Bevezetes a Kampányba

7/28/2019 Bevezetes a Kampnyba

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}t

Beveetkmpnyogb

tfog kampnysegdlet

civileknek

A kams s -ks

m s akasadam sk sma

Frida Balzs

Kst a HAND Svts Smtfms Munkacspta sma, 2008

a_


2/54

TArTAloMjegyzK

1. Mdk kam b 3

2. M k kamak? Dksk 6

3. Kam-aask, m m bkd 1 1

4. Aa kamsk, sak, mdk 16

5. Mb kam? Ssmaks kams s-s 20

5.1 A kampn mava: f 21

5.2 Mi a c? Mi a a vts, amt akaunk ni? 22

5.2. 1 Targeting 22

5.2.2 Positioning 23

5.2.2.1 Power- s stakeholder-analzis 24

5.2.3 Clcsoportok: A kampny klasszikus (generlis) clcsoportjai 27

5.3 Mit tudunk? Mit k mtudnunk? A kutats, ftkps

(mappin, scpin, sachin) mkhttn! 29

5.3. 1 Mapping, eredeti (sajt) kutats 31

5.4 A sikkitiumk: kvantitatv s kvaitatv tkmk mhatsa 32

5.5 A nt s a kmmunikcis statia Mit, kink, mit s han bsnk? 33

5.5. 1 A kommunikcis stratgia alapjai 35

5.6 Ntwkin 37

5.7 ownship, bandin s ima-buidin 39

5.7. 1 Vizulis identits (arculat) kibontakozsa: a design szerepe 39

5.8 A kampnstb 40

5.9 Timin kmpci s tms 41

5.10 Mdia- s Pr-tvs: csatns, kmmunikci, satkapcsatk 43

5.1 1 Fsk (budtin) 45

5.12 Kib- va ntaktivimus s nin-kampn 46

5.13 tks (fw-up, fdback, hats- s dmnssvisat) 47

6. Fsk (fas dam s bb ka bba) 48

7. Absa 53


3/54

3MinDenKi KAMpnyol

N1 dms sni, h a civi svtk uanabban a tsadami-kmmunikcis-

infmcis-mdia tbn, mdiatit kdtn vsnk st spknt, mint a pt-

intt vaksk va a pitikai ptk, t a tsadami m kivvst s

a hatkn kmmunikci dkbn kk a km, bfss s fsada vsn-

tsakka k mkdnik, am r -

j ngo- r. Tmstsn a civi kampnknak nm skss

kvtni a ssban amikai pitikai kampnk tchnkata s binis-intt

smtt.

N2 emtt ki k mnnk a infmcis tchnia, a. n. nw m (,

w 2.0- ), pR-, -

r- r r.

N3 A civi kssk, tsadami mamak ndknk fnts nn a pitikuskka

s a vaatkka smbn, am ptkni tudnak: ,

r (- ) rrr r, am a hats-

dst, a nsvd aktivimust, a nknts fskat, sva a nabb s mbb

tsadami kitds s bfs htst i m smuka.1

N4 A bis tmmdia, a vih, a ktnikus s mbi kmmunikci 21. sadi

sknds az nkntes csoportok olyan kommunikcis lehetsgeit nyitotta meg, amelyek

felbomlasztjk a hagyomnyos politikai kommunikci csatornit, ill. azokkal prhuzamosan

j csatornkat alaktanak ki, (), gy az aktv, innovatv csoportok kpesek zeneteiket globlisan

is eljuttatni potencilis tmogatikhoz, s ezltal szemlyes s anyagi erforrsokat mobilizlni.2

