Description

This course focuses on the foundation of any successful strategic communication campaign: effective research. Participants will learn about the different research methods available to them and how these can be used to gather clear and compelling research data. Participants will also learn how research can be used before a campaign, during and after a campaign; each time has a specific role in strategic communication.

Participants will learn fundamental research concepts, apply them using hands-on exercises and start planning a study to inform the research they hope to conduct as part of a strategic communication planning process.

Learning Outcomes

At the end of this course the participant will be able to:
  • Explore the range of research methods that can be used by communicators to ensure their work is more strategic;
  • Discover the key steps to take when conducting research using each of the methods explored;
  • Appreciate the resources required to ensure effective research and find effective ways to overcome any resources that are lacking in quantity or quality;
  • Analyze research data in basic ways that reveal important findings;
  • Draw effectively from research findings to make informed and strategic decisions.

Duration

6 hours

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Bernard Gauthier, PhD is a seasoned strategic communicator with considerable experience in crisis communication. He served as an Executive Counsel and later CEO of one of Ottawa’s largest PR agencies, and now works as an independent advisor in strategic planning and communication for clients in the private, public and not-for-profit sectors. Fluently bilingual, Bernard is the author of Strategic Communication in Canada (2018), in which he introduced his CARE Model for strategic communication planning. For more than 25 years, Bernard has taught degree-level courses at Carleton University, the University of Ottawa, and Conestoga College.

Access a Continuum of Learning

By completing the Certificate in Communications and Marketing program, you will have the tools and knowledge needed to help build reputational value and to solve business challenges faced by private and public organizations.

The Certificate in Communication and Marketing program stands as a crucial component within the continuum of learning opportunities offered by the University of Ottawa Professional Development Institute (uOttawa PDI). This program focuses on fostering skills in communication planning, crisis communications, social media strategy, promotional writing, and other essential topics, contributing significantly to individuals' skill development within the learning ecosystem.

Writing Skills

Strategy and Innovation

Interpersonal and Supervision

Personal Effectiveness

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