Connect with Diverse Audiences during a Public Health Crisis

所在平台: Coursera

课程主页: https://www.coursera.org/learn/diverse-audiences-public-health-crisis

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课程简介

课程名称：在公共卫生危机期间与多元化受众建立联系 课程概述：公共卫生传播者有责任以诚信、准确和清晰的方式传达健康信息。为了使信息传递更加有效，公共卫生传播者必须帮助受众与所分享的信息建立有意义的联系，并以促进信任和可信度的方式与他们互动。本课程强调公共卫生传播者如何将受众细分为更小的群体，从而能够根据每个群体独特的需求定制信息。您将探索公共卫生传播者如何识别和克服潜在的偏见、假设和刻板印象，以创造以同理心为基础的信息，同时利用有说服力的沟通策略来构建和传递信息，以吸引受众的核心价值观。此外，您将学习如何自信地应对媒体采访，在现场调整沟通策略，并将重点放在受众及其需求上。 课程大纲： 1. **受众细分** 描述：人们的文化、历史和生活经历会影响他们如何解读和参与健康风险信息。若不承认这些影响，公共卫生传播者可能会在与受众有效沟通时遇到困难。本模块探讨公共卫生传播者如何将受众细分为更小的群体，从而允许他们根据每个群体的独特需求定制信息。 2. **以同理心建立与受众的联系** 描述：为了激励人们采取行动，公共卫生传播者必须能够使信息对受众相关，并以促进信任和可信度的方式与受众建立联系。通过同理心与受众建立联系是其中一种方式。理解他们的出发点，并承认他们的观点，即使这些观点并不准确，可以让人们感受到你的关心。本模块探讨公共卫生传播者如何识别并克服潜在的偏见、假设和刻板印象，以创造以同理心为基础的信息。 3. **有说服力的沟通** 描述：公共卫生信息能否成功激励人们采取推荐的行动，在很大程度上取决于传播信息的人或实体及信息本身的结构性内容。本模块探讨公共卫生传播者如何利用有说服力的沟通策略，构建和传递能吸引受众核心价值观的信息。 4. **媒体采访：与采访者和观众建立联系** 描述：对于某些受众来说，媒体采访是他们在公共卫生危机中接触重要健康和安全信息的唯一渠道。在采访中，公共卫生传播者必须在短时间内传达高风险信息，与观众建立联系，并说服他们采取可行的措施以保护自己。本模块探讨公共卫生传播者如何自信地应对媒体采访，并将注意力更多地转向受众。

课程大纲

Name:AUDIENCE SEGMENTATION

Description: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.

Name:APPLY EMPATHY TO CONNECT WITH AN AUDIENCE

Description: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.

Name:PERSUASIVE COMMUNICATION

Description: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.

Name:MEDIA INTERVIEWS: CONNECTING WITH INTERVIEWERS AND VIEWERS

Description: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).

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