Public Communication Campaigns
- Ronald E. Rice - University of California, Santa Barbara, USA
- Charles K. Atkin - Michigan State University, USA
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.
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.
The IC was received a bit late to be considered for Fall semester.
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.
Sage College Publishing
