How to Win Campaigns: 100 Steps to Success

* 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 work. Written 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.