Strategy

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.

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.

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.

Ensuring female representation in news leadership and coverage

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

An example of the media project management process

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.

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Journalism and the public interest

A journalist has no right to intrude on the personal lives of others except in cases where doing so will serve the public interest. We need to be crystal clear on what we mean by public interest.

What to avoid when reporting conflict

Reporting about conflict and working in a conflict zone is complex. The journalist needs to be sensitive, have an understanding of history, be aware of cultural issues, and put people before the story. 

Compiling an investigative journalism dossier

Discipline, order and a well thought out plan are essential for successful investigative journalism. It starts with the compilation of a solid dossier built with meticulous precision and executed with an attention to detail.