This study investigates the role of Iran’s Islamic Republic of Broadcasting (IRIB) Overseas media Branch in shaping regional and global public opinion during the 2023 “12 Day War” imposed by the Zionist regime on the Islamic Republic of Iran. The central research question explores how IRIB’s transnational media influenced cross-border public perception within a context of cognitive warfare, and identifies the strengths and weaknesses of their operational performance. Utilizing a grounded theory methodology, data were collected through semi-structured interviews with media experts and content analysis of relevant documents and specialized expert meetings. Qualitative data analysis, employing open, axial, and selective coding, revealed that IRIB’s international outlets effectively reinforced a narrative of resistance and fostered hope by constructing narratives emphasizing national unity and exposing actions attributed to the Israeli regime. However, several limitations were identified, including a tendency toward propagandistic framing, a scarcity of human-centered and persuasive narratives, inconsistencies in narrative coordination, insufficient multilingual expertise, technical and budgetary constraints, and limited engagement with emerging digital media platforms. These shortcomings impeded the broader international dissemination and acceptance of the Iranian perspective. The emergent theory suggests that IRIB’s international media operate as active agents in narrative competition; however, to function as a robust and sustainable model in future hybrid conflicts, strategic realignment, infrastructural development, and enhanced human capital are required.