Abstract:
The purpose of this research is to examine MS Radio Palu's broadcast media management strategy
in facing the new media era. This research uses qualitative descriptive methodology, using media
management strategy theory from Ikhwan (2020:14), namely planning, organizing, influencing
and controlling. The basis of this research is action (action research), with a total of 6 (six)
informants. Data collection through observation, interviews and documentation. Data analysis
techniques use qualitative descriptive, data collection, data reduction, data presentation, and
drawing conclusions. The results of the research show that MS Radio Palu's broadcast media
management strategy in facing the new media era is through 4 (four) media management strategies,
namely: 1) planning, planning carried out by MS Radio Palu includes program planning,
improving program quality, placing schedules according to listener segmentation, and program
evaluation. 2) organizing is done by correctly placing the tasks that must be done, who does them
and how the tasks are grouped. 3) influencing is carried out to influence employees, MS Radio
implements open and friendly communication between superiors and subordinates. 4) supervision
(controlling), Supervision carried out at MS Radio is a monitoring process that determines how far
a plan and goal can be realized by a broadcast. The research results also show the obstacles
experienced by MS Radio Palu, namely the disaster in 2018, the Covid-19 pandemic, and unstable
electricity factors in the city of Palu.
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