Telling our stories well

Start Date
05 February 2021
End Date
12 February 2021
Start Time
End Time
12:15pm AEDT
Online via Zoom

PRIA Training

Writing great media and communications content 

In this two-day interactive online workshop, we’ll cover the principles for writing great media releases, communications materials, e-newsletters, web copy and social posts.

You’ll learn to craft engaging stories for these platforms and convey them in a clear and convincing tone. We’ll explore different topics and contexts with plenty of ‘before’ and ‘after’ examples from a range of industries.

Participant numbers are strictly limited so you’ll have the opportunity to ask questions and receive feedback on the examples you work on.


Day One   Day Two 
1) Work out your story   1) Form the right tone
Work out what’s news – identify your story, main messages and the wider context    Make your words count – simple tricks for reducing copy length while retaining meaning
Think like your reader – understanding your audience and writing for them   Choose clear words – words and phrases for a clear and authentic tone 
    Post with confidence – applying these techniques to social posts for different platforms
2) Refine your messages    
Choose your angle – classic story angles that can capture an audience’s attention   2) Apply online style
Write a great title – developing headlines and leads in media releases and promotional copy   Frontload your sentences – keeping your copy search-friendly and easy to scan 
Tell me why to care – placing the focus on benefits, outcomes and highlights   Apply seamless links – a few tips on writing effective hyperlinks
    Your style quiz – a refresh on print and online style, including capitals, acronyms and date formats
3) Craft the story    
Order your content – ordering your ideas to suit the message and format    
Break up the copy – using headings and layout to catch the reader’s eye    
Quote the bigger picture – writing appropriate quotes for senior figures and spokespeople    


  • in-depth industry examples
  • graded exercises to build skills and confidence
  • group work in virtual breakout rooms
  • live editing and feedback on your writing
  • quizzes, games and tools for active learning 
  • handouts and worksheets to download


With a passion for words, ideas and teaching, Julie’s clocked up 20 years as a professional editor and corporate trainer. She’s worked with 40 government agencies and top ASX companies to create clear, credible and persuasive strategies, reports and business cases, media releases and communications content. She loves sharing these skills with others, so far helping more than 4,000 people improve the quality of their written work. 

Julie’s an approved NSW Government supplier and she regularly works with agencies in planning, culture and health. Her other clients include global engineering consulting firms, national energy retailers and major Australian universities.  


Dates: Day One - Friday, 5 February 2020
  Day Two - Friday, 12 February 2020
Time: 9:00am - 12:15pm AEDT
Location: Online via Zoom *
Price: $550 - PRIA Members
  $650 - Non Members

*Access will be provided before session commences