How to win campaigns : 100 steps to success / Chris Rose.

Format:

Book

Author/Creator:

Rose, Chris, 1956-

Language:

English

Subjects (All):

Social action.

Communication in social action.

Social marketing.

Persuasion (Psychology).

Publicity.

Physical Description:

xxiv, 231 pages : illustrations ; 23 cm

Place of Publication:

London ; Sterling, VA : Earthscan, 2005.

Summary:

Written for the new campaigner and the experienced communicator alike, this is a comprehensive and systematic exploration of what works in campaigning, and a practical how-to guide for using 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 100 key steps and tools provide models of motivation, analysis and communication structure.

Content includes how to begin a campaign, motivating people, research and development, issue mapping, planning using the campaign planning star, organizing communications including visual language, constructing campaign propositions, insight into news media, how to keep a campaign going, how to use old and new media and what to do and what not to do. The final chapter reviews the bigger picture, examining how campaigns became a form of politics. it also provides new research material on how issues mature and become 'norms', and the consequent problems for campaigning.

Contents:

1 How To Begin 1

Where to start 1

What communication is 2

If you find a fire 4

Campaign sequence 6

Communicate by doing: Make events happen 9

Campaigning is not education 10

CAMP CAT essential communication components 12

Remember the chickens 14

Framing 15

Strategy 17

Aims and objectives 19

2 Communicating With Humans 21

Stories 21

Seeing is believing: Communication preferences 24

Engagement and agency: What difference can I make? 27

Levels of engagement 31

Engagement and shopping 33

Perception of change and significance 35

Bridging the engagement gap 36

Alignment 37

Human motivations 38

3 Campaign Research and Development 44

Issue mapping 44

Gathering intelligence 48

Using issue maps 50

Quantitative research 54

Qualitative research 55

Investigating conversation potential 58

Using networks 59

Qualitative evidences 60

Choosing media and communication channels 61

Allies, decision-makers and opponents 64

4 Campaign Plans 66

Generating a campaign plan 66

Making a campaign concept 67

Making a critical path 69

Skeleton campaign communications strategy from critical paths 75

Testing a critical path 78

Finding the red thread: Achieving simplicity 78

Is an objective real? Using the photo test 79

The ambition box 80

Force field analysis 83

Choosing an antagonist 84

Check for consequences 85

5 Organizing Campaign Communications 86

Visual language 86

Constructing visual echoes 89

Be multidimensional 91

Thinking in pictures 93

Problem phase and solution phase 97

Solutions in environmental campaigns 101

The division bell 103

Make campaigns from 'doing' 104

Hearts and minds 106

6 Constructing Campaign Propositions 109

Constructing RASPB propositions 109

The self-validating proposition 112

Make the issue an 'either/or' 116

Advantages of irreducible propositions 116

Focus on the unacceptable 117

Convert the diffuse to the acute 118

Beware of slogans 119

The gross factor 120

Elimination and sacrifice 122

Inspiration and drama 123

7 Working With News Media 125

Using the media 125

Eleven things to know about the media 127

'News values' 128

Press releases 130

Press conferences 131

The interview suitcase 133

Bridging 133

Be prepared 135

It's a scandal 136

Conflict makes news 138

8 Keeping A Campaign Going 139

Staying on the side of the victims 139

Fish and sympathy 140

Who's to blame now? 142

Fixing a campaign: Changing a strategy 143

Stick to your route 144

Organizing messages: A message hierarchy 145

Assets and resources 147

When publicity is good 148

Understanding 'support' 148

9 Old Media, New Media 151

The changing news channels 151

Coding and how to avoid it 153

Ambient media and networking 155

Organized gossip 156

Monitoring truth and bias in the media 158

New media 159

New media's significance 160

New rules for campaigns 161

The media day 165

Which media work for which people 166

10 To Do And Not To Do 168

Be simple, avoid 'the issue' 168

Avoid black holes and elephants 169

Don't be led by the press agenda 170

Evaluation 171

Don't believe your detractors 172

Worry about the right things 173

Common failures in choosing media 174

Don't assume we need to change minds 175

Examples of jigsaw problems 176

Consider failure 178

11 The Bigger Picture 180

Campaigns at organizational level 180

Organizational communications: The glass onion 182

Changing dynamics of awareness and action 184

Why campaigns need brands, organization and propositions 188

Winning and losing the roads campaign with no brand and no organization 189

A campaign without a proposition: Globalization 190

Consequences of winning: The Brent Spar campaign 192

Risk politics 194

How campaigns became politics 196

Reading the weather and the tea leaves 197.

Notes:

Includes bibliographical references (pages [202]-224) and index.

ISBN:

1853839620

1853839612

OCLC:

57613622