Campaigns that Shook the World Book Summary - Campaigns that Shook the World Book explained in key points
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Campaigns that Shook the World summary

Danny Rogers

The Evolution of Public Relations

3.8 (24 ratings)
18 mins
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    Campaigns that Shook the World
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    Traditional PR strategies have been turned upside down by a revolution in digital communications.

    Many people think that public relations professionals are shadowy spin doctors who use their manipulative talents to convince the media and consumers of things they wouldn’t otherwise believe.

    But how true is this statement? In reality, this cliché about PR is long outdated.

    The ubiquity of social media and internet communications mean that creating outrageous political or corporate spin is difficult to do without being called on it. Facebook, Twitter and other social media platforms give users the power to create and influence the flow of information, essentially reducing the control business or political leaders have over a brand or message.

    Just imagine if the events described in the fairy tale, the Emperor’s New Clothes, were to take place in the digital era. All it would take to unmask the sham would be a single tweet, gone viral!

    In our information age, any hidden truth will eventually be revealed, one way or another.

    So what does this mean for today’s brands?

    It’s a good thing. With no choice but to be honest, even influential figures such as the British Royal Family have found ways to boost their public image. Rather than cultivating the polished but stiff persona of decades past, today’s Royals are authentic and charming.

    PR teams are also grappling with radical change. Consider the difference between Tony Blair’s 1997 election campaign and Barack Obama’s in 2008. While Blair’s team focused on currying favor with print newspapers, Obama’s group harnessed the power of digital channels, including online ads, YouTube videos, Facebook posts and emails, to reach voters – particularly those younger than 25 years old.

    This example highlights a power shift from editorial media to shared media via digital services, from social media to blogging. But the shift also begs the question: will it threaten the relevance of public relations?

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    What is Campaigns that Shook the World about?

    Campaigns that Shook the World (2015) tells the history of public relations through a series of groundbreaking campaigns, work that inspired a revolutionary shift in communications. These blinks will show you how to create a campaign that packs a serious punch and leads your company to success.

    Best quote from Campaigns that Shook the World

    Yes, this book does confirm the demise of spin, but even PR, as most people know it, may itself be on a life-support machine.

    —Danny Rogers
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    Who should read Campaigns that Shook the World?

    • Public relations, advertising or media executives
    • People curious about public relations
    • People who love to learn about inspiring personalities

    About the Author

    Journalist Danny Rogers is a media and marketing expert, reporting for over two decades on communications issues. He has worked as an editor with publications such as Campaign, Media Week, PRWeek and Brand Republic Group.


    © Danny Rogers, 2015. This Summary of Campaigns that Shook the World is published by arrangement with Kogan Page.

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