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This minicourse demonstrates the planning process used by public relations practitioners to use communication and engagement to facilitate change. This change could be small – for instance, getting staff to use and embrace a new customer management system - or big, such as changing attitudes and behaviour to recycling rubbish. Techniques used in PR in a business setting can also be used by not-for-profits and governments, and the community engagement processes used on behaviour change communication are now mainstream in public relations.

In this minicourse you will learn 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 learn how to apply a framework that will help you design an effective communications plan.

Please be advised that this minicourse is made up of four parts please see PRL5000 for the full course specification.

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

1. research and analyse target publics and their situation (PRL5000 Learning objective 5);
2. apply specialist public relations knowledge to contribute to an effective communications plan (PRL5000 Learning objective 6).