A campaign is a coherent program of activity sustained over time to achieve a clear set of objectives. Campaigning is required when less intrusive forms of persuasion are found to be ineffectual. The critical success factor of any campaign is to secure some modification of behaviour in the target group.
Where campaigning is aimed at a shift in public policy, there is a characteristic political response cycle - honed by politicians in years of dealing with truculent and assertive interest groups - and designed to deflect the thrust for change.
The campaign needs to cope with each stage of the cycle while keeping on message if it is to achieve its objectives.
Stages of campaign response:
1.
Adjournment. This is usually achieved with consummate politeness. The interest group gets a fair hearing, fine sentiments and goodwill are expressed and there is ostensible agreement about the issue and its implications. The interest group goes away satisfied but what follows is a protracted period of silence and inertia.
2.
Assertiveness. The matter is taken up again. Good wishes are expressed but underlying difficulties are pointed out. There is often a reference to well-known political figures and their intransigence. The interest group is allowed to feel it is close to the political process. It is encouraged to take an insider's view of the inordinate difficulties involved. The interest group goes away feeling it has a closer understanding of the political difficulties but has still achieved no movement.
3.
Aggression. If the matter is pursued, courteous dismissal can turn to aggression. Tempers can fray. Cooperation may be denied and threats made as there is a major effort to repel the initiative by urging progenitors into giving up on the grounds they will serve no useful purpose other than to aggravate the Minister.
4.
Aggrandisement. The campaign continues to bite. At this stage, there is recognition that the campaign is developing a dynamic that is potentially harmful to the political interest. Its architects must be dealt with and this is generally attempted with polite charm and official goodwill. The political goal, however, has not changed - to deflect the thrust of the campaign. Or at least to come to an accommodation that does not much discommode the official position.
5.
Accommodation. Realisating that political damage is being caused or threatened, there develops a willingness to negotiate. After some give and take, mutual agreement can be reached. If the proposed accommodation is unsatisfactory, the campaign continues.
6.
Abdication. By now seriously concerned at damage being caused, the political players abdicate to the campaign's demands.