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.
Inhoudsopgave
Foreward – Hans-Dieter Klingemann and Andrea R[um]ommele Karlheinz Reif
Campaigns and Surveys – Hans-Dieter Klingemann and Andrea Rommele
An Introduction
PART ONE: COMMUNICATING THE MESSAGE: THEORETICAL APPROACHES
Information and Communication Campaigns – Katrin Voltmer and Andrea Rommele
Linking Theory to Practice
Modeling and Evaluating Public Relations Campaigns – Barbara Baerns and Juliana Raupp
Towards a Theory of Campaigns – Michael Schenk and Thomas Dobler
The Role of Opinion Leaders
PART TWO: PLANNING AND IMPLEMENTING NATIONAL CAMPAIGNS
The Importance of Research in Planning and Developing Communications Campaigns – Malcolm Rigg
The UK Government Home Office Smoke Alarms Campaign
Planning and Implementing a National Campaign – Simon Rayner
Two Campaigns by the National Farmers Union
Public Opinion Information and Campaign Strategies – Ronald L Holzhacker
An American Case Study
PART THREE: PLANNING AND IMPLEMENTING INTERNATIONAL CAMPAIGNS
Communicating `Europe′ – Hans Dieter-Klingemann and Andrea Rommele
Implications For Multi-Level Governance in the European Union
Campaign Practices and Survey Use in the European Commission – Christine Putz
The Eurobarometer Survey
The Role of Survey Research in International Campaigns – Michele Corrado
What Can Be Learnt From Case Studies?
PART FOUR: ASSESSMENT OF EFFECTS
Effective Campaign Assessment – Leon Ostergaard
How to Learn From Your Failures
Using Survey Research to Determine the Effects of a Campaign – Klaus Schonbach
Using Market Research Techniques to Determine Campaign Effects – Rolf Pfleiderer
CONCLUSION
Using Survey Research in Campaigns – Hans-Dieter Klingemann and Andrea Rommele
A Summary and Checklist for the Student and Campaign Practitioner
Over de auteur
Hans-Dieter Klingemann earned his academic degrees from the University of Cologne (1966: Dr. rer. pol.) and from the University of Mannheim (1978: Dr. habil.). He has held academic positions at the University of Cologne (1966-74), the Center for Survey Research (ZUMA), Mannheim (1974-80), the Free University of Berlin (1980-2002), the Collegium Civitas, Warsaw (2001-2005), and the Social Science Research Center Berlin (1989-2003). Professor Klingemann has also taught political science at the University of Bonn (1972/73), the University of Tübingen (1976/77), the University of Michigan (1970, 1974, 1987, 1997), the University of Georgia (1973), the European University Institute, Florence (1978), the State University of New York, Binghamton, N.Y. (1987), the Virginia Institute and State University, Blacksburg, Virginia (1988/89), and the Institut d′ Études Politiques de Paris 1999, 2003-2005). Since 1995 he is a Senior Fellow of the Center for the Study of Democracy, University of California, Irvine, and since 2005 of the Centre d’Etudes Européennes, Sciences Po, Paris. In the profession Professor Klingemann has served as Vice-President (1982/83) and President of the International Society of Political Psychology (1986/87), as member of the Executive Committee of the European Consortium for Political Research (1988/94), as Vice-President of the International Political Science Association (1994/97), as President of the German Paul Lazarsfeld-Society (1994/99), and as President of the European Political Science Network (2002-2005).In 1999 Professor Klingemann was elected foreign member of the Finnish Academy of Science and Letters, and in 2001 he became member of the Deutsche Akademie der Naturforscher Leopoldina. He is also Honorary Senator of the University of Ljubljana, Slovenia, and doctor honoris causa in philosophy of Örebro Universitet, Sweden, and doctor honoris causa of the Social Sciences of the Universiteit van Tilburg, The Netherlands. His current research interest is in the field of democratic politics with special attention to the persistence of democratic regimes and the quality of the democratic process.
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