esn famava: j ( r- ) -

j , (s visnt), kpst ptncit

ntnk a Ngo-k kmp pspktva sma. a r

r r r j r

rj r r, r

, r r r r (

r, r j ),

r jj.3A mdiant fntsst 2000 ta a haai

Kampnni manaps tndi, c, divats

s sint mkhttn. A ckt a p-

itikai ptkn, a kmnati hivatakn s

upai nkskn t, a civi svt-

ki : -

r, , r r-

; r

rj rj r-

; r

r rr, -

r rr. tj-

rj j r-

. A nnpt sfban k a tmkk in-

kbb pstmatiis tkk: kptk (images),

smk (idek) va akatk (practices),

ansk (recommendations) , akan kvt-

sk (demands) s nm annia hamns,

kfhat ucikkk. ppn t a civi

sktb indu kampn hab tsn

hasnt a ti kmhadatkh s acu-

at-pt (image-making, brand-building) kam-

pnkh msm annia a maktinh,

inkbb a Pr-h, a mdiakmmunikcih s

a pitikai kampnkh kbb. Mitt

bvunk a kampniba, nhn n-

s s aktuis tndt dms tudatstanunk.

1. Avn, M.: The Lobbyingand Advocacy Handbook

for Non-Prot

Organizations,Amhst H. Fundatin,2005

2. Sab Mt: gbiskmmunikci, civi

tsadam, titaks,Fordulat, vf. 1. 2007, 97. .

3. lsd: Cm, edwad:The Role of Communi-

cation in Global Civil Society:Fcs, Pcsss,Pspcts, IntnatinaStudis Quat, 2001:V. (45): 405. srs, Chis: PoliticsWithout Politicians

Or Politics Despite Politicians?

Pubic ctu: Univsitf Pnnsvania law Schand Univsit f ViiniaSch f law jun 5-6, 2001

1 mindenkikampnyolbevezetohelyett``


4/54

4 BevezetS A KAMpnyolgiBA

civi svtk is fismtk s pfssinisabb mdiaakcikat hatanak v,

uanakk a kassikus, fpttt kampna in kvs pdt taunk (p. zn, Vs-

patak, TB-mntk).4

N5 Ki k mnnk m dt: a kma- s niakis bis vidnciv (st -

) vt a utbbi vtidbn, s nnk nmn r. ppn t

a kbban mindn mdst nt vsnbn, nvkdsbn, tht a nibis ada-

spitikban (a piac vasban), am a kssi kt hattaanu kistata

a ti sfnak, inkbb csadnak a mbk vist. ebb kvtkn a civi-

k msntk mht, vvnatssa intht vsmadaaknak nni, s -

r j r j r, j, rrj rr

r. Mind tbbn (Nuatn, sakn s Dn ant) kvtik vissa

a nnpt sfva patnsbn a itim, dmkatikus dntshatai famatkat

(reclaiming the common) a aapvt tsadami kdsk, sabsk tn, am tnd

hatttan r r, r,

r .5

Ha a pitika a hts mvst (ahan

Bismack mfamata), akk

,

st ,

msk sint nsn -

,6 hatatanu a ppaandva, a ma-

nipuci s aitci fmanvv kn s a

pitikai kmmunikci sks nm ppn p-

itv kst hda. ebb fakad-

nak vsi s ak r-

r, amk kampns sn

andan fmnk (p. ht- mk-

kt bvnni a kampnkba, tikus- avttt

htbn, nsn bni a sukat

pustn at, h bins mi ha-

tst kivtsunk, va ppn mnnibn s-

hatuk a sncihahss, a ssts

s a dmaia / ppuimus hatait? Has-

nhatunk- natv ntkt, st a

nbasunk kipnst, bkttt?

H hdnak a aktivimus, titaks, a att-

aktivits mis va tvns hatai? Mi-

n itimciva b nnpt kampn

mfamahat- dikttumkat a tsa-

dam nvbn? stb.). Tmstsn tanu-

mnnak s sdtnk nm ca s fadata

a tm, kbvstt aansabk

fktts, d r

j j, ckits aapvtn -

r, r

rj , -

r . Sndka a mds-

tani tudatss, a fksts s a pfssi-

naids sts a civi svtk ta

vnt kampnk min siksbb m-

tvs s vhatsa dkbn, tht

r

r rr

r (r-

, , .) j.

