About this Course

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Flexible deadlines
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Beginner Level
Approx. 14 hours to complete
English
Subtitles: English

What you will learn

  • Define and collect important information about a target audience in order to make appropriate decisions about the communication effort

  • Select an audience-appropriate communications goal

  • Craft a clear, concise core message for a communication effort

  • Deploy at least two different types of narrative structures to support communications about health topics

Skills you will gain

Health CommunicationStorytellingCommunicationMessagingTailoring communications
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 14 hours to complete
English
Subtitles: English

Offered by

University of Michigan logo

University of Michigan

Syllabus - What you will learn from this course

Week
1

Week 1

2 hours to complete

Week 1

2 hours to complete
8 videos (Total 51 min), 3 readings, 5 quizzes
8 videos
What can go wrong?7m
Audience and Goals11m
Creating an Audience-Goal Worksheet7m
Audience-Goals Example: Community Brochure5m
Audience-Goals Example: Scientific Conference6m
Audience-Goals Example: Advocacy Brief5m
Audience-Goals Example: This Course Segment4m
3 readings
Faculty Introduction and Acknowledgements1m
Help Us Learn More About You!5m
Note about videos1m
5 practice exercises
Introductory Story of Science exercise20m
Audience / Goals Practice: Public Meeting10m
Audience / Goals Practice: Genetic Test Report10m
Audience / Goals Practice: Annual Clinic Report10m
Audience / Goals Practice: Airport Poster10m
Week
2

Week 2

3 hours to complete

Week 2

3 hours to complete
6 videos (Total 40 min), 2 readings, 8 quizzes
6 videos
What makes a good Central Message?7m
Idea Space3m
Inverted Triangle7m
Inverted Triangle Examples11m
Inverted Triangle Useful Structure4m
2 readings
Half-Life Your Message Activity Instructions10m
A Note About The Next Set Of Items1m
8 practice exercises
Half-Life Your Message Reflection15m
Create a Central Message30m
How many points in a paragraph (1)5m
How many points in a paragraph (2)5m
How many points in a paragraph (3)5m
Critique / rewrite paragraphs10m
Evaluate summary using rubric (1)10m
Evaluate summary using rubric (2)10m
Week
3

Week 3

2 hours to complete

Week 3

2 hours to complete
4 videos (Total 31 min)
4 videos
Active vs. Passive Voice6m
Tools and Sites for Plain Language8m
Dejargonizer video5m
2 practice exercises
Passive voice to active voice10m
Replacing jargon in sentences20m
Week
4

Week 4

4 hours to complete

Week 4

4 hours to complete
13 videos (Total 56 min), 3 readings, 3 quizzes
13 videos
The Link Between Messaging and Narrative3m
Health Sciences & Management Can be Stories4m
ABT (And, But, Therefore)7m
ABT in Science Stories6m
Other Examples of ABT3m
ABT X 24m
The Findings ABT2m
Post-Interview debrief Dr. Skip Lupia4m
One-pager Briefs4m
Advocacy Examples: Inverted Triangles + ABT3m
Advocacy Example: Repeated Inverted Triangle4m
Macro- vs. Micro-Message Structures1m
3 readings
External Video (10 min): Communicating to Policymakers10m
Letter to EPA: CPP Replacement10m
Letter to EPA: Toxic Substance Control Act10m
2 practice exercises
Evaluate ABT x 2 examples20m
Create ABT x 2 from provided research paper45m

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