عنوان مقاله [English]
The aim of this study is to investigate the strategic alignment in communication system. For this purpose, external alignment of communication strategy with organizational strategy, internal alignment in communication system and its relationship with organizational performance are considered. The research population consists of Iran Petroleum Industry from which the collected data from 24 companies are analyzed. In this study, mixed (qualitative and quantitative) methodology via correlation and path analysis for quantitative method and content analysis are used to analyze the views of 24 public relation managers of the sample companies. The findings of the correlation analysis indicate that the internal and external alignments are influential on the performance of companies in petroleum industry. In addition, internal and external alignments explain 73% of variance in the performance of companies, where as the residual is related to the effects of other variables which were not taken into account in this study.