Lectures - Communication Consultancy
Week 1
1. Introduction to Campaigns
1.0. Introduction
● Di erent campaigns have di erent goals.
● Campaigns are composed by di erent building blocks.
● Companies are advised by di erent stakeholders (e.g. consultants, other companies,
internal feedback, etc.)
● Campaigns are supported by di erent elements (e.g. experience, theory, gut feelings,
etc.)
1.1. History
● Campaign templates on communication issues are still used nowadays.
● Designed in the 19th century !"#$%&$'()"*+'($"+,"-+./&("-/.'%"0%-*%')(#"12#'()"
$3/+&'/#"4"5%&'/$6"+,"03%((/7#"4"#*/0','0"$%&)/$")&+2*#89"
○ Explained by:
■ Explosion of print media (e.g. pamphlets, photos in newspapers,
illustrated books, informational books, sensational drawings in
newspapers)
■ Rise of nationalism
■ Industrialization"!"&/5+72$'+(':/."$3/"*&'($'()"*&+0/##"4"-%./"'$"03/%*/&"
$+"*&+.20/"*&'($/."0+--2('0%$'+(9"
■ Birth of political parties"!"'('$'%$/#"*+7'$'0%7"0%-*%')('()"%.#9"
■ Birth of socialism
■ Emancipation of masses"!"-%##/#"#$%&$/.";/0+-'()"/-%(0'*%$/."4"
-+&/"/.20%$/.9"
●Media is no longer just for the elite, but for ordinary people who
increasingly could a ord it.
● Rise of popular press.
○ Outcome = Rise of modern media landscape + Multi-channel campaigns.
1
, ○ Case Study: Golden Gate Park =
■ Multi-channel campaign designed by Randolph Hearst
● Ex: Pamphlets, photos & sensational drawings in newspaper,
illustrated & informational book.
■ More than 20 000 people visited opening day.
■ = Di erent channels help to meet di erent targets and achieve di erent
e ects.
● <=$3"0/($2&6"!">>?: Large campaigns planning for war + through a variety of mass
communication channels to appeal for people’s attention.
○ Newspapers
○ Magazines
○ Radio
■ Messages are mostly aggressive + patriotic.
■ Seek to attract mass attention to a topic.
● Multimedia Campaigns trace back since antiquity (e.g. Greeks & Romans)
○ Greek Rhetorica for persuasion (e.g. political, military, commercial, etc).
○ Romans perfected it.
○ First models & theories about communication campaigns.
○ Ex: Campaign to improve the reputation of Athens (in preparation for the
upcoming war against Persia) + increase pride
■ Channel =
● @*//03"1#*+A/("B+&.8"!"&/-'(./."+,"%##+0'%$'+("$+")+../##"
C$3/(/%"1D"3+B"%"0+'("#6-;+7':/."$3%$"$3/"0'$6"B%#"*&+$/0$/.";6"
3/&8
● Art
● Architecture
● Reminders of big wars won in the past.
● Theater (comedies, tragedies, fables, mime, etc. celebrating
heroes of the past)
■ ?('$'%776E"*/+*7/"$3+2)3$"B%&"B%#"%"(+5/7"0+(0/*$"FGH")+$"*&/*%&/."4"
%002#$+-/."$+"$3/"'./%"!"%)/(.%I#/$$'()9"
1.2. Successful campaigns
2
, ● 1. Involves research performed by successful communication managers.
● 2. Reaches speci c + measurable goals w/ a certain audience.
○ J+--2('0%$'+("*&%0$'$'+(/&#"-%A/".',,/&/($"./0'#'+(#"!"J3+'0/"B'77"./*/(."+(K
■ Target audience (i.e. which people are being tried to reach)
■ Media (i.e. di erent media more relevant to speci c consumers).
■ Goals
○ 3 types of goals:
■ 1. Inform = provide info
● Ex: New COVID-19 measures, new building rules, etc.
■ 2. Elicit emotional response = positive or negative emotions are
induced by messages
● Ex: Fear of global warming or smoking, raising sympathy for
donations etc.
■ 3. Behavioural change = provoke a change in behaviour.
● Ex: Commercial (e.g. purchases), political (e.g. voting, donations),
health (e.g. vaccinations, smoking).
● 3. Speci cally designed to create an e ect (not by accident).
○ How? Using theories (these are established working principles of
communication).
● 4. Explains who the target audience is (& how big)
○ Available (or potential) audience
○ Attentive"%2.'/(0/"!"2#2%776"#-%77/&")&+2*"%#"+(76",/B"*/+*7/"3%5/"%;'7'$6"4"
-+$'5%$'+("$+"%$$/(.9
○ Cumulative"%2.'/(0/"!"-/##%)/"'#"#*&/%."%&+2(.".',,/&/($")&+2*#"B3+"B/&/"
(+$"'('$'%776".'&/0$76"/L*+#/."$+"$3/"-/##%)/"1/9)9"$3&+2)3">+M88
○ Does the campaign reach the target audience?
○ Who do you target in your campaign?
■ Same campaign, di erent approaches needed.
■ Ex: Campaign against drilling on North Pole.
● Unions = Campaign directed at workers calling for union.
● Consumers = Campaign calling for consumers to boycott and
protest.
● Organizations = Campaign calling for companies to stop
environmentally harmful practices.
● Legislators = Campaign for legislators (e.g. lobby campaign)
using big media outlets.
● Activists = Campaign for politically active citizens, activits,
NGOs, etc. to sign a petition or donate.
● 5. Makes clear which media are used + why
○ Di erent channels have di erent characteristics + for di erent purposes.
■ Elicit di erent responses (e.g. social pressure, emotional, etc.).
