Organizational Aspects of Health Communication Campaigns: What Works?

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SAGE Publications, Jun 9, 1993 - Language Arts & Disciplines - 249 pages
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How do organizations such as universities, television and radio networks, advertising agencies, voluntary groups, community and government agencies collaborate to make a successful campaign? How do organizational dynamics or structures influence campaign outcomes? This book explores these questions by bringing together campaign experts and leading management scientists to investigate the organizational dimensions of some of the most high-profile health campaigns in the United States.

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Contents

An Experiment
10
A Substance Abuse Prevention Campaign
37
Commentary
61
Copyright

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About the author (1993)

Thomas E. Backer is president of the Human Interaction Research Institute, a Los Angeles-based nonprofit center for research and intervention on innovation and change. He is also associate clinical professor of medical psychology at the UCLA School of Medicine. A psychologist, his life work is devoted to helping people, organizations, and communities meet the challenges of innovation and change. He has three central interests: the human dynamics of change for both individuals and organizations; use of strategic planning and other problem-solving methods to meet the challenges of change; and the psychology of creativity. He conducts research, writes, teaches, and consults in all three areas - concentrating on work that improves services for vulnerable populations, and on enhancing nonprofit arts and culture programs.

He is the author of more than 400 books, articles, and research reports. "Dissemination and Utilization Strategies for Foundations: Adding Value to Grantmaking, and Reviewing the Behavioral Science Knowledge Base on Technology Transfer "(coedited with Susan L. David and Gerald Soucy of the National Institute on Drug Abuse) are his most recent books. He is also the author of three recently completed research studies of innovations in philanthropy, all commissioned by the John S. and James L. Knight Foundation.

Dr. Backer won the 19889 Mrs. Swanson Award of the Knowledge Utilization Society, for his longtime research and consultation on labor and management responses to the AIDS health crisis. He was also awarded the 1987 Consulting Psychology Research Award of the Division of Consulting Psychology, American Psychological Association, and its 2001 RHR International Award for Excellence in Consultation.

Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations.

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