Responsibility and Strategic Management in the Media

Introduction One of important points in media administration especially for performing a desirable communicative process regardless of awareness of the correct way and its details is a media manager’s deep understanding of who should know first what he should do and then how to assess his function and effectiveness of media communication under his authority. In the past, media involved people known as responsible for news writing, publication and producing contents with informational or educational and environmental subjects or even advertisement but the role and job of today ‘s media by a fast and complex deformation, requires ability for doing research, making decision and problem solving which can describe them as strategic communications. On the other hand, media managers are organizational decision makers who play role in two levels: strategic and tactic. Tactical managers decode for a wide spectrum of administrative and daily issues: for example, should news be published or it is better to prepare a report from a special subject. Decisions about advertisements, propagandas and also management of media human sources are one of his functions.

Responsibility -Strategic Management - Media