How to win campaigns : communications for change /
Rose, Chris, 1956-
How to win campaigns : communications for change / Chris Rose. - 2nd ed. - London ; Washington, DC : Earthscan, c2010. - ix, 381 p. : ill. ; 23 cm.
Includes bibliographical references (p. [331]-358) and index.
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
This comprehensive exploration of what works in campaigning is a practical 'how-to' guide for using the principles and strategies of effective campaigning as a new form of public politics.
9781849711937 (hardback) 9781849711142 (pbk.)
2010036550
Social action.
Communication in social action.
Social marketing.
Persuasion (Psychology)
Publicity.
Primera Jornada de Catalogacion.
Comunicacion social.
Publicidad.
Marketing social.
Promoción de ventas.
Persuasion.
HN 18 / R795h 2010
659
How to win campaigns : communications for change / Chris Rose. - 2nd ed. - London ; Washington, DC : Earthscan, c2010. - ix, 381 p. : ill. ; 23 cm.
Includes bibliographical references (p. [331]-358) and index.
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
This comprehensive exploration of what works in campaigning is a practical 'how-to' guide for using the principles and strategies of effective campaigning as a new form of public politics.
9781849711937 (hardback) 9781849711142 (pbk.)
2010036550
Social action.
Communication in social action.
Social marketing.
Persuasion (Psychology)
Publicity.
Primera Jornada de Catalogacion.
Comunicacion social.
Publicidad.
Marketing social.
Promoción de ventas.
Persuasion.
HN 18 / R795h 2010
659