عنوان مقاله [English]
In a world where communication advances have overshadowed almost every issue in the world, the political components of power have also been affected. Today, in addition to diplomatic relations between governments, public diplomacy has emerged in various contexts, including the media environment and radio and television are one of the main opportunities through which purposeful image can be conveyed to the audience using the concepts of image management. In fact, the ultimate goal of the image management process is to create and present purposeful image of people, events and topics which are appropriate with the aims of a media and to transfer deliberate and proper images to audiences using image management strategies. By adopting the process approach and use of the in-depth interview method, this study tried to identify the leverage that change this process based on Kondor reengineering and suggest an appropriate process for image management in IRIB. For this purpose, the findings of the interview with twenty experts, professors and communication researchers and a number of managers and consultants of IRIB were coded and categorized. Then by using iMindamp software, 220 extracted concepts were reduced to 20 concepts and finally the model of image management process formed. The model consists of six support systems and four main systems that in systematic view form the proposed image management process in the IRIB.