* * *

Plan First, Campaign Later tata a tiviis

amikai kmnds, d kampn mtv-

s s vhatsa ndkv ssttt fadat:

nt saktt, sakmai kmptncia s

knb sakti tapastaat sksttik

h, tmsn r

r , r r-

rr rj r

j

j . A kampnfnk va -kdint

ppn t ibiis, d hattt, a ap

stkk is td, uanakk kmpn

ndkdni (tvni, statit ptni s p-

atvan mndsni) tud ua (hasnats

a kamsth), aki a vnatk sfadatk

vhatsa sn vasta m munka-

tsait, a nka s taait. a j r

(r )

, r -

( a kampnmnds tafc cnt

4. ld. , tbbk ktt:Vida Vikt:

Aktivista fotalbum,tanitb.hu, 2008. 04. 07.

5. Naid, Kumi:Civil Society in the New

Millennium, jhannsbu:CIVICUS, 2000

6. rs, Chis:Change the World:

A Twelve-Step Programme,Th Indpndnt,

18. Api, 2005


5/54

5MinDenKi KAMpnyol

is bn), hisn idbn msa kvtk

s mst visnt sk tkinttbn tsn

t spkk, kmptncik, munkafi-

sk, stb. sinit k mvastania,

h a kitat damatuia nmh

nm sht, st, idis stbn r-

r ( r -

) j. radsu a kmp

tsadami ckat s mhat vtskat

maa kit kampnk akabban

r rj j

(hatsdst, akami va hss tva

ts kacit, nm s, st ak-

abban bis-tansnacinis ssfst),

a stvv spk ktt ttn k-

dinci (dntshata, sub-csptk ktti

ftns pbsd, spk, kmptncik,

visnk stb. sshansa), sintn k-

m kihvsknt ntkik kampnstb

sma.

A kvtk tanumn sbn a vnat-

k sakidam, m t n. campain

tkitk, manua-k, handbk-k s uid-k

sintti ismtts s ms (s-

sban a anss d-, mbi i s f-

stsi kampn-sakidamb mt), s-

bn pdi a s smtfmsi tapas-

taataia haatkik s kns tkinttt f-

akik mad a fstsi skt (a MDgs,

a bis sidaits, tsadami iasss

stb.) tmakiv, mint htss vbni

maasi kampntmkka. J -

j, -

r r

r r

r, r -

, r

r,

r, r j-

.


6/54


Tistuk, mi is bsnk! A kampn kifs a atin campus (mez) s

campania (csatamez, hadmvelet) savakb d, s uta fata ttmhdtsa s a knfntcia, amk a kampn aapvt mi, uanis

Chis rs, nmtki kampnsakt mds sint -

r , r status quo

r r.7 Van, aki sint a kampn nsn a fadam a-

tnatva, hisn stuktuis vtskat (far-reaching changes) sk ki a-

ssi nk: kvsk ss (iastaan) pitikt a nmsak tbbs

dttsn nuv kssi smtv vta f.8 Infmn

jrr r , r -

rj j. ppn t

, rr, r, -

, (d. 3. s 4. ba).

gkit sn a Bibii vthtk vissa, a tanstt nsi:

Andas gaf vn Bnstff, a gnpac kampnsakt at vaa: -

r (r) r, am abb

a bibiai dt, sndkb d, amnk sn r

r r , jj

, r

j.9 A kampns msik kt a antik (knsn a ssta s v sm-

bn mnivnu skatikus) tika hamnban fdhtk f. A snk-

s mvst kitdt a tmi mst a mi bfssi mindn

an tvkns, am a t ta vatt v tvtt, tstst sttt. A

skatikus hamnban r r(r-

r r) mata. A puis dmkciban,

amnk m, h vi mindn mkdht (hisn tbbf ia-

s tht phuamsan ms mtt), kns ntss van

, , r -

( r rr, j). a

j r , r -

, ,

. Tn gn, nmtki Pr-sakt mt-

sa sint mindn kampntvkns a Pubic ratins (Pr) aapain kddik,

nvtsn rr ,

, , r-

j () r r.10 Fpttt s

kabantattt putci, hits s pitv ima, vns infmci, maad-

hat (vns) nt, vaamint annak kvtkts kmmunikcia nk kp-

httn hatkn kampn.

A kampnsn mkd tsadami mamak kit sn a ptstns

vas tdst s tsk kutuis kmmunikcii (p. knvnmta-

ts, pdikci stb.), mad aa a katikus h ta kiaakttt nmami

7. rs, Chis:12 Basic Guidelines for

Campaign Strategy,fs:

www.campainstat.cm

8. oina, Saskia Ia la risc (ds.):

Provoking Change.

