ABSTRACT
This chapter provides a guide through the process of developing and evaluating your public information campaign. It considers the public information campaign and communication campaign as one and the same when planning campaign efforts. The chapter provides detailed explanations of phases of the campaign process, Research, Action, Communication, Evaluation (RACE), as well as essential considerations to ensure campaign success. Utilized by both government and nonprofit organizations to create social change, public information campaigns are designed to reach a widely varied audience. Their purpose is to benefit society by disseminating information intended to enhance the well-being of the audience. RACE, a four-step model developed by John Marston, outlines a public relations management process commonly used by public relations practitioners to provide straightforward guidance for the communicator in campaign planning efforts. Marking the start of the campaign process, formative research should be conducted to create a thorough understanding of the situation; this research process is often referred to as situation analysis.
