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 Werner Anderson released via Wikimedia Commons (CC BY 2.0)

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 by Ben Sutherland released via Creative Commons CC BY 2.0

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.
Women in Media - a MHM training article graphic

Female representation in news leadership and coverage

Is your newsroom and output male-dominated? Are women fairly represented in leadership and stories? Do your staff and news agenda reflect society?
Social Media Strategy - a MHM training article graphic

Social media test for mainstream media

Does your media organisation have a social media strategy, reaching out and connecting with your audience on every device they turn to for information?
Image by Mia Judkin released via Creative Commons CC BY-SA 2.0

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.
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.
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.
Collaboration - a MHM Training Article Graphic

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.
Project Management - a MHM training article graphic

Project management in media

Media houses continually revise their output to ensure that they retain the existing audience and attract new listeners, viewers, and readers.
Image by Rawpixels/a> released via CC[0] Wikimedia Commons

The uneasy but essential evolution of news

Empowered audiences now act as superusers, creating and sharing content to offer alternative information channels beyond mainstream media providers.
Audience Segmentation - a MHM training article graphic with an image of a researcher surveying people in the street.

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.
Changing Audience Behaviour - a MHM training article graphic

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.
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