Summary
Contents
Subject index
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 Relations as Communication Campaign
Public Relations as Communication Campaign
Public relations practitioners and public communication campaigners can learn much from each other. In this chapter, we clarify the conceptual overlap shared by public relations and public communication campaigns and delineate areas in which these two forms of organizational communication differ. We then report findings from the 15-year Excellence Study of public relations and communication management in three nations, highlighting information most applicable to public communication campaigns. In so doing, we put forward the concept of two-way symmetrical communication as an especially ethical and effective orientation for the conduct of public communication campaigns. We close with an exemplar of a symmetrical public relations campaign and a discussion of its implications.
Distinguishing Public ...
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