All Formats & Editions

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... Read Full Overview

Original essays define the scope of and show how to improve campaigns that promote public service programmes -- among them, anti-smoking, family planning, heart disease prevention, and fire prevention campaigns. Academics, programme administrators, evaluators and policy makers... Read Full Overview

In 1981 the first edition of Public Communication Campaigns effectively presented the state of the art in public communication campaigns. Program managers, policymakers, administrators, and evaluators brought together valuable perspectives on influencing public knowledge, attitudes,... Read Full Overview

A textbook or reader for courses in communication, journalism, public relations, advertising, mass media, and public health at the graduate or undergraduate level. Selections on political campaigns have been dropped from the first (1981) and second (no date noted) editions because... Read Full Overview

In 1981 the first edition of Public Communication Campaigns effectively presented the state of the art in public communication campaigns. Program managers, policymakers, administrators, and evaluators brought together valuable perspectives on influencing public knowledge, attitudes,... Read Full Overview

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... Read Full Overview