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  • Sydney: 1 May. Cliftons Sydney, Level 8, 190 George Street.
  • Melbourne: 25 July. Cliftons Melbourne, Level 1, 440 Collins Street.
  • Brisbane: 29 August. Venue: Cliftons Brisbane, 288 Edward Street.

Online registration – click on relevant date above | PDF registration


This one-day intensive workshop aims to equip participants with introductory-level media release writing skills and will provide intensive hands-on development of media release writing skills, equipping participants with the necessary tools to effectively target media.

Learn more about writing for the right media and developing a good hook or angle for your target. Through this workshop, participants will also learn about tailoring their story for different media.

This workshop qualifies for eight hours of professional development under the Institute's Certified Practising Marketer program.


What is News?

  • What elements make a good news story?


  • What makes the news?
  • How to attract media attention
  • Local interest

Elements of Good Media Release Writing

  • Addressing the 5 x Ws and an H
  • Timing
  • Media style
  • Additional elements for successful media release writing
  • Examining the lead

Quotable Quotes

  • Finding the right person to quote
  • The right quotes for the right story

Formatting a Media Release

  • Standard media release formats that make your release easier to read

Formatting a Media Release

  • Standard media release formats that make your release easier to read

Pictures Tell a Thousand Words 

  • Image formats
  • Knowing how best to use your images to complement your story

For more details about the workshop, see the full 2012 Foundations workshops PDF brochure (PDF, click here).


Cost (inc GST): AMI CPM Members $560; AMI Members $590; Non-members $790
Interstate CPM $280; Interstate AMI Member $295.

Online registration is available; click 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 2012 Foundation workshop 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


Foundation Workshops | Principles of Marketing | Effective Marketing Plans from Strategy to Tactics | Principles of Marketing Budgets | Principles of Digital Marketing | Business and Public Relations Writing | Social Media Applications for Business | Marketing for Professional Services | Project Management Skills for Marketing Professionals | Principles of Media Release Writing | Principles of Online Writing | Segmentation for Competitive Advantage | Principles of Service Design

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2009 Australian Marketing Institute