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 Vera Kratochvil released via Creative Commons CC0 1.0 Public Domain Dedication.

Establishing a market differential

This article sets out the process for producing original, in-depth, issue-led journalism designed to inform the public debate.
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.
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?
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.
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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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Project management skills

Successful media projects, whether new programmes, live event coverage or product launches, rely on following specific regulatory rules and industry guidelines.
TV production gallery, image by David Brewer released via Creative Commons BY-NC-SA 4.0

The project management process

In this example, we were asked at short notice to help produce a televised debate between political candidates before a general election. We had three-and-half weeks to make it happen.
Project management image courtesy of pxhere and released under Creative Commons Universal

Project management in media

A media organisation must always remain alert to changing audience demand and behaviour. This involves continually examining what is produced to ensure that it is relevant to those who consume it.
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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.
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Funding the news – a guide to sustainability

Sustainable business models for media managers launching outlets in tough economic climates. Explore resilient strategies for long-term growth and stability.
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.
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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.
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