Transforming Knowledge into Change

Voices for Change: A Taxonomy of Public Communications Campaigns and Their Evaluation Challenges

This research report makes the case that communications campaigns cover a broad range of different types and characteristics, and can be differentiated along the axes of  Purpose, Scope, and Maturity. It examines what communications campaigns that fall on different areas of these three axes look like, and how this positioning may affect the lead to distinct evaluation challenges and needs.

 

Bibliographic Details
Author Berkeley Media Studies Group
Publisher Communications Consortium Media Center
Publication Date November 1, 2002
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Submitted to Point K January 18, 2008 - 12:07pm


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