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How to Win Campaigns: Communications for Change

Autor Chris Rose
en Limba Engleză Hardback – sep 2010
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.
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Specificații

ISBN-13: 9781849711937
ISBN-10: 1849711933
Pagini: 381
Dimensiuni: 175 x 219 x 34 mm
Greutate: 0.76 kg
Ediția:2Revizuită
Editura: Earthscan Publications

Cuprins

Introduction1. 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 Going10. Old Media, New Media11. To Do And Not To Do12. The Bigger PictureBasic 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 UnderseaObama Election Campaign: A New Media Case StudyIssues and Power Analysis: Greening Apple Computers

Recenzii

'Chris Rose is one of the UK's most successful campaigners, and his vast experience is brought together in this outstanding practical guide. If you believe there is a problem that needs to be fixed, then How to Win Campaigns is a vital resource.'Tony Juniper, writer and campaigner.'Chris Rose has devised an enormously insightful and helpful guide from his many years of experience running great campaigns. The tools in this book are powerful allies for any campaigner, and will prevent expensive mistakes by beginners and veterans alike.'Caroline Fiennes, Executive Director, Global Cool'In a society where individual voices are silenced so the powerful are heard, the idea that campaigning is about having an effective conversation with society is a radical one. This book is necessary reading and will empower people to campaign for the right to campaign.'Ho, Wai Chi, ex-Executive Director of Greenpeace China'How To Win Campaigns should be on every campaigner's bedside table. It combines the best of strategic planning with a highly readable style that will inspire and empower you - day in, day out. An absolute must-read for anyone passionate about changing something for the better.'Casper ter Kuile, Co-Founder, UK Youth Climate Coalition'For new campaigners, a wealth of information and practical guidance. For veteran campaigners, Rose is a source of inspiration -- encouraging us to think about campaigning in new ways. Anyone who has already plumbed the depths of 'the Art of War,' will find much to learn from this how-to manual on the art of campaigningKelly Rigg, Executive Director, Global Campaign for Climate Action'Full of wit, wisdom and the essential insights that only hard-won experience delivers this book is a must-read for any campaigner, from eager first-timer to seasoned veteran. From the fundamental basics of structure and tactics to the creatively nuanced subtleties of framing and values, Chris delivers practical evidence on what does and doesn't work.'Ed Gillespie, Co-Founder, Futerra'Finding creative and practical ways to engage the public to challenge vested interests that threaten a fairer and safer world is increasingly urgent - and daunting. With disarming clarity, Chris Rose sets out how it can be done. This is a must-read for anyone campaigning for solutions that serve the public interest'Michael Keating, Director, Africa Progress Panel'This is the best book on campaigning I have read - and I think I have read them all., A must-read for campaigners everywhere.'Des Wilson, Founder, Shelter�Praise for the first edition:'The definitive guide to the campaigner's arts, a magisterial A to Z of how to win hearts and minds. Those without the time to read it from cover to cover will still find plenty to intrigue and enlighten them. The book should also be required reading in City boardrooms, if Rose's potential targets want to know what's heading their way' Alex Kirby, BBC'Be it an advertising, electoral or sway campaign, this book is an excellent guide for anyone wanting to rally together public support for an important cause... Useful for the experienced campaigner and novice alike, this systematic and practical guide shows that campaigning has a key role to play in contemporary politics.' The Waste Paper'Environmentalists have a bad habit of understanding more about the issues than they do about people. Then they wonder why their campaigns fail. Chris Rose not only knows about both, he knows how to connect them' Tom Burke, ex-Director of FoE and the Green Alliance, co-founder of E3G Third Generation Environmentalism'A 'must read' for those who want to use communications techniques to change the world we live in.' Ed Gyde, Director, Munro & Forster Communications' 'Climate change is a 'wicked problem' with many dimensions, but the suffering of those affected by it is something tangible and requiring action'Harfiyah Haleem, Ecolslam'this second edition is surely the definitive book on campaigning, drawing on the author's many years of experience'David Lorimer, Network Review and Omnipedia - Thinking for Tomorrow 'This is not an academic textbook but a brilliant how-to guide written by one of the world's most successful environmental campaigners, who among others, led the Greenpeace campaign which blocked the dumping of the Brent Spar oil platform in the North Atlantic.'EcoClub.com
