How to Win Campaigns is a practical guide for creating and running successful campaigns. Written for the new campaigner and the experienced communicator alike, it explores what works (and what doesn't) and shows how to use principles and strategy in campaigning as a new form of public politics. Applicable to any issue and from any point of view, the book's key steps and tools provide models of motivation, analysis and communication structure.
This fully revised and updated second edition includes the following new features:
Campaign Master Planner Political Checklist Motivational Values Behaviour Change Campaigning and the Climate Issue Dealing With Disasters Using Celebrities Being Interesting Brainstorming Visual Narratives A Strategy For Values, Behaviour, Politics and Opinion Emergencies Tame and Wicked Problems How To Tell If You Are Winning * Plus all new case studies on - new media and the Obama campaign, the smoking ban, chemicals and health and greening Apple computers.
How to Win Campaigns : Communications for Change
Description
Table of Contents
Introduction
1. How To Begin
2. Communicating With Humans
3. Motivational Values
4. Campaign Research and Development
5. Campaign Plans
6. Organizing Campaign Communications
7. Constructing Campaign Propositions
8. Working With News Media
9. Keeping A Campaign Going
10. Old Media, New Media
11. To Do And Not To Do
12. The Bigger Picture
Basic Campaign Checklist
Case studies:
Climate Change Campaigning: The effect of starting conditions
Converting an Issue into a Campaign: The Case of WWF's Chemicals and Health Campaign
Formative Campaign Research: The Undersea
Obama Election Campaign: A New Media Case Study
Issues and Power Analysis: Greening Apple Computers
Author Description
Chris Rose is an environmental campaigner and communications consultant who is author of the Campaign Strategy Newsletter, has worked for Greenpeace, where he was a leader of the successful campaign that stopped the sinking of the Brent Spar oil platform in the north Atlantic, Friends of the Earth, WWF International and a host of other organizations on issues from drugs strategy to fear of crime.