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NEW IN 2013


  • Melbourne: 13 June. Venue: Cliftons Melbourne, Level 1, 440 Collins Street.
  • Brisbane: 7 November. Venue: Cliftons Brisbane, 288 Edward Street.
  • Sydney: 23 August. Venue: Cliftons Sydney, Level 13, 60 Margaret Street. 
  • Hobart: 17 May. Venue: The Old Woolstore, Apartment Hotel, 1 Macquarie Street. 
  • Perth: 4 July. Venue: Cliftons Perth, mezzanine Level, Australia Place, 15-17 William Street.
  • Adelaide: 24 July. Venue: Cliftons Adelaide, Level 1, 80 King William Street. 

Online registration – click on date link above | PDF registration


This half-day workshop outlines a key organisational tool to communicate to various stakeholders and initiate organisational ideas, outline philosophy, needs and goals. This workshop looks to expose the key stakeholders in the briefing process, their different motivations and the communication issues at stake. Participants will look at interpreting and writing briefs that work with targeted stakeholders.

Briefs in the current environment can be communicated via a variety of media including presentations, video conferences and even instant messenger. However, both the brief content and transmission media chosen allow plenty of opportunities for miscommunication.  Those who are new to using briefs will benefit from this workshop as well as those who are writing or receiving briefs but struggling to achieve the desired outcomes. Workshop participants will gain a better understanding of the different briefs, communication styles and stakeholders involved in the process. This will encourage shared outcomes and improved confidence around this critical business communication tool.

Through a combination of group and individual activities, facilitator-led discussion and examples, participants will reflect on the components that build a brief from both sides of the equation. This workshop will start with some key issues about briefs and a very simple communication challenge that highlights the difficulty of communication among even like-minded individuals. Using this platform, the workshop will then dismantle some examples of briefs in the communications space to understand the briefs and background, need, motivation, culture, innovation or opportunity, goals and the possible outcomes of these briefs. Participants are encouraged to develop a work-related brief with the facilitator.

The workshop qualifies for 3.5 hours of professional development under the AMI's Certified Practising Marketer program.


  • The communication challenge
  • Briefs that you see
  • The checklist
  • Constructing a brief
  • Interpreting the brief
  • Customer expectations

More detail about the workshop content can be found in the 2013 Foundation Workshops PDF brochure (PDF, click here).


Cost (inc GST): AMI CPM Members $360; AMI Members $390; Non-members $490
Interstate CPM $180; Interstate AMI Member $195.

Online registration is available; click on the relevant date at the top of the page. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2013 Foundation workshops PDF brochure contains more detailed information about each workshop and a registration form (PDF, click here) (registration PDF only).

FAX 1300 131 468
TEL 1300 737 445
EMAIL events@ami.org.au
MAIL Foundation Workshops, Australian Marketing Institute, GPO Box 5295, Sydney NSW 2001


Foundations overview page | Business and Public Relations Writing | Effective Marketing Plans | Marketing Principles | Project Management Skills | Public Relations Strategy | Social Media Applications | Digital Marketing | Event Marketing and Sponsorship | Measuring Marketing Performance | Online Writing | Search Engine Tools | Better Briefs | Brand Story | Communicating Change | Mobile Marketing | Practical Email Marketing | Research, Insight and Action | Strategic Planning Overview

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