Campaigning for Change

UPR5011

Campaigning for Change

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Knowing how to create behavioural change is essential to public relations.

This minicourse illustrates how to develop a change communication campaign. You will be guided through the research process that will allow you to understand your target publics, and what motivates each group. You will be presented with a framework that will help you design an effective communications plan.

Course Introduction

What will you achieve?

By the end of the course, you'll be able to:

Research and analyse a target publics and their situation.
Apply specialist public relations knowledge to contribute to an effective communications plan.

What topics will you cover?

Public relations and behaviour change
Understanding motivations
Using research

Assessment

To be eligible for a digital badge for this minicourse, you will need to successfully complete an assessment which includes a research report that explains the motivations for behaviour for a specific group of stakeholders including planning on how to motivate them to act.

Choose your start date

02 March 2020
Start date: 02 Mar 2020

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11 May 2020
Start date: 11 May 2020

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20 July 2020
Start date: 20 Jul 2020

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21 September 2020
Start date: 21 Sep 2020

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23 November 2020
Start date: 23 Nov 2020

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University level expertise

Barbara Ryan has been working in public relations for 30 years. She was a senior PR consultant with Porter Novelli Group, which is now part of Ogilvy. Barbara has also worked as a corporate communication manager for a large regional council, and continues to work on change communication with emergency agencies in volunteer and consulting roles. Her research specialties are engagement communication for disaster preparedness and disaster response communications.

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