Saeid Tavakoli, speaking via video conference on Monday (April 21) at the 39th specialized training meeting of gas industry PR heads in Jam, stressed the importance of PR in reflecting the gas industry’s achievements. "If the hard work of the economic sector’s frontline workers is properly recognized, it would be a great miracle," he said. "PR departments must use different mechanisms and modern tools, including AI and social media, to best highlight these efforts."

Tavakoli noted that PR goes beyond being a mere communication link between employees and management or between an organization and the public. It must respond appropriately to environmental conditions while taking preventive and anticipatory measures. "A good PR team should not only react effectively to problems but also identify potential issues early and manage them to prevent organizational challenges," he added.

The deputy oil minister for gas affairs highlighted the importance of training in improving organizational performance. "Ninety-nine percent of success in training depends on content and quality, while infrastructure accounts for just 1%," he said. "During the pandemic, 70% of the country’s training shifted to virtual platforms, creating a major opportunity for developing the gas industry’s training programs. No matter how much infrastructure is available, if instructors are not properly selected or needs assessments are inaccurate, desired results won’t be achieved. Training programs must be precise, timely, and aligned with industry needs."

Tavakoli praised the efforts of National Iranian Gas Company employees and described PR’s role as more than just an intermediary. "Accurately reflecting these efforts through PR is crucial," he said. "Therefore, PR must leverage modern tools and adapt to hybrid warfare conditions to play a key role in presenting and explaining the country’s economic successes."

‘2 Degrees Less’ Campaign: A turning point in optimal gas consumption 

Hassan Mousavi, head of PR at the National Iranian Gas Company, stated that PR teams are the vanguards of information dissemination within the company. "Evaluating the effectiveness of public awareness and culture-building initiatives for optimal natural gas consumption in winter 1403 provided clear insights," he said.

"According to public opinion, the '2 Degrees Less' campaign—initiated by the CEO of the National Iranian Gas Company and supported by the oil minister and the president—was a turning point. Over 73% of survey respondents said they understood the campaign well and embraced its proposal."

Mousavi emphasized the importance of modern communication tools in awareness campaigns. "National media and social networks played a decisive role in promoting optimal gas consumption," he said. "We will continue to use these platforms with innovative approaches in the coming years and must employ modern PR tools to advance our objectives."