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.

Image by Megan Finn released via Creative Commons CC BY-ND 2.0

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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Project management skills

Successful media projects, whether new programmes, live event coverage or product launches, rely on following specific regulatory rules and industry guidelines.
Media strategy training Kenya. Image by David Brewer shared via Creative Commons

Preparing a media corporate plan

The corporate plan is the most important tool in a media chief executive’s toolbox. Without it the media organisation can become lost and directionless.
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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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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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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.
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.
The podcast studio at Petit Press using the DAM - Image courtesy of Petit Press

Moving to cloud-based publishing

Discover how a media house in Slovakia slashed costs, increased productivity, and introduced newsroom efficiencies by publishing in the cloud.
Photograph of Journalism training in Vietnam by David Brewer released via Creative Commons

Managing people and setting objectives

Media managers need to set clear objectives for all staff in order to get the best out of those who work for the news organisation.
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.
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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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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