Prospective clients often begin with a straightforward question: “How much does media training cost?”
If we already know each other, that’s fine — a few details over email and we can send a sensible proposal. But for first-time contacts, we always insist on a short conversation first. Not a long one, but an essential one.
That’s because the cost of media training depends on what you actually need. The question “how much?” needs to be followed by “for whom?”, “for what purpose?”, and “in what format?” before anyone can give a realistic answer.
We once saw someone ask for media training rates in a Facebook group. A well-meaning contact immediately offered a (very low) number. What they didn’t do was ask how many delegates were involved, what the objectives were, whether the target media required a camera operator or a studio setup, or even whether suitable training space was available.
If someone quotes a fee without asking those questions, it’s worth walking away. You’re not being quoted for what you need — you’re being quoted for what they happen to sell.
Preparation Gets the Best Out of Everyone
A detailed brief always leads to better results — for both trainers and delegates.
If, for example, your chief executive is preparing for a Bloomberg interview, the training focus will be very different from a friendly appearance on BBC Breakfast. (We even offer studio sessions with sofas for that purpose.) If there’s no broadcast media in sight, investing in a camera operator might be unnecessary.
And if someone promises to train “as many people as you want” in half a day, beware. That’s not tailored coaching — it’s a workshop in disguise.
A good trainer will also want to understand the delegate’s key messages, even if those aren’t used explicitly in the exercises. Knowing the objectives helps us test whether your spokespeople can introduce those messages naturally in conversation.
It’s also vital to understand the people themselves. Are they confident or cautious? Do they go too technical for a general audience, or not technical enough for the trade press? A five-minute call to discuss those dynamics makes a world of difference.
The Right Brief Builds Better Spokespeople
At Clapperton Media Associates, we’re proud of the testimonials and feedback our training receives. But the best sessions don’t just happen — they’re built on smart preparation and clear expectations.
If you’re in PR and want your client’s media training to be outstanding rather than just adequate, be a great briefer. Five minutes of planning can make hours of difference on the day.
(Image: Kalyan Shah)
