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How to Win Campaigns: Communications for Change Paperback – 29 Sep 2010
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'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--This text refers to the Hardcover edition.
About the Author
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. --This text refers to the Hardcover edition.
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Top customer reviews
One thing that particularly interested me is that the book says that opponents will often attack you for using 'emotional' arguments, even when you actually haven't. I campaign across a number of issues and if you read comments pages on newspaper stories, you'll find that the 'other side' always attacks campaigners for being 'emotional' rather than 'logical'. Actually, in my case, the people in question have just been entirely selfish and unpleasant, and there's no 'logic' involved at all! But it was good to read that, because it is sometimes hard to deal with the nastiness that comes your way if you are campaigning about something that means a lot to you.
The book seems to me to be full of useful tips and information like this, plus it also goes into some quite technical methods of shaping campaigns and selecting target audiences, which is very useful. Modelled on what politicians do. Chris Rose also explains why so many campaigns fail and why others arrive with a flourish and then fizzle out.
All in all, I think this is a marvellous book that I will be reading more closely and using to structure a national campaign of my own. The author has a lot of experience in environmental campaigning and draws on this to advise on how you can run your own successful campaign.
So - highly recommended and if you ARE a campaigner, particularly on the 'side' that has been wronged, then this is the book for you!
I title this review 'dangerously excellent', because the one thing this book won't teach you is a sense of proportion or responsibility. Like Influence: How to Make The System Work for You - a handbook for the modern Machiavelli, which is another book I wouldn't recommend to everyone, Chris Rose is putting power in your hands, but not morality. Some of the techniques he suggests are ethically questionable. You may be of the belief, which many of the Greenpeace protesters clearly were, that your cause is so important that the end fully justifies the means (although Rose is not recommending anything illegal, I should add), and there's probably a good case to be made for this when rescuing the planet from destruction. Whether getting an extra delivery of road grit or getting a councillor elected is in the same category is something which you will have to decide for yourself.
Who is this book for, and who will enjoy it?
On one level, this is a manual of campaigns for people who intend to put the tactics into practice. These are real techniques, with a proven track record. On another level, if you were amazed by the coverage that one small ship was able to generate against the Brent Spar oil-rig being sunk, and want to know how it was done, this book will amaze and surprise you. Environmentalists, it turned out, did not 'get lucky' when it came to garnering international news coverage. Even the shape of the scenes they set up to be filmed and photographed was planned with a military precision. Nothing was left to chance.
Read it -- but remember, as far as campaigns is concerned, this is Pandora's Book.
A must read for every campaigner, especially from civil society.
If you are involved in a campaign yourself, then you will find it invaluable. I recommend that you buy it now.
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