Talk:Campaign
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Campaigning is a certain where approach to a variety of challenges or problems. It can be described as the management of change by following a specific set of guidelines. Peter Metzinger, a physicist and former Greenpeace Campaigns Director in Switzerland, developed a formula according to which campaigning is the product of (strategic) communications and (direct) interventions (into processes or conditions).
Campaigning = (strategic) Communication X Interventions
As communication can be described as the product of information and interaction, and the word «strategic» includes the presence of a clear intention, you can also write the formula as:
Campaigning = Intention X Information X Interaction X Intervention
This might sound a bit strange, but it actually covers the most specific campaigning approach as it serves best the purpose of helping organisations to face the challenges of dynamics, complexity and rapid changes in the environment: it integrates communication tools and direct intervention tools and offers thus a very wide spectrum of instruments, much broader than classical communication disciplines can offer.
More information for German speakers can be found in Metzinger's book: Business Campaigning also good.
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