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.

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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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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The value of audience research

Knowing your audience and understanding the issues they face are essential factors in developing a compelling 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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Establishing a market differential

This article sets out the process for producing original, in-depth, issue-led journalism designed to inform the public debate.
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Forward planning for media organisations

This module looks at how media organisations need to plan ahead in order to produce original content that informs the public debate and makes the most efficient use of resources.
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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.
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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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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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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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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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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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