Media Strategic Management and a new Conceptual Model (a review over applications of common models in media organizations)

The present article aims to introduce three different discourses dominating strategic management in media (i.e. radical, moderate and reformist) and examine their effects on the concept and stages of strategic management in media. On the one hand, it seeks to find answers to the question whether it is possible to apply the same common strategic management approaches so far used in commercial industries and companies to media organizations? If a new model is necessary, what modifications, requirements or points should be observed in media model?To validate the research findings, the researcher employed the views of strategic management experts and media managers in the country and suggested the requirements to apply a strategic management model for media organizations, particularly public media, using focus group methodology and reviewing related literature. The findings indicate that the reformist standpoint is the most popular method among the focus group members. Based on this view and the eclectic paradigm of strategic management as well as taking the proposed requirements in this research, a model for strategic management in media was proposed.