Course summary

Journalists and media professionals have a whole host of valuable skills and experiences that are in high demand across multiple sectors. But many of them don’t know how to translate this expert knowledge into media training that can earn them good money.

This online course will enable you to design and develop your own unique media training products - and learn how to successfully pitch and sell these to paying clients.

Over five weeks you’ll learn how to build original media training offerings from scratch, based on your own unique skills and strengths. You’ll also receive regular feedback from an experienced media trainer who has successfully designed and sold education products to clients from a range of different sectors.

Alongside essential resources, activities and discussion, you’ll be provided with step-by-step guidance and feedback throughout. This will include insider tips on how to best price and pitch your offerings for potential clients, and how to make the most of your professional media experience in the commercial world.

You’ll learn about what makes for high-quality teaching and training (pedagogy) alongside practical business skills. By the end of the course you will be able to produce media training you’re proud of and have the confidence to go and start selling.

Course curriculum


  • Introductions and welcome
  • Course objectives and weekly activities overview

Week 1: What makes a great course idea? 

  • What is Pedagogy? Why theories of teaching matter
  • Developing ideas for training products: Knowledge/skills audit
  • Market-led education… Not ‘educating the market’!
  • First steps to creating a course: Developing learning objectives

Week 2: What makes a happy client/learner?

  • Developing your training products to suit the client
  • Assessing client needs: Key questions to ask
  • Client / participant profiling – a tailored approach to course design
  • Teaching perspectives: developing your own unique style

Week 3: Building your course content

  • Why interaction and activities are key to leaning
  • Examples of different learning activities and resources
  • Constructive alignment: Matching activities to objectives
  • Education as a product and a process

Week 4: Creating a great learning experience

  • Reflective Cycles: What makes learning a ‘heaven’ or ‘hell’ experience?
  • Classroom management: troubleshooting common difficult situations
  • How to adapt your training to suit different formats
  • Evaluation forms and assessment: Are they essential?

Week 5: Pitching and selling your training product 

  • Five ways to generate leads and get new clients
  • Approaches to selling training (B2B vs B2C, solo vs 3rd party providers, etc.)
  • Client liaison: Tips for managing tricky situations
  • How to pitch, price and negotiate a fee for your training


  • All classes will be interactive and live, with opportunity for Q&A with the tutor.
  • The video classes will take place every Tuesday evening (6.30pm-8.30pm GMT) for five weeks.
  • Additional activities and resources will be provided to enhance the weekly learning objectives.
  • There is no formal assessment for this course.

Getting there

This is an online course taking place over weekly live video classes. You will gain access to the course materials from Tuesday 5 October and the live video classes take place on Tuesday evenings from 6.30pm-8.30pm GMT.

About Dr Holly Powell-Jones

Holly Powell-Jones is the founder of Online Media Law UK and has been designing and delivering her own professional media training since 2013.

She started her career as a broadcast journalist, producing content for Community Channel, BBC Radio London, UKRD, and Global Radio as a newsreader and reporter.

Her training for young people on ‘social media law and ethics’ was awarded four years of funding from the Office of the Police and Crime Commissioner for Surrey, reaching over 15,000 school pupils in its final year (2017).

She’s designed and delivered training courses for multiple audiences: From lecturing at universities, to leading corporate away days, to producing original video training series for clients such as SAGE Publishing and IMPRESS.

Holly is also an Associate Fellow of the Higher Education Academy (HEA), a qualified Arts Awards advisor, and a member of the NUJ Professional Training Committee.

Find out more:

Follow: @Holly_PJ or @OnlineMediaLaw


"Excellent course. Very good format bringing together presentation by Holly and group discussions. Holly is brilliant and entirely professional - very experienced, a very good communicator - she creates a very positive, creative, inspirational atmosphere.” - Sylvia Nagl, Autumn 2020 participant

"A considered, well-structured course that delivered everything it promised ... Academic insight into teaching activities, reassurance that I was already doing certain things right, inspiring content that sparked me to think of new approaches." - Karen Kay, Autumn 2020 participant

"Excellent. Great mix of worksheets, slides and enjoyed the group work with fellow participants. This provided an

opportunity to share ideas and past experiences... Holly was very generous in sharing tips from her own training experiences." - Nicole Trian, Autumn 2020 participant