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.

Community Partnership Strategies in Health Campaigns

Community Partnership Strategies in Health Campaigns

Community partnership strategies in health campaigns

Two decades of experience in conducting community health promotion campaigns have produced a growing consensus about the importance of active community involvement and collaboration in the design and implementation of local projects. Successful campaign partnership approaches build on the principles of community organization theory that promote the planned involvement and contribution(s) of community citizens, leaders, and organizations. Commitment of campaign planners and professionals to community empowerment and capacity building not only adds to the material and human resources needed for any given campaign but also increases the likelihood that campaign results endure beyond the campaign or project period (Thompson & Winner, 1999). Many private foundations and governmental funding programs now require community involvement protocols ...

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