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.* 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.1. How To Begin2. Communicating With Humans3. Motivational Values4. Campaign Research and Development5. Campaign Plans6. Organizing Campaign Communications7. Constructing Campaign Propositions8. Working With News Media9. Keeping A Campaign GoingBasic Campaign ChecklistCase studies:Climate Change Campaigning: The effect of starting conditionsConverting an Issue into a Campaign: The Case of WWF's Chemicals and Health CampaignFormative Campaign Research: The UnderseaIssues and Power Analysis: Greening Apple ComputersObama Election Campaign: A New Media Case Study.
Formatted Contents Note
chapter Introduction chapter 1 How to Begin chapter 2 Communicating with Humans chapter 3 Motivational Values chapter 4 Campaign Research and Development chapter 5 Campaign Plans chapter 6 Organizing Campaign Communications chapter 7 Constructing Campaign Propositions chapter 8 Working with News Media chapter 9 Keeping a Campaign Going chapter 10 Old Media, New Media chapter 11 To Do and Not To Do chapter 12 The Bigger Picture.