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This module looks at how media organisations need to plan ahead to produce original content that informs the public debate and covers the issues of most concern to the target audience.

The first step in setting up a media business is to identify the audience you plan to serve. You need to know their information needs so that you can better serve them.

Audience research is essential if a newspaper is to remain relevant and generate revenue, but some publishers fail to gather adequate audience feedback. Here are some issues newspaper publishers should consider.

12 steps designed to tackle the “cultural exclusion” of women in news leadership roles and "unmute" the voices of women in the global news industry

In this example, we were asked at short notice to help produce a televised debate between political candidates before a general election. We had three-and-half weeks to make it happen.

Knowing your audience, understanding the issues they face, and being aware of what they think about society - and your media organisation in particular - are important factors for fine-tuning what you offer in order to better inform the public debate.

Sales is one of the most important elements of a media company's commercial strategy. The sustainability of the business relies on its ability to generate income.

Media training is about investing in people - your staff. They are your most precious resource. Without well-trained and motivated staff, you will struggle to deliver the right quality of content to your audience.