Goal-oriented - and still do nothing

Business Campaigning More and more companies
want to communicate more efficiently and effectively than before. One approach,
to achieve more with less budget is business campaigning, writes
Peter Metzinger, even if there is a slight glimmer on the horizon.
silver lining: Every franc is paid twice, three times or
turned over several times until it was spent on communication measures.
becomes. Customers want to spend less for the same effect, with
achieve more with the same budget or, preferably, spend less and
achieve more. What sounds like squaring the circle, challenges the
agencies today, tomorrow and the day after tomorrow.
Integrated communication
One approach to mastering this challenge is business
Campaigning. This methodology has evolved from the successful
Campaign work by non-governmental organizations such as Greenpeace more
and ultimately goes back to measures such as the
Mahatma Gandhi, for example: Directly in processes or
intervene and change circumstances in order to achieve his goal. Thanks to
this approach, Greenpeace has achieved more with less money and a lot of commitment.
than global corporations with unlimited resources.

Business campaigning competes with traditional communication concepts and
-measures, as some agencies fear, but complements them
and brings them together in an integrated communication strategy.
The methodology strategically links communication and intervention,
is geared towards its impact and is based on a concept that
comprehensively and systematically minimizes uncertainties in planning.
In addition, business campaigning creates the prerequisites for
measure the success of campaigns.

Over 20 years of experience
Peter Metzinger learned campaigning from the ground up. After
After studying physics, he worked for Greenpeace from 1984 to 1997;
first as a volunteer, then as a campaigner, and finally as Campaigns
Director for national and international campaigns. In 1997 he made
started his own business and began advising companies and organizations.
Today, Metzinger is the business campaigner par excellence, teaching
at several universities of applied sciences and is president of the industry association
pro:campaigning. So the man knows what he is writing about.

And what he writes is worth reading. That was already true of the first
edition of his book, but the second is more readable because there is less
scientifically written. In addition, "Business Campaigning" is
concrete examples and new tools that Metzinger has developed since the
first edition has developed, more practice-oriented. Nevertheless, the
book is not light fare and hardly belongs on the bedside table - but
on the desk of everyone who is responsible for communication, change,
management or crisis management projects.

Roger Hausmann
 

Business Campaigning (2nd edition) by Peter Metzinger; Springer, 2006, 296 pages, 76.50 francs.