Using behavioural science to drive change

This 90-minute virtual workshop introduces communications professionals to the power of behavioural science. This practical, live masterclass helps internal communicators, change and people professionals move beyond information campaigns to influencing what people think, feel and do, using proven behavioural science.

What to expect         

• Apply behavioural science to real change challenges
• Define clear behavioural objectives (not just comms outputs)
• Design interventions that make change easier and more likely
• Produce a practical, behaviourally informed change or campaign plan

Who should attend

Professionals working in strategic communication, corporate communication, internal communication, employee communication or change communication who want to strengthen their ability to influence behaviour and help change stick.

Career Level

Generalist / Specialist, Strategic Advisor, Business Leader

Course outline

Topic 1: 

• An introduction to behavioural science 
• Why behaviour determines success and how people really process information
• Turn business goals into behavioural objectives, and diagnose barriers using COM‑B and the Behaviour Change Wheel

Topic 2: 

• Use frameworks like COM-B and EAST to design behaviourally-informed messaging

Topic 3: 

• How to choose the right channels and tactics aligned to behavioural goals
• Tips to evaluate impact and make improvements in real time

About the trainer
UK-based Ann-Marie Blake, FCIPR, ChartPR, is co-founder of True, an independent change and communications consultancy. Before launching True, she built her career both in-house and as a consultant, working with major global organisations on communication, change and leadership challenges.

Her contribution to the communications profession has been recognised through Fellowships of the Chartered Institute of Public Relations (CIPR), Public Relations and Communications Association (PRCA) and the Centre for Strategic Communication Excellence (CSCE).

She is a Chartered PR Practitioner and served as Secretary/Treasurer on the International Executive Board of the International Association of Business Communicators (IABC) from 2020 to 2024.