The ways I use communications as a powerful tool to help deliver success is outlined in my book Campaign It!. It’s a book about the philosophy of campaigning. It explains the attitudes and mindset of a campaigner who wants to use communications to create different futures. And it introduces the concepts behind my approach of ‘storytelling with a purpose’, which I’ve been using and developing for over 30 years now.
The ‘purpose’ is the clearly-defined outcome to achieve by when, and its associated cause. Cause is the holy grail of campaigning; it’s the emotional compulsion that drives your pursuit of an outcome and allows others to support it.
To achieve success, the Campaign It! model integrate all communications around a compelling narrative (the ‘story’), using all available, appropriate communication channels to layer the messaging (the ‘telling’) so that by the end of the campaign of communications the story has built to such an extent that it is impossible to ignore.
I’m delighted that my book has become essential reading for leaders and campaigners and that it’s a recommended text on numerous university courses. And I’m thrilled that it’s read and used across Whitehall since the UK Government Communications Service adopted a campaigning approach to all its communications; and that Campaign It! has become the standard campaigning text for their staff.