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UPR5011 Campaigning for change

Units : 0.25
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 4
Grading basis : Graded
Version produced : 23 May 2022


Enrolment is not permitted if PRL5000 has been previously completed


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.

Date printed 23 May 2022