• Summary
  • Contents
  • Subject index

In this fully revised and updated Fourth Edition, Rice and Atkin provide readers with a comprehensive and contemporary look into the field of public communication campaigns. The volume begins with a theoretical and historical overview of public communication campaigns, which generally aim to promote non-commercial benefits to individuals or society. The contributors then explore methods and models of designing, implementing, and evaluating campaigns in depth. Topics examined include a range of recent, intriguing, and controversial campaigns such as AIDS prevention, skin cancer, organ donation, and ocean sustainability. The contributors also explore a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, digital games, mobile technology, and social media. Public Communication Campaigns, Fourth Edition 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.

Corporate Social Responsibility Campaigns: What do They Tell us about Organization–Public Relationships?
Corporate social responsibility campaigns: What do they tell us about organization–public relationships?
Maureen Taylor

The field of public relations has evolved in a cocreational direction over the last two decades (Botan & Taylor, 2004; Heath, 2010). Public relations was once considered a functional organizational activity that worked mainly toward generating positive media coverage. Today, a cocreational approach to public relations suggests that organizations work to create shared meaning with stakeholders. Public relations activities in a cocreational approach build relationships with stakeholders, engage in dialogue, and counsel organizational leaders on how to make ethical, long-term decisions (Botan & Taylor, 2004). A new role for the public relations function that exemplifies the cocreational approach is corporate ...

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