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Connect with Diverse Audiences during a Public Health Crisis
  • Level Foundation
  • Duration 14 hours
  • Course by The State University of New York
  • Offered by

About

Public health communicators have a duty to communicate health information with integrity, accuracy, and clarity. For messaging to be most effective, public health communicators must help their audiences draw meaningful connections with the information being shared, and connect with them in ways that foster trust and credibility. This course emphasizes how public health communicators can segment their audiences into smaller groups, thereby allowing them to tailor messages to each group's unique needs. You will explore how public health communicators recognize and overcome underlying biases, assumptions, and stereotypes to create messaging that is rooted in empathy, as well as leverage persuasive communication strategies to frame and deliver messages in ways that appeal to audiences’ core values. You will learn to approach media interviews with confidence, adjust your communication strategy in the moment, and center your focus on your audiences and their needs.

Modules

1.1 Introduction to Audience Segmentation

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Videos

  • Introduction to Audience Segmentation

1 Readings

  • Digital Segmentation of Priority Populations in Public Health

1.2 Definition and Origins of Audience Segmentation

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Videos

  • Definition and Origins of Audience Segmentation

1 Readings

  • Audience Segmentation Techniques

1.3 Examples of Audience Segmentation

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Videos

  • Examples of Audience Segmentation

1 Readings

  • Segmentation in Health Communication Campaigns

1.4 Benefits and the Segmentation Process

    • 1 Videos
    • 2 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Peer Review

  • Audience Segmentation Assessment

1 Videos

  • Benefits and The Segmentation Process

2 Readings

  • Audience Segmentation to Disseminate Behavioral Health Evidence to Legislators
  • Stimulating Dialogues on Health Topics in Collaboration with Social Media Influencers

2.1 Getting to Know Your Audience & Creating Memorable Messages

    • 1 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Videos

  • Getting to Know Your Audience & Creating Memorable Messages

2 Readings

  • The Science of Empathy
  • CDC: Understanding Audiences in the Context of Crisis Communication

2.2 Recognizing Biases, Assumptions, and Stereotypes

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Discussions

  • Webinar Reflection

1 Videos

  • Recognizing Biases, Assumptions, and Stereotypes

1 Readings

  • WEBINAR: Selling without Selling Out: How to Communicate Science

2.3 Overcoming Your Curse of Knowledge

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Videos

  • Overcoming Your Curse of Knowledge

1 Readings

  • Empathy and the Health of Populations

2.4 Strategizing Your Talking Points

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Peer Review

  • Audience Analysis Case Study Assessment

1 Videos

  • Strategizing Your Talking Points

1 Readings

  • Duke Experts: Meet Vaccine Skeptics with Empathy

3.1 Message Framing

    • 1 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Videos

  • Message Framing

2 Readings

  • Framing Public Health Issues
  • Risk = Hazard + Outrage

3.2 Artistic Proofs

    • 1 Videos
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Discussions

  • Artistic Proofs in Practice

1 Videos

  • Artistic Proofs

3.3 Information Source and Message Factors

    • 1 Videos
    • 2 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Peer Review

  • Analyzing Source and Message Factors Assessment

1 Videos

  • Information Source and Message Factors

2 Readings

  • Designated Spokesperson & Nonverbal Communication
  • Narrative Health Communication: The Influence of Exemplars in the News

4.1 Preparing for Media Interviews

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Discussions

  • Your Experience with the Media

1 Videos

  • Preparing for Media Interviews

1 Readings

  • Working with the Media

4.2 Interview Logistics

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Videos

  • Interview Logistics

4.3 Strategizing Talking Points for Interviews

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Check Your Understanding

1 Peer Review

  • Strategizing Assessment

1 Videos

  • Strategizing Talking Points for Interviews

1 Readings

  • Media Interviews: Avoiding Pitfalls; Understanding Stakeholders; Preparing Messages

Auto Summary

Discover how to effectively connect with diverse audiences during a public health crisis in this foundational course designed for communicators in the Business & Management domain. Led by experts from Coursera, this program equips you with essential skills to communicate health information with integrity, clarity, and empathy. You will learn to segment audiences for tailored messaging, recognize and overcome biases, and use persuasive communication strategies to build trust and credibility. The course also covers techniques for handling media interviews with confidence and adjusting your strategies in real-time to meet audience needs. With a comprehensive duration of 840 minutes, this course is ideal for those looking to enhance their public health communication skills. Enroll with the Starter subscription option and take the first step towards becoming a more effective and empathetic public health communicator.

Brenda Hoffman, Ph.D.
Instructor

Brenda Hoffman, Ph.D.