A Grounded Theory-Based Model of Public Relations Affairs Governance in Scientific Diplomacy Institutions

This study aimed to develop a governance model for Public Relations and International Affairs in scientific diplomacy institutions.

This study adopted a qualitative research design based on the Grounded Theory methodology of Strauss and Corbin. Data were collected through 30 semi-structured interviews with experts, senior managers, and practitioners involved in public relations, international affairs, scientific diplomacy, and international scientific cooperation. Participants were selected through purposive sampling, and data collection continued until theoretical saturation was achieved. Data analysis was conducted through open, axial, and selective coding.

The findings identified “Smart, Data-Driven, and Learning-Oriented Governance of Public Relations and International Affairs” as the core category of the study. Based on this central phenomenon, a comprehensive governance model was developed consisting of six interrelated dimensions: communication governance and strategic leadership, data-driven management and intelligent evaluation, digital transformation and communication intelligence, human capital and professional competencies, knowledge management and organizational learning, and scientific diplomacy and international image management.

The findings suggest that effective governance of public relations and international affairs requires a transition from traditional, operational, and reactive practices toward a strategic, intelligent, data-driven, and learning-oriented framework. The proposed model provides an indigenous and evidence-based framework for strengthening scientific diplomacy, enhancing international reputation, improving organizational learning, and supporting informed decision-making in scientific institutions.