As someone in marketing, and no my marketing research doesn't go in to war but since marketing is about creating narratives and even propaganda to an extent, so yeah here is my take on Iranian narrative building etc.
1- In my humble opinion, Iran's psyops have been subpar.
2- The statements by Khamenei, yeah no -- while you might think that the nation needs its head of state to speak periodically especially when you loose people, the timing of it must be adjusted. E.g. Post successful strikes such as the one last night, that's when you need your statement out. That's where you threaten more strikes, that's where you go, look we've done this -- and we're prepared to ramp up our responses 2-3 times against Israel if it doesn't - Followed up with your demands. The whole raising the red flag and stuff doesn't have the same "oumph" effect anymore.
3- The Israeli playbook needs to be used against them, all the narrative of human shields needs to be redirected back at the Israelis, every Iranian spokesperson invited on western networks needs to say that the Israelis have military facilities installed deep within their civil infrastructure, and loss of life while regrettable is unavoidable since Israel is using its population as human shields.
4- Please stop with the AI $h*t or to be more accurate, how you're currently using AI (e.g. pictures of Israel being destroyed etc.), instead of that, use real footage of strikes, perhaps if you want a sprinkle of propaganda you recycle the old footage as well and claim it to be this time around, using that to raise the morale of the Iranian people --- that worry not, revenge is getting served.
5- If you want to use AI, use it effectively, make stories. Use their own narratives against them. E.g. Use AI to create footage of something like an everyday Israeli under the clean blue sky with pamphlets of warning been thrown out of some Iranian air asset. The citizen picks up the paper to find threats akin to what Israel used to make against the Palestinians using the same tactic.
6- If the Iranian hackers are able to hack certain websites/networks etc. they should use those to disseminate warnings to the normal Israeli citizen that unless Israel doesn't stop hostilities against Iran, Iran has every right to respond and will respond which will undoubtedly cause more civilian deaths because Israel is using them as human shields.
With the propaganda that these people have internalized for decades about Palestinians and human shields, they wouldn't really miss how the argument makes sense against them as well.
7- Use certain videos/images from the present/past of Israeli airports being over flooded by people trying to go abroad as a means to hamper their morale. Strike their will to fight.
8- Use the Israeli narrative to make them question -- i.e. If Israel has decimated the Iranian capability to fight how haven't you the normal every day Israeli not slept in 2 days. How have the Iranian missiles been able to penetrate your missile defenses etc and posture, using the "white person effect" i.e. using those military experts in the west saying that Iran has only been using the older generation of its missiles to saturate Israeli defenses and that real waves of missiles are to follow.
All this and more depends on Iran's capability to shoot more missiles in to Israel and I'm quite hopeful after last night.
Regards.