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The way an organisation, group, agency, service or sector communicates is critical to its success in building relationships with its stakeholder groups. Targeted content development using a range of tools and skills is therefore central to the Public Relations professional’s success. This course uses frameworks such as theories of persuasion to help you develop targeted content as part of a public relations strategy, and helps you adapt your skills to relevant communication channels.

In this course you will learn about target publics, how to effectively connect and communicate with them. You will explore theories on what motivates people to hold certain attitudes and undertake certain behaviour, and what can influence changes to these. Throughout the course you will learn how to write and develop promotional content using a range of media tools for diverse communication channels including mainstream and social media, web pages, blogs, speeches, and corporate collateral.

On successful completion of this course students should be able to:

1. write competently in the appropriate PR style for mainstream and social media platforms, and to meet the needs of particular organisations or clients;
2. segment a large group into specific target publics using identifying characteristics;
3. apply theoretical frameworks to communication planning and content production;
4. identify and use the key message structures;
5. identify a target public and produce appropriate content for specific engagement.