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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.

Audience research is essential if a newspaper is to remain relevant and generate revenue, but some publishers fail to gather adequate audience feedback.

A media business is like a table with four legs - the target audience, the editorial proposition, values, and the market.

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

Is your news organisation and its output male dominated? Are women fairly represented in newsroom leadership roles and the stories covered?

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

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

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.

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.

Launching a community radio station is a complicated exercise with lots of overlapping elements. The most important thing to do, before you do anything else, is to stop and think.

A converged news operation offers improved quality control, more efficient workflows, cost savings, a steady flow of original journalism across all devices, and new resulting business opportunities.

Failure to recognise and keep up with changing audience behaviour is one of the most common reasons for media organisations struggling.