Workshops

Press release writing and media pitching courses

Make your pitches compelling enough to stand out from the pack.

Learn how to pitch to the media and write press releases that won't get deleted

Journalists are constantly inundated with pitches, and it’s only gotten worse thanks to AI. Most of the time, you’ll be lucky if they even read your press release, much less use it.

Taught by a former Sydney Morning Herald editor who worked across almost every section (including travel, lifestyle, health, science, IT, entertainment and more), this practical workshop will show you what actually works ... and what doesn’t.

After completing this course, you’ll have the skills and knowledge to easily and quickly write a great press release (and if you use AI, this course will show you how to make it stand out from the countless other releases editors receive).

The course also provides honest advice on how to pitch your story ideas to the media. More specifically, it covers: 

  • the different kinds of stories editors look for
  • choosing the right angle for your release (and how to connect your key message to that)
  • crafting an intro for your press release that will grab an editor’s attention
  • what to put in a media release (and what to leave out)
  • how to structure, write and format a press release
  • what AI can and can't do when creating a release
  • the common mistakes most people make when pitching (and how to avoid them)
  • writing compelling email subject lines and headlines
  • how (and when) to follow up a pitch
  • what images, contact details and other key information editors need
  • calling editors and journalists.

Press release writing and media pitching course options:

Custom press release writing and media pitching training for your staff

I provide staff training across Australia and New Zealand for marketing, comms and PR teams that can be run online or on your premises.

The training can be customised to suit you.

I’ll take into consideration what you’re pitching and who you’re pitching to, and can even base exercises and examples on your own releases.

We can also workshop your upcoming pitches and press releases if you’d like.

Ask for more information

Public live half-day webinar

The next course will run from 9.30am to 12.45pm AEDT on Tuesday 17 November.

Only 8 places are available to ensure everyone can feel comfortable enough to participate and receive feedback. Tickets cost $330 (plus GST).

Digital handbooks and certificates will be given, in addition to a recording of the webinar.

Register now
“Dan’s workshop provided some really important insights into how the media works and his training is accessible and engaging. I am hoping to attend another workshop in the future and would 100% recommend to anyone working in comms whether you’re a beginner or need a refresher.”
Lauren Conron
National Library of Australia
“I’ve had similar training before, this workshop was the best of them. I enjoyed the interaction, informal presentation and Dan's anecdotes. The first-hand experience from a professional journalist is very valuable.”
Nicole Brackenreg
Department of Education, Queensland
“Loved how engaging it was. Appreciated your honesty as well as the insights into the journo industry. Thanks for sharing your knowledge!”
Ella Mueller
Eleven PR
“Educational, empowering and engaging. This has given me a lot to think about – not just for media comms, but for all my writing. I appreciated the humour in the delivery too.”
Lydia Griffiths
Department of Justice and Community Safety
“Dan was a wealth of knowledge and has done a fantastic job of shaking up our team’s approach. I feel confident that we will put these learnings into practice.”
Phoebe Angelatos
ACT Emergency Services Agency
“Loved the honesty and transparency – refreshing for someone to tell us how it is. Definitely trust your knowledge and insight given your journalism background!”
Jayda Galvin
FleishmanHillard PR
“A helpful workshop which went over both the basics and pertinent points for copywriting and communications professionals.”
Vanessa Gregory
Access-DGC
“Very useful workshop – highly recommended. Dan was very professional and questions and answers were welcomed. Nice and relaxed environment.”
Ciarne Denham
Jaywing
“Thanks Dan, loved your workshop. Really appreciated that you found some recent examples of our work, it helped ground your advice in a very practical way.”
Emily Schade
Australian Health Practitioner Regulation Agency (AHPRA)
“Expertly taught lesson on media skills from a knowledgeable presenter. His depth of knowledge and approachable nature made the session engaging, interactive and valuable. This has benefited my understanding of media and supported my professional development. Thank you.”
Lachlan Randell
Emergency Recovery Victoria
“I really enjoyed the session. It got into the finer details and gave the inside scoop that we wouldn’t otherwise have. Certainly made me curious about trying some new approaches in my pitching.”
Lauren Coskerie
Western Sydney University
“The course was very insightful. I found myself restructuring my pitches and releases today. Thank you.”
Bella Temelkovski
Sweaty Betty PR
“Really enjoyable. Content is broad, which is great – it links all kinds of comms strategies.”
Alana Doyle
Melba Support Services
“Loved learning how to cut my sentences and work on structure. Particularly good to get some tips for media releases and sending to journos. Great exercises to actually put theory into practice.”
Amelia Quenby
Tonic PR
“Great workshop! It was very helpful to get an insight into how editors and journos respond to pitches.”
Mond Liu
The Atticism
“Enjoyed the format and content and how elements had been applied to our work. Thank you for a fabulous session.”
Vanessa Hollidge
Reymond Communications

What makes this press release and media pitching course special?

Lively and enjoyable, this is more of a workshop than a lecture. There’s a lot of discussion and questions are encouraged.

It’s also practical above all else. We can work on individual pitches plus there are writing exercises to ensure you can put theory into practice.

Who is this press release writing course for?

This workshop is ideal for those in:

  • public relations (PR)
  • small business
  • marketing and communications.

In other words, if you need to pitch a story to the media, this course is for you.

It’s also suitable for all skill levels, whether you’re new to pitching or would like a refresher: after all, even highly experienced PR professionals get a lot out of this, as it offers some fresh approaches to making pitches more effective.

Want more information about press release writing and media pitching training?

Let me know if you have any questions or would like a quote.

Contact me
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