Introduction:Persuasion is one of the important features of the development of creative organizations. Persuasion,motivation, arousal, faith or interest in the job are often considered as important characteristics in effective organizations.The aim of the current research is to design a model of persuasion of employees in creative industries through communication media.

Methodology:The current research is applied in terms of purpose and exploratory(qualitative and quantitative) in terms of mixed method.The statistical population in the qualitative section includes14experts in the field of broadcasting and media who were selected in an accessible and targeted manner.In the quantitative section, the statistical population consists of130newsroom employees who were randomly selected and a questionnaire was distributed among them. In the qualitative part, the relationships between all the variables were examined using the Structural Equation Modeling(Smart PLS)software to stratify the components obtained from the research interviews using the Interpretive Structural Modeling(ISM)method.

Findings: The results indicate that the external environment of the organization had an effect on the attitude of the employees. Also, employees' attitude had an effect on components such as psychological characteristics, social and communication skills, and knowledge and persuasive skills of employees, and finally, the aforementioned factors had an effect on the level of motivation of employees and the structure of the internal work environment.

Conclusion:Persuading employees in creative industries is especially important in dynamic and high-pressure environments such as TV newsrooms.These environments require the use of new human resource management models that can maximize productivity and creativity by increasing the motivation and commitment of employees.