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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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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Knowing your audience

Identifying the target audience and discovering the information needs of readers, listeners and viewers, is essential for formulating an editorial proposition.
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.
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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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The value of audience research

Knowing your audience and understanding the issues they face are essential factors in developing a compelling editorial proposition.
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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.
Newsroom collaboration graphic created with Gemini AI

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.
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Establishing a market differential

This article sets out the process for producing original, in-depth, issue-led journalism designed to inform the public debate.
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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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.
Convergence graphic created by MHM with Microsoft AI Image Creator

Convergence: transforming news production

Introducing a converged news operation is rarely easy. Those trying to introduce changes in workflows, roles and responsibilities are often met with resistance.
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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