Strategy

The audience, empowered with tools to choose, create, enrich and share, is the new superuser offering alternative sources and channels of information to those of mainstream providers.

Media training is about investing in people - your staff. They are your most precious resource. Without well-trained and motivated staff, you will struggle to deliver the right quality of content to your audience.

What is needed to manage a successful media project from start to finish. The second training module in our series on project management.

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.

Continually monitoring how content is being consumed by your audience, and responding quickly to technological and market opportunities, is essential to developing a sustainable business model.

The first step in setting up a media business is to identify the audience you plan to serve. You need to know their information needs so that you can better serve them.

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.