Media persuasion strategies of the audience to manage water consumption

Water is the most essential element of life, This matter has gained double importance due to the environmental crises created. we are witnessing the growing influence of media on the formation of society's culture. Therefore, it is useful to know the media and take advantage of its capacities to help with water crises. Therefore, the current research aims to find out the media strategies to persuade the audience to manage water consumption in Alborz province, The research is defined in two phases. In the first phase, 605 questionnaires were completed in Alborz province (Hashtgerd, Eshtehard, Karaj, Nazarabad) by survey method, which shows the attitude of the people of the province towards the water situation of the province. In the second phase of the research, using the results obtained from the first phase survey, 16 semi-structured interviews were conducted with media experts and producers, water managers, and media managers. After analyzing the qualitative content of these interviews, 42 strategies were extracted for persuading the media, which can be divided into two aspects: critical and demanding, and promotion in three axes: 1. Forecasting: organizational measures 2. Direction: Message Generation Approach 3: Retrospective: Methods and formats for generating and distributing categorized messages.