Gestión de radios universitarias: Definiendo la Estrategia[University´s radio management:Defining the Strategy]

The relationship with the environment is a key area in the twenty-first century university and higher education institutions to recognize the media as a vital and strategic tools to facilitate and enhance that relationship. In search of greater inclusion in society, the university had acquired a radio commercial format, with the objective of expanding the type of audience. This change in profile, resulting in competition with commercial radio, which means that the college radio become competitive and innovative, driving the same management tools that radios pursuing profit appropriate to their own reality. In this article, we analyze the radios from the university management, defended the concept of strategic planning as a key tool to achieve the objectives pursued, and an analysis of the major strengths and weaknesses of these organizations.