"In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun
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protection, organ donation, human rights, social norms, corporate social responsibility, condom use, ocean sustainability, fear messages, and digital games. Classic chapters include updates on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology." (Publisher description)
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"Foreign aid has continually searched for true north and never found it. In the beginning, development experts concentrated on national economic growth, believing the benefits would trickle down to poor people. Free press systems benefit American journalists and their institutions directly. Because
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of their duty to inform their customers, journalists have an interest in securing as much access to the rest of the world as possible. Countries with free press systems afford more access than those without. Also, well-trained foreign journalists can aid media organizations. Journalists were among the first to call for foreign aid. As the ones who know and care most about a free press, they should make propagation of independent media their special aid mission. The task is too important a matter to be left to anyone else. The Independent Journalism Foundation, among a few other institutions, operates in-the-field training centers for working journalists that sometimes include special training for students." (Abstract)
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