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.

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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.

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.

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A proven way to finance independent media

The Media Development Investment Fund (MDIF) offers a distinctive route to media sustainability, combining mission-driven financing with deep strategic support to strengthen independent journalism worldwide.

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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.

Organisations supporting independent media

We have compiled a list of organisations that offer operational, strategic, and financial/business support for independent media, helping outlets survive, grow, and enhance their impact.

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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.

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Reviewing news output is essential

A media house needs to be continually assessing whether its output is meeting the needs of the audience and achieving business targets.

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.

Newsroom collaboration graphic created with Gemini AI

Collaborative journalism explained

Newsroom collaboration empowers diverse media outlets to produce original, in-depth investigative reports, broadening the reach and impact of modern journalism.

Media strategy training Kenya. Image by David Brewer shared via Creative Commons

Preparing a media corporate plan

The corporate plan is the most important tool in a media chief executive’s toolbox. Without it the media organisation can become lost and directionless.

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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.

Convergence graphic created by MHM with Microsoft AI Image Creator

Convergence: transforming news production

Introducing a converged news operation is rarely easy. Those trying to introduce changes in workflows, roles and responsibilities are often met with resistance.

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