Este curso forma parte de Programa especializado: Leadership for Public Health Crises

Brenda Hoffman, Ph.D.

Ofrecido Por

Programa especializado: Leadership for Public Health CrisesUniversidad Estatal de Nueva York

Acerca de este Curso

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.

Fechas límite flexibles

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100 % en línea

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Curso 3 de 3 en

Programa especializado: Leadership for Public Health Crises

Nivel principiante

Individuals in leadership positions, with a need to formally communicate health information to public audiences, or those in training.

Aprox. 14 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Audience Segmentation
Message Tailoring
Audience-Centered Communication
Persuasion

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 3 de 3 en

Programa especializado: Leadership for Public Health Crises

Nivel principiante

Individuals in leadership positions, with a need to formally communicate health information to public audiences, or those in training.

Aprox. 14 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Brenda Hoffman, Ph.D.

Assistant Professor of Practice

Alan Alda Center for Communicating Science®

490 alumnos

1 curso

Ofrecido por

Universidad Estatal de Nueva York

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Programa - Qué aprenderás en este curso

Semana

Semana 1

3 horas para completar

AUDIENCE SEGMENTATION

People's culture, history, and lived experiences affect how they interpret and engage with health-risk information. Without acknowledging these influences, public health communicators may struggle to successfully engage their audiences with the information at hand. This module explores how public health communicators can segment their audiences into smaller groups, thereby allowing them to tailor messages to each group's unique needs.

3 horas para completar

4 videos (Total 25 minutos), 5 lecturas, 5 cuestionarios

4 videos

Introduction to Audience Segmentation4m

Definition and Origins of Audience Segmentation4m

Examples of Audience Segmentation8m

Benefits and The Segmentation Process8m

5 lecturas

Digital Segmentation of Priority Populations in Public Health20m

Audience Segmentation Techniques20m

Segmentation in Health Communication Campaigns20m

Audience Segmentation to Disseminate Behavioral Health Evidence to Legislators20m

Stimulating Dialogues on Health Topics in Collaboration with Social Media Influencers 20m

4 ejercicios de práctica

Check Your Understanding3m

Check Your Understanding2m

Check Your Understanding1m

Check Your Understanding4m

Semana

Semana 2

4 horas para completar

APPLY EMPATHY TO CONNECT WITH AN AUDIENCE

To motivate people to act on health information, public health communicators must be able to make that information relevant to their audiences, and connect with them in ways that foster trust and credibility. One way to connect with audiences is through empathy. Taking the time to understand where they are coming from, and acknowledging their perspectives regardless of the accuracy of those perspectives, shows people that you care. This module explores how public health communicators can recognize and overcome underlying biases, assumptions, and stereotypes to create messaging that is rooted in empathy.

4 horas para completar

4 videos (Total 23 minutos), 5 lecturas, 5 cuestionarios

4 videos

Getting to Know Your Audience & Creating Memorable Messages6m

Recognizing Biases, Assumptions, and Stereotypes7m

Overcoming Your Curse of Knowledge6m

Strategizing Your Talking Points2m

5 lecturas

The Science of Empathy10m

CDC: Understanding Audiences in the Context of Crisis Communication20m

WEBINAR: Selling without Selling Out: How to Communicate Science1h 2m

Empathy and the Health of Populations10m

Duke Experts: Meet Vaccine Skeptics with Empathy15m

4 ejercicios de práctica

Check Your Understanding2m

Check Your Understanding3m

Check Your Understanding4m

Semana

Semana 3

3 horas para completar

PERSUASIVE COMMUNICATION

Whether public health messages are successful at motivating people to adopt a recommended action, is driven largely by the person or entity communicating that information, and the structural components of the message itself. This module explores how public health communicators can leverage persuasive communication strategies, to frame and deliver their messages in ways that appeal to their audience’s core values.

3 horas para completar

3 videos (Total 14 minutos), 4 lecturas, 4 cuestionarios

Semana

Semana 4

3 horas para completar

MEDIA INTERVIEWS: CONNECTING WITH INTERVIEWERS AND VIEWERS

For some audiences, a media interview is the only channel through which they will encounter important health and safety information during a public health crisis. During an interview, public health communicators must convey high stakes information in a short amount of time, connect with the viewers, and convince them to adopt actionable steps to protect themselves. This module explores how public health communicators can approach media interviews with confidence, and shift their attention outward with a greater focus on their audience(s).

3 horas para completar

3 videos (Total 18 minutos), 2 lecturas, 4 cuestionarios

Acerca de Programa especializado: Leadership for Public Health Crises

Leadership for Public Health Crises will enable current and prospective managers, directors, unit heads, and elected officials to effectively lead their organizational response to profound health-related emergencies and to build leadership capacity across multiple sectors, agencies, organizations, and divisions. This series of courses prepares graduate students (in, e.g., public administration, public health, social work, business, homeland security, education, and related fields) and practitioners in a range of roles in this broader arena who seek to attain or advance in leadership roles. The courses focus on foundational competencies required to confidently and competently lead in preparation for and response to far-reaching health-related crises, including communication, cross-agency collaboration, organizational contingency planning, and data analysis, especially as these relate to civilian sectors. To learn more about the Leadership for Public Health Crises specialization, please watch the overview video by copying and pasting the following link into your web browser: https://www.youtube.com/watch?v=UHhzlgdHIxU

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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Connect with Diverse Audiences during a Public Health Crisis

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Habilidades que obtendrás