فرزانه رحیمی

INTRODUCTION: Since systemic limitations such as managerial weaknesses, lack of specialized skills, flawed policymaking, and inefficient structures have created serious challenges in the persuasion process. This study aims to design a strategic model for audience persuasion by the national media during the COVID-19 pandemic crisis. METHODS: This research uses the grounded theory approach as a qualitative method. Data were collected through open-ended interviews and purposeful sampling of 20 experts and specialists related to the subject. The final model includes 264 codes, 85 concepts, and 78 categories. Data collection and analysis continued until theoretical saturation was achieved. FINDINGS: According to the findings, factors such as flawed policymaking, ineffective interaction between the media and other sectors, lack of efficient managerial structures, and unhealthy competition were among the key barriers to audience persuasion during the COVID-19 pandemic. The final strategic model identifies capacities and suggests solutions to improve the audience persuasion process. CONCLUSION: The results showed that fundamental reforms in structures, strengthening persuasive expertise, clarifying policies, improving interactions, and increasing public trust are necessary for the national media to play a more effective role in future crises. Therefore, paying attention to the values ​​of the audience and utilizing cultural capacities can turn the national media into a powerful tool for crisis management.