3
Week 1
1. Introduction to Campaigns
1.0. Introduction
● Di erent campaigns have di erent goals.
● Campaigns are composed by di erent building blocks.
● Companies are advised by di erent stakeholders (e.g. consultants, other companies,
internal feedback, etc.)
● Campaigns are supported by di erent elements (e.g. experience, theory, gut feelings,
etc.)
1.1. History
● Campaign templates on communication issues are still used nowadays.
● Designed in the 19th century !"#$%&$'()"*+'($"+,"-+./&("-/.'%"0%-*%')(#"12#'()"
$3/+&'/#"4"5%&'/$6"+,"03%((/7#"4"#*/0','0"$%&)/$")&+2*#89"
○ Explained by:
■ Explosion of print media (e.g. pamphlets, photos in newspapers,
illustrated books, informational books, sensational drawings in
newspapers)
■ Rise of nationalism
■ Industrialization"!"&/5+72$'+(':/."$3/"*&'($'()"*&+0/##"4"-%./"'$"03/%*/&"
$+"*&+.20/"*&'($/."0+--2('0%$'+(9"
■ Birth of political parties"!"'('$'%$/#"*+7'$'0%7"0%-*%')('()"%.#9"
■ Birth of socialism
■ Emancipation of masses"!"-%##/#"#$%&$/.";/0+-'()"/-%(0'*%$/."4"
-+&/"/.20%$/.9"
●Media is no longer just for the elite, but for ordinary people who
increasingly could a ord it.
● Rise of popular press.
○ Outcome = Rise of modern media landscape + Multi-channel campaigns.
1
, ○ Case Study: Golden Gate Park =
■ Multi-channel campaign designed by Randolph Hearst
● Ex: Pamphlets, photos & sensational drawings in newspaper,
illustrated & informational book.
■ More than 20 000 people visited opening day.
■ = Di erent channels help to meet di erent targets and achieve di erent
e ects.
● <=$3"0/($2&6"!">>?: Large campaigns planning for war + through a variety of mass
communication channels to appeal for people’s attention.
○ Newspapers
○ Magazines
○ Radio
■ Messages are mostly aggressive + patriotic.
■ Seek to attract mass attention to a topic.
● Multimedia Campaigns trace back since antiquity (e.g. Greeks & Romans)
○ Greek Rhetorica for persuasion (e.g. political, military, commercial, etc).
○ Romans perfected it.
○ First models & theories about communication campaigns.
○ Ex: Campaign to improve the reputation of Athens (in preparation for the
upcoming war against Persia) + increase pride
■ Channel =
● @*//03"1#*+A/("B+&.8"!"&/-'(./."+,"%##+0'%$'+("$+")+../##"
C$3/(/%"1D"3+B"%"0+'("#6-;+7':/."$3%$"$3/"0'$6"B%#"*&+$/0$/.";6"
3/&8
● Art
● Architecture
● Reminders of big wars won in the past.
● Theater (comedies, tragedies, fables, mime, etc. celebrating
heroes of the past)
■ ?('$'%776E"*/+*7/"$3+2)3$"B%&"B%#"%"(+5/7"0+(0/*$"FGH")+$"*&/*%&/."4"
%002#$+-/."$+"$3/"'./%"!"%)/(.%I#/$$'()9"
1.2. Successful campaigns
2
, ● 1. Involves research performed by successful communication managers.
● 2. Reaches speci c + measurable goals w/ a certain audience.
○ J+--2('0%$'+("*&%0$'$'+(/&#"-%A/".',,/&/($"./0'#'+(#"!"J3+'0/"B'77"./*/(."+(K
■ Target audience (i.e. which people are being tried to reach)
■ Media (i.e. di erent media more relevant to speci c consumers).
■ Goals
○ 3 types of goals:
■ 1. Inform = provide info
● Ex: New COVID-19 measures, new building rules, etc.
■ 2. Elicit emotional response = positive or negative emotions are
induced by messages
● Ex: Fear of global warming or smoking, raising sympathy for
donations etc.
■ 3. Behavioural change = provoke a change in behaviour.
● Ex: Commercial (e.g. purchases), political (e.g. voting, donations),
health (e.g. vaccinations, smoking).
● 3. Speci cally designed to create an e ect (not by accident).
○ How? Using theories (these are established working principles of
communication).
● 4. Explains who the target audience is (& how big)
○ Available (or potential) audience
○ Attentive"%2.'/(0/"!"2#2%776"#-%77/&")&+2*"%#"+(76",/B"*/+*7/"3%5/"%;'7'$6"4"
-+$'5%$'+("$+"%$$/(.9
○ Cumulative"%2.'/(0/"!"-/##%)/"'#"#*&/%."%&+2(.".',,/&/($")&+2*#"B3+"B/&/"
(+$"'('$'%776".'&/0$76"/L*+#/."$+"$3/"-/##%)/"1/9)9"$3&+2)3">+M88
○ Does the campaign reach the target audience?
○ Who do you target in your campaign?
■ Same campaign, di erent approaches needed.
■ Ex: Campaign against drilling on North Pole.
● Unions = Campaign directed at workers calling for union.
● Consumers = Campaign calling for consumers to boycott and
protest.
● Organizations = Campaign calling for companies to stop
environmentally harmful practices.
● Legislators = Campaign for legislators (e.g. lobby campaign)
using big media outlets.
● Activists = Campaign for politically active citizens, activits,
NGOs, etc. to sign a petition or donate.
● 5. Makes clear which media are used + why
○ Di erent channels have di erent characteristics + for di erent purposes.
■ Elicit di erent responses (e.g. social pressure, emotional, etc.).
3
