Entrepreneurial journalist makes headlines at School of News

A FORMER BBC Radio 4 and 5live broadcaster has launched a specialist media company based at MediaCityUK.

The School of News is a media training and education company founded by Caroline Cheetham – a journalist with almost 20 years experience on regional and national newspapers and in network radio.

Using professional studios at MediaCity she works with experienced journalists, broadcasters and trainers to offer corporate and public sector clients an insight into the media.

The courses include strategies in dealing with tough questions, communicating key messages, turning a negative into a positive and crisis management.

Clients also find out how to position themselves publically as experts in their field. Delegates face TV, radio, print and online interviews with journalists from ITV, BBC and national newspapers.

So far School of News has worked with lawyers, bankers, local authority executives and elected members, doctors and senior police chiefs to enable them to engage with the media and communicate effectively.

Caroline, who also still works as a freelance writer and broadcaster, said: “Every organisation has to be able to communicate its message, to speak to customers, clients and competitors, and to deal with tough questions at times. We help our clients do that with confidence.

“Everyone I have worked with as a media trainer from doctors and police officers to banking executives, has walked away feeling more confident in dealing with the media, and more willing to put their skills into practice.”

“There are three key aspects to our courses which sets us apart from others. Firstly, they are practical – delegates are interviewed on different scenarios throughout the day and are given in-depth feedback.

“Secondly, the journalists we use are not only vastly experienced, the majority still work in the industry. Thirdly, while we have a technical team and we can still bring the media training to our clients’ offices, many are now relishing the opportunity to be trained in the professional studio space at MediaCityUK, which really enhances the experience.”

As well as media training professionals, the School of News also runs summer schools in media and journalism for school and college pupils. This summer almost 100 teenagers took part.

Caroline added: “The summer schools really help young people with a passion for media to find out more, have loads of fun and try something completely different.”

She began here career in journalism almost 20 years ago at the weekly Chorley Guardian newspaper before moving to the Oldham Evening Chronicle and then the Manchester Evening News.

She worked across local and national newspapers before joining the BBC to work as a programme maker and reporter for Radio 5 live and BBC Radio 4.

She still contributes to programmes on Radio 5 live and Radio 4. She is also a news writer for the national press and a health feature writer for Good Health in the Daily Mail.

Caroline is also a Visiting Fellow at the University of Salford where she lectures in Journalism and Creative Media.