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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Project management in media

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Adapting to changing audience behaviour

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The uneasy but essential evolution of news

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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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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.

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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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Establishing a market differential

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

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.

The skills of media project management

If you are planning a media project - whether it be a new programme, covering a live event, launching a new product, there are certain rules you should observe.

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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.

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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.