Developing and implementing a successful communication campaign in the age of social media and ever-growing competition for people’s attention requires a combination of the basic principles of constructing public messages with out of the box thinking and a full use of all the possibilities offered by social media nowadays.
Whether you are an established NGO with a long track record of campaigning or an individual who wants to make his voice heard in the ever-growing competition and information overload on the Internet there are certain rules to be followed. The process from the initial idea to running a successful campaign is composed of three stages:
- Developing campaign strategy (main message, target audience, narratives, funding)
- Planning campaign (one off or sustained, communication channels, timing, messengers)
- Running campaign (kick off, media mix, interaction with audience, feedback, evaluation)
There are many ways how to structure this process, but the easiest one is to answer these four fundamental questions: