The role of public relations of Iranian Blood Transfusion Organization in motivation of Ardabil citizens in blood donation

Abstract Background and Objectives The main mission of blood centers is to provide safe and adequate blood products for patients. With the advancement of science and technology, the need for safe blood still has priority and no substitute for human blood is discovered. Participation in social activities such as voluntary blood donation should be provoked by different entities including public relations departments. The purpose of this study was to investigate the role of public relations departments in the motivation of citizens' participation in blood donation in Ardabil.   Materials and Methods This cross-sectional study was conducted by multistage cluster sampling on 384 citizens over 18 years of age and using questionnaires in Ardabil. SPSS 22 data analysis software and regression data analysis were performed.   Results Donors aged between 18 and 60 years old participated in the study. Research findings showed that the mean rates of the role of public relations was 3.66 (Deviation 0.84), persuasive role 3.72 (Deviation 0.41), awareness role 3.60 (Deviation 1.46), problem-solving role 3.11 (Deviation 0.51), advisory role 3.45 (Deviation 0.48), the role of relationship management 2.80 (Deviation 0.57),  the role of public education 2.57 (Deviation 0.63). According to the findings, the mean rates of the citizen participation are 3.21 (Deviation 0.33), conditional behavioral participation 3.35 (Deviation 0.51), solidarity-oriented participation 3.36 (Deviation 0.73), and development-oriented partnership 3.22 (Deviation 0.78).   Conclusions  Dimensions of public relations (as persuasive, awareness, problem solving, advisory, relations management) in Iranian Blood Transfusion Organization has placed positive impact on the motivation of Ardabil citizens to participate in blood donation.   Key words: Blood Donation, Public Relations, Motivation