• 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.

Theory and Principles of Public Communication Campaigns
Theory and principles of public communication campaigns
Charles K. AtkinRonald E. Rice

Public communication campaigns can be defined as purposive attempts to inform or influence behaviors in large audiences within a specified time period using an organized set of communication activities and featuring an array of mediated messages in multiple channels generally to produce noncommercial benefits to individuals and society (Rice & Atkin, 2009; Rogers & Storey, 1987).

The campaign as process is universal across topics and venues, utilizing systematic frameworks and fundamental strategic principles developed over the past half century. Campaign designers perform a situational analysis and set objectives leading to development of a coherent set of strategies and implement the campaign by creating informational and persuasive messages ...

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