Digital Communication Certificate Program Module 2: Developing Personas and Tailoring Messages

Course Duration: Approx. 6 hours
Module Duration: Approx. 45–60 minutes

Note: The prices below are for this course module only. The price of the entire course is $975 for PRSA members and $1,225 for nonmembers.
Full Price: $245
Members: $195

Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics

The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences.

You can’t effectively deliver your message to your prospects without knowing who they are. You need personas—composite sketches of important segments of your audience. This module will explore best practices you can use to build relevant personas for your organization – and learn how to craft messaging to which they’ll be most receptive.

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

  • Analyze the characteristics of the primary personas and discover more ways to use behavior to boost communication results.
  • Identify personas within their audience to boost engagement across the marketing landscape.
  • Identify key behaviors to accelerate results and improve your pitch-to-placement ratio.


Participants with the APR credential earn 1.0 APR Maintenance Credit for completing this online course module.