ABSTRACT
The word, campaign, is most often associated with political endeavors to win elected office, but contemplate for a moment the innumerable varieties of campaigning. Any time one sets a goal or strives to realize an idea — from the most elemental to the most sophisticated — there should be a campaign around it. Whatever the campaign, the same dynamics and processes are involved. These include storytelling, messaging, targeting, executing tactics, and managing the interplay of time, money, and people. Decision makers of any campaign that involves advertising and public relations must determine how to best utilize these limited resources. Time, Money, and People represent the interplay of art and science. Managing these three gets right to the essence of the communication strategy. Thoughtful stories about people and their connections to their rivers have a longer and more impactful life.
