![Image by Rawpixels/a> released via CC[0] Wikimedia Commons](https://mediahelpingmedia.org/wp-content/uploads/2012/03/typewriter-265x198.jpg "The uneasy but essential evolution of news")
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.
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.
How to develop a media sales strategy
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.
Social media test for mainstream media
Does your media organisation have a social media strategy. Does it reach out and connect with your audience? There are many ways media organisations respond to social media, but here are three.
Creating a converged news operation
A converged news operation offers improved quality control, more efficient workflows, cost savings, a steady flow of original journalism across all devices, and new resulting business opportunities.
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.
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.
Developing the potential of your staff
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.
Creating a distinctive radio station sound
A radio station needs to have a unique and consistent sound and deliver content that the listeners can relate to. Developing a station's voice can help increase reach, ratings and impact.
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.