Public Information Campaigns and Opinion Research: A Handbook for the Student and Practitioner

This handbook draws on multidisciplinary insights and the experiences of academics and campaign practitioners to provide a comprehensive guide and introduction to planning, implementing and measuring public information and communication campaigns. It outlines the basic theoretical approaches and provides practical examples from a variety of both national and international information and communication campaigns within and across Europe. Public opinion information and campaign strategies in a recent American state election campaign are used to contrast the different perspectives and experiences in the United States. The handbook concludes by demonstrating how to measure effects, causality and public opinion change to determine what the campaign accomplished. A helpful summary and checklist for the student and practitioner using survey research is provided at the end. INDICE: Foreward - Hans-Dieter Klingemann and Andrea R[um]ommeleKarlheinz ReifCampaigns and Surveys - Hans-Dieter Klingemann and Andrea Rommele An IntroductionPART ONE: COMMUNICATING THE MESSAGE: THEORETICAL APPROACHESInformation and Communication Campaigns - Katrin Voltmer and Andrea Rommele Linking Theory to PracticeModeling and Evaluating Public Relations Campaigns - Barbara Baerns and Juliana RauppTowards a Theory of Campaigns - Michael Schenk and Thomas Dobler The Role of Opinion LeadersPART TWO: PLANNING AND IMPLEMENTING NATIONAL CAMPAIGNSThe Importance of Research in Planning and Developing Communications Campaigns - Malcolm Rigg The UK Government Home Office Smoke Alarms CampaignPlanning and Implementing a National Campaign - Simon Rayner Two Campaigns by the National Farmers UnionPublic Opinion Information and Campaign Strategies - Ronald L Holzhacker An American Case StudyPART THREE: PLANNING AND IMPLEMENTING INTERNATIONAL CAMPAIGNSCommunicating `Europe' - Hans Dieter-Klingemann and Andrea Rommele Implications For Multi-Level Governance in the European UnionCampaign Practices and Survey Use in the European Commission - Christine Putz The Eurobarometer SurveyThe Role of Survey Research in International Campaigns - Michele Corrado What Can Be Learnt From Case Studies?PART FOUR: ASSESSMENT OF EFFECTSEffective Campaign Assessment - Leon Ostergaard How to Learn From Your FailuresUsing Survey Research to Determine the Effects of a Campaign - Klaus SchonbachUsing Market Research Techniques to Determine Campaign Effects - Rolf PfleidererCONCLUSIONUsing Survey Research in Campaigns - Hans-Dieter Klingemann and Andrea Rommele A Summary and Checklist for the Student and Campaign Practitioner

• ISBN: 978-0-7619-6432-2
• Editorial: SAGE Publications Ltd
• Encuadernacion: Rústica
• Páginas: 194
• Fecha Publicación:
• Nº Volúmenes: 1
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