ABSTRACT
Swaying public opinion is never achieved in a single persuasive moment. It is often a long and difficult process that involves a diverse array of persuasive tactics that must respond to an ever-changing situation with multiple, sometimes competing, audiences. This chapter focuses on persuasive campaigns that seek to influence the public. First, we articulate the six components that contribute to a successful persuasive campaign: planning, mobilization, legitimization, promotion, activation, and evaluation. Every campaign contains its nuances and particularities, but all campaigns share these elements. Next, we examine two notable types of campaigns. The first, public relations campaigns, focuses on corporate issue advocacy and image repair, which continue to influence public discourse. The second, indoctrination campaigns, addresses the psychological and sociological forces that contribute to cult-like behavior.
