THE NATIONAL UNION OF
JOURNALISTS OF UKRAINE
What is strategizing, and what tasks can regional media solve with the help of this tool? How to conduct strategic sessions and draw up an operational plan, and why the planned strategy sometimes does not work? This was found out by the participants of the workshop called Strategic Planning as a Tool for Media Development, which was recently held at the Dnipro Journalists’ Solidarity Center of the National Union of Journalists of Ukraine (NUJU). Nataliya Russu, an experienced media professional, a specialist in conducting strategic sessions, and an ICF standard coach, shared her experience and advice.
The media industry today is in the process of constant transformation, and regional media in Ukraine, in particular, are facing new challenges.
The media must learn to work like businesses
So in order not only to maintain their viability but also to develop in the information space, there is a need for planning activities subordinate to a clearly defined goal and strategy. That is why the role of strategic planning is becoming relevant.
She said that Ukrainian public organizations were the first to integrate strategic sessions into their development program, thanks to which they now receive grant assistance, find new partnerships, and support sustainable development. Later, businesses, authorities, pro-government, and budgetary institutions began to involve the tool. And now strategic planning is a trend that has a positive impact on the dynamics of organizations.
To make the meeting practical, the trainer modeled a strategic session, during which the participants defined the concept of strategic planning, its stages, and key aspects of implementation. For the imaginary media, they jointly clarified its vision and mission, outlined the goal, and determined the goals aimed at its implementation.
During the discussion, Nataliya Russu paid special attention to the difference between strategic and operational plans because a strategy can be developed for different periods of time – from several months to several years. However, it is important to understand that a strategic plan is a global document and is not a substitute for an operational plan that details tasks and stages of their implementation throughout the year.
Strategizing for the media: a choice or a necessity?
The workshop emphasized the need for strategic planning in the context of sustainable media development. As Tetiana Babenko, the editor-in-chief of the Kryvyi Rih newspaper, Metalurh, noted, media professionals should understand this and form a strategy for their media.
Reflecting on the need to involve such a tool, Tetiana Babenko added that each media outlet should decide this for itself, but if there is a desire to move forward, it is worth charting its route.
Nataliya Larionova, a displaced journalist from the Donetsk Region who currently lives in Dnipro, expressed special thanks for the workshop and emphasized the importance of such training.
How to draw up a strategic plan and make it work?
Write down the vision, mission, and goal that your media outlet seeks to achieve. Strategic planning begins with understanding why your media exists, what it wants to be in the future, and what long-term goal it aims to achieve. Use the SMART goal methodology to define a strategic goal. Following it will help you plan effectively, monitor progress, stay motivated, and achieve success.
Analyze the media’s strengths and weaknesses, opportunities, and threats (SWOT analysis). This will help you create a current picture of your media and define goals (which then need to be broken down into step-by-step tasks) aimed at its effective development.
Create an operational plan – a detailed action plan with specific tasks, deadlines, and who is responsible for each. Note that without an operational plan, the strategy will not be effective.
Call the Dnipro JSC by dialing 050 919 8479 (JSC coordinator Nataliya Nazarova). The Center’s address is 8 Starokozatska Street.
ABOUT JSC
The Journalists’ Solidarity Centers is an initiative of the NUJU implemented with the support of the International and European Federations of Journalists and UNESCO. The initiative is designated to help media representatives working in Ukraine during the war. The Centers operate in Kyiv, Lviv, Ivano-Frankivsk, Chernivtsi, Zaporizhzhia, and Dnipro and provide journalists with organizational, technical, legal, psychological, and other types of assistance.
ABOUT UNESCO
UNESCO is the United Nations Educational, Scientific, and Cultural Organization. It contributes to peace and security by promoting international cooperation in education, sciences, culture, communication, and information. UNESCO promotes knowledge sharing and the free flow of ideas to accelerate mutual understanding. It is the coordinator of the UN Action Plan on the Safety of Journalists and the Issue of Impunity, which aims to create a free and safe environment for journalists and media workers, thus strengthening peace, democracy, and sustainable development worldwide. UNESCO is working closely with its partner organizations in Ukraine to provide support to journalists on the ground.
The designations employed and the presentation of material throughout this digest do not imply the expression of any opinion whatsoever on the part of UNESCO concerning the legal status of any country, territory, city, or area or its authorities or concerning the delimitation of its frontiers or boundaries.
The authors are responsible for the choice and the presentation of the facts contained in this digest and for the opinions expressed therein, which are not necessarily those of UNESCO and do not commit to the organization.
Dnipro JSC information service
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