Fundamentals of Public Communication Campaigns

As public communication campaigns grow more sophisticated and strategic, evaluation is not keeping pace with their innovation. While funders are asking for more information on results, evaluators are grappling with how to make their way in this developing and challenging field. This book aims to understand the strategies and theories that guide campaigns and how to choose the right outcomes and methods to assess them. The book also describes and analyzes the contexts, policies, issues, and questions that shape public sector communication. 

Print ISBN: 9781682508473 | $160 | 2023 | Hardcover

Subject: Mass Communication and Journalism

Editor: Peng Huang

About the Editor: Peng Huang is a Professor of Communication and Public Opinion in the Department of Mass Communication. His research activities are focused on cooperation management, marketing management, marketing communication, sociology, social psychology, and market research. His publications have been devoted to analyzing the use of multi-criteria methods in the public and private sectors involving a wide range of mathematical-statistical methods.