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Public Communication Campaigns

Public Communication Campaigns

Fourth Edition
Edited by:

March 2012 | 392 pages | SAGE Publications, Inc

In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, condom use, ocean sustainability, fear messages, and digital games. Classic chapters include updates on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.

Charles K. Atkin, Ronald E. Rice
Theory and Principles of Public Communication Campaigns
William Paisley, Charles K. Atkin
Public Communication Campaigns--The American Experience
Robert Hornik
Why Can't We Sell Human Rights Like We Sell Soap?
Charles K. Atkin, Vicki Freimuth
Guidelines for Formative Evaluation Research in Campaign Design
Ronald E. Rice, Dennis Foote
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries
Thomas W. Valente, Patchareeya P. Kwan
Evaluating Communication Campaigns
Charles T. Salmon, Lisa Murray-Johnson
Communication Campaign Effectiveness and Effects: Some Critical Distinctions
Leslie B. Snyder, Jessica M. LaCroix
How Effective Are Mediated Health Campaigns? A Synthesis of Meta-Analyses
William J. McGuire
McGuire's Classic Input-Output Framework for Constructing Persuasive Messages
Brenda Dervin, Lois Foreman-Wernet
Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively
Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson
Inducing Fear as a Public Communication Campaign Strategy
William DeJong, Sandi W. Smith
Truth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking
David B. Buller, Barbara J. Walkosz, Peter A. Andersen, Michael D. Scott, Mark B. Dignan, Gary R. Cutter
The Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection
Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman
A Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults
Susan E. Morgan
Public Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation
Ronald E. Rice, Julie A. Robinson
Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication
Rajiv N. Rimal, Rupali Limaye
Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi
Maureen Taylor
Corporate Social Responsibility Campaigns: What Do They Tell Us About Organization-Public Relationships?
Debra A. Lieberman
Designing Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change
Neil Bracht, Ronald E. Rice
Community Partnership Strategies in Health Campaigns
D. Lawrence Kincaid, Richard Delate, Douglas Storey, Maria Elena Figueroa
Closing the Gaps in Practice and in Theory: Evaluation of the Scrutinize HIV Campaign in South Africa
Arvind Singhal, Hua Wang, Everett M. Rogers
The Rising Tide of Entertainment-Education in Communication Campaigns
Lori Dorfman, Lawrence Wallack
Putting Policy into Health Communication: The Role of Media Advocacy

This was a very thorough and interesting book for PR Campaigns, but I think it is too technical for undergraduate students. I will keep this in mind for future graduate level classes.

Professor John Powers
School Of Communications, Quinnipiac University
November 26, 2014

The IC was received a bit late to be considered for Fall semester.

Dr Karim Achibat
Humanities and Social Sciences, AL Akhawayn University
November 11, 2014

The textbook focused mainly on public health campaigns. In Portugal, Public Communication includes those campaigns but also communication in the public sector and government. This textbook lacks some diversity of social realities approach and the case studies are not presented considering a common framework. A framework of analysis for the case studies would ease the students perception of what is important and determinant in public communication campaign. Nevertheless the book can be useful if the lecturer prepare and adapt some of the presented case studies for class discussion.

Miss Sonia Sebastiao
School of Social and Political Science, Technical University of Lisbon
June 20, 2013
Key features


  • With state-of-the-art literature reviews and contributors with extensive expertise and experience, this volume is a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.
  • This text features a wide range of methodological approaches, both qualitative and quantitative, as well as a broad range of campaign examples from specific at-risk population segments, both in the United States and abroad.
  • The authors address all stages of public communication campaigns: purpose, design, implementation, and evaluation.

Sample Materials & Chapters


Chapter 1

ch 4

ch 16

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