B7Rice, R. E and Atkin, C. K. (Eds.) (2001).  Public communication campaigns (3rd ed. ) Thousand Oaks, CA: Sage.

BookcoverPREFACE
    The 1st edition of Public communication campaigns in 1981, with William Paisley as co-editor, broke new ground in publishing about theory, research and practice in non-profit communication campaigns. Public communication campaigns, 2nd ed., with Charles Atkin as co-editor, benefited from feedback about the uses and needs of the 1st edition. In both editions, the book has been widely adopted for classes, and used for research and training, in Communication, Journalism, Public Relations, Mass Media, Advertising, and Public Health programs, in undergraduate, Master's and Ph.D. classes.  Over 13,000 copies of the two editions have been sold.  Clearly this book has an established presence, broad scope, and rigorous reputation.
    The 3rd edition continues in the tradition of ongoing improvement and expansion into new areas.  Most chapters are entirely new, reflecting up-to-date theory, research, experience, and campaigns.  We keep a few, significantly revised, central chapters and campaign samplers from the 2nd edition.
    Section I -- Historical and Theoretical Foundations -- begins with Paisley's overview of the conceptual and historical foundations of public communication campaigns.  The section continues with McGuire's comprehensive review of the social-psychological research on persuasive communication with specific practical implications, Atkin's integrative summary of the theoretic foundations of and practical guidelines for the design of health messages and campaigns, Dervin and Frenette's theoretical overview and summary of experiences from campaigns using the sense-making approach, and Stephenson and Witte's review and analysis of the use of fear appeals (grounded in a recent theoretic model for message design).
    Section II -- Campaign Design and Evaluation -- includes Valente's tutorial on campaign evaluation, Atkin and Freimuth's much-revised overview of formative evaluation emphasizing message design, Rice and Foote's updated explication and application of a systems approach to campaign evaluation, Salmon and Murray-Johnson's theoretic and pragmatic analysis of the distinctions between campaign effects and effectiveness, and Snyder's brief but comprehensive meta-analysis of the effectiveness of large-scale mediated campaigns.
    Section III -- Lessons from the Field -- provides Flora's review of the famous Stanford community health projects, Cappella, Fishbein and Hornik's integration of theoretical foundations (especially media priming) for health campaigns as applied to the current national anti-drug campaign, Dozier, Grunig and Grunig's analysis of the potential for public relations to be two-way symmetric communication campaigns, and Piotrow and Kincaid's discussion of a strategic communication approach toward family health and reproductive planning in international settings.
    Section IV -- A Campaign Sampler -- covers a wide range of short "lessons from the field", with many new, intriguing and controversial campaigns, ranging from bears, cows and rats, to drinking, littering and sensation-seeking.
    Section V -- New Approaches and Current Challenges -- introduces a variety of recent developments in communication campaigns: Bracht's overview of community partnership strategies, Singhal and Rogers's review and analysis of the entertainment-education approach, Buller and colleagues' case study of using World Wide Web-based messages and resources for smoking cessation and prevention, Lieberman's conceptual and empirical introduction to the use of interactive CD and computer games for children's health campaigns, and Wallack and Dorfman's review and suggestions for using media advocacy as a policy component of health communication.
    The volume ends with Section VI -- Related Books, An Index, and About the Contributors.

TABLE OF CONTENTS

SECTION I: HISTORICAL AND THEORETICAL FOUNDATIONS

PUBLIC COMMUNICATION CAMPAIGNS: THE AMERICAN EXPERIENCE
William J. Paisley
INPUT AND OUTPUT VARIABLES CURRENTLY PROMISING FOR CONSTRUCTING PERSUASIVE COMMUNICATIONS
William J. McGuire
THEORY AND PRINCIPLES OF MEDIA HEALTH CAMPAIGNS
Charles K. Atkin
APPLYING SENSE-MAKING METHODOLOGY: COMMUNICATING COMMUNICATIVELY WITH AUDIENCES AS LISTENERS, LEARNERS, TEACHERS, CONFIDANTES
Brenda Dervin and Micheline Frenette
CREATING FEAR IN A RISKY WORLD:
GENERATING EFFECTIVE HEALTH RISK MESSAGES
Michael T. Stephenson and Kim Witte

