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Strategy

For those involved in developing a strategy for running a successful media business which informs and covers costs.

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Creating a converged news operation

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.
Senior journalists at NTV in Vinh, Nghệ An. Image by David Brewer released via Creative Commons.

Vision, accountability and transparency

A media organisation must be clear about what it stands for. If your audience puts its trust in the news you produce, then you need to set out your editorial values and be ready to be judged.
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Adapting to changing audience behaviour

The challenge of keeping up with changing audience behaviour and ensuring that the content that is produced is available on all the devices the audience uses to access information.
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The uneasy but essential evolution of news

The audience, empowered with tools to choose, create, enrich and share, is the new superuser offering alternative sources and channels of information to those of mainstream providers.
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Managing people and setting objectives

For most staff, personal objectives are the most important, but they also need to know about the wider objectives. It is the line manager's responsibility to set personal objectives to help employees contribute fully.
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Strategic forward planning for media organisations

This module looks at how media organisations need to plan ahead to produce original content that informs the public debate and covers the issues of most concern to the target audience.
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Identifying the target audience and its information needs

The first step in setting up a media business is to identify the audience you plan to serve. You need to know their information needs so that you can better serve them.
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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? There are many ways media organisations respond to social media, but here are three.
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Newspaper audience research – a Q & A

Audience research is essential if a newspaper is to remain relevant and generate revenue, but some publishers fail to gather adequate audience feedback. Here are some issues newspaper publishers should consider.
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Newsroom evolution from digital denial to digital first

Continually monitoring how content is being consumed by your audience, and responding quickly to technological and market opportunities, is essential to developing a sustainable business model.