'Chris Rose is one of the UK's most successful campaigners, and his vast experience is brought together in this outstanding practical guide. If you believe there is a problem that needs to be fixed, then How to Win Campaigns is a vital resource.' Tony Juniper, writer and campaigner. 'Chris Rose has devised an enormously insightful and helpful guide from his many years of experience running great campaigns. The tools in this book are powerful allies for any campaigner, and will prevent expensive mistakes by beginners and veterans alike.' Caroline Fiennes, Executive Director, Global Cool 'In a society where individual voices are silenced so the powerful are heard, the idea that campaigning is about having an effective conversation with society is a radical one. This book is necessary reading and will empower people to campaign for the right to campaign.' Ho, Wai Chi, ex-Executive Director of Greenpeace China 'How To Win Campaigns should be on every campaigner's bedside table. It combines the best of strategic planning with a highly readable style that will inspire and empower you - day in, day out. An absolute must-read for anyone passionate about changing something for the better.' Casper ter Kuile, Co-Founder, UK Youth Climate Coalition 'For new campaigners, a wealth of information and practical guidance. For veteran campaigners, Rose is a source of inspiration -- encouraging us to think about campaigning in new ways. Anyone who has already plumbed the depths of 'the Art of War,' will find much to learn from this how-to manual on the art of campaigning Kelly Rigg, Executive Director, Global Campaign for Climate Action 'Full of wit, wisdom and the essential insights that only hard-won experience delivers this book is a must-read for any campaigner, from eager first-timer to seasoned veteran. From the fundamental basics of structure and tactics to the creatively nuanced subtleties of framing and values, Chris delivers practical evidence on what does and doesn't work.' Ed Gillespie, Co-Founder, Futerra 'Finding creative and practical ways to engage the public to challenge vested interests that threaten a fairer and safer world is increasingly urgent - and daunting. With disarming clarity, Chris Rose sets out how it can be done. This is a must-read for anyone campaigning for solutions that serve the public interest' Michael Keating, Director, Africa Progress Panel 'This is the best book on campaigning I have read - and I think I have read them all., A must-read for campaigners everywhere.' Des Wilson, Founder, Shelter ? Praise for the first edition: 'The definitive guide to the campaigner's arts, a magisterial A to Z of how to win hearts and minds. Those without the time to read it from cover to cover will still find plenty to intrigue and enlighten them. The book should also be required reading in City boardrooms, if Rose's potential targets want to know what's heading their way' Alex Kirby, BBC 'Be it an advertising, electoral or sway campaign, this book is an excellent guide for anyone wanting to rally together public support for an important cause... Useful for the experienced campaigner and novice alike, this systematic and practical guide shows that campaigning has a key role to play in contemporary politics.' The Waste Paper 'Environmentalists have a bad habit of understanding more about the issues than they do about people. Then they wonder why their campaigns fail. Chris Rose not only knows about both, he knows how to connect them' Tom Burke, ex-Director of FoE and the Green Alliance, co-founder of E3G Third Generation Environmentalism 'A 'must read' for those who want to use communications techniques to change the world we live in.' Ed Gyde, Director, Munro & Forster Communications' 'Climate change is a 'wicked problem' with many dimensions, but the suffering of those affected by it is something tangible and requiring action' Harfiyah Haleem, Ecolslam 'this second edition is surely the definitive book on campaigning, drawing on the author's many years of experience' David Lorimer, Network Review and Omnipedia - Thinking for Tomorrow 'This is not an academic textbook but a brilliant how-to guide written by one of the world's most successful environmental campaigners, who among others, led the Greenpeace campaign which blocked the dumping of the Brent Spar oil platform in the North Atlantic.' EcoClub.com

Notă biografică

Chris Rose is an environmental campaigner and communications consultant who is author of the Campaign Strategy Newsletter, has worked for Greenpeace, where he was a leader of the successful campaign that stopped the sinking of the Brent Spar oil platform in the north Atlantic, Friends of the Earth, WWF International and a host of other organizations on issues from drugs strategy to fear of crime.