Public Communication Campaigns Design and Analysis | RIC 306

Instructor: Clio Kenterelidou

Course Description

The course aims to provide a comprehensive, up-to-date look into the field of Public Communication Campaigns. Through a hands-on training experience, it introduces Public Communication theory and practice for advanced understanding of the design, analysis and evaluation of public communication campaigns. It includes information on the major intellectual and applied trends and further explores the ongoing expansion and the new developments in the field.

Through a broad range of campaign examples of various areas and topics (e.g. environment, public health, human rights, crises and conflict, fear appeals, democratization, public policy and diplomacy, peace, social norms, development, sustainability, the media and advocacy, travel, science, digital technologies and social software), the course:

  1. adopts broader scientific perspectives on public communication,
  2. illustrates and thoroughly examines the conceptual and practical tools of public communication campaigns (g. situation analysis, communication strategies; -stages and messages, channels and tools-, public and stakeholders, evaluation methods).

An emphasis of the course is given to the analysis and development of public communication strategies and campaigns that are value-driven, have societal and global impact, build public awareness and mutually beneficial relations, are interconnected with social, cultural, political, economic, communication aspects and literacy, fuel audience, and strengthen capacity relating to power, participation and social change in the current multifaceted and networked international environment.


Course Objectives

  • to familiarize with the range and scope of the conceptual framework for Public Communication and campaign practices.
  • to foster awareness of public communication campaigning and to feature fresh perspectives and contemporary
  • to understand and tackle with situation analysis, communication strategies, channels and tools, public and stakeholders.
  • to analyze and document the optimum combination of campaign components to attain pragmatic goals for non-commercial benefits and with public
  • to build a repertoire of abilities and competencies that enable participants to design, analyze and evaluate public communication campaigns, and share innovations in
  • to cultivate an experiential and synergetic culture for a learning ecosystem setting up a community group of public communication assessors and


Learning Outcomes

On completion of the course participants will:

  • be knowledgeable about the core concepts of Pubic Communication and  be familiarized  with campaigning strategies and practices.
  • be able to reflect the latest theories and research in the field of Public Communication and analyze critically the latest developments in the
  • become capable to identify and evaluate contemporary treatments of campaign topics and the array of strategies incorporated in the design and implementation of public communication
  • be able to develop concepts, methods and strategies for public communication, awareness-building and active involvement campaigns.
  • perform as skilled public communication campaign designers and specialists.


Class/Learning activities

Lectures, readings, workshops, discussions, group work, in-class presentations, creative tasks and projects, research depth experience, case study analysis, individual research and self-study.



Type of work Description Hours
Lectures Thirteen 3-hours Lectures. 39
Group Work Interactive exercises and group creative tasks. Communicating and delivering quality and results.Resilience. Common Assessments. Group Evaluation. 20 – 25
Independent Study Study of compulsory and optional literature. Learning and development. Self-evaluation. 40 – 45
Research Research and data analysis experiences.In-depth case study analysis and problem solving.Prioritizing and organizing. 35 – 40
Performance Tasks – Project Tasks and Projects:

  1. research depth experience (800 words)
  2. three mini creative tasks (50 – 250 words)
  3. in-depth case study analysis (1.500 words)
  4. one creative project (3.000 words)
  5. in-class presentations
120 – 140
Total Workload 254 – 289



Type of assessment Learning outcome Impact on final grade Date of assessment
Participation (in group work,discussions, experiential exercises)(participatory assessment)   1, 2, 4, 5   15%  Regularly
Research Depth Experience(formative assessment)  1, 2  15%  3rd – 5th week
Creative tasks and presentations (formative assessment)  3, 4, 5  15%  6th – 12th week
In-Depth Case Study Analysis(interim assessment)  1, 2, 3  20%  7th – 10th week
Creative Project and presentation (summative assessment)  1, 4, 5  35%  11th – 13th week


