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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.