It’s the campaigning, stupid!

Campaigning is a hot topic. The term is often used as a synonym for major advertising campaigns in the world of politics. The role model for this discipline is political campaigning. The goal is to inform, convince and motivate voters, within a given timeframe, to place their cross in the right place on election day. With his 2008 election campaign, US President Barack Obama generated unprecedented involvement and established successful mobilisation as a pillar of effective communication. In The Audacity to Win, David Plouffe impressively described how these strategic and organisational challenges could be mastered. In the meantime, the Obama administration has carried over this momentum into its approach to communication in government.

We make increasing use of the mechanisms of action and strengths of campaigning for products and brands and for companies.
Our campaigning focuses on the interaction of four factors:
• informing • opinion shaping • orchestrating and • mobilising.
These factors influence and are dependent on one another. It is their interaction that allows for personal participation. If one factor is missing, campaigning cannot function.

Because campaigning…

  • … is dynamic and goal-oriented communication that aims to optimise impact in the public arena and meet set targets.
  • … is organised task-management, aimed towards achieving understanding, acceptance and agreement with concerns, as well as their associated services and products.
  • … creates involvement and generates concrete action.
  • … needs a consistent strategy, a clear message, budget and resources, an operational headquarters, consistent creativity and operational intelligence.
  • … needs a management concept and an organisational structure for planning, implementation and control.
  • … is process-based and must respond rapidly to changes.
  • … finds new ways to reach target groups – including beyond the mass media.

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