Campaigns that Shook the World The Evolution of Public Relations [Paperback]

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 Worldprovides the inside story on nine 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.

Foreword by Sir Martin Sorrell

Introduction

Part one Old school, robust media battles but with leadership, strategy and innovation

01 Labour isn't working: The election of Margaret Thatcher-1978-1979
Introduction
Why the campaign shook the world
Why is the campaign great?
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?
The cast
The context
The objective
The strategy
How the narrative unfolded...

03 A right royal renaissance: Rescuing the British Monarchy-1997-2011
IntrodlÃ%