Public Communication Campaigns

In this 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.

Table of Contents:
Preface PART I: HISTORICAL AND THEORETICAL FOUNDATIONS 1. Public Communication Campaigns: The American Experience - William J Paisley 2. Input and Output Variables Currently Promising for Constructing Persuasive Communications - William J. McGuire 3. Theory and Principles of Media Health Campaigns - Charles K Atkin 4. Sense-Making Methodology: Communicating Communicatively With Campaign Audiences - Brenda Dervin and Micheline Frenette 5. Creating Fear in a Risky World: Generating Effective Health Risk Messages - Michael T Stephenson and Kim Witte PART II: CAMPAIGN DESIGN AND EVALUATION 6. Evaluating Communication Campaigns - Thomas W Valente 7. Formative Evaluation Research in Campaign Design - Charles K Atkin and Vicki S Freimuth 8. A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E Rice and Dennis R Foot 9. Communication Campaign Effectiveness: Critical Distinctions - Charles T Salmon and Lisa Murray-Johnson 10. How Effective Are Mediated Health Campaigns? - Leslie B Snyder PART III: LESSONS FROM THE FIELD 11. The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease - June A Flora 12. Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming - Joseph N Cappella et al 13. Public Relations as Communication Campaign - David M Dozier, Larissa A Grunig and James E Grunig 14. Strategic Communication for International Health Programs - Phyllis Tilson Piotrow and D Lawrence Kincaid PART IV: A CAMPAIGN SAMPLER - Bradley S Greenberg and Walter Gantz 15. Singing the (VD) Blues - Garrett J O'Keefe and Kathaleen Reid-Martinez 16. The McGruff Crime Prevention Campaign - Garrett J O'Keefe and Kathaleen Reid-Martinez 17. Smokey Bear - Ronald E Rice 18. Littering: When Every Litter Bit Hurts - Robert B. Cialdini 19. The Strategic Extension Campaigns on Rat Control in Bangladesh - Ronny Adhikarya 20. Mass Campaigns in the People's Republic of China during the Mao Era - Allan P L Liu 21. The Designated Driver Campaign - Jay A Winsten and William DeJong 22. RU Sure? Using Communication Theory to Reduce Dangerous Drinking on a College Campus - Linda C Lederman et al 23. Sensation Seeking in Antidrug Campaign and Message Design - Philip Palmgreen, Lewis Donohew and Nancy Grant Harrington 24. The Cumulative Community Response to AIDS in San Francisco - James W Dearing 25. America's Sacred Cow - Matilda Butler 26. The Nazi Antitobacco Campaign - Robert Proctor PART V: NEW APPROACHES AND CURRENT CHALLENGES 27. Community Partnership Strategies in Health Campaigns - Neil Bracht 28. The Entertainment-Education Strategy in Commuication Campaigns - Arvind Singhal and Everett M Rogers 29. A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15 - David B Buller et al 30. Using Interactive Media in Communication Campaigns for Children and Adolescents - Debra A Lieberman 31. Putting Policy into Health Communication: The Role of Media Advocacy - Lawrence Wallack and Lori Dorfman Related References Index About the Authors

About the Author :
Ronald E. Rice (Ph.D. & M.A., Stanford University; B.A., Columbia University) is both the Arthur N. Rupe Chair in the Social Effects of Mass Communication in the Department of Communication and Co-Director of the Carsey-Wolf Center at UC, Santa Barbara. He has been elected divisional officer in the International Communication Association and the Academy of Management, elected President and Fellow of the ICA, awarded a Fulbright Award to Finland, appointed as Wee Kim Wee Professor and then University Professor of the School of Communication and Information at Nanyang Technological University in Singapore, and awarded an Honorary Doctorate from the University of Montreal. He has co-authored or co-edited ten books, including The New Media: Communication, Research and Technology (1984), and The Internet and Health Communication (2001), both also with SAGE. He is widely published in communication science, public communication campaigns, computer-mediated communication systems, methodology, organizational and management theory, information systems, information science and bibliometrics, and social networks. Charles K. Atkin (Ph.D., University of Wisconsin; B.A., Michigan State University) is University Distinguished Professor in the Department of Communication at Michigan State, where he has served as Chair for 15 years. He teaches and conducts research on mass communication campaigns, particularly in the health domain. Based on sustained accomplishments in applied research on health campaigns, he received the 2006 Decade of Behavior Award from the American Psychological Association and a consortium of 54 social science organizations as well as the 2008 career award as "Outstanding Health Communication Scholar" from National Communication Association and the International Communication Association Health Communication Divisions. In 2010, he was selected for the Phillips Award for Distinguished Applied Communication Research by the National Communication Association. He has been a Fellow of the International Communication Association since 1999. He has published almost 100 journal articles and ten books, including Mass Communication and Public Health (1990, SAGE) and Public Communication Campaigns (1989, 2001, SAGE). His federal grant research has been extensive, with recent major projects on breast cancer and binge drinking.