PR Writing Course

PR writing workshop by Rob McFarland

How to get the media’s attention

What do Australia’s top travel editors want in press releases and story pitches? What format, tone and style do they prefer? How do they want images? What about follow-up?

Learn all this and more in a half-day writing workshop for tourism PRs, marketers and operators that includes feedback from 30 of Australia’s leading travel editors.

Taught by award-winning travel writer Rob McFarland, the workshop also includes a detailed post-course review of a press release or story pitch.

“This course was incredible. I gained so much insight and invaluable tips.” Alice M, Director, Elysee Collective


  • Verbatim feedback and advice from 30 of Australia’s top travel editors (including Traveller, Escape, The Australian, GQ & Vogue)
  • A toolkit of essential planning, structural and editing techniques that can be applied to any document
  • The 10 rules for writing an effective press release
  • The 5 rules for creating a compelling story pitch

The opportunity to submit a press release or story pitch for detailed feedback after the course.

“By far the best course I have ever been to. I got more ‘take-aways’ than I did from a 3-day PR conference.” Tabitha G, LBPR

Writing credentials

Rob is a regular contributor to Traveller, Escape, Luxury Travel & GQ magazines..

He’s a member of the Australian Society of Travel Writers (ASTW) and has won six awards including ASTW Travel Writer of the Year. Click here for full bio.

“Anyone who has anything to do with formulating releases or story pitches should do this course.” Denny D, Hamilton Island

Teaching credentials

Rob has lectured at Sydney University, taught at TAFE and worked as a corporate trainer for the learning and development specialist TP3.

He’s a qualified trainer with a Certificate IV in Training & Assessment and has been running workshops for aspiring travel writers since 2010.

“I learnt more in those four hours on writing a press release than I did in my two-year communications degree.” Scarlett G, The Mint Partners


When: Wed March 21, 2018 – 8:30am – 12:30pm
Where: Aloft Perth, 27 Rowe Avenue, The Springs, Rivervale, Perth (map)

When: Wed April 4, 2018 – 8:30am – 12:30pm
Where: QA Hotel, 64 James St, New Farm, Brisbane (map)

When: Fri April 27, 2018 – 8:30am – 12:30pm
Where: Vibe Hotel Sydney, 111 Goulburn St, Sydney (map)

All courses cost $399 per person and are limited to 12 participants.

Need training for several staff?

Consider an in-house session tailored to your specific requirements.

“I haven’t had such a positive response to writing training ever!” Kim M, Director, Klick Communications

How to sign up

For more info and to book your place, click here or email rob(at)robmcfarland(dot)org

Who has benefited?

Clients include Virgin Australia, Accor, Destination NSW, Tourism Tasmania, Scenic, RCCL, Intrepid Travel, World Nomads, Klick Communications, The Mint Partners, Voyages, Gate7, World Expeditions, The Travel Corporation, Destination Gippsland, Yarra Ranges Tourism, Wendy Wu, Hamilton Island, EVT, Chimu Adventures, Bench Africa and TFE Hotels.


“Very engaging and the comments from editors were invaluable.” Emma W, GPO Grand

“I walked away with a much clearer understanding of what editors really need and want.” Abbie W, Gate7

“I highly recommend this course.” Kate P, Intrepid Travel

“So many writing courses are theoretical in nature, but I found I could action everything I had learned as soon as I got back to my desk.” Alicia M, Klick Communications

“Incredible and relevant content. I loved the tips from editors.” Jess C, EVT

“Today was wonderful! Engaging, well-structured and very insightful.” Sophie R, QT Sydney

“An excellent return on investment.” Alison C, Destination Gippsland

“I think this will have huge benefits for the company and my writing personally.” Lauren R, Wendy Wu Tours

“Most useful PR course I’ve attended.” Rachael G, RCCL