Strategy

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.

Media managers need to set clear objectives for all staff in order to get the best out of those who work for the news organisation.

Is your news organisation and its output male dominated? Are women fairly represented in newsroom leadership roles and the stories covered?

This module looks at how media organisations need to plan ahead in order to produce original content that informs the public debate and makes the most efficient use of resources.

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.

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.

A media business is like a table with four legs - the target audience, the editorial proposition, values, and the market.

In this article we look at the steps involved in creating a news and current affairs programme based on the needs of the target audience.