<![CDATA[Purpose − − This study is grounded in the significant role played by Islamic religious extension officers in fostering the religious life of the heterogeneous, multicultural, and busy urban community in Medan Perjuangan District. The study aims to analyze the dakwah bil lisan (oral preaching) strategies employed by these officers at the Office of Religious Affairs (KUA) in Medan Perjuangan District. Method − This study employs a descriptive qualitative approach, with data collected through in-depth interviews, observation, and the examination of official documents. Data analysis utilizes the Miles and Huberman interactive model comprising data reduction, data display, and conclusion drawing while data validity is verified through source and technique triangulation. Findings − Research findings indicate that the dakwah bil lisan (oral preaching) strategy operates effectively through tactical functions embedded in structured work programs. These programs include mobile outreach (Suling) to mediate internal mosque conflicts, scheduled guidance for 16 religious study groups, and Friday sermons. Furthermore, preachers have adopted a hybrid approach by transforming oral communication into micro-video content for digital media, thereby aligning with the psychology of a busy urban population. Sociological barriers specifically group exclusivism were successfully overcome through fluid, informal communication patterns and the method of leading by example. The study recommends enhancing the information technology competencies of Islamic religious preachers to optimize the quality of digital dakwah content in the future.]]>
