BBC Persian TV's Trust-Building Strategies and Techniques: A Case Study on the 60-Minutes News Program

The focal point of the media for successful perception management and image-making is gaining the trust of the audience about its contents and messages. This research tries to clarify what strategies and techniques are being used by the "60 Minutes" News program, the main news section of BBC Persian TV network to build trust. Research was conducted with the qualitative content analysis method, and using the theories of news conceptualization and persuasion as a theoretical framework. The sample size included programs broadcasted during November and December of 2017. The findings of the research show that the 60 Minutes program uses strategies such as showing off its dominance on news in the media space, being a news reference, gaining more of the audience's news consumption, improving the quality of communication, establishing itself as a professional figure, developing news values, establishing a truth-seeking and fair image of itself and standing in the position of a public service media. Based on the theory of persuasion, the 60 Minutes program has gone through the stage of objective journalism and tries to reproduce its style in investigative journalism by establishing news leadership with a special look at the news source credibility and professionalism. Moreover, according to the image-making theory, the BBC Persian network is trying to build itself as a follow-up media and a public opinion watchdog.