PR Tools for Making Sense of Chaos

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

This course examines the framework that guides change communication campaigns. You 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. 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:

• Generate and articulate a public relations campaign leveraging a range of communication tools and encompassing objectives, strategy, tools, implementation schedules and a budget.

What topics will you cover?

• Theory of change communications
• Analysis of target publics
• Targets, goals and objectives for campaigns
• Developing themes and key messages

Assessment

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

• A data analysis, goals and recommendations
• 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:

• 17 Mar 2025 (Block 2)
• 07 Jul 2025 (Block 4)

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