[PDF] Fundamentals Of Public Communication Campaigns eBook

Author : Jonathan Matusitz
Publisher : John Wiley & Sons
Page : 580 pages
File Size : 32,32 MB
Release : 2022-09-13
Category : Language Arts & Disciplines
ISBN : 1119878071

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The most comprehensive and up-to-date textbook on public communication campaigns currently available Fundamentals of Public Communication Campaigns provides students and practitioners with the theoretical and practical knowledge needed to create and implement effective messaging campaigns for an array of real-world scenarios. Assuming no prior expertise in the subject, this easily accessible textbook clearly describes more than 700 essential concepts of public communication campaigns. Numerous case studies illustrate real-world media campaigns, such as those promoting COVID–19 vaccinations and social distancing, campaigns raising awareness of LGBTQ+ issues, entertainment and Hollywood celebrity campaigns, and social activist initiatives including the #MeToo movement and Black Lives Matter (BLM). Opening with a thorough introduction to the fundamentals of public communication campaigns, the text examines a wide array of different health communication campaigns, social justice and social change campaigns, and counter-radicalization campaigns. Readers learn about the theoretical foundations of public communication campaigns, the roles of persuasion and provocation, how people’s attitudes can be changed through fear appeals, the use of ethnographic research in designing campaigns, the ethical principles of public communication campaigns, the potential negative effects of public messaging, and much more. Describes each of the 10 steps of public communication campaigns, from defining the topic and setting objectives to developing optimal message content and updating the campaign with timely and relevant information Covers public communication campaigns from the United States as well as 25 other countries, including Australia, Brazil, Canada, China, Egypt, India, Israel, Singapore, South Korea, and the United Kingdom Offers a template for creating or adapting messages for advertising, public relations, health, safety, entertainment, social justice, animal rights, and many other scenarios Incorporates key theories such as the Diffusion of Innovations (DoI) theory, social judgment theory (SJT), the Health Belief Model (HBM), social cognitive theory (SCT), and self–determination theory (SDT) Includes in-depth case studies of communication campaigns of Islamophobia, antisemitism, white supremacism, and violent extremism. Fundamentals of Public Communication Campaigns is the perfect textbook for undergraduate students across the social sciences and the humanities, and a valuable resource for general readers with interest in the subject.

Author : Jonathan Matusitz
Publisher : John Wiley & Sons
Page : 580 pages
File Size : 34,86 MB
Release : 2022-09-08
Category : Language Arts & Disciplines
ISBN : 1119878098

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The most comprehensive and up-to-date textbook on public communication campaigns currently available Fundamentals of Public Communication Campaigns provides students and practitioners with the theoretical and practical knowledge needed to create and implement effective messaging campaigns for an array of real-world scenarios. Assuming no prior expertise in the subject, this easily accessible textbook clearly describes more than 700 essential concepts of public communication campaigns. Numerous case studies illustrate real-world media campaigns, such as those promoting COVID–19 vaccinations and social distancing, campaigns raising awareness of LGBTQ+ issues, entertainment and Hollywood celebrity campaigns, and social activist initiatives including the #MeToo movement and Black Lives Matter (BLM). Opening with a thorough introduction to the fundamentals of public communication campaigns, the text examines a wide array of different health communication campaigns, social justice and social change campaigns, and counter-radicalization campaigns. Readers learn about the theoretical foundations of public communication campaigns, the roles of persuasion and provocation, how people’s attitudes can be changed through fear appeals, the use of ethnographic research in designing campaigns, the ethical principles of public communication campaigns, the potential negative effects of public messaging, and much more. Describes each of the 10 steps of public communication campaigns, from defining the topic and setting objectives to developing optimal message content and updating the campaign with timely and relevant information Covers public communication campaigns from the United States as well as 25 other countries, including Australia, Brazil, Canada, China, Egypt, India, Israel, Singapore, South Korea, and the United Kingdom Offers a template for creating or adapting messages for advertising, public relations, health, safety, entertainment, social justice, animal rights, and many other scenarios Incorporates key theories such as the Diffusion of Innovations (DoI) theory, social judgment theory (SJT), the Health Belief Model (HBM), social cognitive theory (SCT), and self–determination theory (SDT) Includes in-depth case studies of communication campaigns of Islamophobia, antisemitism, white supremacism, and violent extremism. Fundamentals of Public Communication Campaigns is the perfect textbook for undergraduate students across the social sciences and the humanities, and a valuable resource for general readers with interest in the subject.

Author : Ronald E. Rice
Publisher : SAGE
Page : 444 pages
File Size : 17,31 MB
Release : 2001
Category : Business & Economics
ISBN : 9780761922063

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This edition provides readers with a comprehensive, up-to-date look into the field of public communication campaigns. It includes a variety of recent campaign dimensions, such as community-orientated and entertainment-education campaigns.

