Public Communication Campaigns
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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. Booknews A textbook or reader for courses in communication, journalism, public relations, advertising, mass media, and public health at the graduate or undergraduate level. Selections on political campaigns have been dropped from the first (1981) and second (no date noted) editions because of their increasingly specialized nature. The remaining themes are historical and theoretical foundations, campaign design and evaluation, lessons from the field, a campaign sampler, and new approaches and current challenges. Most of the case studies are public health campaigns. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Preface1Public Communication Campaigns: The American Experience32Input and Output Variables Currently Promising for Constructing Persuasive Communications223Theory and Principles of Media Health Campaigns494Sense-Making Methodology: Communicating Comunicatively With Campaign Audiences695Creating Fear in a Risky World: Generating Effective Health Risk Messages886Evaluating Communication Campaigns1057Formative Evaluation Research in Campaign Design1258A Systems-Based Evaluation Planning Models for Health Communication Campaigns in Developing Countries1469Communication Campaign Effectiveness: Critical Distinctions16810How Effective Are Mediated Health Campaigns?18111The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease19312Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming21413Public Relations as Communication Campaign23114Strategic Communication for International Health Programs24915Singing the (VD) Blues26916The McGruff Crime Prevention Campaign27317Smokey Bear27618Littering: When Every Litter Bit Hurts28019The Strategic Extension Campaigns on Rat Control in Bangladesh28320Mass Campaigns in the People's Republic of China During the Mao Era28621The Designated Driver Campaign29022RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus29523Sensation Seeking in Antidrug Campaign and Message Design30024The Cumulative Community Response to AIDS in San Francisco30525America's Sacred Cow30926The Nazi Antitobacco Campaign31527Community Partnership Strategies in Health Campaigns32328The Entertainment-Education Strategy in Communication Campaigns34329A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 1535730Using Interactive Media in Communication Campaigns for Children and Adolescents37331Putting Policy Into Health Communication: The Role of Media Advocacy389Related References403Index407About the Authors419
