PR Writing Course

PR writing workshop by Rob McFarlandWhat 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 travel PR and marketing professionals 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.

“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


  • Verbatim feedback and advice from 30 of Australia’s top travel editors
  • 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.

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

Writing credentials

Rob is a regular contributor to the Sydney Morning Herald, Sun-Herald, Sunday Telegraph, 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.

“It was such a great workshop. I think this will have huge benefits for the company and my writing personally.” Lauren R, Wendy Wu Tours

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


When: Mon Feb 6, 2017 – 8:30am – 12:30pm
Where: Ether Conference Centre, 265 Little Bourke Street, Melbourne (map)
Cost: $399 per person
How many: Limited to 10 participants

When: Fri Feb 10, 2017 – 8:30am – 12:30pm
Where: Vibe Hotel Sydney, cnr of Goulburn and Elizabeth Streets, Sydney (map)
Cost: $399 per person
How many: Limited to 10 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.


“I really enjoyed the course. The content was concise and entertaining. Very encouraging environment which builds confidence. Loved that there was a practical action plan which we can apply to our writing.” Leonie F, Wendy Wu Tours

“Interactive course with good examples that you can relate to. Engaging, well structured and easy to follow.” Ivona C, Scenic Tours

“I liked how practical the tips were. 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. The verbatim feedback from editors was invaluable,” Alicia M, Klick Communications

“The class was excellent! Really enjoyed it and found all the information and tips useful.” Stephanie M, Travel Industry Expo

“The techniques were straightforward and easy to apply and it inspired me to be more creative.” Lauren R, Wendy Wu Tours

“I really enjoyed the feedback from the industry professionals and left the workshop understanding the breakdown of the perfect press release.” Jesikah B, BridgeClimb Sydney