Media Training: Why Invest in It & How Much Does it Cost?

1. ‘Media training’ is more important than ever, because in 2025 spokespeople need to be competent, relatable story tellers. And good media training will do that.
2. A refresher is always worth it. It’ll ensure good opportunities aren’t messed up through inexperience.
3. On average, media training will cost you £1k per person for groups of 6+ people, and £5k in total for groups of 5 or less.

Here are some questions about media training that I hear fairly regularly these days, and spoiler alert – the answer to all of them is no:

Is media training just for captains of industry? Or businesses at risk of crises and being doorstepped by journalists? No.

In the age of ‘authenticity’, media training matters less, right? Wrong. Dashing off a video of your true self and opinions is what the audience really wants to see, right? Wrong again.

If you get media trained, you’ll turn into a formal, suit-wearing corporate puppet and sound too rehearsed. Wrong.

Because what you say and how you say it matters. And with mistrust and misinformation at an all-time high, it has never mattered more. It isn’t about being polished and word perfect. It’s about saying the right thing, in the right way, when it’s needed.

When I first started media training over 20 years ago, the focus was very much on print, radio and TV. Those mediums are still important. But now there are many more mediums to consider – social content, podcasts, in person, video call, even voice notes to journalists. There will be others I haven’t mentioned. So whilst media training was once about how to answer journalist questions effectively and land key messages, its need has morphed. And beyond talking to the media too.

The leaders in your business now need to be engaging brand ambassadors, inspiring confidence and trust in the organisation. You don’t want to only be inspiring confidence in response to a crisis, you want it all the time so that when a crisis hits, you’ve got goodwill in the bank to cushion the blow.

Audiences are savvy and cynical. They know corporate speak when they hear it. And they don’t want to hear it anymore. Businesses need trust to be successful and trust comes from people and their behaviour. So, business leaders also need to tell a compelling, relatable narrative – call it a story – that will cut through the huge content noise surrounding stakeholders.

Another point I hear a lot is “oh yes he was media trained a few years ago, he’ll be fine.” Hmm, no probably not. Is the business message exactly the same as it was a few years ago? Have those skills been practised, or left to go dusty on a cerebral shelf? Is it worth the risk of getting it wrong? Err on the safe side and do a refresher.

• In person workshops are more effective than online, and more expensive
• Individual training is going to be more expensive because it will be more intensive and intense. It can be useful to learn from watching others, but senior leaders might prefer to learn in private
• Allow half a day minimum for a workshop – usually a full day is required
• Providers vary, as some will involve working journalists and those fees need to be included too. The learning experience is better if working journalists are involved
• Expect to pay from £1,000 per person for the training if it is a group of 6+ – this is a skill not time-based expense. Don’t expect to pay much less than £5k for good training unless it’s an individual or shorter refresher course.

Need expert media training? We’ve been training spokespeople for more than 20 years. Get in touch at susannah@energypr.co.uk to find out more.