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While public relations professionals can make it look easy, developing effective key messaging that cuts through is a result of a range of factors, including analysis and careful consideration of the research data on target publics, the changes you want to effect, and identifying the messages that will create this change. This minicourse will lead you through some theoretical frameworks and practices to develop your understanding of these steps.

This minicourse examines the framework that guides change communication campaigns. Students will see the process of synthesising research results to gain insights into how to connect with target publics. This process provides the foundation for a change communication campaign.

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