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.

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.

Image by David Goehring released via Creative Commons CC BY 2.0

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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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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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.

Image of a researcher carrying out an audience survey - created using Imagen 3 by David Brewer of MHM

Audience research and segmentation

In a rapidly shifting media landscape, where consumers have more choice than ever, a deep understanding of the audience has become essential for all media companies.

Journalists and contributors from Hurriyat Sudan www.hurriyatsudan.com/ learning how to produce original journalism during a week-long training course held in Kampala, Uganda and organised by Fojo International

Female representation in news leadership and coverage

Is your news organisation and its output male dominated? Are women fairly represented in newsroom leadership roles and the stories covered?

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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.

Project management image courtesy of pxhere and released under Creative Commons Universal

Project management skills

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

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.

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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