Public Communication Campaigns

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SAGE, 2001 - Language Arts & Disciplines - 428 pages
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In this fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas.

This Third Edition contains several new features. First, an expanded "sampler" section including more recent, intriguing and controversial campaigns has been added. Second, more attention is given to specific practical implications and evaluation of campaigns, using examples from both AIDS and anti-drug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, and Internet/Web-based campaigns.

This volume will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.

  

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Contents

Public Communication Campaigns The American Experience
3
Input and Output Variables Currently Promising for Constructing Persuasive Communications
22
Theory and Principles of Media Health Campaigns
49
SenseMaking Methodology Communicating Communicatively with Campaign Audiences
69
Creating Fear in a Risky World Generating Effective Health Risk Messages
88
Evaluating Communication Campaigns
105
Formative Evaluation Research in Campaign Design
125
A SystemsBased Evaluation Planning Model for Health Communication Campaigns in Developing Countries
146
The Strategic Extension Campaigns on Rat Control in Bangladesh
283
Mass Campaigns in the Peoples Republic of China During the Mao Era
286
The Designated Driver Campaign
290
RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus
295
Sensation Seeking in Antidrug Campaign and Message Design
300
The Cumulative Community Response to AIDS in San Francisco
305
Americas Sacred Cow
309
The Nazi Antitobacco Campaign
315

Communication Campaign Effectiveness Critical Distinctions
168
How Effective Are Mediated Health Campaigns?
181
The Stanford Community Studies Campaigns to Reduce Cardiovascular Disease
193
Using Theory to Select Messages in Antidrug Media Campaigns Reasoned Action and Media Priming
214
Public Relations as Communication Campaign
231
Strategic Communication for International Health Programs
249
Singing the VD Blues
269
The McGruff Crime Prevention Campaign
273
Smokey Bear
276
Littering When Every Litter Bit Hurts
280
Community Partnership Strategies in Health Campaigns
323
The EntertainmentEducation Strategy in Communication Campaigns
343
A WebBased Smoking Cessation and Prevention Program for Children Aged 12 to 15
357
Using Interactive Media in Communication Campaigns for Children and Adolescents
373
Putting Policy Into Health Communication The Role of Media Advocacy
389
Related References
403
Index
407
About the Authors
419
Copyright

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About the author (2001)

Ronald E. Rice (Ph.D. & M.A., Stanford University; B.A., Columbia University) is both the Arthur N. Rupe Chair in the Social Effects of Mass Communication in the Department of Communication and Co-Director of the Carsey-Wolf Center at UC, Santa Barbara. He has been elected divisional officer in the International Communication Association and the Academy of Management, elected President and Fellow of the ICA, awarded a Fulbright Award to Finland, appointed as Wee Kim Wee Professor and then University Professor of the School of Communication and Information at Nanyang Technological University in Singapore, and awarded an Honorary Doctorate from the University of Montreal. He has co-authored or co-edited ten books, including The New Media: Communication, Research and Technology (1984), and The Internet and Health Communication (2001), both also with SAGE. He is widely published in communication science, public communication campaigns, computer-mediated communication systems, methodology, organizational and management theory, information systems, information science and bibliometrics, and social networks.

Charles K. Atkin (Ph.D., University of Wisconsin; B.A., Michigan State University) is University Distinguished Professor in the Department of Communication at Michigan State, where he has served as Chair for 15 years. He teaches and conducts research on mass communication campaigns, particularly in the health domain. Based on sustained accomplishments in applied research on health campaigns, he received the 2006 Decade of Behavior Award from the American Psychological Association and a consortium of 54 social science organizations as well as the 2008 career award as Outstanding Health Communication Scholar from National Communication Association and the International Communication Association Health Communication Divisions. In 2010, he was selected for the Phillips Award for Distinguished Applied Communication Research by the National Communication Association. He has been a Fellow of the International Communication Association since 1999. He has published almost 100 journal articles and ten books, including Mass Communication and Public Health (1990, SAGE) and Public Communication Campaigns (1989, 2001, SAGE). His federal grant research has been extensive, with recent major projects on breast cancer and binge drinking.

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