Ma`rifat Farhangi Ejtemaei

In this study, "Islamic values" means "moral" values obtained from Islam. From this perspective, "Islamic value" is a desirable and sublime optional action, the desirability of which originates from Islamic principles and insights. Performing moral actions makes a person reach excellent goals and true perfection (that is, closeness to God Almighty). Islamic values have influenced the theories and practical methods of Muslim managers, including media managers, and also can direct their movement. Thus, in order to develop the knowledge of "Islamic media management" and its application, it is necessary to know the Islamic values related to media management and apply them. The specific Islamic values governing the planning process in a media organization, especially its initial stage, i.e. "identifying the optimal situation", are an important part of the values related to media management. Due to significant differences in planning in media organizations compared to other organizations, these Islamic values should be analyzed and identified. Therefore, the research question is "what are the specific Islamic values governing the identification of the optimal situation in media organizations, especially from the perspective of the Holy Qur’an? " In order to find the answer, the researcher investigated the verses of the Holy Qur’an with the help of "ijtihadi" method. The following values were identified and extracted: 1. "Recognizing the mission and main responsibilities of the Islamic media organization", the most important example of which is "Balagh Mobin" (the Clear Message), "teaching theosophy", "preaching" and "inviting". 2. "Recognizing the main types of audiences of Islamic media organizations", which provides a suitable ground for "audience analysis". 3. "Adopting a global perspective in terms of audience coverage" which is facilitated by current communication advances. 4. "Prioritizing the spiritual interests of the audience over the material goals of the organization", especially in the important issue of the organization's income and profit earned from the audience.