"Over the past four decades, a series of groundbreaking PR campaigns have helped shape popular culture and influence public opinion. With a foreword from WPP CEO Martin Sorrell, Campaigns that Shook the World provides the inside story on 9 of these pivotal campaigns, and explores what made them successful. It examines their strategy and tactics, the imagery and icons they created, and the powerful personalities behind them. Each chapter is built around extended case studies (Dove's Campaign for Real Beauty, London 2012 Olympic Games), and provides an accessible account of modern PR and its interaction with cultural icons, such as the Royal Family, Margaret Thatcher, David Beckham, the Rolling Stones, and newsworthy events, including Barack Obama's 2008 Presidential campaign. Casting an eye over a selection of thrilling developments in music, sports, politics, media, and public life, author Danny Rogers grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for both good and bad. "-- Provided by publisher.

Machine generated contents note: Foreword by Sir Martin SorrellIntroductionPart one Old school, robust media battles but with leadership, strategy and innovation01 Labour isn't working: The election of Margaret Thatcher - 1978-1979 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded...02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party - 1994-2005 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded...03 A right royal renaissance: Rescuing the British Monarchy - 1997-2011 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded...Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones - 1981-1982 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded...05 A way beyond football: Brand David Beckham - 1998-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded...06 Inspiring a generation: London 2012 Olympic Games - 2005-2012 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded...Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing - 2006-2014 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The wider context -- The context -- The objective -- The strategy -- How the narrative unfolded...08 The audacity of hope: Obama for America - 2006-2008 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded...09 Campaign for Real Beauty: Dove - 2003-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded...10 Conclusions: A manifesto for the great campaigns of the future -- The elements that make campaigns truly great -- Great campaigns of the future will need trust, leadership, powerful storytelling, creative flair -- Other campaigns on the verge of greatness? -- The qualities of great communications professionals - now and in the futureIndex.