Strategy

Managing people and setting objectives

For most staff, personal objectives are the most important, but they also need to know about the wider objectives. It is the line manager's responsibility to set personal objectives to help employees contribute fully.

Establishing a market differential with original journalism

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.

Newspaper audience research – a Q & A

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.

Identifying the target audience and its information needs

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.

Strategic forward planning for media organisations

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 value of thorough research for media organisations

Why surveying the audience is important Knowing your audience, understanding the issues they face, and being aware of what they think about society - and...

Setting up a media business – four essential steps

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.

Vision, accountability and transparency

A media organisation must be clear about what it stands for. If your audience puts its trust in the news you produce, then you need to set out your editorial values and be ready to be judged.

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How to avoid make-believe journalism

Our role as journalists is to unearth information, prepare it and then display it for the benefit of the audience. We are not there to fabricate, manipulate or force.

Covering a tragedy – scenario

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 challenges facing journalists covering elections

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.