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Description: Campaign It! will improve the way you communicate and so enable you to achieve your desired outcomes more effectively and efficiently. This ground-breaking book redefines campaigning and explains how to create and deliver a compelling campaign that can be applied in any aspect of your professional and personal life. Based on a claim that is both bold and true, this book introduces and demonstrates a new, unique and complete approach to communication for change - the Campaign It! model. It is a model developed and used by leading professionals in communications and campaigning to create influence and change at the highest levels in business, politics and society. It is transferable to any sphere of Iife. It is tried and tested. And it works. Simply put: to achieve change and be successful you always have to inform, persuade and gain agreement from significant people and organizations. The Campaign It! model enables you to do this powerfully and positively. Campaign It! discusses the philosophy, attitudes and skills needed to be an effective campaigner and provides a unique and compelling definition of what makes a cause so powerful. Filled with examples and stories from successful campaigns, including insights from leading figures from the worlds of business, media, politics, sport and entertainment, Campaign It! provides a practical and powerful model that will enable you to achieve success.Contents: Introduction 01: Our approach to campaigns and campaigning • Learning to become better • Our new definition and our approach to campaigning • Purpose, philosophy, attitudes 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 emotions • Creating 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 research • Formal 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 jazz • Being 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 71 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 thoughts 08: ! • 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.ISBN - 9780749464202
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Pages : 288
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