Public Information Campaigns & Opinion Research: A Handbook for the Student & Practitioner
London et al.: Sage (2002), xiv, 193 pp.
Contains index
ISBN 0-7619-6431-2; 0-7619-6432-0 (pbk)
"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." (Publisher description)
Campaigns and Surveys: An Introduction / Hans-Dieter Klingemann and Andrea Römmele, 1
I. COMMUNICATING THE MESSAGE: THEORETICAL APPROACHES
1 Information and Communication Campaigns: Linking Theory to Practice / Katrin Voltmer and Andrea Römmele, 9
2 Modelling and Evaluating Public Relations Campaigns / Barbara Baerns and Juliana Raupp, 21
3 Towards a Theory of Campaigns: The Role of Opinion Leaders / Michael Schenk and Thomas Döbler, 36
II. PLANNING AND IMPLEMENTING NATIONAL CAMPAIGNS
4 The Importance of Research in Planning and Developing Communications Campaigns: The UK Government Home Office Smoke Alarms Campaign / Malcolm Rigg, 52
5 Planning and Implementing a National Campaign: Two Campaigns by the National Farmers Union / Simon Rayner, 61
6 Public Opinion Information and Campaign Strategies: An American Case Study / Ronald L. Holzhacker, 70
III. PLANNING AND IMPLEMENTING INTERNATIONAL CAMPAIGNS
7 Communicating ‘Europe’: Implications for Multi-Level Governance in the European Union / Hans Dieter-Klingemann and Andrea Römmele, 91
8 Campaign Practices and Survey Use in the European Commission: The Eurobarometer Survey / Christine Pütz, 105
9 The Role of Survey Research in International Campaigns: What Can be Learnt From Case Studies? / Michele Corrado, 125
IV. ASSESSMENT OF EFFECTS
10 Effective Campaign Assessment: How to Learn From Your Failures / Leon Ostergaard, 147
11 Using Survey Research to Determine the Effects of a Campaign / Klaus Schönbach, 160
12 Using Market Research Techniques to Determine Campaign Effects / Rolf Pfleiderer, 167
CONCLUSION
13 Using Survey Research in Campaigns: A Summary and Checklist for the Student and Campaign Practitioner / Hans-Dieter Klingemann and Andrea Römmele, 185
I. COMMUNICATING THE MESSAGE: THEORETICAL APPROACHES
1 Information and Communication Campaigns: Linking Theory to Practice / Katrin Voltmer and Andrea Römmele, 9
2 Modelling and Evaluating Public Relations Campaigns / Barbara Baerns and Juliana Raupp, 21
3 Towards a Theory of Campaigns: The Role of Opinion Leaders / Michael Schenk and Thomas Döbler, 36
II. PLANNING AND IMPLEMENTING NATIONAL CAMPAIGNS
4 The Importance of Research in Planning and Developing Communications Campaigns: The UK Government Home Office Smoke Alarms Campaign / Malcolm Rigg, 52
5 Planning and Implementing a National Campaign: Two Campaigns by the National Farmers Union / Simon Rayner, 61
6 Public Opinion Information and Campaign Strategies: An American Case Study / Ronald L. Holzhacker, 70
III. PLANNING AND IMPLEMENTING INTERNATIONAL CAMPAIGNS
7 Communicating ‘Europe’: Implications for Multi-Level Governance in the European Union / Hans Dieter-Klingemann and Andrea Römmele, 91
8 Campaign Practices and Survey Use in the European Commission: The Eurobarometer Survey / Christine Pütz, 105
9 The Role of Survey Research in International Campaigns: What Can be Learnt From Case Studies? / Michele Corrado, 125
IV. ASSESSMENT OF EFFECTS
10 Effective Campaign Assessment: How to Learn From Your Failures / Leon Ostergaard, 147
11 Using Survey Research to Determine the Effects of a Campaign / Klaus Schönbach, 160
12 Using Market Research Techniques to Determine Campaign Effects / Rolf Pfleiderer, 167
CONCLUSION
13 Using Survey Research in Campaigns: A Summary and Checklist for the Student and Campaign Practitioner / Hans-Dieter Klingemann and Andrea Römmele, 185
