Public communication campaigns
Thousand Oaks et al.:
Sage
(2013) 4th ed., xiii, 376 pp., bibliogr., index
ISBN 978-1-4129-8770-7 (pbk)
Other Editions: 3rd ed. 2001
"In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, condom use, ocean sustainability, fear messages, and digital games. Classic chapters include updates 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." (Publisher)
Contents
I. OVERVIEW AND HISTORY
1 Theory and principles of public communication campaigns / Charles K. Atkin, Ronald E. Rice
2 Public communication campaigns: the American experience / William Paisley, Charles K. Atkin
3 Why can't we sell human rights like we sell soap? / Robert C. Hornik
II. DESIGN AND EVALUATION
4 Guidelines for formative evaluation research in campaign design / Charles K. Atkin. Vicki Freimuth
5 Systems based evaluation planning model for health communication campaigns in developing countries / Ronald E. Rice, Dennis Foote
6 Evaluating communication campaigns / Thomas V. Valente, Patchareeya P. Kwan
7 Communication campaign effectiveness and effects: some critical distinctions / Charles T. Salmon, Lisa Murray-Johnson
8 How effective are mediated health campaigns? A synthesis of meta analyses / Leslie B. Snyder, Jessica M. LaCroix
III. THEORY FOUNDATIONS
9 McGuire's classic input output framework for constructing persuasive messages / William J. McGuire
10 Sense making methodology as an approach to understanding and designing for campaign audiences: a turn to communicating communicatively / Brenda Dervin, Lois Foreman-Wernet
11 Inducing fear as a public communication strategy / Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson
12 Truth in advertising: social norms marketing campaigns to reduce college student drinking / William Dejong, Sandi W. Smith
IV. APPLYING THEORY AND EVALUATION
13 The Go Sun Smart campaign: achieving individual and organizational change for occupational sun protection / David B. Buller et.al.
14 A mass media campaign to increase condom use among high sensation seeking and impulsive decision making young adults / Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman
15 Public communication campaigns to promote organ donation: theory, design, and implementation / Susan E. Morgan
16 Transdisciplinary approaches for twenty first century ocean sustainability communication / Ronald E. Rice, Julie A. Robinson
17 Sociocognitive approaches for AIDS prevention: explicating the role of risk perceptions and efficacy beliefs in Malawi / Rajiv M. Rimal, Rupali Limaye
18 Corporate social responsibility campaigns: what do they tell us about organization public relationships? / Maureen Taylor
19 Designing digital games, social media, and mobile technologies to motivate and support health behavior change / Debra A. Lieberman
20 Community partnership strategies in health campaigns / Neil Bracht, Ronald E. Rice
21 Closing the gaps in practice and in theory: evaluation of the scrutinize HIV campaign in South Africa / D. Lawrence Kincaid et.al
22 Rising tide of entertainment education in communication campaigns / Arvind Singhal, Hua Wang, Everett M. Rogers
23 Putting policy into health communication: the role of media advocacy / Lori Dorfman, Lawrence Wallack
1 Theory and principles of public communication campaigns / Charles K. Atkin, Ronald E. Rice
2 Public communication campaigns: the American experience / William Paisley, Charles K. Atkin
3 Why can't we sell human rights like we sell soap? / Robert C. Hornik
II. DESIGN AND EVALUATION
4 Guidelines for formative evaluation research in campaign design / Charles K. Atkin. Vicki Freimuth
5 Systems based evaluation planning model for health communication campaigns in developing countries / Ronald E. Rice, Dennis Foote
6 Evaluating communication campaigns / Thomas V. Valente, Patchareeya P. Kwan
7 Communication campaign effectiveness and effects: some critical distinctions / Charles T. Salmon, Lisa Murray-Johnson
8 How effective are mediated health campaigns? A synthesis of meta analyses / Leslie B. Snyder, Jessica M. LaCroix
III. THEORY FOUNDATIONS
9 McGuire's classic input output framework for constructing persuasive messages / William J. McGuire
10 Sense making methodology as an approach to understanding and designing for campaign audiences: a turn to communicating communicatively / Brenda Dervin, Lois Foreman-Wernet
11 Inducing fear as a public communication strategy / Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson
12 Truth in advertising: social norms marketing campaigns to reduce college student drinking / William Dejong, Sandi W. Smith
IV. APPLYING THEORY AND EVALUATION
13 The Go Sun Smart campaign: achieving individual and organizational change for occupational sun protection / David B. Buller et.al.
14 A mass media campaign to increase condom use among high sensation seeking and impulsive decision making young adults / Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman
15 Public communication campaigns to promote organ donation: theory, design, and implementation / Susan E. Morgan
16 Transdisciplinary approaches for twenty first century ocean sustainability communication / Ronald E. Rice, Julie A. Robinson
17 Sociocognitive approaches for AIDS prevention: explicating the role of risk perceptions and efficacy beliefs in Malawi / Rajiv M. Rimal, Rupali Limaye
18 Corporate social responsibility campaigns: what do they tell us about organization public relationships? / Maureen Taylor
19 Designing digital games, social media, and mobile technologies to motivate and support health behavior change / Debra A. Lieberman
20 Community partnership strategies in health campaigns / Neil Bracht, Ronald E. Rice
21 Closing the gaps in practice and in theory: evaluation of the scrutinize HIV campaign in South Africa / D. Lawrence Kincaid et.al
22 Rising tide of entertainment education in communication campaigns / Arvind Singhal, Hua Wang, Everett M. Rogers
23 Putting policy into health communication: the role of media advocacy / Lori Dorfman, Lawrence Wallack
