Designing a Model of Mass Media Role in Pre-crisis Stage of Crisis Management

This article is aimed at examining the role of mass media as the most powerful tool of managing public opinion in crisis management especially in the pre-crisis stage and designing an appropriate model for it. To find the elements of this model, a number of experts in media and crisis management were interviewed. Analyzing these interviews through grounded theory method, the butterfly model of media role in managing pre-crisis stage of crisis was designed. Based on this model the media play five functions at pre-crisis stage management: environment spanning, educating, leading public opinion, informing and creating public cohesion. Research findings approve the incredible role of media at pre-crisis management stage. Thus it is suggested to apply the model to predict the crisis on time, prevent it and get prepared for it.