Mobilizing Public Will for Social Change

This publication, third in the series from the Communication Consortium Media Center's Media Evaluation Project, examines the dynamics of a public will campaign and offers suggestions for evaluation. The paper begins by walking the reader through the elements of a public will campaign (components such as "social problem construction" and "agenda building"), and then offers seven "exemplars." The last section of the paper discusses evaluating public will campaigns and the resulting social change. The authors include the intricacies of such an effort, and offer suggestions for conducting a meaningful evaluation that will yield valuable and reliable results.

 

Bibliographic Details
Author	Salmon, Charles T. et al.
Publisher	Michigan State University
Publication Date	June 1, 2003
Publication City
Publication Work
Resource Type	Research & Reports
Resource Focus	Advocacy Evaluation Capacity Building Advocacy/Public Policy Marketing/Public Relations/Media
Audience	Practitioners
Region	North America
Keywords	advocacy communications evaluation L.A. Post Robin E. Christensen public opinion
Submitted to Point K	January 18, 2008 - 11:25am