Author : Ronald E. Rice
Publisher : SAGE
Page : 393 pages
File Size : 19,94 MB
Release : 2013
Category : Business & Economics
ISBN : 1412987709

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In this new, fully revised and expanded Fourth Edition, Rice and Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. The subject of campaigns has become increasingly high profile in the academic world in the decade since the last edition, and hundreds of new studies on campaign theory and practice have been published since 2001. Moreover, the rise of new media has expanded the array of strategies for designing and implementing campaigns. Largely rewritten to reflect the ...

Author : Regina M. Luttrell
Publisher : SAGE Publications
Page : 369 pages
File Size : 24,37 MB
Release : 2018-02-20
Category : Language Arts & Disciplines
ISBN : 1506332528

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"An easy to read textbook that will inspire public relations students and provide them with the principles and tools to understand the profession and succeed in their careers." —Chike Anyaegbunam, University of Kentucky "A great book on campaign planning with outstanding theoretical models that students will find useful. A textbook students will want to keep as a reference." —Gary Ford, Webster University Public Relations Campaigns: An Integrated Approach introduces students to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools students will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help students develop practical skills for creating more effective PR campaigns. Students are given multiple opportunities to practice and build their skills throughout the book by learning how to incorporate the PESO model—Paid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing. Give your students the SAGE edge! SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/luttrell.

Author : Judith S. Trent
Publisher : Rowman & Littlefield Publishers
Page : 460 pages
File Size : 30,46 MB
Release : 2011-08-16
Category : Political Science
ISBN : 144220673X

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Now in its seventh edition, Political Campaign Communication provides a realistic understanding of the strategic and tactical communication practices utilized in contemporary political campaigns. It draws on a wealth of examples from local to national political campaigns and communication theory to illustrate principles and practices of campaigns such as functions, stages, communicative styles, public speaking, debates, interpersonal communication, political advertising, and the use of the internet and new media. Trent, Friedenberg, and Denton's classic text has been updated to reflect recent election campaigns, including the 2010 congressional elections and the initial stages of the 2012 presidential election. Many sections now focus on the most recent presidential elections, and the campaigns of Barack Obama and John McCain. In addition, the authors have examined the expanding role of the internet in political campaigns. Political Campaign Communication continues to be a classroom favorite-a thoroughly researched, insightful, and reader-friendly text.

Author : Fabienne Bünzli
Publisher :
Page : 0 pages
File Size : 39,2 MB
Release : 2021
Category :
ISBN :

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Public communication campaigns have become one of the most important tools of strategic communication to achieve social change and to change behaviors. However, despite their recognized potential to contribute to a better world, their effectiveness often remains below expectation. By examining message strategies and their effects on individuals, the present dissertation aims for a more nuanced understanding of persuasion in public communication campaigns. This research is guided by two theoretical perspectives: The first theoretical perspective considers the influence of audience characteristics on the effects of persuasive message strategies (Paper 1 & Paper 2). The second theoretical perspective looks at the role of proximal, of the moment responses in the persuasion process (Paper 3). Paper 1 identifies four basic message approaches used in public communication campaigns and delineates what message approach is most effective for target audiences depending on their stage of readiness to change. Paper 2 focuses on one particular target audience: namely, those people who are usually not inclined to support a public communication campaign. The aim is to find out how to persuade these people through variations in visual and verbal message features. The results of an experimental study indicate that less empathic individuals are more supportive of a prosocial advertising campaign when exposed to sad images and anecdotal evidence. Paper 3 explores the interplay between visual and verbal message features. The goal is to better understand what kind of momentary responses explain the persuasive effects of different image-text combinations. A repeated measures experiment identifies perceived interpretational guidance (that is, as an effort to steer recipients toward one interpretation of the message and away from others) as the key explanatory mechanism. Overall, the findings suggest that recipients are particularly responsive to messages that are matched to their motivational orientation and to simple and clear messages.

Author : D F du Plessis
Publisher : Juta and Company Ltd
Page : 164 pages
File Size : 25,13 MB
Release : 2000
Category : Business & Economics
ISBN : 9780702155574

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Introduction to Public Relations and Advertising introduces the reader to the basics of public relations and advertising in a single textbook. Topics include the functions, effects, and critical issues of public relations as well as the history of advertising and its relationship to marketing. The unit on advertising covers theoretical models, advertising campaigns and critical research issues. Introduction to Public Relations and Advertising is used by the Department of Communication at the university of South Africa and will prove invaluable for other students of communication as well as practitioners who need to reflect on the fundamentals of public relations and advertising.