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.

Sudanese journalist working on a project plan - image by David Brewer of MHM

Community radio project plan

Launching a community radio station is a complicated exercise with lots of overlapping elements. The most important thing to do, before you do anything else, is to stop and think.
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Forward planning for media organisations

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.
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.
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.
Image by CM David released via Wikimedia Commons

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.
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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.
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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.
Image by Ben Sutherland released via Creative Commons CC BY 2.0

Newspaper audience research

Audience research is essential if a newspaper is to remain relevant and generate revenue, but some publishers fail to gather adequate audience feedback.
Logos of media support organisations

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.
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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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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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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.
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