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From the man who orchestrated the Brent Spar campaign for Greenpeace, this is a how to do it guide to conservation campaigns.
From the publisher's announcement:
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, 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.
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, the Friends of the Earth, WWF International and a host of other organizations.
'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
'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
'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