Public Information Campaigns and Opinion Research: A by Hans-Dieter Klingemann, Andrea Roemmele

By Hans-Dieter Klingemann, Andrea Roemmele

Political modernization through the arrival of mass communications has served to provide exceptional degrees of conversation talents among government, legislative and administrative elites and smooth electorate. This guide attracts on multidisciplinary insights and the studies of crusade practitioners to supply a complete consultant to making plans, imposing and measuring public details and conversation campaigns utilizing survey examine. half 1 outlines the elemental theoretical methods. elements 2 attracts on examples of nationwide campaigns and half three shifts the focal point to overseas campaigns. In every one example assorted circumstances are used to demonstrate tools of analysis, the function of other actors like,

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Six campaigns were jointly submitted by in-house public relations departments and agencies. Over the years agencies have substantially increased their participation in the Goldene Brücke competition, from only two applications in 1970 (12 per cent of the analysed cases for that year) to 29 applications in 1994 (71 per cent of the analysed cases for that year). 4 Explicit description of strategic steps by applicants In-house Agency public relations Situation analysis 56 60 Conceptualization 74 78 Implementation 48 62 Evaluation 49 42 Four steps of decision-making 27 22 No 46 10 51 75 116 Don’t know 8 6 7 5 7 Joint application 3 5 5 2 1 Total 119 157 115 93 50 measures such as the preparation of a press conference.

1987: 841). Not surprisingly, most campaigns are therefore designed to appeal in a more or less pragmatic way (‘If you drink, don’t drive’). Often, such campaigns are only successful by chance, and there are many examples in which the target groups evade campaign contact; or perception, interpretation, and memory are very selective (Hyman and Sheatsley, 1947). Hence, there seem to be a number of reasons why campaigns are not successful. For example, the controversial 1987 population census in Germany provided extensive evidence that perceptions of the census campaign were extremely selective: supporters felt that the campaign confirmed their positive opinion of the census, while opponents found that it confirmed their negative views.

Further, the transmission model stresses the intended influence the sender seeks to exert over the receiver. The underlying assumption is that all communication is essentially persuasion. Thus, the flow of information is viewed as a cause-and-effect relationship between sender and message on the one hand, and receiver and his or her response on the other hand. The basic structure of the transmission model has been extended by adding feedback processes from the receiver back to the sender, indicating that the audience’s response may alter the communicator’s subsequent behaviour.

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