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.
Chapter 20: Community Partnership Strategies in Health Campaigns
Community Partnership Strategies in Health Campaigns
This chapter reviews lessons learned from numerous community studies and experiences that have employed a community involvement orientation. 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). The chapter discusses four major themes: 1) community collaboration, 2) community change theory, 3) a five-stage model of basic strategies in planning and organizing at the community level, and 4) a summary of lessons learned and future research implications.
Community Collaboration: Perspectives on Partnership Approaches
Looked at broadly, ...