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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Setting up a media business

A media business is like a table with four legs - the target audience, the editorial proposition, values, and the market.
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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.
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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Knowing your audience

Identifying the target audience and discovering the information needs of readers, listeners and viewers, is essential for formulating an editorial proposition.
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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.
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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.
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.
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.
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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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Project management skills

Successful media projects, whether new programmes, live event coverage or product launches, rely on following specific regulatory rules and industry guidelines.
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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.
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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.
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