Strategy

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.

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.

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.

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.

Adapting to changing audience behaviour

The challenge of keeping up with changing audience behaviour and ensuring that the content that is produced is available on all the devices the audience uses to access information.

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.

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...

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.

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The relationship between journalists and politicians

The relationship between journalists and politicians is often strained. At times it seems each has an agenda. Here we list eight attitudes that can influence how journalists and politicians interact.

How media assistance could improve

Trainers have as much to learn as they have to give. That’s the message to those offering media assistance in transition and post-conflict countries from some of those on the receiving end.

What it takes to be a journalist

Our journalism should be factual, accurate, and easy to understand, and we must be committed to finding original stories and telling them in a way that makes sense to the audience.