Campaign it! : achieving success through communication / Alan Barnard and Chris Parker.

Format:

Book

Author/Creator:

Barnard, Alan.

Contributor:

Parker, Chris.

Language:

English

Subjects (All):

Business communication.

Physical Description:

1 online resource (232 p.)

Edition:

1st ed.

Place of Publication:

London ; Philadelphia : Kogan Page, 2012.

Language Note:

English

System Details:

Mode of access: World Wide Web.

Summary:

"Consultants Barnard and Parker aim to improve the way people communicate and so enable them to achieve their own personal and professional desires more effectively and efficiently. To achieve this, they introduce a new, unique and complete approach to communication: The Campaign It! model. Developed over several decades of influencing change at the highest levels and in different environments, the Campaign It! model is tried and tested, and in the book, Parker and Bernard offer proof that it works. Their basic tenet is that whenever there is an outcome people need to achieve they will have to inform, persuade and gain agreement from others. Their model, the "campaigning approach," makes this possible: it provides a plan and a structure to develop communications; it enables people to help themselves, their families, their businesses and/or their communities"-- Provided by publisher.

Contents:

Contents; About the authors; Introduction; 01 Our approach to campaigns and campaigning; Learning to become better; Our new definition and our approach to campaigning; Purpose, philosophy, attitude and attributes; Leaders, vacuums and campaigns; The nature and purpose of communication; The value of communication; The inevitability of influence; The likelihood of resistance; The need for an ethical approach; The seven principles of campaigning; The Campaign It! model; Final thoughts; 02 Cause; Introduction: from law-suits to the pursuit of principle and a click-whirr

Managing personal emotionsCreating a cause; The inevitability of simultaneous campaigns; Gradations of cause: why size really doesn't matter; What to do with a cause; The power that comes from having a cause; Courage; Cause, objectives and a washing line; Final thoughts; 03 Recognizing and understanding your audiences; Tourism, campaigning and a casual glance; Thinking of an audience; The purpose of audience analysis; The starting point; Principles and methods of audience analysis; How do we ask great questions?; Managing feedback; Research; Qualitative research; Quantitative research

Choosing and/or mixing quantitative and qualitative researchFormal and informal analysis; Using our knowledge; Barriers to audience analysis; The audience within; Final thoughts; 04 The narrative; A note from AB before we begin; Once upon a time and other ways to begin; Little Red Riding Hood and the power of storytelling; Creating the campaign narrative; Creating and sharing the narrative; Everyone remembers a great ending; The bubble of fiction and the frame of perception; Well-packaged honesty; A rich reduction; Final thoughts; 05 Influencing conversations; Before the music plays

Sticks and stones and all that jazzBeing in tune; Matching communication patterns; Hearing the music, reading the score; Language; Body language; Decision-making tendencies; Our own words; Final thoughts; 06 Mapping the campaign; Maps, models and the courage to go first; Creating a campaign map: from fiction to reality; Creativity; The 7I creativity wheel; Momentum; Final thoughts; 07 Integrating activities; Bringing the campaign to life; Activity management; The campaign team; Tools, channels and an essential wiggle; Planning, unpredictability and trade-offs; The magic of the web

Final thoughts08 !; E-motion; Be-cause; Final thoughts; 09 Being a campaigner; Identity; A beginning, an ending; Politics, pounds and a lesson from a Sea Monster; Margate, Margaret and May; Learning and leading; Head office, America, 92 seats and a question about vets; The beautiful game and location, location, location; bbm; Very final thoughts; Index

Notes:

Includes index.

Includes bibliographical references and index.

ISBN:

9786613469267

9781283469265

128346926X

9780749464219

0749464216

OCLC:

774272130