1. What is a campaign?

a.  a complex response to exigence

b.  using multiple messages

c.  occurring over time

d.  usually involving persuasion by degree / in stages

e.  in which mediation is quite important

2.  Campaign (planning) Stages  (Items below in blue represent labeled sections for your campaign plan paper)

a.  Planning:

i.  goal (outcomes) setting:  ideal, expected, minimal

ii.  audience analysis (as we've done it)

iii.  situational analysis - general environment,

-                                                                                   constraints

iv.  research and development

v.  overall strategy

b. Mobilization of resources:

i.  personnel - recruiting and energizing

ii.  material - fund-raising & budgeting, facilities, etc.

iii.  communication resources - media access, etc.

c. Legitimation,  by...

i.  position (job, experience, groups)

ii.  by endorsement

iii.  by cause (moral ground)

iv.  by power

d.  Promotion - awareness and image

i.  identity - themes, symbols, logos, etc.

(1)               What you say defines you and the subject (congruity).  Image and substance interact

(2)  actions as well as words count

(3)  consider a hook to cultural myths and values

ii.  credibility - trust and affection, confidence

iii. case building   The overall Message Strategy

In this step create and order messages containing arguments and appeals by audience segment)

In creating persuasive appeals strategy consider:

(1)    Audience elements, including

1.      campaign participants

2.      general public

3.      opinion leaders (often reference group members)

a.      Are highly esteemed & influential

b.      Are more aware & responsive to comm. (esp. outside of group)

c.      Are more cosmopolitan than average

d.      Are more open to change/ innnovation

e.      Have higher levels of interaction with others

4.      other specific audience segments you have discovered for your campaign

 

(2)   Building common ground

(3)     Using central  route techniques

• Modifying Beliefs and attitudes

• Using Values and Motives

• Responding to obstacles involving attitude toward behavior
   

(4)  Using peripheral route techniques (see Age of Propaganda)

(5)   Including behavior gaining tactics  (reciprocity, response set, public commitment, etc.)

e.  Activation -

i.                    detailed action plans

ii.                  (early) public commitment - co-option

iii.                follow through / follow up

iv.                 penetration - from 2nd order communications to their audiences

3.  A Development Model of Campaigns.  Persuasive outcomes that must occur

-- in this order

a.  Identification - recognition

b.  Legitimacy - credibility

c.  Participation - involvement

d.  Penetration - new receivers

e.  Distribution (of benefits/promises) - accountability

4.  Diffusion of Innovation - How new ideas spread (if and when they do).  (Any campaign that seeks to gain adoption of new practices must take into account the normal developmental stages shown below.)

Innovation types  When new ideas spread, they do so through these groups and  in this order.

(a)  innovators (out of mainstream)

(b)  early adopters - integrated, intelligent, higher status

(c)  early majority - average but high on mass comm. use

(d)  late majority - lower status, followers

(e)  laggards - very traditional, maybe isolated