Model (EFQM). The resistive economy is diligent economy relying on internal capabilities by using new strategies to increase productivity of organizations. The EFQM model is in line with the general policies of resistive economy with the goals of 20- year vision document and can be a major contributor to economic development. The capabilities are flourished in this model and damages are well known as it has a creative structure within a specific framework. In this model, the research is carried out in two ways: within organizational self-assessment in the form of obtaining points where documents are presented, and in the second method, the evaluation of the organization is carried out by the evaluation committee, and the results are not abstract and not theoretical, but as performance of public relations compared to other public relations at the national and even international level; after public relations audits, the strengths and weaknesses can be identified with regard to scores from the criteria, and, then, a report of problems and solutions are provided. The implementation of EFQM model, in addition to playing a parallel role with the resistive economy, has the effect of increasing the quality of the various levels of public relations, and the quality issue is important considering the fact that as it is higher, the productivity will be higher.

EFQM Model, Evaluation, Public Relations, Economic Development