Strategy

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.

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.

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.

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.

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.

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.

Preparing and introducing a media corporate plan

The corporate plan is the most important tool in a media chief executive’s toolbox. Without it the media organisation can become lost and directionless.

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...

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News writing for beginners

A journalist writing a news story is the author, organiser and decision maker. Without them the story may never be told. They make the most important decision of all by asking the question - is there a story?

What is news?

Here we consider what makes one thing worth reporting, while another thing is not. We offer a test for news which can work in all societies. We consider what makes some news stories stronger than others.

Confronting editorial bias in election coverage

Allegations of bias in the news media happen all the time, but they are most evident at election time. When deadlines are tight and pressures are greatest, the weighing of these factors may be less thorough.