By Hans-Dieter Klingemann, Andrea Roemmele
Political modernization through the appearance of mass communications has served to provide exceptional degrees of communique talents among govt, legislative and administrative elites and glossy electorate. This guide attracts on multidisciplinary insights and the reviews of crusade practitioners to supply a entire consultant to making plans, enforcing and measuring public info and communique campaigns utilizing survey examine. half 1 outlines the fundamental theoretical ways. components 2 attracts on examples of nationwide campaigns and half three shifts the focal point to overseas campaigns. In each one example diverse instances are used to demonstrate equipment of study, the position of other actors like,
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Additional info for Public Information Campaigns and Opinion Research: A Handbook for the Student and Practitioner
Butler, David and Stokes, Donald (1974) Political Change in Britain. The Evolution of Electoral Choice, 2nd edn. London: Macmillan. Cobb, Roger W. and Elder, Charles D. (1981) Communication and public policy, in Dan D. Nimmo and Keith R. Sanders (eds), Handbook of Political Communication. Beverly Hills, CA: Sage. pp. 391416. Dearing, James W. and Rogers, Everett M. (1996) Agenda-Setting. London: Sage. Festinger, Leon A. (1957) A Theory of Cognitive Dissonance. New York: Row Peterson. Fiorina, Morris P.
3 Upon interpreting her results Walker reached the conclusion that many informal methods used in actual practice were not identified as such: Practitioners constantly talked about real research as if their own informal processes were not regarded as research at all (156). Referring to Brody and Stone (1989), she pleaded for the disclosure of any and all methods in order to enhance, through verification, the appreciation of public relations. In contrast to Bissland (1990) and Walker (1994), we have considered not only situation analysis and final evaluation as a characteristic of quality, but also the overall decision-making process, a prerequisite for systematic public relations work.
Should the message be constructed by juxtaposing two positions? One way of testing the message is via focus groups. Channel. Survey research can also be helpful when it comes to deciding which channel to use. If a wide audience is to be addressed, the mass media are probably the best channel. But the campaigners need to know which channel is watched the most, which newspaper is read the most by their target audience, and so on, in order to reach a maximum of people. Survey research may also be very helpful in identifying opinion leaders who spread the message in their social networks.
Public Information Campaigns and Opinion Research: A Handbook for the Student and Practitioner by Hans-Dieter Klingemann, Andrea Roemmele