Principles of Strategic Communication

Chapter 13Strategic Communication Campaigns

Learning Outcomes

By the end of this chapter, you should be able to do the following:

• Use the ROPE model to develop a campaign for a client.
• Explain the elements of a campaign plans book and how to construct a campaign.
• Create detailed budgets for the campaign including costs of tactics, contingencies and types of budget that could be used.
• Articulate how different types of timelines can be used to implement a campaign, help team members execute tactics and stay on schedule.
• Know how to use evaluation and measurement tools throughout the campaign process to gauge the effectiveness of the campaign.

Opening Chapter Vignette

A Campaign to Save Lives

When you’re on an organ transplant list, time ...