Campaigning for Change

Knowing how to create behavioural change is essential to public relations.

This course illustrates 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 be presented with a framework that will help you design an effective communications plan. This course has a four-week teaching period requiring a total of approximately 40 hours of learning. All course learning materials are available on demand.

About the course

What will you achieve?

By the end of the course, you'll be able to:

• Research and analyse target publics and their situation.
• Apply specialist public relations knowledge to contribute to an effective communications plan.

What topics will you cover?

• Public relations and behaviour change
• Understanding motivations
• Using research

Assessment

To be eligible for a digital badge for this course, you will need to successfully complete an assessment which includes:

• A research report that explains the motivations for behaviour for a specific group of stakeholders including planning on how to motivate them to act.
• This optional assessment is due at the beginning of week 7.
  
  

• This level for this microcredential is Proficient.
  The material for this course has been designed for students who have already demonstrated a high level of skill in the subject matter. Students must have relevant experience and/or have studied the course material before (at competent level).

Intakes

You have the option to begin this short course on the following dates:

• 12 May 2025 (Block 3)
• 27 Oct 2025 (Block 6)

University level expertise

Matt Grant has worked in professional communications for more than 25 years as a commercial television news chief of staff, and senior communications manager and consultant to Federal, State and local Government departments. He has been involved at a senior level in communications planning and delivery during several major events, including Olympic and Commonwealth Games, major military activities and deployments around the world, as well as in emergency response to national and international scale incidents. His research interests focus on the impact of social media on communication.

Course Credit