PR Writing Course

PR writing workshop by Rob McFarland

How to get the media’s attention

What do Australia’s top travel and lifestyle editors want in news items 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, agents and operators that includes feedback from 30 of Australia’s leading travel and lifestyle editors.

Taught by award-winning travel writer Rob McFarland, the workshop also includes a 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 M, Director, Elysee Collective


  • Feedback and advice from 30 of Australia’s top travel and lifestyle editors (including Traveller, Escape, The Australian, GQ & Vogue)
  • A proven toolkit of 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, GQ, Qantas and Luxury Travel magazines among others.

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: Fri 19 June 2020 – 8:30am to 12:30pm (AEST)
Where: Online via Zoom
Cost: $399
How many: Hurry – limited to 10 people!

Click here to register your interest or email rob(at)robmcfarland(dot)org

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?

Tourism Australia, Virgin Australia, Accor, Destination NSW, Tourism Tasmania, Tourism WA, Scenic, RCCL, Silversea, Intrepid Travel, World Nomads, Klick Communications, The Mint Partners, Voyages, Gate7, World Expeditions, FleishmanHillard, The Travel Corporation, Hong Kong Tourism, Experience Perth, Singapore Tourism, Viking Cruises, Yarra Ranges Tourism, Ovolo Hotels, Wendy Wu, Hamilton Island, EVT, Chimu Adventures, Bench Africa, TFE Hotels and many more.

Are you an aspiring travel writer?

Check out Rob’s travel writing courses and story review service.


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

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

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

“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

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

“In 20 years of media relations, this is one of the most useful, practical and can-do development opportunities I’ve ever attended.” Gaby W, The Press Society

“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

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