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NEW IN 2013


  • Sydney: 30 April to 1 May. Venue: Cliftons Sydney, Level 13, 60 Margaret Street.
  • Melbourne: 24-25 July. Venue: Cliftons Melbourne, Level 1, 440 Collins Street.
  • Brisbane: 20-21 August. Venue: Cliftons Brisbane, 288 Edward Street.

Online registration – click on relevant date above | PDF registration


This two-day intensive workshop aims to equip participants with introductory level public relations. It will provide a solid foundation to all aspects of public relations from strategy and planning through to implementation and measurement of a campaign.

Participants will look at the fundamental components of public relations – definitions, image, reputation, and types of public relations. Participants 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 look at what makes the news, how to attract media attention, launches and 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. The workshop will also look at specific distribution techniques to target media, including the use of social media and key words. This is a hands-on workshop and participants will be required to undertake various writing and planning tasks specifically related to their current roles. 

Please bring your laptop computer to this workshop.

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


  • Public relations fundamentals
  • Public relations planning
  • Briefing process
  • Campaign analysis and reporting
  • Media
  • Target audience
  • Media release writing
  • Targeting media


Cost (inc GST): AMI CPM Members $760; AMI Members $790; Non-members $990.
Interstate CPM $380; Interstate AMI Member $395

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 2013 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


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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