en حوادث و رسانه ها Media & Disasters پژوهشي Research article <div dir="ltr" style="text-align: justify;"><span style="font-size:16px;"><span style="font-family:Times New Roman;"><span style="line-height:normal"><span calibri=""><b><span new="" roman="" times="">INTRODUCTION</span></b><span new="" roman="" times="">: 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. </span></span></span><br> <span style="line-height:normal"><span calibri=""><b><span new="" roman="" times="">METHODS</span></b><span new="" roman="" times="">: 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. </span></span></span><br> <span style="line-height:normal"><span calibri=""><b><span new="" roman="" times="">FINDINGS</span></b><span new="" roman="" times="">: 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.</span></span></span><br> <span style="line-height:normal"><span calibri=""><b><span new="" roman="" times="">CONCLUSION</span></b><span new="" roman="" times="">: 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</span><span georgia="">.</span></span></span></span></span></div> National media, Persuasion, Audiences, COVID-19 pandemic, Crisis management 76 84 http://jorar.ir/browse.php?a_code=A-10-1124-3&slc_lang=en&sid=1 Farzaneh Rahimi فرزانه رحیمی 100319475328460013944 0009-0005-5767-6823 No .PhD Student, Department of Media Management, Institute of Governance, Isf.C., Islamic Azad University, Isfahan, Iran Hamidreza Hosseini Dana حمیدرضا حسینی دانا HR.Dana@iau.ac.ir 100319475328460013945 100319475328460013945 Yes Department of Media Management, Dam.C., Islamic Azad University, Damavand, Iran Reza Ebrahimzadeh Dastjerdi رضا ابراهیم زاده دستجردی 100319475328460013946 100319475328460013946 No Department of Media Management, Dam.C., Islamic Azad University, Damavand, Iran