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UPR5011

Campaigning For Change

Understanding how to motivate change

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.
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 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.
21 Jun 2021
16 Aug 2021
11 Oct 2021
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.
UPR5011
Campaigning For Change
A $710

icons of digital badges
Digital Badges
When you successfully complete the assessment, earn credible digital badges you can share online via LinkedIn
USQ acknowledges the Giabal and Jarowair peoples of the Toowoomba area, the Jagera, Yuggera and Ugarapul peoples of Ipswich and Springfield, the Kambuwal peoples of Stanthorpe and the Gadigal peoples of the Eora nation, Sydney as the keepers of ancient knowledge where USQ campuses and hubs have been built and also pays respect to Elders – past, present and future.
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