Access the full text.
Sign up today, get DeepDyve free for 14 days.
Keith Snavely, Uday Desai (2001)
Mapping Local Government-Nongovernmental Organization Interactions: A Conceptual FrameworkJournal of Public Administration Research and Theory, 11
E.W. Austin, B.E. Pinkleton, A.D. Dixon
Barriers to public relations research
F. Smyth (1998)
Cultural constraints on the delivery of HIV/AIDS prevention in Ireland.Social science & medicine, 46 6
D.M. Dozier, L.A. Grunig
The organization of the public relations function
L. Brown, M. Moore (2001)
Accountability, Strategy, and International Nongovernmental OrganizationsNonprofit and Voluntary Sector Quarterly, 30
J. Kopfman, Sandi Smith (1996)
Understanding the audiences of a health communication campaign: A discriminant analysis of potential organ donors based on intent to donateJournal of Applied Communication Research, 24
Heather Zoller (2005)
Health Activism: Communication Theory and Action for Social ChangeCommunication Theory, 15
D. Young (2002)
The Influence of Business on Nonprofit Organizations and the Complexity of Nonprofit AccountabilityThe American Review of Public Administration, 32
Erica Johnson, A. Prakash (2007)
NGO research program: a collective action perspectivePolicy Sciences, 40
A. Caruana, Michael Morris, A. Vella (1998)
The Effect of Centralization and Formalization on Entrepreneurship in Export FirmsJournal of Small Business Management, 36
Linda Hon (1997)
"What Have You Done for Me Lately?": Exploring Effectiveness in Public Relations.Journal of Public Relations Research, 9
J. Grunig (2009)
Conceptualizing Quantitative Research in Public Relations
D.M. Dozier, L.A. Grunig, J.E. Grunig
Public relations as communication campaign
Global HIV Prevention Working Group
Access to HIV prevention: closing the gap
L. Snyder (2007)
Health communication campaigns and their impact on behavior.Journal of nutrition education and behavior, 39 2 Suppl
Robina Xavier, Kim Johnston, Amisha Mehta (2006)
Exploring Strategy: What Public Relations Strategy Means in PracticeAsia Pacific Public Relations Journal
A. Gregory (2010)
Planning and managing public relations campaigns
Whitney Randolph, K. Viswanath (2004)
Lessons learned from public health mass media campaigns: marketing health in a crowded media world.Annual review of public health, 25
E. Austin, B. Pinkleton, A. Dixon (2000)
Barriers to Public Relations Program ResearchJournal of Public Relations Research, 12
C. Kenyon, M. Heywood, S. Conway (2001)
Mainstreaming HIV / AIDS progress and challenges in South Africa's HIV / AIDS campaignSouth African Health Review, 2001
Maureen Taylor (2000)
Cultural variance as a challenge to global public relations: A case study of the Coca-Cola scare in EuropePublic Relations Review, 26
P.A Curtin, T.K. Gaither
International Public Relations: Negotiating Culture, Identity, and Power
R.L. Heath
Critical perspectives on public relations
Lynne Sallot, G. Cameron, R. Lariscy (1998)
Pluralistic ignorance and professional standards: underestimating professionalism of our peers in public relationsPublic Relations Review, 24
Piia Jallinjoa, A. Aro (2000)
Does Knowledge Make a Difference? The Association Between Knowledge About Genes and Attitudes Toward Gene TestsJournal of Health Communication, 5
T. Allen, S. Heald (2004)
HIV/AIDS Policy in Africa: What Has Worked in Uganda and What Has Failed in BotswanaJournal of International Development, 16
Dianne Otto (1996)
Nongovernmental Organizations in the United Nations System: The Emerging Role of International Civil SocietyHuman Rights Quarterly, 18
J. Kiwanuka-Tondo, M. Hamilton, Jessica Jameson (2009)
AIDS Communication Campaigns in Uganda: Organizational Factors and Campaign Planning as Predictors of Successful Campaign ExecutionInternational Journal of Strategic Communication, 3
S. Babalola, D. Kincaid (2009)
New Methods for Estimating the Impact of Health Communication ProgramsCommunication Methods and Measures, 3
Brown Jd, Einsiedel Ef (1990)
Public health campaigns: mass media strategies.
