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Download How to Win Campaigns: 100 Steps to Success epub

by Chris Rose

* 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 workWritten 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 How to Win Campaigns: 100 Steps to Success epub
ISBN: 1853839620
ISBN13: 978-1853839627
Category: Business
Subcategory: Marketing & Sales
Author: Chris Rose
Language: English
Publisher: Earthscan Publications Ltd. (May 2005)
Pages: 160 pages
ePUB size: 1997 kb
FB2 size: 1330 kb
Rating: 4.1
Votes: 477
Other Formats: lit azw lrf docx

Refreshingly, this book deals with grass roots activist campaigns, as opposed to conventional corporate marketing. However, the impassioned amateurs it intends to teach may need persistence to penetrate its meandering organizational structure, which is perhaps more hampered than helped by the "100 steps" format. Author Chris Rose offers solid information on organizing campaigns and on communication strategies, but clustering it more tightly might have provided greater utility. Rose, a veteran Greenpeace activist, offers excellent examples from environmental campaigns. Given his expertise, that is understandably the main issue discussed in the book. The information on media management is likewise solid, if somewhat general for today's diverse media market, particularly in listing media likes and dislikes. The marketing information is appropriately geared for beginners, except for the complex diagrams on motivational characteristics and issue mapping. If you seek inspiration and concrete tactics for transforming your ideas into action and public policy, we find that this manual is a good place to start.
I found this book to be only so helpful. There are other products out there that are simpler and easier to use. [...]