Strategy
Our strategy section explores long-term planning and sustainable development for news organisations. Examine digital transformation, newsroom convergence, audience engagement, revenue diversification, organisational change management, and business models that support quality journalism. All material is free to download, adapt and use. Scroll down our site map for all the content in this and other sections.
Winning audience trust and loyalty
A media organisation needs to be clear about what it stands for in order to win the trust of the audience.
Audience research and segmentation
In a rapidly shifting media landscape, where consumers have more choice than ever, a deep understanding of the audience has become essential for all media companies.
From digital denial to digital first
Failure to recognise and keep up with changing audience behaviour is one of the most common reasons for media organisations struggling.
Managing people and setting objectives
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.
The uneasy but essential evolution of news
Empowered audiences now act as superusers, creating and sharing content to offer alternative information channels beyond mainstream media providers.
Planning a journalistic collaboration
Here we look at the practical steps needed in setting up an editorial collaboration with another news organisation or other information source.
Creating a converged newsroom
A converged news operation offers improved quality control, more efficient workflows, cost savings, a steady flow of original journalism across all devices, and new resulting business opportunities.
Social media test for mainstream media
Does your media organisation have a social media strategy. Does it reach out and connect with your audience on every device they are turning to for information?
The value of audience research
Knowing your audience and understanding the issues they face are essential factors in developing a compelling editorial proposition.
Reviewing news output is essential
A media house needs to be continually assessing whether its output is meeting the needs of the audience and achieving business targets.
Organisations supporting independent media
We have compiled a list of organisations that offer operational, strategic, and financial/business support for independent media, helping outlets survive, grow, and enhance their impact.
Knowing your audience
Identifying the target audience and discovering the information needs of readers, listeners and viewers, is essential for formulating an editorial proposition.
Project management in media
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.
Adapting to changing audience behaviour
Media organisations need to ensure that the content they produce is available on every device the audience turns to for information.
The 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.




![The uneasy but essential evolution of news Image by Rawpixels/a> released via CC[0] Wikimedia Commons](https://mediahelpingmedia.org/wp-content/uploads/2012/03/typewriter-218x150.jpg)