SECTION II: CAMPAIGN DESIGN AND EVALUATION

EVALUATING COMMUNICATION CAMPAIGNS
Thomas W. Valente
FORMATIVE EVALUATION RESEARCH IN CAMPAIGN DESIGN
Charles Atkin and Vicki Freimuth
A SYSTEMS-BASED EVALUATION PLANNING MODEL FOR HEALTH COMMUNICATION CAMPAIGNS IN DEVELOPING COUNTRIES
Ronald E. Rice and Dennis R. Foote
COMMUNICATION CAMPAIGN EFFECTIVENESS:
SOME CRITICAL DISTINCTIONS
Charles T. Salmon and Lisa Murray-Johnson
HOW EFFECTIVE ARE MEDIATED HEALTH CAMPAIGNS?
Leslie B. Snyder

SECTION III: LESSONS FROM THE FIELD

THE STANFORD COMMUNITY STUDIES:
CAMPAIGNS TO REDUCE CARDIOVASCULAR DISEASE
June A. Flora
USING THEORY TO SELECT MESSAGES IN ANTI-DRUG MEDIA CAMPAIGNS: REASONED ACTION AND MEDIA PRIMING
Joseph N. Cappella, Martin Fishbein, Robert Hornik, R. Kirkland Ahern & Sarah Sayeed
PUBLIC RELATIONS AS COMMUNICATION CAMPAIGN
David Dozier, Larissa Grunig and James Grunig
STRATEGIC COMMUNICATION FOR INTERNATIONAL HEALTH PROGRAMS
Phyllis T. Piotrow and D. Lawrence Kincaid

SECTION IV: A CAMPAIGN SAMPLER

SINGING THE (VD) BLUES
Bradley Greenberg and Walter Ganz
THE MCGRUFF CRIME PREVENTION CAMPAIGN
Garrett J. O'Keefe and Kathaleen Reid
SMOKEY BEAR
Ronald E. Rice
LITTERING: WHEN EVERY LITTER BIT HURTS
Robert B. Cialdini
THE STRATEGIC EXTENSION CAMPAIGNS ON
RAT CONTROL IN BANGLADESH
Ronny Adhikarya
MASS CAMPAIGNS IN THE PEOPLE'S REPUBLIC OF CHINA DURING THE MAO ERA
Allan P.L. Liu
THE DESIGNATED DRIVER CAMPAIGN
Jay A. Winsten and William DeJong
RU SURE? USING COMMUNICATION THEORY TO REDUCE
DANGEROUS DRINKING ON A COLLEGE CAMPUS
Linda Costigan Lederman, Lea Stewart, Sherry Barr, Richard Powell, Lisa Laitman and Fern Walter Goodhart
SENSATION SEEKING IN ANTI-DRUG CAMPAIGN AND MESSAGE DESIGN
Phil Palmgreen, Lewis Donohew, and Nancy Harrington
THE CUMULATIVE COMMUNITY RESPONSE TO AIDS IN SAN FRANCISCO
James Dearing
AMERICA'S SACRED COW
Matilda Butler
THE NAZI ANTI-TOBACCO CAMPAIGN
Robert Proctor

SECTION V: NEW APPROACHES AND CURRENT CHALLENGES

COMMUNITY PARTNERSHIP STRATEGIES IN HEALTH CAMPAIGNS
Neil Bracht
THE ENTERTAINMENT-EDUCATION STRATEGY IN COMMUNICATION CAMPAIGNS
Arvind Singhal and Everett M. Rogers
A WEB-BASED SMOKING CESSATION AND PREVENTION PROGRAM FOR CHILDREN AGED 12-15
David Buller, W. Gill Woodall, John Hall, Ron Borland, Bryan Ax, Melissa Brown and Joan Marquardt Hines
USING INTERACTIVE MEDIA IN COMMUNICATION CAMPAIGNS FOR CHILDREN AND ADOLESCENTS
Debra A. Lieberman
PUTTING POLICY INTO HEALTH COMMUNICATION:
THE ROLE OF MEDIA ADVOCACY
Lawrence Wallack and Lori Dorfman

SECTION VI:  RELATED BOOKS
ABOUT THE CONTRIBUTORS