A Toolkit for African NGOs,lndn: FerN UK, 2006,

p. 11.

9. gaf vn Bnstff,Andas: The Art of

Campaigning: How NGOsCan Change the World,

ads a CeU-n (Cntaeupan Univsit),

Budapstn,2007. nvmb 22-n

10. gn, Tn:The Secrets of Successful

Public Relations and Image-

Making, ofd-lndn:Buttnfd-Hinmann ltd.,

1991, pp. 3-4.

2mitneveznkkampnynak?definciksrletek


7/54

7Mit neveznK KAMpnynAK?

(nfmci, suita nd tskds s a katici) vissavthtk,

hisn k ttis smk (idik) vtak, amk ssk kmmunikci-

t (s hact) a kabi idam, kpmvst, n s r r

(reframing) kst s a ts ksak mntaitst tf-

mtk. A mai tmbn vtt kampnk kvtn hamnt a absas

tst, mad a fktk nst cu kit pi kdmbn va

a apathid-ns hacban (pi ndtns, bktt, stand up, sit-in,

staawa, dmnstci, sakmnts tnttsk, hsstk, stb.), vaamint

a fminimusban, a ni nst ftattt hacban fdhtk f, tvbb

a an mdn ttis pitikai idik tudats tskdsbn, mint amin

a kmmunimus, a munksmam s nm mksn a nmtisciaimus.

e utbbiak m iis, va fi mtt mami mtuk sn fdtk f a

akamatt mvst (p. a avantd, bauhaus, sc stb.), a rr

r (p. manifstk) s r r

(p. a ft, m, pakt, tanspansk) akamahatst a sm tstsbn

s msk manipuciban, sva a ait ppaanda hatknst. Ksbb,

mbamd sapdtak a knb civi tsadami mamak, amk sks

r r r -

r (stnci-, fanin-, pakt- va dmnst, ptst-, aktivista

va undund- subkuta, a n. mami nkuta visa),11 mis,

knsn a 20. sad msdik ft a cs vi a kmipa, a maktin-,

a Pr-, a t- s mdiakmmunikci kpst fds nmn siksn ak-

nta ki a kampns tskds kskdmi htsit, m r

r r r-

bbn a vsnhtbn.

Ha dncit akaunk mfamani, akk mdn tmbn

j, r rj

r j ( , ,

r , -

, r rj), j r

rj r r, , ,

(j, j, ),

r, r, r ( r-

11. A n. nkutas a fasti tsada-mma smbni tmsmmdusk kia 68-as dik- s munks-adski nnak vissa,am a pstmdn civiaktivimus, a atnatvs a baicikitikusmamak mnnktkintht, sd p.Sab Mtn:

Globalizci, regionalizmus,

civil trsadalom,Budapst: Sadv,2004, s Fida Bas:Civil-Trsadalom-Tudomny,Anthpis 2.1-2. 2005.

1. bra

a PR- s a kampny

kommunikcis

alaphelyzete

zO:C:I HO6@HO:GK:O:I:@

@DGBCN

C


8/54


r). A kampn a knfbb aktivitskat fahata ma-

ban (p. mni, skstni, kiadni s tstni bmif sanat, kiadvnt,

pstt, hidtst svni, bbini hi nkmnatt va nmti kmnt,

a vmnfm nk, kssi vtk mst, ktatst, knfncia-,

sminium-, knct-, kits- va fstivsvst, mbiicit, dmnstci-

t s ps a tbbs a mdia s a sat tmatsnak nst, sattk-

tat svst, satniatkat kibcstst s sms takk thsta fntsabb mdiaspkk). D j j

.

a r, r r-

, () ,

r , r

r r. Msknt mfamava tsadami kampn-

a akk van sks, ha cunk: a vts skss mdn (p. csnds bbiva,

nmis pitikai famatk va udvaias avasatk tn) nem alakul(hat)na ki.12

a j r, r -

r, r r rj j, -

j , r

j r, hisn k kv kdnk a ti dkkn s

in akan a pitikai andkn is. Sks tambknk nti a tn

st, h vas vtsk kvcsai hssnk.13

Msik sakti mfamasban14 :

N1 r , r rj, j

N2 r r r j j,

t kvtn pdi

N3 r - (r), r,

r j r

j.

