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  • Melbourne: 23-24 August. Venue: Cliftons Melbourne, 440 Collins Street.
  • Brisbane: 15-16 November. Venue: Cliftons Brisbane, 288 Edward Street. 
  • Sydney: 22-23 November. Venue: Cliftons Sydney, 190 George Street. 

Online registration | PDF registration


This two-day intensive workshop aims to equip participants with introductory-level public relations skills and covers the core components within the realm of communications or public relations.  Participants will look at the fundamental components of public relations – definitions, image, reputation and types of public relations – and will actively look at the planning and execution of public relations strategies.

Participants will also learn how to respond to a client or manager’s brief as well as covering analysis of PR campaigns and how to measure and report on PR campaigns. Participants will also look at what makes the news, how to attract media attention, launches, special events and target audience analysis. 

Work in media release writing basics, media list building, database management and media release distribution will also be included. 

This workshop qualifies for 16 hours of professional development under the AMI's Certified Practising Marketer program.


Public Relations Fundamentals

  • Definitions
  • Image
  • Reputation
  • Types of PR

Public Relations Planning

  • The public relations management process
  • PR planning and execution

Briefing Process 

  • Responding to a client brief
  • How to source an effective brief

Campaign Analysis and Reporting

  • Analysis
  • Reporting
  • How to measure a PR campaign


  • What makes the news?
  • How to attract media attention
  • Launches and special events

Target Audience

  • Target audience analysis

Media Release Writing

  • Introduction to media release writing
  • Effective strategies for writing a media release
  • Layout of a media release

Targeting Media 

  • Knowing who to target and when
  • Media list building
  • Media database management
  • Media release distribution


Cost (inc GST): AMI CPM Members $750; AMI Members $790; Non-members $980.

Online registration is available. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2011 Foundation workshop PDF brochure contains more detailed information about each workshop and a registration form (PDF, 850KB, click here).

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: Strategy to Tactics | Principles of Public Relations | 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 | Media Release Writing Extension | Segmentation for Competitive Advantage

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2009 Australian Marketing Institute