Do research about the organization's values and read up on the articles and pieces in that publication and try your best to identify the intent behind the direction they're taking with its content. Ask yourself, Why this topic at this time? Question the content and see if you can discern the editor's intent, which may give you some insight into the company's goals.

It's not always possible to get a glimpse of where the company is heading, but you can always keep an eye out for the industry as a whole. For instance, newspapers may be looking for ways to integrate technology and social media into the print publication to stay relevant and increase reader engagement.

With all this in mind, develop your response by thinking about how your goals can benefit the organization. You can choose to give a broad overview or give a very specific goal that you'd like to achieve. Explain your motivation for achieving it and how it benefits the newspaper.