Fundamentals of Public Communication Campaigns (PDF)

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.