Strategy

Newsroom evolution from digital denial to digital first

Continually monitoring how content is being consumed by your audience, and responding quickly to technological and market opportunities, is essential to developing a sustainable business model.

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.

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.

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 uneasy but essential evolution of news

The audience, empowered with tools to choose, create, enrich and share, is the new superuser offering alternative sources and channels of information to those of mainstream providers.

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.

Basics of project development for a media organisation

A media organisation must always remain alert to changing audience demand and behaviour. This involves continually examining what is produced to ensure that it is relevant to those who consume it.

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