Media training and understanding journalists for agency clients

Do you want to give your clients the very best chance to get the coverage they need?

In 2017, I launched a special service for PR agencies.

I work directly with their clients to provide media & public speaking training alongside skills and tips to help clients understand what editors and journalists really want – and the hurdles PRs face.


Working with agencies of all sizes in the fashion, travel and lifestyle sector, I provide bespoke half day training sessions, at an affordable price, to educate clients on:

What makes a great story

Why pitches are more powerful than press releases

Interview preparation and skills

Broadcast success

Dealing with journalists and editors – and what to expect

How to get your message across and give a journalist what they need to produce brilliant content

Confidence-building and media coaching are built into the sessions and I help clients find compelling angles to promote their company and enhance their profile in the long-term: this is ammunition for them to fall back on time and again in interviews.

Clients are the centre of attention throughout and can try out their new/refreshed skills in a dummy interview at the end of the session.

Questions about the media are welcome – your clients will receive honest, up-to-date answers that really help them understand the day-to-day difficulties PRs face.

Agency staff can approve the timetable and content plan before I meet the client and are very welcome to sit in on the workshop. I can run the session at your office or in their home/workplace: some agencies pay for the training, others ask me to invoice the client directly.

I always work flexibly to offer you the most beneficial service.

Dovetail Agency

I work regularly with the Dovetail Agency to provide media training for its clients – here’s what the agency says:

“As an agency we have worked with Jo Payton to provide bespoke media training for a number of our clients. Jo’s professional approach combined with her charisma and warm nature puts people at ease almost immediately. Jo is prepared ahead of each session, learning details of the client’s business and their individual requirements. This ensures effective results, with glowing feedback from each client who have seen their confidence and skill-set for handling media improve dramatically. Her subsequent follow-up provides useful guidance and tailored notes for future reference. We look forward to continuing to work with Jo for our media training needs.”

More testimonials:

“The media training [also] helped me to understand what content journalists are looking for when covering a story.” Agency feedback, June 2017

“[After you’d helped us re-think our press release] I called the agency and told her that I absolutely LOVE it! You made me so emotional! Thank you, thank you!” Client feedback, May 2017

“It was an incredibly useful session.” Agency feedback, June 2017

“I really enjoyed the day.” Client feedback, June 2017

“Thank you so much for explaining everything in a simple yet complete way.” Client feedback, May 2017

“I would like to thank you for my first media training, such a pleasure to work with you and it helped me a lot.” Client feedback, February 2017


Price: £250 for a 3.5 hour session with one client (for larger group rates, please email)

Please note: Expenses will be added for travel outside London

Find out more about my experience as a teacher and trainer

To enquire about this special service, and give your clients the very best chance to get the coverage they need, please email

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