| Summary: | The master’s paper formulates the problematic aspects (related to the strategic management of an organization, mass communication theory, journalism and personnel management) of mass media management. The aim of the master‘s paper – to analyse the peculiarities of Šiauliai regional and interurban periodical press as well as to frame the guideline for a daily newspaper management optimization. By the help of theoretical (analysis, synthesis, comparison, generalization, etc.) and empirical (interview, conversation, questionnaire, data analysis, etc.) methods of social research the mass media institution is defined, the managerial activity is specified, the links between strategic management of an organization and personnel management are drawn. The hypothesis formulated by the author is confirmed: the mission of a regional and interurban newspaper is not finished; a regional newspaper pays too poor attention to the managerial activity, thus, we can state that the absence of distinctly formulated principles of action makes newspaper management vague.
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