عنوان مقاله [English]
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.