freelancing


learning “


financial PRs and companies get into the business pages of nationals and trade/B2B magazines. She advises on interview technique as well as basics such as


when to call journalists during the day, which she says benefits journalists as well as PRs. “I used expertise in areas that I’d written about for years and understood,” she says. “Be aware that you have a lot of valuable information and don’t undercharge for it.” Deciding what to charge is a challenge. Rates can vary from £250 an hour to £1,000 a day. Agencies such as HarveyLeach, founded by journalists Andrew Harvey and Graham Leach charge around £3,900 a day for press and broadcast media training with two tutors and one camera operator. Rates depend on the client, content and length of session, and it can take months before an agreement is reached. “Most of my agonising is what am I going to put in my session and what am I going to charge,” says Jones. “Sometimes you walk into a company and you’re being paid a few hundred quid then you look around and think, ‘bloody hell, they spend more than that on croissants’. “It’s difficult to price. Often the client doesn’t know what


they want themselves. I’ve been paid £1,500 for a day’s work and that’s a good rate, but that’s not what you get every day. I do it case by case. I can do an hour for £250, but I wouldn’t charge a day rate of £2,500.” Simon Read was personal finance editor at The Independent and started media training after being made redundant in 2016. Read coaches senior executives in banking, investment and insurance, providing one-to-one training and crisis communications courses. “I tell people what journalists need so


that they can be as helpful as possible,” he says. “I teach them to be truthful rather than trying to be evasive. Fees vary, but I would advise anyone thinking of offering the service to start at £1,000 a day.” Although rates in


Manchester are not as high as those in London, Nugent finds it a lucrative sideline. “Of all the jobs I do, media training is the best paid because it’s corporate,” she says. Disillusioned with the fees in print journalism, Kay has shifted her focus to


theJournalist | 15


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


”


pursue more training opportunities. Two years ago, she branded her business Shoot the Messenger and developed a strong web presence. “I see huge potential,” she says. “I’ve done a lot of research


on rates and work with a trusted network of specialist journalists, news anchors, crews and studios to deliver sessions. I’d certainly say I can earn the equivalent or more than the sort of salary I would expect if I had risen through the ranks in a newspaper, magazine or TV and reached executive level after almost three decades. I see this as a new, rewarding chapter in my working life.” While media training can be well paid, it carries a lot of responsibility, especially when it involves crisis management. “Very often, companies don’t realise they need media training until they’ve had a Prince Andrew moment,” says Jones. “It’s high pressure. You could sink a company or lose someone their job if you’re not very good. It’s not just standing there talking about how to be a journalist – you’ve got to lead from the front, entertain and engage people and give them the skills that you promised. If you’re good at it, it can be lucrative – but it’s a difficult art.”


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