4 February 2021: Vicky Frost, a senior editor with national and digital media experience across brands including The Guardian and HuffPost UK, has been appointed Director of Training at PA Training, the learning arm of PA Media, the national news agency for the UK and Ireland.
Vicky joins PA Training as the business expands to incorporate bespoke media training into its core offering for journalists and communications professionals. She will also scale up the business’ apprenticeship programmes for journalists and communications professionals to meet growing demand from customers across media, healthcare, the public sector, financial services, central and local government and more.
In her new role, Vicky will oversee all four strands of the consolidated PA Training portfolio: Journalism Training, including full-time and part-time NCTJ accredited courses; Apprenticeship Training for partners across a range of sectors; PR and Communications courses to develop critical skills for practitioners; and Media Training for spokespeople across a range of sectors.
As well as ensuring the ongoing commercial success of the PA Training business, Vicky will work to develop and innovate all course programmes to maintain relevance in a changing media industry.
Vicky’s career in journalism has included significant commercial and product collaborations which have elevated brands’ editorial offering and grown revenues.
She joins PA Training from the Evening Standard, where, as Editor of the ‘Future London’ strand, she edits long-term editorial projects that are supported by commercial partners. She was previously Executive Editor for ‘Life’ at HuffPost UK, where she executed a strategy to change the Features section’s editorial direction, design, user experience and team structure.
Prior to that, Vicky spent many years at the Guardian across features and news in London and Sydney. As Deputy Membership Editor she was a key member of the team which launched the Guardian’s innovative Supporter reader revenue model.
Vicky Frost, Director of Training at PA Training, said, “I’m really pleased to be joining PA Training at this exciting time for the business. PA Training has long been recognised for its high standards, and I’m looking forward to working with the team as we grow further.”
Polly Curtis, Managing Director of PA Media, said, “I’m thrilled Vicky is joining PA to run our training business. She has deep editorial nous, commercial expertise and a knack for identifying and nurturing talent. I know she is a passionate advocate for diversifying newsrooms and our growing apprenticeship programme is the perfect vehicle to help our customers make these changes.”
Vicky takes up her role in March.