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UPR5011 Campaigning for change

Block 6, 2023 Online
Units : 0.25
School or Department : School of Humanities & Communication
Grading basis : Graded
Course fee schedule : /current-students/administration/fees/fee-schedules

Staffing

Course Coordinator:

Requisites

Enrolment is not permitted if PRL5000 has been previously completed

Overview

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.

Course learning outcomes

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).

Topics

Description Weighting(%)
1. Public relations and behaviour change 34.00
2. Understanding motivations 33.00
3. Using research 33.00

Text and materials required to be purchased or accessed

There are no texts or materials required for this course.

Assessment details

Approach Type Description Group
Assessment
Weighting (%) Course learning outcomes
Assignments Written Report No 100 1,2
Date printed 9 February 2024