Public Relations

Mass Communication and Audience Research

Effective communication starts with understanding audiences. This course covers mass communication theories, audience research methods, surveys and polling, focus groups, media consumption analysis, segmentation, using research to plan communication and interpreting research responsibly.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Communication based on assumptions often misses its audience. You will learn to ground communication in research.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Theory discussions, survey design, focus group practice, data analysis and case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Explain key mass communication theories
Select appropriate audience research methods
Design surveys and polls
Run focus groups
Analyse media consumption
Apply research to communication planning

Target audience

Who should attend.

This course is suitable for:

Communication and PR professionals
Media researchers
Marketing analysts
Government communication staff
Students of communication

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Communication theory
Research design
Survey design
Focus groups
Segmentation

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Communication Theory

09:00–10:08Mass communication theories
10:08–11:00Media effects
11:00–11:30Coffee break
11:30–11:45Media effects (continued)
11:45–12:53Applications
12:53–14:00Exercise

Day 2Research Methods

09:00–10:08Qualitative and quantitative
10:08–11:00Sampling
11:00–11:30Coffee break
11:30–11:45Sampling (continued)
11:45–12:53Ethics
12:53–14:00Workshop

Day 3Surveys and Polls

09:00–10:08Questionnaire design
10:08–11:00Bias
11:00–11:30Coffee break
11:30–11:45Bias (continued)
11:45–12:53Analysis
12:53–14:00Exercise

Day 4Focus Groups and Media Use

09:00–10:08Focus groups
10:08–11:00Media consumption
11:00–11:30Coffee break
11:30–11:45Media consumption (continued)
11:45–12:53Segmentation
12:53–14:00Practice

Day 5Applying Research

09:00–10:08Insights
10:08–11:00Planning
11:00–11:30Coffee break
11:30–11:45Planning (continued)
11:45–12:53Reporting
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.