Media 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.

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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.
Radio training in Jaffna, Sri Lanka. Image by David Brewer shared via Creative Commons BY-NC-SA 4.0

Creating a distinctive radio station sound

A radio station can only achieve impact if it has a unique and consistent sound and delivers content that the listeners can relate to.
Image by Vera Kratochvil released via Creative Commons CC0 1.0 Public Domain Dedication.

Establishing a market differential

This article sets out the process for producing original, in-depth, issue-led journalism designed to inform the public debate.
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Creating a current affairs programme

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

Sustainable business models for media managers launching outlets in tough economic climates. Explore resilient strategies for long-term growth and stability.
Senior journalists at NTV in Vinh, Nghệ An. Image by David Brewer released via Creative Commons.

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.
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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?
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Developing a media sales strategy

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.
Image to illustrate the MDIF approach in Asia

A proven way to finance independent media

The Media Development Investment Fund (MDIF) offers a distinctive route to media sustainability, combining mission-driven financing with deep strategic support to strengthen independent journalism worldwide. 
Newsroom collaboration graphic created with Gemini AI

Collaborative journalism explained

Newsroom collaboration empowers diverse media outlets to produce original, in-depth investigative reports, broadening the reach and impact of modern journalism.
TV production gallery, image by David Brewer released via Creative Commons BY-NC-SA 4.0

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.
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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.
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