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Providing audiences with engaging text is a chief aim of effective communication providers, who use many tools and techniques in order to achieve this, from captivating headlines, interesting story leads, and an inverted pyramid structure that prioritises the information from most important to least important. Emphasis is placed on ensuring that all communication providers keep in mind the purpose of their task: to reach, maintain and grow audience. Communication providers use a variety of ways to achieve this, through the use of good design, engaging long and short form editorial, producing multimedia and packaging content.

In this minicourse students will develop an insight into the importance of knowing the audience, as well as strategies to gain a genuine understanding of their needs, motivations and expectations, and the skills to craft effective communications across a range of digital and print platforms.

Please be advised that this minicourse is made up of four parts please see PCM5000 for the full course specification.

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

1. apply specialist technical knowledge to design a professional communication package suitable to your context, drawing on effective communication and design principles (PCM5000 LO1, 3);
2. apply appropriate technical skills and theory suitable for a professional context and purpose to a specific target audience (PCM5000 LO1, 3).