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

by Hans-Dieter Klingemann

• ISBN13: 9780761964315
• ISBN10: 0761964312
• Format: Hardcover
• Copyright: 2002-02-05
• Publisher: Sage Publications Ltd

Summary

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.

Table of Contents

List of Contributors	viii
List of Figures	x
List of Tables	xi
Foreword	xiii
Karlheinz Reif
Campaigns and Surveys: An Introduction	1	(8)
Hons-Dieter Klingemonn
Andrea Rommele
PART I COMMUNICATING THE MESSAGE: THEORETICAL APPROACHES	9	(43)
Information and Communication Campaigns: Linking Theory to Practice	9	(12)
Katrin Voltmer
Andrea Rommele
Modelling and Evaluating Public Relations Campaigns	21	(15)
Barbara Baerns
Juliana Raupp
Towards a Theory of Campaigns: The Role of Opinion Leaders	36	(16)
Michael Schenk
Thomas Dobler
PART II PLANNING AND IMPLEMENTING NATIONAL CAMPAIGNS	52	(39)
The Importance of Research in Planning and Developing Communications Campaigns: The UK Government Home Office Smoke Alarms Campaign	52	(9)
Malcolm Rigg
Planning and Implementing a National Campaign: Two Campaigns by the National Farmers Union	61	(9)
Simon Rayner
Public Opinion Information and Campaign Strategies: An American Case Study	70	(21)
Ronald L. Holzhacker
PART III PLANNING AND IMPLEMENTING INTERNATIONAL CAMPAIGNS	91	(56)
Communicating `Europe': Implications for Multi-Level Governance in the European Union	91	(14)
Hans Dieter-Klingemann
Andrea Rommele
Campaign Practices and Survey Use in the European Commission: The Eurobarometer Survey	105	(20)
Christine Putz
The Role of Survey Research in International Campaigns: What Can be Learnt From Case Studies?	125	(22)
Michele Corrado
PART IV ASSESSMENT OF EFFECTS	147	(38)
Effective Campaign Assessment: How to Learn From Your Failures	147	(13)
Leon Ostergaard
Using Survey Research to Determine the Effects of a Campaign	160	(7)
Klaus Schonbach
Using Market Research Techniques to Determine Campaign Effects	167	(18)
Rolf Pfleiderer
CONCLUSION	185	(4)
Using Survey Research in Campaigns: A Summary and Checklist for the Student and Campaign Practitioner	185	(4)
Hans-Dieter Klingemann
Andrea Rommele
Index	189