This free educational module is designed to teach media managers the essential steps needed for developing a successful strategy for their organisations.
The module provides a comprehensive overview of media strategy development and implementation in the contemporary landscape. It’s designed to be adapted by universities and colleges to meet local needs. Media managers attending the course will explore the most important aspects of strategic planning, audience analysis, content creation, and organisational management, focusing on adapting to evolving media environments. Through practical exercises and analysis of real-world examples, students will learn to develop and apply effective media strategies to ensure organisational success and sustainability.
Week 1: Foundations of media strategy
- Setting up a media business: four essential steps: This resource provides a foundational understanding of the initial steps required to establish a media business. It highlights the importance of market analysis, business planning, and resource allocation. This will be used to demonstrate how strategic thinking is needed from the very start of a media organisation.
- The value of thorough research for media organisations: Emphasising the critical role of research in informing strategic decisions, this resource underscores the importance of data-driven approaches. Students will learn how to gather and analyse information to understand market trends and audience needs.
- Identifying the target audience and its information needs: Understanding the target audience is paramount for any successful media strategy. This resource guides students in identifying and analysing audience demographics, behaviours, and information needs.
- Newspaper audience research: This resource provides specific insight into audience research for newspapers, which allows a student to recognise how different media platforms will require different research strategies.
- Discussion: The importance of research-driven strategy and initial business setup.
- Assignment: Students will begin developing a preliminary audience analysis for a chosen media organisation.
Week 2: Strategic planning and adaptation
- Preparing and introducing a media corporate plan: This resource details the process of creating and implementing a comprehensive corporate plan, which is essential for long-term organisational success. Students will learn how to define objectives, develop strategies, and monitor progress.
- Adapting to changing audience behaviour and monitoring the market: In today’s rapidly evolving media landscape, adaptability is crucial. This resource explores methods for monitoring market trends and adjusting strategies to meet changing audience needs.
- Vision, accountability, and transparency: This resource emphasises the importance of clear vision, accountability, and transparency in media organisations. Students will learn how these principles contribute to building trust and fostering a positive organisational culture.
- Discussion: About the need for a corporate plan, monitoring the market, and accountability and transparency.
- Assignment: Students will develop a preliminary corporate plan for their chosen media organisation.
Week 3: Content strategy and innovation
- Establishing a market differential with original journalism: This resource highlights the importance of creating unique and compelling content to stand out in a competitive market. Students will learn how to leverage original journalism to build brand loyalty and attract audiences.
- Newsroom evolution: from digital denial to digital first: This resource traces the evolution of newsrooms in response to digital disruption, illustrating the shift towards a digital-first approach. Students will learn how to integrate digital strategies into traditional media operations.
- Introducing a converged newsroom strategy: This resource explores the concept of converged newsrooms and its benefits, demonstrating how integrating various media platforms can enhance content delivery and audience engagement.
- Creating a converged news operation: This resource gives practical advice on how to create a converged news operation.
- Convergence workflows, roles and responsibilities: This resource helps to understand the management of a converged newsroom.
- Lesson – Newsroom convergence: This lesson provide further examples and practical knowledge of a converged newsroom.
- This free educational module is designed to teach media managers the essential steps needed for developing a successful strategy for their organisations.
- Assignment: Students will develop a content strategy for their chosen media organisation, focusing on digital integration.
Week 4: Organisational management and leadership
- Developing the potential of your staff: This resource emphasises the importance of investing in staff development to enhance organisational capabilities and foster a culture of continuous learning.
- Managing people and setting objectives: Effective leadership is essential for driving organisational success. This resource provides guidance on managing teams, setting clear objectives, and fostering a positive work environment.
- Discussion: The role of leadership in driving strategic initiatives.
- Assignment: Students will develop a plan for staff development and team management for their chosen media organisation.
Week 5: Project management and implementation
- An example of the media project management process: This resource provides a practical example of the project management process in a media context, illustrating the steps involved in planning, executing, and evaluating projects.
- The skills and techniques of media project management: This resource outlines the essential skills and techniques required for effective media project management, including planning, scheduling, and risk management.
- Basics of project development for a media organisation: This resource covers the fundamental principles of project development in a media organisation, from initial concept to final execution.
- Lesson – Project management: This lesson offer practical information regarding project management.
- Discussion: The importance of structured project management in media organisations.
- Assignment: Students will develop a project plan for a specific strategic initiative for their chosen media organisation.
Week 6: Sales strategy and evaluation
- How to develop a media sales strategy: This resource provides guidance on developing effective media sales strategies to generate revenue and ensure organisational sustainability.
- Final presentations: Students will present their comprehensive media strategies, incorporating all elements covered throughout the module.
- Evaluation and feedback: Peer and instructor feedback on student presentations.
- Module review: Summary of key learnings and discussion of future trends in media strategy.
Timetable:
- Week 1: Foundations of media strategy
- Week 2: Strategic planning and adaptation
- Week 3: Content strategy and innovation
- Week 4: Organisational management and leadership
- Week 5: Project management and implementation
- Week 6: Sales strategy and evaluation
Summary:
The ‘Media strategy’ module is designed to equip media managers with the essential skills and knowledge to navigate the complexities of modern media management. Over six weeks, those attending will delve into the core principles of strategic planning, audience engagement, and organisational adaptation. The module emphasises the importance of research, innovation, and effective leadership in driving media organisations forward. Attendees will learn to develop comprehensive media strategies, manage projects effectively, and foster a dynamic and responsive media environment.
