Communication Research

Designing and Explaining a Strategic Model for Improving the Efficiency of Knowledge-Based Employees in Pioneer Media Organizations (Case: IRIB)

Document Type : Original Article

Authors

Mahdi Shahrzad 1
Bita Shah Mansori 2

1 Ph.D Student, Department of Communication and Media, Ct.C, Islamic Azad University, Center Branch, Tehran, Iran

2 Assistant professor, Communication Journalism Media, Social Sciences Communication Media, Islamic Azad University, Central Tehran branch, Tehran, Iran

10.22082/cr.2026.2079753.2879
Abstract
The aim of the present research is to study methods for improving the efficiency of knowledge-based employees in Pioneer media organizations by designing a strategic model in IRIB. The present study is developmental-applied in terms of its purpose and was conducted by mixed research method (quantitative-qualitative). Qualitative data were collected using semi-structured interviews and quantitative data were collected using a researcher-made questionnaire. In the qualitative part, the research population included senior managers and organization experts. The sample size was determined based on theoretical saturation. In the quantitative part, the research population were 460 people from which 210 people were selected as a sample using Cochran formula. Then data were collected by the questionnaire and were analyzed using structural equation modeling and Smart PLS software version 2. The research findings showed that causal conditions, underlying factors, and intervention factors are in five factors. The strategic factors in the four factors of knowledge and information management are: (1) creating knowledge databases and facilitating knowledge sharing), (2) continuous training and development (focused training programs and supporting self-directed learning), (3) creating a culture of innovation, and (4) using new technologies. The outcome factors in two organizational outcomes factors are increasing innovation ability and improving competitive capabilities. Finally, the model fit was also confirmed.

Keywords

Knowledge-Based Employees
Efficiency Improvement
Pioneer Media Organization
IRIB

  • Receive Date 02 December 2025
  • Revise Date 16 February 2026
  • Accept Date 17 February 2026

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