For those involved in developing a strategy for running a successful media business which informs the public debate and is financially sustainable.
This module is about producing original, in-depth, issue-led journalism designed to inform the public debate and meet the needs of your target audience while giving you a market differential.
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.
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.
Why surveying the audience is important Knowing your audience, understanding the issues they face, and being aware of what they think about society - and...
A media business is like a table with four legs. These are the media organisation's target audience, the core editorial proposition that it offers to that audience, the values that the business holds dear, and the market that sustains the business. Each leg has to be strong and firm. If one leg is weak, the table wobbles. A shaky media organisation is not good.
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In this scenario we look at how a journalist should act when they witness a tragedy unfolding and have to decide whether to help, or to stand by and report. The scenario also looks at how senior editorial managers could, and probably should, support their journalists working in difficult conditions.
The challenge of objectivity, impartiality in journalism is faced daily by journalists, but there is no test of professionalism greater than the heat and pressure of a bitterly-fought political election.