Effective research, measurement and evaluation can help you make better strategic decisions and demonstrate the true value of your public relations and communication efforts.
This practical course is designed to help you build confidence in research, measurement and evaluation, whether you are starting from scratch, refreshing your knowledge, or looking to align your practice with current global standards.

If you are new to public relations, get ready to enter a profession undergoing a seismic shift.

The purpose of public relations remains the same - building and sustaining the relationships that organisations need to maintain their licence to operate. What has changed are the methods of practice. Artificial intelligence, new communication challenges and stakeholder expectations of transparency and accountability mean practitioners now need broader capabilities and stronger judgement than ever before.

This seminar explores why critical thinking is far more difficult than most people assume and why even experienced professionals often fall into hidden cognitive traps that affect judgement, strategy, and decision-making.

Drawing on more than 30 years of social science research and insights industry experience, Carl will reveal how people are naturally wired to defend their views rather than test them, how organisational cultures can unintentionally suppress questioning, and how cognitive biases quietly shape the way we interpret information.