Strategy

A radio station needs to have a unique and consistent sound and deliver content that the listeners can relate to. Developing a station's voice can help increase reach, ratings and impact.

A media business is like a table with four legs. These are the media organisation's target audience, the core editorial proposition that it offers to that audience, the values that the business holds dear, and the market that sustains the business. Each leg has to be strong and firm. If one leg is weak, the table wobbles. A shaky media organisation is not good.

Knowing your audience, understanding the issues they face, and being aware of what they think about society - and your media organisation in particular - are important factors for fine-tuning what you offer in order to better inform the public debate.

Sustainable journalism in practice - how it affects newsrooms in terms of values, challenges, transparency and production.

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.

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.

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.

This module is about producing original, in-depth, issue-led journalism designed to inform the public debate and meet the needs of your target audience while giving you a market differential.