This workshop illustrates how psychology can increase the impact of your campaigns on the attitudes and behaviours of your stakeholders. It will show you how to use psychological principles to segment your audience effectively, grab their attention and influence how they feel and act towards your brand.
Who should attend?
This workshop will be useful for those people designing and managing PR campaigns which are aimed at changing perceptions or behaviours.
What to expect
- an insight into how the brain influences what we see, think and do
- practical tips and techniques for influencing attitudes and behaviours
- the opportunity to discuss experiences and learnings with fellow delegates in an open and inclusive environment.
Workshop objectives
Participation in the workshop will provide you with an insight into:
- how psychology is relevant to PR
- the challenges of influencing attitudes and behaviours
- the psychology of communication
- how to grab attention
- how to segment your audience using motivators
- how to influence attitudes
- how to encourage behaviour change
- real-life examples of successful psychologically influenced campaigns.
CIPR Trainers
Leona Deakin
Leona is a Chartered Occupational Psychologist and member of the British Psychological Society working as a consultant to public and private sector businesses. She is also a partner to Cicada Communications.
She completed a psychology degree at Sheffield University in 1995, and gained her MSc at the Institute of Work Psychology within the same university the following year.
Leona specialises in changing behaviour within the workplace and has helped organisations bring life to new cultures and values, worked with dysfunctional teams to create synergy and developed individuals towards achieving their full potential.
She has over 10 years' experience in business consultancy, applying psychology to the world of work. She has successfully designed and delivered programmes for organisations such as Telefonica / O2, Britannia Building Society, Trinity Mirror, Atkins, Arup, the NHS, Argos, the Ministry of Defence and a range of SMEs.
Di Burton FCIPR
Di Burton is Managing Director of Cicada Communications and Interim Head of Communications for North Yorkshire Police. She advises at board level on leadership issues and stakeholder management for a range of blue chip organisations and undertakes public affairs work.
For the past 15 years she has been directing the MA in Public Communication programme for the Government Communication Network (GCN) at Leeds Trinity University College, where Di is a Consultant Partner. A Fellow of the Chartered Institute of Personnel and Development, Di is also a Fellow of the Chartered Institute of Public Relations and leads several CIPR workshops, covering topics from employee engagement to stakeholder management.
As an industry expert, Di has worked at 10 Downing Street and the Cabinet Office, and is a regular speaker at national and international conferences. Di is an external advisor for the London College of Communication, and judges the annual CIPR Excellence Awards, PR Week Awards and Fresh PR Awards.
Di has attended Harvard Business School and sits on a number of advisory boards.