Public Communication Campaigns

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.

• SECTION I. OVERVIEW AND HISTORYTheory and Principles of Public Communication Campaigns - Charles K. Atkin, Ronald E. RicePublic Communication Campaigns--The American Experience - William Paisley, Charles K. AtkinWhy Can′t We Sell Human Rights Like We Sell Soap? - Robert HornikSECTION II. DESIGN AND EVALUATIONGuidelines for Formative Evaluation Research in Campaign Design - Charles K. Atkin, Vicki FreimuthA Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E. Rice, Dennis FooteEvaluating Communication Campaigns - Thomas W. Valente, Patchareeya P. KwanCommunication Campaign Effectiveness and Effects: Some Critical Distinctions - Charles T. Salmon, Lisa Murray-JohnsonHow Effective Are Mediated Health Campaigns? A Synthesis of Meta-Analyses - Leslie B. Snyder, Jessica M. LaCroixSECTION III. THEORY FOUNDATIONSMcGuire′s Classic Input-Output Framework for Constructing Persuasive Messages - William J. McGuireSense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively - Brenda Dervin, Lois Foreman-WernetInducing Fear as a Public Communication Campaign Strategy - Marco C. Yzer, Brian G. Southwell, Michael T. StephensonTruth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking - William DeJong, Sandi W. SmithSECTION IV. APPLYING THEORY AND EVALUATIONThe Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection - David B. Buller, Barbara J. Walkosz, Peter A. Andersen, Michael D. Scott, Mark B. Dignan, Gary R. CutterA Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults - Philip C. Palmgreen, Seth M. Noar, Rick S. ZimmermanPublic Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation - Susan E. MorganTransdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication - Ronald E. Rice, Julie A. RobinsonSociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi - Rajiv N. Rimal, Rupali LimayeCorporate Social Responsibility Campaigns: What Do They Tell Us About Organization-Public Relationships? - Maureen TaylorDesigning Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change - Debra A. LiebermanCommunity Partnership Strategies in Health Campaigns - Neil Bracht, Ronald E. RiceClosing the Gaps in Practice and in Theory: Evaluation of the Scrutinize HIV Campaign in South Africa - D. Lawrence Kincaid, Richard Delate, Douglas Storey, Maria Elena FigueroaThe Rising Tide of Entertainment-Education in Communication Campaigns - Arvind Singhal, Hua Wang, Everett M. RogersPutting Policy into Health Communication: The Role of Media Advocacy - Lori Dorfman, Lawrence Wallack