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Campaigns that Shook the World

Book Description

Campaigns that Shook the World examines the most extraordinary PR campaigns from the 1970s to the present day showcasing the impact of PR excellence.

Table of Contents

  1. Cover
  2. Dedication
  3. Title Page
  4. Thanks
  5. Contents
  6. Foreword by Sir Martin Sorrell
  7. Introduction
  8. PART ONE    Old school, robust media battles but with leadership, strategy and innovation
    1. 01    Labour Isn’t working: The election of Margaret Thatcher – 1978–1979
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The context
      6. The objective
      7. The strategy
      8. How the narrative unfolded …
    2. 02    New Labour, New Britain: Tony Blair’s repositioning of the Labour Party – 1994–2005
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The context
      6. The objective
      7. The strategy
      8. How the narrative unfolded …
    3. 03    A right royal renaissance: Rescuing the British Monarchy – 1997–2011
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The context
      6. The objective
      7. The strategy
      8. How the narrative unfolded …
  9. PART TWO    New approaches in global entertainment and sport, based on coalition and creativity
    1. 04    Start Me Up: Reinventing the Rolling Stones – 1981–1982
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The context
      6. The objective
      7. The strategy
      8. How the narrative unfolded …
    2. 05    A way beyond football: Brand David Beckham – 1998–2013
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The context
      6. The objective
      7. The strategy
      8. How the narrative unfolded …
    3. 06    Inspiring a generation: London 2012 Olympic Games – 2005–2012
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The context
      6. The objective
      7. The strategy
      8. How the narrative unfolded …
  10. PART THREE    Modern marketing movements with digital convergence and purpose
    1. 07    Product (RED): How Bono changed cause marketing – 2006–2014
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The wider context
      6. The context
      7. The objective
      8. The strategy
      9. How the narrative unfolded …
    2. 08    The audacity of hope: Obama for America – 2006–2008
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The context
      6. The objective
      7. The strategy
      8. How the narrative unfolded …
    3. 09    Campaign for Real Beauty: Dove – 2003–2013
      1. Introduction
      2. Why the campaign shook the world
      3. Why is the campaign great?
      4. The cast
      5. The context
      6. The objective
      7. The strategy
      8. How the narrative unfolded …
    4. 10    Conclusions: A manifesto for great campaigns
      1. 1. Clear vision, a unified team and authenticity
      2. 2. A PR-led strategy and consistent narrative (and the risks therein)
      3. 3. A collaborative rather than adversarial approach to the media
      4. 4. Forging partnerships and breaking down barriers
      5. 5. Embracing the evolving concept of ‘celebrity’
      6. 6. Integrity and purpose
      7. 7. Building genuine ‘movements’
      8. 8. Optimizing digital technologies
      9. 9. Convergence and integration
      10. 10. Leadership, storytelling and creative flair
      11. Other campaigns on the verge of greatness
      12. The qualities of great communications professionals
  11. Index
  12. Copyright