In this new, 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.

Public Communication Campaigns: The American Experience

Public Communication Campaigns: The American Experience

Public Communication Campaigns: The American experience
William J.Paisley

Public communication campaigns are a familiar and essential part of American civic culture. Campaign topics range from personal issues such as health to social issues such as equal opportunity, energy conservation, and environmental protection. Campaigns are regarded as public service programs if their goals are widely supported by the public and policymakers. If their goals are controversial, however, then campaigns are regarded as advocacy strategies. As societal values change, some campaign topics (e.g., race and gender equality) move from the second category to the first. Some topics (e.g., the traditional American diet now regarded as unhealthy) move from the first category to the second.

Campaign Stakeholders

This volume, written by social scientists, discusses how public ...

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