PRIA/HSPR Skills School

Get your junior practitioners up to speed with the essential real-life workplace skills of PR practice - in minimum time. PRIA/HSPR Skills School is a series of online masterclasses, tools, templates and workplace practical activities covering all the critical practical skills required to excel at the job, including:

  • Media relations
    • Writing for the news media – writing copy, sourcing assets, copy editing skills
    • Building a media strategy – matching media channels with story angles
    • Pitching for success – who to, when to, what to pitch
  • Social media management
    • Platforms and their purpose in a business context
    • Building a content calendar – planning tools and templates
    • Content creation – copy and visuals that work
    • Reporting – what metrics matter and how to evaluate success
  • Idea generation
    • Cultivating a creative mindset
    • Brainstorming tools and techniques
    • Sources of inspiration
  • Project management skills
    • Tools and processes to keep campaigns on track, on time, on budget
    • WIPs explained
    • Financial management
  • Professional skills
    • Working as a team - and the critical role juniors play
    • Managing up, down and sideways - the things you need to know
    • Proactive career management and professional development

PRIA awards 10 professional development points to Skills School participants.

Ongoing collaboration with the industry at large keeps content updated, counsel fresh, and skills and tactics relevant to our ever-evolving workplace.

Here’s what some past learners had to say:

“Expertly led by Sarah Mason, this course is a great supplement for emerging professionals looking to add value to their workplace. Packed with many helpful examples and templates highlighting best practice, I have been able to immediately introduce the course content into my work. The course provided guidance in producing tangible PR materials such as strategic plans, analytical reports and content – in addition to PR intangibles, including brainstorming and how to best tap into creative problem solving.

I would highly recommend this course for anyone looking to expand their university knowledge in a more focused, workplace-centred format.” Chris Button, Marketing & Communications Cadet, eRSA

“Thanks for hosting the course, I found it super helpful! Because I work at a smaller agency, it was great to learn about your style of pitch planning for large-scale projects including how to measure and predict KPIs. The course helped me discover how bigger agencies manage large projects as well as refine my skills in all areas of PR.” Saskia Dodds Painter, Sauce Communications

“The webinars have been really great and I’ve learnt a huge amount. All the templates are going to be life savers when it comes to developing future programs, and I know I will have some extremely useful recommendations to contribute.” Catherine Stubbs, University of Queensland

“This course definitely helped me to develop in my role as a Content Coordinator. I have learned how to write a media release from scratch, techniques for creative thinking and how to get the most out of social media. While the workplace practicals encouraged me to step outside my comfort zone, they were all extremely relevant to my role and helped me to build my skills in new areas. The program was a great learning experience and I would recommend it to anyone working in the public relations, marketing or communications industries.” Carly Franks, Content Coordinator, Meat & Livestock Australia


HSPR Skills School takes place online via the HSPR virtual classroom with all practical activities carried out in your workplace.

Course dates:

  • Run over 5 weeks from 8 May to 7 June, 2018
  • Masterclasses take place each Tuesday and Thursday, 12.30 to 1.30pm (AEST)


  • 10 x online masterclasses held twice/week
  • 6 x workplace based practical activities – in confidence, in your workplace
  • Tried and tested tools and templates for all key skills areas

Course cost:

  • $1,350 for members
  • $1,499 for non-members
  • NB. Junior practitioners with less than one year’s experience can join PRIA for just $99, and benefit from member pricing.

For more information please contact:

Sarah Mason

1300 306 703


WHAT: PRIA/HSPR Skills School

WHEN: Run over 5 weeks from 8 May to 7 June, 2018
Masterclasses take place each Tuesday and Thursday, 12.30 to 1.30pm (AEST)

Where: HSPR, 257A Oxford St Paddington

PRICE: $1,350 +GST members | $1,499 +GST non-members

Event Location: HSPR, 257A Oxford St Paddington
Registrations Open: 21st Mar 18 9:00 AM
Registrations Close: 8th May 18 10:00 PM
Price: AU $ 1499


  • Event date has passed
  • Registrations are closed