How to Win Campaigns: Communications for Change
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.
About Chris Rose
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 organisations on issues from drugs strategy to fear of crime.
Reviews
“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
