Earning from


Ruth Addicott explains how to make media training successful and lucrative


W


hile freelance rates are falling on print publications, there is one area that continues to thrive. As Prince Andrew demonstrated on Newsnight late last year, some people need media training – and it is in demand. Whether


it’s crisis management or securing coverage, journalists know what it takes to get in the spotlight and are increasingly drafted in to help out. While some might argue that media training can stand in


the way of a good story, for many freelances it is an interesting sideline and a means to support their income from journalism. So how does it work? How do you get into it? And how well does it pay? Journalist and broadcaster Karen Kay started media training after she was approached by a PR and asked if she could help prepare a client for a media launch. A former Sky News correspondent with a background in tabloids and broadsheets, she held mock interviews and sessions on how to handle challenging questions and was soon receiving numerous requests to run workshops. She has worked with brands such as Laura Mercier, Sony


Mobile, Odeon, Crowne Plaza, Adidas, Duracell and Twinings and structured each session around the clients’ needs whether it was TV or radio studio based, or in their office. “Most media training businesses focus on crisis comms and the corporate sector, which I also do, but I’ve created a niche working with consumer brands to support their spokespeople,” she says. “I help brand ambassadors, including chefs, make-up artists and hair stylists who do practical demonstrations, with appearances on TV shopping channels and magazine shows, as well as news interviews.” Like many freelances, Kay was working from home, largely


in isolation and found the sessions fulfilling as they were interactive and her experience was valued. Journalist and broadcaster Andy Jones writes for nationals and glossies and has fronted programmes such as BBC’s Inside Out and Channel 4’s Dispatches. He has been media training for 10 years and offers a multimedia package from radio and podcasts to press release writing. He’s worked with companies such as O2 and Virgin Money. “To be a media trainer, you’ve got to be a Swiss army knife


– have the tools to be able to do a bit of everything,” he says. “You’ve got to be able to stand in front of people who are at the top of their game and pass on knowledge and skills in a way that gets them on side and shows them you know what you’re doing.”


14 | theJournalist “You could be training a room full of professional footballers


who’d rather be out on the pitch or the singer of a new guitar band who thinks interviews are stupid. You could be training one of the finest surgeons in the world who has been elected to speak on behalf of an NHS body. The company that hired you might think you’re brilliant – but the person you’re speaking to might see you as a threat. It can be a real act of diplomacy.” Jones says you have to think on your feet, especially if there is a technical hitch or the office has no media screen. He was once booked to train three people and turned up to find 15. Dr Janine David is a GP who specialises in sexual health and did media training with Glenn Kinsey when she increased her TV and radio work. “I felt I needed it to build confidence as a presenter,” she


says. “There was lots of information regarding how to speak confidently in front of camera, and even practical tips such as what to wear. It certainly improved my skills at presenting, I now feel much calmer and in control when I speak in public.” Manchester-based freelance Helen Nugent provides coaching alongside lecturing, copywriting and editing website Northern Soul. With a business journalism background and 10 years on The Times, Nugent has created a niche helping


Top tips


Fixing a fee Factor in how much work is involved. “It’s vital to value your journalism experience and expertise,” says Karen Kay (shootthemessenger.tv). “Being booked for half a day isn’t actually half a day’s work – you need to invest substantial time preparing, so quote fees accordingly.”


Prepare Create a professional website, boost your LinkedIn profile and get reliable equipment and insurance. Create a product that is useful, sellable and engaging.


Skills Assess your skills and research your markets. For


example, freelance journalist and podcaster Suchandrika Chakrabarti (suchandrika. com) covers social media strategy, search engine optimisation, writing for the web, mobile journalism and interviewing, but says the biggest demand is for podcasting.


Know – or no If you haven’t got the skills, say no. Andy Jones (andyjones.co.uk) says: “People want different things. If you’ve worked 20 years on a national and they want to set up a YouTube channel, have you got the skillset to do that? You’re only as good as your last job.”


Don’t pander “I am totally honest about clients’ strengths or weaknesses and have even


advised some to avoid facing the media,” says Simon Read (linkedin.com/in/simonread). “People pay for your expertise – not to pander to them. Base your training on your experience. I tell people how journalists will react, not how to pitch.”


Be professional “You need to be a confident businessperson, with clear terms and conditions and agreed contracts,” says Kay. “Discretion is imperative – and professional ethics. I never blur the lines between working as a media trainer and as a journalist. I’m sometimes exposed to sensitive information so I have to draw a line and treat every client as if I have signed an NDA (non disclosure agreement) – which I often do.”


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24