How to Win Campaigns: Communications for Change

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Routledge, Jun 25, 2012 - Business & Economics - 400 pages
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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.
 

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Contents

Acknowledgements
Communicating with Humans
Motivational Values
Issue mapping Tame andwicked problems
Using issuemaps Quantitative research Qualitative research
Campaign Plans Generating acampaign plan
Keeping a Campaign Going
Dealing with disasters Seeing change 10 Old Media NewMedia The changing news channels Coding andhowtoavoid
Why campaignsneed brandsorganization
Winning andlosingthe roadscampaignwith no brand andno
Climate
The Undersea
Greening Apple Computers
Afterword
Basic Campaign Checklist
Acronymsand Abbreviations

To Do andNotTo
Campaigns

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About the author (2012)

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.

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