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A media organisation that introduces a converged news operation needs to have a clear strategy that is understood and makes sense to all news and business development staff.

A media business is like a table with four legs. These are the media organisation's target audience, the core editorial proposition that it offers to that audience, the values that the business holds dear, and the market that sustains the business. Each leg has to be strong and firm. If one leg is weak, the table wobbles. A shaky media organisation is not good.

This module looks at how media organisations need to plan ahead to produce original content that informs the public debate and covers the issues of most concern to the target audience.

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.

Small news organisations, eager to offer their audience a wider choice of news, can now take advantage of a free international wires service currently syndicating in 90 languages.

A radio station needs to have a unique and consistent sound and deliver content that the listeners can relate to. Developing a station's voice can help increase reach, ratings and impact.

This module is about producing original, in-depth, issue-led journalism designed to inform the public debate and meet the needs of your target audience while giving you a market differential.

Does your media organisation have a social media strategy. Does it reach out and connect with your audience? There are many ways media organisations respond to social media, but here are three.