* The essential one-stop, how-to guide for PR and communication specialists
* For business and non-profit sectors
* Start, conduct and win campaigns on any issue in any context
* Written by campaign master Chris Rose, and distilled from his twenty years
of experience directing and running campaigns for Greenpeace, Friends of the
Earth, WWF International and other major organizations
* Presents 100 key actionable steps to campaigning and shows what works and
what doesn't work

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, 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, including 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, including why campaigns need
brands, and examines how campaigns became a form of politics and provides
new research material on how issues mature and become 'norms', and the
consequent problems for campaigning.

Download File Size:2.61 MB

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