ABSTRACT
Chapter 13 details the strategic communication campaign process-how to write a campaign plan, how to execute the campaign and how to evaluate whether the campaign is working. The concepts of strategic communication that were discussed earlier in the book are revisited and brought together in this final chapter. The chapter relies on the ROPE concept (Research, Objectives, Programming, Evaluation) as a framework for constructing a campaign. Research is conducted and the findings are presented in order to better understand the environment, the client and the stakeholders. Based on the research results, objectives are set. Programming is the heart of the campaign where each strategy and tactic are explained in detail, along with the timeline and budget. The success of the campaign plan is ultimately gauged by the evaluation measures. The chapter carefully takes the student through each step in the ROPE process and explains how to execute a successful strategic communication campaign.
