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 and from any point of view, 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, 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, examining how campaigns became a form of politics. It also provides new research material on how issues mature and become 'norms', and the consequent problems for campaigning.
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'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 '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 'Rose is one of the top pros, and this book is full of expert guidance and examples. Any selection of these '100 steps to success' should make you more of a pro and less of an amateur' Rick Minter, editor of ECOS, British Association of Nature Conservationists 'They've got Carl Rove. We've got Chris Rose. Bet on us!' John Passacantando, Executive Director, Greenpeace USA '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 'Rose delivers more in this book than most of us will ever know about campaigning. He successfully presents what is often seen as a black art as both tangible and doable.' John Wyatt, Partner, Wyatt & Wyatt Corporate Communications 'Tells of the nuts and bolts of getting heard and achieving results in a marvellously readable way. An inspiring read for all budding campaigners.' Tim O'Riordan, Professor of Environmental Sciences at the University of East Anglia 'A 'must read' for those who want to use communications techniques to change the world we live in.' Ed Gyde, Director, Munro & Forster Communications 'Applicable to any issue and from any point of view, the book's 100 key steps and tools provide promising models of motivation, analysis and communication for any campaign, large or small.' Countryside Voice 'A thoroughly engaging piece of work, infused with the enthusiasm of the author for a subject he clearly knows very well.' Resource
About the Author
Chris Rose is an environmental campaigner and communications consultant who 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.
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Most Helpful Customer Reviews
8 of 8 people found the following review helpful
By John Illman
Format:Paperback
This great book is a tool-kit, based on the author’s extensive experience with Greenpeace, Friends of the Earth and a host of other organizations. It will appeal to all communication professionals and students – primarily to those in public relations (PR) - even though the author draws a distinction between mainstream PR campaigns and the kind of environmental campaigns he has been associated with.
A central message is that effective communication is not just a matter of publicizing an opinion, but of affecting change. This may sound simple, in which case why do so many campaigns fail? This question is addressed in the section on “to do and not to do” which includes intriguing headings such as “Be simple: Avoid ‘the issue’; and “Don’t assume we need to change minds.”
Other sections include communicating with humans (which emphasizes the critical importance of story telling); research and development; planning; organizing communications; working with the news media and keeping a campaign going.
This practical, down to earth book has taught me a lot – and I say that as one who has been in the communications industry for a long time.
4 of 4 people found the following review helpful
By P I Rothwell
Format:Paperback
Chris Rose has written one of the most useful guides to campaigning yet to hit the bookshelf. In a very readable form the author provides step by step guidance to campaigning and winning. Wether you want to save the corner shop, achieve or prevent a by-pass or fight globalisation this book provides an invaluable reference with practical help at every stage. Something that I found of particular value is the analysis of audiences. How people behave when confronted by your message and how it and you are perceived will radically impact upon the success or otherwise of your campaign. This book helps you understand what motivates people and how you can manage your own messages better to encourage motivation and action.
Understandably not all the book is relevant in every campaigning case and not all of us can call upon the resources of the big organisations like Greenpeace or Friends of the Earth. However many of the messages, ideas and hints for success can be taken up and modified according to circumstance. How to use the media, how to plan the strategy and choosing the right approach for the case are user friendly and helpful and can be adapted as you go along to capitalise on success or fight back if the going gets tough.
I have been involved in various campaigns both big and small over the last 20 years. You win some and you lose some but if this book had been available I might have won a lot more.
2 of 2 people found the following review helpful
Format:Paperback
Chris Rose is rare amongst consultants in that he doesn't tell you what you already know. Instead, he always brings an incisive mind and innovative strategising to campaigning. And this book distils his thinking and experience in an easy to access readable form. It's the closest you'll get to a campaign 'althiometer' for planning, doing and doctoring your campaign. I recommend it. With his free campaign advice website, newsletter and this book, Chris Rose is in danger of putting himself out of a job.
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Most Recent Customer Reviews
5.0 out of 5 stars
The best campaigning book I've ever read
If you're new to campaigning, this book will open a world of strategies and tactics to help you win. Read more
Published on 11 Aug 2010 by Casper tK
4.0 out of 5 stars
Recommended
A good solid book. A lot of the examples are of environmental campaigns, which reflects the writer's experience at Greenpeace, Friends of the Earth, etc. Read more
Published on 22 Jun 2009 by G. Crozier
5.0 out of 5 stars
Excellent Book
This is an must read for anyone who is trying to change the way this world works!
Published on 23 Mar 2009 by Adam R. Koniuszewski
4.0 out of 5 stars
Insightful!
Refreshingly, this book deals with grass roots activist campaigns, as opposed to conventional corporate marketing. Read more
Published on 2 Sep 2005 by Rolf Dobelli
5.0 out of 5 stars
How to Win Capaigns: 100 steps to success
Chris Rose has written the ultimate guide to winning a campaign. The book is a clear and insightful view on what it takes to succeed . Read more
Published on 6 Jun 2005 by Mandy Duncan Smith
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