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 4: Guidelines for Formative Evaluation Research in Campaign Design
Guidelines for Formative Evaluation Research in Campaign Design
Public communication campaigns have achieved a varied record of success in influencing health and prosocial behavior as reflected by the diverse array of cases cited in this book. Designing and implementing effective campaigns requires a disciplined approach where the campaign team performs a thorough situational analysis, develops a theory-based but pragmatic strategic plan, and implements the creation and placement of messages in accordance with principles of effective media campaign practices. Moreover, diligent efforts are needed to enhance the working relationship between campaign designers and evaluators versus creative professionals who translate concepts in messages. A key role of the strategist in the collaborative process is to ...