How to win campaigns : communications for change

著者

書誌事項

How to win campaigns : communications for change

Chris Rose

Earthscan, 2010

2nd ed

  • : pbk
  • : hardback

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注記

Bibliography: p. [331]-358

Includes index

内容説明・目次

内容説明

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.

目次

Introduction 1. How To Begin 2. Communicating With Humans 3. Motivational Values 4. Campaign Research and Development 5. Campaign Plans 6. Organizing Campaign Communications 7. Constructing Campaign Propositions 8. Working With News Media 9. Keeping A Campaign Going 10. Old Media, New Media 11. To Do And Not To Do 12. The Bigger Picture Basic Campaign Checklist Case studies: Climate Change Campaigning: The effect of starting conditions Converting an Issue into a Campaign: The Case of WWF's Chemicals and Health Campaign Formative Campaign Research: The Undersea Obama Election Campaign: A New Media Case Study Issues and Power Analysis: Greening Apple Computers

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