Not everything is invented. The radio is not an exception in the twentieth century goes through stretches of innovative creation and transformation, aiming to address the rapid development of communications. And more than technology, the listener of the 21st century has more knowledge requirement, also has a variety of recreational options and communicative surprising.

The new years we live, which are to come will be a revival of the radio, digital media, the Internet and the explosion of virtual message schemas can become boring. The radio that once fit in a pocket and had the luxury of being the queen, is now with other media at the throne of communication, which require competitive factor, not to dispense platitudes and products of the market but to'' sold’ itself and marketed more than offer a product of ideas, new thoughts and attractions. Where is the key? In the like do.

No one argues the power of media to convey ideas, values and ways of thinking is enormous. The radio is called to monitor and''carving''as an artisan social behavior of individuals and that the beneficiary will own the radio as a sender to tell their enriching experiences. The answer always translated content around which states, as they say, when people say, who says and what is said. The radio medium has varied programming spaces divided into music, magazines, newsletters and other programs that audiences usually respond to the environment, but we must ask about the communication strategy of a local radio station or other far-reaching.

Nowadays, any organization or company, whatever its mission, establishing its operation on a strategy. If we want success in radio management in planning, organizing human resources, content being released and we want to put on the air, it requires a strategic communication plan from the environment to the transmitter station and from there to the listener.

The strategy is the objective proposed activity carried out by the company management, aimed at your organization to function efficiently, and the best way for that to happen is that conflict in a station's offices as the collision energy to remove schemas and dogmas that unfortunately abound in the creative environment.

The managers of the radio stations plan their strategy according to the objectives pursued, even which should be clearly defined what you get, take the form of thematic plans set and a subsequent control system.

In the communicative context is called Formulation and Implementation of the strategy, which are not confined in the previous study because this communications strategy to take effect must be ruled by any public employment or collective work, as even the humblest functions in a radio center is subordinate to the programs, the rationale for environmental accounting.

If for war, sport or harvest strategies are plotted radio is no exception and many fewer today we live in a world so hectic and strange. It provides knowledge and skills to staff, managers and creative environment is the key to begin to realize that radio is not all invented.

The team of experts to design a strategy for a company's communication products such as the radio should know clearly answer the questions: what goals we pursue? And what we need to develop actions to achieve these ends? The end of a station is that its programs are heard.

In the field of Strategic Management was considering several key conditions for ensuring the success of the strategy: Goals simple, consistent and long term. The objectives are to have these characteristics, understanding the consistency and the real possibilities of the company to achieve them. The fact that long-term ones we relate the hard way back with the strategic decisions are taken.

To make a strategy for the radio is vital knowledge of the competitive environment. The company must know the rules of the game to perfection, which will provide competitive advantages if they are dynamic and move

Objective assessment of resources. The company, any person or organization to implement these principles, consider the self to compete. She herself is best known. Once you know your strengths and weaknesses, try to cover these to praise the former. Finally, effective implementation. Once we have formulated the strategy with the previous concepts, plays implement it successfully to compete in an environment as dynamic as usual.

The book challenges of radio in the new millennium, Edgar Jaramillo write ‘‘no lives only a change of era, but a time of change. There is an apparent contradiction in the evil triangle in which link globalization, technology and communications.

The globalization of world market demands high efficiency in telecommunications and superhighways for networking where information circulates and advertising. In this millennium, as never before, there is an astonishing flow of data, voice, text and image from country to country, the speed of light and uncontrolled states (...) Radio is a privileged witness of the evolution of human beings and their language. It is a powerful means of communication proposing, catalyzes and reflects the reality and diversity of cultures and people.

In order to fulfill its mission, broadcasters are challenged to go digital and use the technique of single sideband and low-orbit satellites for the production of programs with high sound quality, able to reach their signals anywhere in the world. This challenge involves making a better radio for the benefit of society, with the usual weapons, professionalism and creativity''

We can not forget that radio is a technological dependent on society. The dissemination of the contents regulating market conduct of hearing, the timely distribution or public messages are NOT able to stop or create states of positive or negative opinion in accordance with the terms of the creative or communicative groups.

In the text of ethics and deontology of social communication of Dr. Julio Garcia Luis,’ the company said, in effect, is a great system that is integrated in turn by other systems (subsystems).'' This argument shows that radio is a media of interpersonal exchange bridge distance.

The radio does not work on groups or families as the T.V and movies , its strength lies in its dialogue with the individual, i.e. from a position of interlocutor (ego) determines the behavior of the other (alter). Here are true theories on discourse ethics of German philosopher Jurgen Habermas, who explains that an ego operates through a potential control over the situation in which alter is and has to act.

If regulation is the adjustment in the operation of a system as a consequence of interactivity, there is no doubt that radio becomes a center of foreign energy absorbance developed internally by the creative communication. At this point it becomes the content, receives a purification process, packaged and returned to the environment where the product came out as a new aesthetic artistic suggestion.

Community radio is essentially educational in establishing dynamic forms of appropriation of knowledge by the audience to listen to messages or instructions involving teachers' own schools and groups around the middle. Proper radial expression is a major ally of learning became popular source of knowledge and research for the masses. Under this premise we find the radio regulatory action in society.

The radio voices are able to offer its audience sympathy, interest and attention. Credibility is the result of sincere posture of the word born in the thought that penetrates the skin and makes hearing wise to share in subsequent actions of an eager recipient of knowledge. Radio confronts the ideas, imagery filtered through the public thinks. Community radio station can offer many relevant educational aspects and faithfully fulfill its reporting function with coherence in the content where the superfluous because it does not mediate the same way that there is unfortunately TV-and software-radio emissions. Coherence is a basic regulatory action on the radio. Radio is an essential media in promoting their own work critically. The radio listener is entitled to accurate information, impartial, timely and complete, the listener has the further right to such information without compromising the ethical principles of journalism and the media that puts a sign on the air quality to be heard.

A weakness that has the radio today is the lack of preparation and systematic improvement in the use of environmental resources and new journalistic techniques. The quality of information is one requirement for the newspaper made the modern media world where every day the sensational invades the ether while the pass away in the editorial objectivity.

Rediscovering the radio is not a chimera. Today genres are journalistic heritage of providing news while other segments of the reports without programming, radio documentary, comments or articles. We suffer the dogma of the news at dawn, NO weigh in opportunities at noon or late afternoon should be repeated or new information. Monday''syndrome''is silent in all media worldwide, it rests as much or better, just working. The events that occur on Saturdays and Sundays are old headlines for Tuesday. The radio must be ever more immediate and touch the pith of the problems of the community with credible arguments.

I do not think through the receivers and antennas have gone out of fashion. The radio can be just music and news, it is necessary to mean the penetration of other functions such as education and facilitation for orientation, because it is a compass that points the way forward listening geographical and mental. The radio requires original texts produced for the medium and that cannibalism of content to print and the Internet in recent times is excessive radio, becoming a reservoir of refried arrivals from other media.

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