Investigating Impact of Organizational Intelligence on Public Relation's Service Quality in Organizations

Now a days in organizations, creating sustained relationships with contacts special customers who can provide revenue's significant portion of manufacturing and service institutions, has been very important. Public relation as one of the tools to promote and advance in marketing, has an important role in the formation of a permanent relationships with customers. The main task of public relationships is transmission of information via traditional and online communication channels to contacts inside and outside the organization. On theother hand, organizational intelligence that means the organization ability in organizing knowledge acquisition from the inner and outercomponents such as employees, customers, competitors and internal processes, helps organization to strategic adaptation with surrounding environment. In this research, we study the role of business intelligence in public relation's performance, by using a sample of 25 of public relation unit's employees in the Shahid-Bahonar University of Kerman.