登入選單
返回Google圖書搜尋
其他書名
Lessons Learned from Past Public Service Campaigns
出版National Campaign to Prevent Teen Pregnancy, 1998
主題Health & Fitness / Pregnancy & ChildbirthPolitical Science / Public Affairs & Administration
ISBN158671015X9781586710156
URLhttp://books.google.com.hk/books?id=JH5HAAAAMAAJ&hl=&source=gbs_api
註釋This document presents an overview of lesson learned from evaluating public service campaigns, summarizes current thinking and research on how the media can be used in social change movements, and articulates a set of guidelines that can help shape the development of future campaigns. The lessons have been organized around a series of steps that planners should follow in developing, implementing, and evaluating a public service campaign. These steps are the following: 1) establish a long-term commitment; 2) determine goals and objectives; 3) conduct formative research to define the campaign; 4) select target audience; 5) design campaign messages; 6) select appropriate media channels; 7) maximize media exposure; and 8) conduct process and outcome evaluation. These lessons have their origin in two major traditions: 1) commercial marketing, advertising, and public relations; 2) public health practice. What emerges from this analysis is not a blueprint for creating a public service campaign, but a set of general principles than can be used to stimulate ideas, manage the process of campaign development and implementation, and judge campaign results.