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.
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