Public Communication Campaigns

Public Communication Campaigns by Ronald E. Rice, published by SAGE in 2013, is a comprehensive resource that delves into the evolving field of public communication campaigns. This fourth edition spans 376 pages and is presented in English, offering an updated exploration of contemporary theories and research. The book addresses a variety of topics, including sun protection, organ donation, and corporate social responsibility, while also revisiting classic themes such as campaign history and evaluation methodologies.

Readers will find a thorough examination of both traditional and emerging areas within public communication. The text includes updates on formative evaluation and systems approaches, as well as insights into the effectiveness of fear messages and digital games. This edition serves as a valuable reference for those interested in advertising, public relations, and communication studies, providing a detailed analysis of the strategies and impacts of public campaigns in today’s media landscape.