Campaigning =
(strategic) communication x intervention
Campaigning is pulling out all the stops in order to achieve your goals. It requires the knowledge of a range of tools as broad as possible, although you don't need to be able to apply these tools yourself. This is the task of specialists. As a campaigner you are more a generalist or like a Dr. Change who first diagnoses the problem, then defines the appropriate medication mix and then coordinates their application. With concern to this it is of utmost importance that his knowledge of medications is broader than just the usual dozen and that he is also able to develop taylor-made medications himself, if that is necessary.
“Being outcome-driven requires strategic thinking. This means defining goals first, then stipulating the conditions necessary to achieve them. Once this has been accomplished, the necessary changes and target groups – the input from is vital to achieve our goals – are identified. As a final step, the instruments that most effectively support goal achievement are defined.” (Metzinger, Springer 2006)
