UPR5011

Campaigning For Change

Understanding how to motivate change

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

This course 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.

This course has a four-week teaching period requiring a total of approximately 40 hours of learning. All course learning materials are available on demand.

What will you achieve?

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

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

About the course

What topics will you cover?

Public relations and behaviour change
Understanding motivations
Using research

Assessment

To be eligible for a digital badge for this course, 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
This optional assessment is due at the beginning of week 7

12 May 2024

27 Oct 2024

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.

Course Credit

Unspecified Credit

This Microcredential represents 0.25 units towards 1.0 unit of credit.

The Microcredential can be taken as a stand-alone course. Additionally, it can be combined with other Microcredentials offered by UniSQ to achieve a total of 1.0 unit of credit. Partial credit cannot be awarded. To be eligible for credit you must successfully complete a stack of UniSQ Microcredentials that, when combined, equal 1.0 unit of credit.

The combined stack of Microcredentials can be used to apply for unspecified credit towards a program, provided the program rules allow it. To apply credit, you must first meet all of the program admission requirements and there must be elective space within the program and approval from the Program Director.

ProficientUPR5011

Campaigning For Change

100% online

4 weeks

A $790

Digital Badges

When you successfully complete the assessment, earn credible digital badges you can share online via LinkedIn

The University of Southern Queensland acknowledges the traditional custodians of the lands and waterways where the University is located. Further, we acknowledge the cultural diversity of Aboriginal and Torres Strait Islander peoples and pay respect to Elders past, present and future.

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