Strategy

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.

Identifying the target audience and discovering the information needs of readers, listeners and viewers, is essential for formulating an editorial proposition.

If you are planning a media project - whether it be a new programme, covering a live event, launching a new product, there are certain rules you should observe.

Newsroom collaborations are a powerful way to bolster and broaden journalism, allowing all types of organisations, from established global media to new digital ventures and local community sites, to produce original, in-depth, investigative reports.

A media organisation needs to be clear about what it stands for in order to win the trust of the audience.

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?

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.

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.