Campaign It! Achieving Success Through Communication

ISBN-10: 0749464208

ISBN-13: 9780749464202

Edition: 2012

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Book details

Copyright year: 2012
Publisher: Kogan Page, Limited
Publication date: 2/3/2012
Binding: Paperback
Pages: 240
Size: 7.00" wide x 9.50" long x 0.50" tall
Weight: 0.880
Language: English

Chris Parker began his study of interpersonal and intrapersonal communications in 1976. It became a lifelong study. Chris is a highly experienced management trainer, business consultant and lecturer. He provides communications and creativity training.

About the authors
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
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
Cause, objectives and a washing line
Final thoughts
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
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
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
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
Body language
Decision-making tendencies
Our own words
Final thoughts
Mapping the campaign
Maps, models and the courage to go first
Creating a campaign map: from fiction to reality
The 71 creativity wheel
Final thoughts
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
Final thoughts
Being a campaigner
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
Very final thoughts
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