S. Myhre, J. Flora (2000)
HIV/AIDS communication campaigns: progress and prospects.Journal of health communication, 5 Suppl
Joann Keyton (2001)
Communication Research: Asking Questions, Finding Answers
D. Zewdie, S. Mitchell, Sheila Dutta (1999)
Intensifying action against HIV/AIDS in Africa - responding to a development crisis
N. Buckmaster (1999)
Associations between outcome measurement, accountability and learning for non‐profit organisationsInternational Journal of Public Sector Management, 12
S. Noar (2006)
A 10-Year Retrospective of Research in Health Mass Media Campaigns: Where Do We Go From Here?Journal of Health Communication, 11
J. Konde-Lule, M. Musagara, S. Musgrave (1993)
Focus group interviews about AIDS in Rakai District of Uganda.Social science & medicine, 37 5
M. Edwards, D. Hulme (1996)
Too Close For Comfort? The Impact of Official Aid on Nongovernmental OrganizationsWorld Development, 24
C. Atkin, V. Freimuth (2001)
Formative Evaluation Research in Campaign Design
C. Atkin (1979)
Research Evidence on Mass Mediated Health Communication CampaignsAnnals of the International Communication Association, 3
J.L. Fleishman
The Foundation: A Great American Secret; How Private Wealth is changing the World
K. Kelly (2001)
Stewardship: The Fifth Step in the Public Relations Process
S. Okware, A. Opio, J. Musinguzi, P. Waibale (2001)
Fighting HIV/AIDS: is success possible?Bulletin of the World Health Organization, 79 12
S. Conway (1995)
Informal boundary-spanning communication in the innovation process: an empirical studyTechnology Analysis & Strategic Management, 7
T. Valente, W. Saba (1998)
Mass Media and Interpersonal Influence in a Reproductive Health Communication Campaign in BoliviaCommunication Research, 25
J. Grunig (2001)
Two-Way Symmetrical Public Relations: Past, Present, and Future
E. Toth (2007)
The Future of Excellence in Public Relations and Communication Management : Challenges for the Next Generation
K. Sriramesh, Yungwook Kim, Mioko Takasaki (1999)
Public Relations in Three Asian Cultures: An AnalysisJournal of Public Relations Research, 11
J. Pfeiffer (2004)
Condom social marketing, Pentecostalism, and structural adjustment in Mozambique: a clash of AIDS prevention messages.Medical anthropology quarterly, 18 1
Collins Obregon (2000)
A Critical Assessment of Theories/Models Used in Health Communication for HIV/AIDSJournal of Health Communication, 5
T. Guay, J. Doh, G. Sinclair (2004)
Non-Governmental Organizations, Shareholder Activism, and Socially Responsible Investments: Ethical, Strategic, and Governance ImplicationsJournal of Business Ethics, 52
Christopher Williams (2003)
Global Leadership, Education, and Human SurvivalWorld Futures, 59
J.E. Grunig, L.A. Grunig, D.M. Dozier
The excellence theory
J. Kiwanuka-Tondo, L. Snyder (2002)
The Influence of Organizational Characteristics and Campaign Design Elements on Communication Campaign Quality: Evidence from 91 Ugandan AIDS CampaignsJournal of Health Communication, 7
P. Sanyal (2006)
Capacity Building Through Partnership: Intermediary Nongovernmental Organizations as Local and Global ActorsNonprofit and Voluntary Sector Quarterly, 35
Purpose – The purpose of this paper is to test a predictive model for organizational factors on the extent to which organizations involved in non‐governmental organizations (NGO) or bilateral partnerships conduct campaign planning research. Design/methodology/approach – In‐depth interviews with 120 heads of organizations running AIDS campaigns in Uganda were conducted. The interviewers queried the participants regarding characteristics of their organization and the extent to which they conducted campaign planning research during their last campaign. The information was assigned to quantitative categories, so that the predictive model could be tested using path modeling software. Findings – The results of the path analysis indicated that the model fits the data well. An emergent finding from the path analysis involved the relationship between the number of trained staff workers and the tendency to solicit outreach worker feedback. Organizations with a greater number of trained staff workers sought outreach worker feedback to a greater extent during the campaign. The model also clarified that none of the tested variables predicted the organization's frequency of pretesting campaign messages. Research limitations/implications – Limitations of the current study include its single‐issue and single‐country focus. Organizational factors were excluded in this study that may be relevant and should be considered in future research (e.g. size of the organization, management style, public versus private). The factors included in this study, however, are commonly studied characteristics of organizations. Regardless of location, organizations differ in terms of financial resources, formalization, and focus, and engage in formative research to varying extents. Research is also an important part of the campaign process, regardless of the issue or organization type. Practical implications – NGOs that involve community outreach workers for assistance in crafting campaign messages and test early messaging strategies with audience members are likely to see improved campaign effectiveness and improved cultural competencies. Originality/value – By identifying the characteristics of local organizations that may facilitate formative research activities, this study makes a significant contribution to the literature on HIV/AIDs and health communication campaigns. As the context surrounding HIV/AIDS campaigns continues to evolve, NGOs and bi‐lateral organizations are in continued demand to develop new and more effective campaign messages to address emerging issues.
Journal of Communication Management – Emerald Publishing
Published: Feb 8, 2013
Keywords: Africa; Uganda; Health care; Diseases; HIV; Communications; Campaign planning research; Health campaigns; AIDS in Africa; Organizational factors; Non‐governmental organizations
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.