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Public Communication Campaigns
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Public Communication Campaigns

Fourth Edition
Edited by:


May 2012 | 392 pages | SAGE Publications, Inc
In this new, fully revised and expanded Fourth Edition, Rice and Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns.

The subject of campaigns has become increasingly high profile in the academic world in the decade since the last edition, and hundreds of new studies on campaign theory and practice have been published since 2001. Moreover, the rise of new media has expanded the array of strategies for designing and implementing campaigns.

Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, use of condoms, ocean sustainability,fear messages, and digital games. Classic chapters are updated, on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.

 
SECTION I. OVERVIEW AND HISTORY
Charles K. Atkin, Ronald E. Rice
Theory and Principles of Public Communication Campaigns
William Paisley, Charles K. Atkin
Public Communication Campaigns--The American Experience
Robert Hornik
Why Can't We Sell Human Rights Like We Sell Soap?
 
SECTION II. DESIGN AND EVALUATION
Charles K. Atkin, Vicki Freimuth
Guidelines for Formative Evaluation Research in Campaign Design
Ronald E. Rice, Dennis Foote
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries
Thomas W. Valente, Patchareeya P. Kwan
Evaluating Communication Campaigns
Charles T. Salmon, Lisa Murray-Johnson
Communication Campaign Effectiveness and Effects: Some Critical Distinctions
Leslie B. Snyder, Jessica M. LaCroix
How Effective Are Mediated Health Campaigns? A Synthesis of Meta-Analyses
 
SECTION III. THEORY FOUNDATIONS
William J. McGuire
McGuire's Classic Input-Output Framework for Constructing Persuasive Messages
Brenda Dervin, Lois Foreman-Wernet
Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively
Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson
Inducing Fear as a Public Communication Campaign Strategy
William DeJong, Sandi W. Smith
Truth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking
 
SECTION IV. APPLYING THEORY AND EVALUATION
David B. Buller, Barbara J. Walkosz, Peter A. Andersen, Michael D. Scott, Mark B. Dignan, Gary R. Cutter
The Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection
Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman
A Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults
Susan E. Morgan
Public Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation
Ronald E. Rice, Julie A. Robinson
Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication
Rajiv N. Rimal, Rupali Limaye
Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi
Maureen Taylor
Corporate Social Responsibility Campaigns: What Do They Tell Us About Organization-Public Relationships?
Debra A. Lieberman
Designing Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change
Neil Bracht, Ronald E. Rice
Community Partnership Strategies in Health Campaigns
D. Lawrence Kincaid, Richard Delate, Douglas Storey, Maria Elena Figueroa
Closing the Gaps in Practice and in Theory: Evaluation of the Scrutinize HIV Campaign in South Africa
Arvind Singhal, Hua Wang, Everett M. Rogers
The Rising Tide of Entertainment-Education in Communication Campaigns
Lori Dorfman, Lawrence Wallack
Putting Policy into Health Communication: The Role of Media Advocacy

This was a very thorough and interesting book for PR Campaigns, but I think it is too technical for undergraduate students. I will keep this in mind for future graduate level classes.

Professor John Powers
School Of Communications, Quinnipiac University
November 26, 2014

The IC was received a bit late to be considered for Fall semester.

Dr Karim Achibat
Humanities and Social Sciences, AL Akhawayn University
November 11, 2014

The textbook focused mainly on public health campaigns. In Portugal, Public Communication includes those campaigns but also communication in the public sector and government. This textbook lacks some diversity of social realities approach and the case studies are not presented considering a common framework. A framework of analysis for the case studies would ease the students perception of what is important and determinant in public communication campaign. Nevertheless the book can be useful if the lecturer prepare and adapt some of the presented case studies for class discussion.

Miss Sonia Sebastiao
School of Social and Political Science, Technical University of Lisbon
June 20, 2013

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ch 16


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ISBN: 9781412987707
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