Sep 29
How much does media training cost?
Over the years, our firm has received literally hundreds of inquiries from prospective clients asking how much our media training sessions cost. When we tell them, some feel our prices are a bargain while others continue shopping for someone with a lower-priced package.
How much media training should cost is always a dilemma, both for the buyer, as well as the seller. Obviously, no media training firm wants to price their product out of reach for potential buyers, but at the same time; they can’t afford to lose money. And for the buyer, the best media training program in the world is worthless, if they can’t afford the purchase price.
Part of the problem, unfortunately, is that potential buyers often only see the quoted price as an equation that goes something like this: Fee + expenses divided by # of students (or program hours) = cost per hour or cost per student. Either way, the result can appear to look a bit hefty.
What they don’t see and sometimes don’t take into account is the cost of developing the program, equipment, staging and fine-tuning a workshop to make sure it is applicable to the client’s needs. Unfortunately, all clients’ needs are not alike and the expense of tailoring a program to meet the clients’ expectations can be formidable for the media training firm.
We were once asked to basically justify our workshop fees for a government agency that required annual contracts for our services. A simple flat fee for a daily workshop of media training, or a mock disaster, was insufficient, they said. They wanted to know how we arrived at the fee we were charging. They wanted it broken down to an hourly rate that would translate to the proposed fee.
To honor their request, I began keeping detailed records of the amount of time I spent in preparing for a workshop, along with the time spent by my colleagues. We also calculated what it would cost to rent the equipment we provided, the cost of workbooks, travel time, admin costs and everything else that went into the program. We did not include our costs for developing the program in the first place, or even attempt to put a price tag on the experience and expertise we brought to the equation.
The final result: if we had charged them our standard hourly rates – not including anything for developing the program - the price would have been dramatically higher than the fee we had proposed.
In the final analysis, however, the client rarely cares how much it costs the firm to conduct a media training workshop or mock disaster. Their concern should justifiably be centered on how much value it provides to them. Just as the media training firm can’t afford to put on programs that lose it money, the client can’t afford to pay for programs that provide little or no value.
In response to a question on media training costs posed on Crisis Management Forum.Com a few months ago, I commented there is some truth that you get what you pay for and advised against going with any firm, based on price alone.
Here are some factors I feel you should definitely think about before ever hiring a media training firm.
First, what is the firm’s experience? How long have they been doing media training and is it their full-time business, or just one of the services they provide? There is no certification nor licensing of media training firms, so just about anyone can put themselves out as a media trainer. Look up “media training” on Google sometime. There are literally thousands of firms to select from. Of those, relatively few work with major corporations and organizations day in and day out on a continual basis.
Who has the firm worked with in the past? What’s their client list look like? Does it include companies or organizations like yours? Can they provide references?
Who will be providing the training? What are their credentials? What is their experience? How long have they been doing training?
What’s the program look like? What does it include? What kind of instruction? How many on-camera interviews and critiques? Will it be tailored for your organization?
What’s included in the price? Does it include the camera and camera operator, study guides or workbooks, travel time and time for preparation?
Do you go to them, or do they come to you? Which way works best for you?
How large are their classes? Do they cap it at six or eight, twenty? Is it an “open enrollment” workshop for a number of students, or is it one specially designed for your organization?
Does it sound like it would fit your specific needs?
As I mentioned on the forum, fees for media training can range from a few hundred dollars to $10,000 or more. The industry standard, if there is one, probably lies somewhere in the $4,000 - $7,000 range for one-day group workshops, excluding expenses.
So how do you know if you’re getting the “right price?”
Talk to the firm. Talk to some of their clients. Make sure you’re comfortable with the firm, their presenters and their program. And, hopefully, you’ll find a firm that meets your needs, along with your budget.
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8:35 PM Sep 3