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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.

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

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.

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.

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?

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.

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

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.