The Entrepreneurial Journalist's Toolkit

Chapter 12

Strategic Planning and Management

One of the great things about managing and maintaining media organizations is that the tools most likely to grow a small business these days are the very means of communication that are the foundation of the business. Two of the business magazine Fast Company’s “five essential principles for growing your small business” are “brand, brand, brand” and “embrace technology.” In its discussion of branding, the magazine includes suggestions to narrow your target audience and not “try to be all things to all people,” to foster the community’s emotional attachment to the brand, and to “inspire and influence your audience.”¹ Happily, if you’ve followed the tips in this book, you’re already quite focused on ...