A UNDP n. Kk Knvnk15 dncia fnts mt aad m. e sint -

r, r r rj r, -

j r (r , r) vltozs.

e sint r, srgs problma r

r r , r -

(ssk kmmunikcit, tmmbiicit, ks tttkt, a dkvn-

stst: a knti va tsadami ntk mtti kist, a fastvdmt,

bmif pubikus nmsakst stb.). A kampn ik mhat, unikis

satssa bbn a tmsbn r (r) j, hisn a nm ss,

nm t pbma mdsa ttnht assabb va hidbb s kvsb kam-

pn cskvss (p. ktats, tktats, puha bbi, tancsads, stb.).

A CoNCorD Dvpmnt educatin echan in eup Pct (DeeeP) m-

famasban a fstsi nvs (development education) aktv tanusi fa-

mat sknts, am bins stkbn hsstv s fmis va nm-fmis

ktats (nvs, tktats, infms) fmban ttnik, anban dnci-

ban kimdik, h ms, j r

r ()

, :

12. rs, Chis: i. m.

13. rs, Chis:Change the World:

A Twelve-step Programme,Th Indpndnt,

18. Api, 2005

14. Shama, r.:SARA/AED Advocacy

Training Guide,Advcac rsuc

Handbk, Advcac

Institut, 2004

15. Unitd NatinsDvpmnt Pamm

(UNDP): The Blue Book:A Hands-on Approach

to Advocating for

the Millennium Development

Goals, os: 2004


9/54

9Mit neveznK KAMpnynAK?

N1 (r) r,

N2 r (j, r, ),

N3 r ( )

r r .16 e r rr -

, r

rj: .

A CIVICUS Wd Aianc f Citin Paticipatin ta mntttt, kift-

tn a MDgs-, a snscskknts s a nmtki fstss ssf

tmka kncnt kampn-kiknvnk17 mfamasban a smt-

fm kampns inkbb a bbih s pitikai dkvnstsh ktdik. a

, r

-j ( ,

j, j, r rr ) r

r, j -

. e j r , r, -

, j r (, r,

r). a j r , r

r (r ) , anban cknt kittt hatsa -

ht indikt is, p. kvmn aaktsa (public-opinion building), smtfms,

va ppns tmati hat-pts (alliance-building) , s r-

, am ksbb, ttt-

sn akkumudik a pitikai dntshatai sistma taaktsban.18

A kampn tbb, tsa vidtvn vns aktivits (ap psk) sshan-

sa annak dkbn, h a vts hsstvn vns via (a vs

c) mvasuhassn. Chis rs hattt knbst ts a ktats/nvs

s a kampn ktt. rs mdbn hab c-

uk dntn hasn: tsadami vts, fsts -

, r . M

a ktats a tudst, a i kpsst s a kmpits inti knst k-

vna kisstni, ft, ffd s a kds tn a binsst cskknti,

addi ppns . a r

, , r -

17. ld. MDG CampaigningToolkit, CIVICUS:jhannsbu, 2007,

fs: www.civicus./md/tit.htm

18. ld. m: IFEXCampaign Handbookwww.if.rnt nvn a n.advcac-t (dkvnstst)s a kampnst nm ianht mknbttni,

p. hindi a abbian ss nti a mbiicit,a tudatss kiptst,a mst s a bb-t, nvn a ud iin a thutkifst hasnk a kam-pnsa, amnk ssinti nts: vaamitmvttatni. Kamunbana bbin kifs n-tk a kampnssa(n mindkttnk, ha mbk hatamat ak-anak ak ftt, akikdntskt hnak). lttnvn a aitt (m-s, bfss, aitci)

i a kampnt is.

16. T, Tbias:Development Education,

Awareness Raising

and Campaigning

ads (TrIAlog CntaTainin, Bn, Cshs,2008. fbu 19.)