 Required Reading

  • Rice, R. and Atkin, K. C. (2013). Public Communication Campaigns, (4thedition), U.S.A.: Sage.
  • Berger, , Roloff, M. and Roskos-Ewoldsen, D. (Eds.). (2010). Handbook of Communication Science, (2ndedition). Thousand Oaks, CS: Sage.
  • Davies, (2008). “Constructing Communication: Talking  to  Scientists About Talking  to  the Public”, Science Communication. 29:4, 413 – 434.
  • Dillard, P., Weber, K. M., and Renata, G. V. (2007). “The relationship between the perceived and actual effectiveness of persuasive messages: A meta-analysis with implications for formative campaign research”, Journal of Communication. 57, 613 – 631.
  • Entman, Robert. (1993). “Framing: Toward clarification of a Fractured Paradigm”, Journal of Communication. 43, 51 – 58.
  • Entman, Robert. (2003). “Cascading Activation: Contesting the White House’s Frame After 9 / 11”,Political Communication. 20, 415 – 432.
  • Entman, Robert. (2007). “Framing Bias: Media in the Distribution of Power”, Journal of Communication. 57, 163 – 173.
  • Eyben, , and Moncrieffe, J. (2006). “The Power of Labelling in Development Practice”, Institute of Development Studies (IDS) Policy Briefing. 28 (6), 1 – 4. (access at http://www.ids.ac.uk/files/dmfile/PB28.pdf)
  • Eyben, , Harris, C., and Pettit, J. (2006). “Introduction: Exploring Power for Change”, Institute of Development Studies (IDS) Bulletin. 37 (6), 1 – 10. (access at www.ids.ac.uk/files/dmfile/1Intro37.6.pdf)
  • Fisher Liu, Austin, L. and Jin, Y. (2011). “How Publics Respond to Crisis Communication Strategies: The Interplay of Information Form and Source”, Public Relations Review. 37, 345 – 353.
  • Gelders, , Bouckaert, G., and Van Ruler B. (2007). “Communication Management in the Public Sector: Consequences for Public Communication about Policy Intentions”, Government Information Quarterly. 24, 326 – 337.
  • Hornik, (1988). Development Communication: Information, agriculture and  nutrition  in  the Third World. New York: Longman.
  • Ishay, R. (2004). The history of Human Rights: From ancient times to the globalization era. Berkeley: University of California Press.
  • L’ Etang, (2009). “Public Relations and Diplomacy in a Globalized World: An Issue of Public Communication”, American Behavioral Scientist. 53:4, 607 -626.
  • Moncrieffe, , and Eyben, R. (2007). The Power of Labelling: How People are Categorized and Why It Matters. Institute of Development Studies (IDS), USA: Routledge.
  • Moser, and Dilling, L. (Eds.). (2007), Creating a Climate for Change: Communicating Climate Change and Facilitating Social Change. New York, NY: Cambridge University Press.
  • Noar, M., Harrington, N. G. and Aldrich, R. (2009). “The role of message tailoring in the development of persuasive health communication messages”, in C. S. Beck (Ed.). Communication Yearbook 33. New York, NY: Lawrence Erlbaum Associates.
  • Salmon, and Murray-Johnson, L. (2001). “Communication Campaign Effectiveness”, in R. E. Rice and C.
  • Scheufele, Dietram & Tewksbury, David. (2007). “Framing, Agenda Setting, and Priming: The Evolution of Three Media Effects Models”, Journal of Communication. 57, 9 – 20.
  • Schulz, , Utz, S. and Göritz, A. (2011). “Is the Medium the Message? Perceptions of and Reactions to Crisis Communication via Twitter, Blogs and Traditional Media”, Public Relations Review. 37, 20 – 27.
  • Sen, (1999). “Democracy as a universal value”, Journal of Democracy. 10(3), 3 – 17.
  • Thompson, T, R. and Nussbaum, J. (Eds.). (2010). Handbook of Health Communication, (2ndedition). London, UK: Routledge.
  • Van der Meer, L.A. T. (2014). “Organizational Crisis-Denial Strategy: The Effect of Denial on Public Framing”, Public Relations Review. 40, 537 – 539.
  • Wakefield, A.. Loken, B., and Hornik, R. C. (2010). “Use of mass media campaigns to change health behavior”, Lancet. 376, 1261 – 1271.
  • Wilson, J. III. (2004). The Information Revolution and developing countries. Cambridge, MA: The MIT Press.


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