Take the guesswork out of campaigns with Behavioural Science

Intermediate

Summary

This hands-on, one-day workshop is for PR and communications professionals who want their campaigns to do more than tick boxes, they want them to change behaviour. You will explore how behavioural science can transform your communications, delivering real impact without breaking the bank. You will take away a step-by-step framework for developing impactful campaigns and examples where this has been successfully applied.  

Trainer: Russell Cartwright

How attendees will benefit

• Understand the basics of behavioural science and how to apply it
• Learn how to analyse insight (with the help of AI) and use it to develop messaging that leads to action
• Discover which channels work best for different objectives and budgets
• Takeaway practical tools and templates that you can use
• Clarity on how to evaluate your campaign’s impact and build on what is working 

Who should attend

This course is designed for senior in-house professionals and account managers who want to understand how to use behaviour change techniques to plan and deliver PR campaigns.

What you will learn

• The basics of behavioural science and how to use it to create campaigns that fly
• How to apply frameworks like COM-B, APEASE, EAST, and the Behaviour Change Wheel
• The importance of research and insight — and how to use AI tools to uncover what matters to your audience
• How to choose the right channels and techniques to match your campaign objectives
• Ways to test messaging and creatives to know what really works
• How to evaluate meaningfully and in real-time so you can tweak and optimise
• Other practical tips that take the guesswork out of campaigns

Delegate instructions

No pre-work required for this course. However if you would like to work through a real example from your workplace this may be possible if you can collect some insight from your target audience beforehand. Please email Russell beforehand for some guidance if you would like to do this.