Campaigning - a passion for effectiveness

Posts 1-1 of 1

Peter Metzinger Premium Member Group moderator
The company name is only visible to registered members.

What is campaigning? - It is more than communication.
There are many concepts of campaigning. Personally I came to know the expression during my work for Greenpeace between 1984 and 1997. The way I learned to understand campaigning there has very much influenced my understanding of it until today.

For me campaigning is an attitude, a way of thinking and acting as well as the product of communication and intervention.

Campaigning = communication x intervention (©)

As it is always directed as achieving a maximum outcome with as few resources and energy as possible, Campaigners have to think and act extremely result oriented, strategically and effectively.

Limitation to a certain sets of instruments can prevent from executing the most effective and thus also most efficient activities. Campaigning therefore has to be as multidisciplnary as possible. Which means, you cannot restrict yourself to a certain set of instruments, as it is usual business in PR, advertising, public affairs, e-campaigning, eventmarketing, change management etc. Campaigning uses these disciplines, however, as strategic instruments. It is therefore better comparable to an umbrella for all these disciplines.

The formula above therefore represents also the product of the comprehensive sets of instruments that you can find in communication, consulting and management. A campaigner needs at least to understand these instruments, when and how to apply them. He/she doesn't have to be an expert in it, but can also delegate them to experts.

Other interpretations of the formular are:

words x deeds
marketing communication x product usability
This post was modified on 08 May 2005 at 01:32 am.
- 07 May 2005, 5:47 pm
Peter Metzinger wrote: > There are many concepts of campaigning. Personally I came to know the > expression during my work for Greenpeace between 1984 and 1997. The > way I learned to understand campaigning there has very much > influenced my understanding of it until today. > > For me campaigning is an attitude, a way of thinking and acting as > well as the product of communication and intervention. > > Campaigning = communication x intervention (©) > > As it is always directed as achieving a maximum outcome with as few > resources and energy as possible, Campaigners have to think and act > extremely result oriented, strategically and effectively. > > Limitation to a certain sets of instruments can prevent from > executing the most effective and thus also most efficient activities. > Campaigning therefore has to be as multidisciplnary as possible. > Which means, you cannot restrict yourself to a certain set of > instruments, as it is usual business in PR, advertising, public > affairs, e-campaigning, eventmarketing, change management etc. > Campaigning uses these disciplines, however, as strategic > instruments. It is therefore better comparable to an umbrella for all > these disciplines. > > The formula above therefore represents also the product of the > comprehensive sets of instruments that you can find in communication, > consulting and management. A campaigner needs at least to understand > these instruments, when and how to apply them. He/she doesn't have to > be an expert in it, but can also delegate them to experts. > > Other interpretations of the formular are: > > words x deeds > marketing communication x product usability

Campaigning - a passion for effectiveness

What is campaigning? - It is more than communication.