PR Writing Course

How can you get the media’s attention?

What do Australia and NZ’s top travel media want in news items and story pitches? What format, tone and style do they prefer? How do they want images? What about follow-up? And how has COVID changed the media landscape?

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

Taught by award-winning travel writer Rob McFarland (that’s me!), the workshop also includes a valuable toolkit of planning, writing and editing techniques plus 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, Director, Elysee Collective


  • Feedback and advice from Australia and NZ’s top travel editors, freelancers and content creators (including Traveller, Escape, The Australian, GQ and Vogue)
  • A proven toolkit of planning, writing and editing techniques that can be applied to any document
  • The 10 rules for writing an effective press release
  • The 3 golden rules for creating a compelling story pitch
  • How to pitch to newspapers, magazines, TV, radio, freelancers and new media
  • How has COVID changed the media landscape?
  • The opportunity to submit a release or pitch for detailed feedback after the course.

“By far the best course I have ever been to. I got more ‘takeaways’ than I did from a 3-day PR conference.”

Tabitha, LBPR



When: Fri 31 Mar 2023 – 10am to 2pm (AEST)
Where: Online via Zoom
Cost: $450
How many: Strictly limited to 12 people

Email to reserve your spot

Need training for several staff?

Let me create a session tailored to your specific requirements.

Email for more details.

“I haven’t had such a positive response
to writing training ever!”

Kim, Director, Klick X

Aspiring travel writer?

Check out my travel writing courses and travel story review service.


  • I learnt more on writing a press release than I did in my two-year communications degree. Scarlett G, The Mint Partners
  • Most useful PR course I’ve attended. Rachael G, RCCL
  • This will have huge benefits for the company and my writing personally. Lauren R, Wendy Wu Tours
  • Incredible and relevant content. I loved the tips from editors. Jess C, EVT
  • This is one of the most useful, practical and can-do development opportunities I’ve ever attended. Gaby W, The Press Society
  • Anyone who has anything to do with formulating releases or story pitches should do this course. Denny D, Hamilton Island
  • 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


Email me at – I’d love to hear from you!

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