ABSTRACT
This chapter discusses campaign types, presents a model of campaigning as a multi-stage, multi-message process, and then explores in more detail two particular types of campaigns: public relations and indoctrination. Campaigns proceed developmentally, through stages, each stage building on the last, yet each exhibiting a life of its own. Mobilization consists of locating, acquiring, developing, and exploiting material and human resources necessary to run the campaign. Implicitly or explicitly, legitimacy grants the right to be heard and be taken seriously and perhaps even the right to issue binding directives. Once a campaign has taken effective steps to plan, mobilize resources, and secure legitimacy, it is in a powerful position to promote itself before a wider audience. Moving beyond creation of a favorable and memorable identity, the campaign leadership must establish its own believability as well as the credibility of the group as a whole. A persuasive campaign is an organized, sustained attempt at influencing groups through a series of messages.