2. bra

Problma

megolds

politikai akarat

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A:=:IHwI:G?:HOI>6@DBEA:M>IHI

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HO@I>6G:;A:M>I

bumm

!!!

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11/54

11KAMpny AlApvetSeK, Mg Mieltt BeleKezDenl

A kampn tbbdimnis, tht van a httbn r ,rr ( x r, r), r r

r r r , j, -

j r j. vj

rr , , -

jj r r (min tbb skn: ni, kssi

s pitikai; hi, nmti, inis s bis). A hatkn s r

r , amnk kmpntsa s damatuia van, tvb-

b hh s nvtt s viuisan is mfamahat simbumkat

(images), mi mmat kaaktkt s mindt iknt hasn. A

kampnnak thatnak (s kphtnk) k nni, a

j (act at eye-level)

r , r r r.

A kampnstatia ppn t f fatknv msh va

ka fptsh hasn damatuiai kpsskt kvn, msf pdi

pc, mndhatni mnki tvst, ambn a tapastaatk s a tks

c-intt fkus kiaaktsh st h:

A abbiakban tbb an tans, d aapvt avasatt, a fntsabb -

faunk ss, amkt dms sm

6. bra

A kampny

ciklikus modellje

1

3

4

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7

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12/54


tt tatani m mindnf sistmatikus kampnptsi tvkns tt. Tbb

s, tbb mh knf ansait ismttk, nmikk nincs ts ss-

hanban a msikka, hisn knf iskk s inatk (p. kntvd, mbi

i, saksvti stb.) fdhtk f a civi tsadamat int idamban, d

mindik aapvts inspiatv ht a kampnstatia kiaaktsban, a ndkd-

si-tvsi stdiumban. A abbi tippk csaknm mindik stsn k

a maa knttusban, amik a kampnstatia kiaaktst, a tvs aapmits a vhatsa vnatk anskat mk a 5. sbn.

A hm fntsabb aapsab, amt mindn kampnt mn tis-

tni k Tn gn sint:

N1 M k hatni, h r ( ?),

r ( j?), mad t tistn, r (r- j-

) j vi a kampn famn, mt

mindn vtht vissa.

N2 tj , , r,

r r, r mad,

t kvtn.

N3 Bitstand k, h r j, r

( ), r r ,

tht a vissakdst, a vast, a kitikt.

Csak k utn ht mkdni a kampnstatia fkttst: a aapvt c-

k s ccsptk, mdsk mhatst, a pacinaist, a tmtvt

s a sikkitiumkat (mint a tks aapait).19

A CIVICUS s a DeeeP ansa sint a abbi aapvt pincpiumk nsk.

Ansaik sint fnts, h a kampn:J r () , am skka inkbb r-

, mint fmt, kkat s akat;J r s a ht visabbak

nk a sndkai, amk tak a ccsptt s am a m-

ctt kns knnn ansuni tud;J rr, j r r J , : vis tmutatst

k adnia, h mit tn (va mit n tn);Jntstsnk s nasabsnak k nni, h r ,

r jr (s ta vaban vtst

skn);J r, r ,

rj , am dmnkt

kmmunikni k a intttk f;J r r r, hisn aapt

stathat bmif vbni akci s kampn sma.

A ls Intnatina ta kiadtt kampn-kiknv20 sint 7 rr-

dms sm tt tatani a kampntvsk:J l , r, r (maau nm dms t ta-

ns, t abstakt, va t ssttt tmka fkusni, ami a kmp k

buttst kvti m)

20. Stah, Caa

t a.: The World is Too

Round to Sit Silently

in the Corner.

Hw t Cat an

Infmatin Campain,Bin: ls, 2007,

pp. 22-23.

19. gn, Tny: i. m.: 5- 6.


13/54

13KAMpny AlApvetSeK, Mg Mieltt BeleKezDenl

J lnk a j r, r (hisn a ck vns-

s csak a vsk, a sikssi kitiumk ss nmn vik

tmhtv)J A thts, a ccsptk smpntb ttn akcpthats, r-

(a kampn famn

famatsan a mctt mbk, csptk pspktvb k kiinduni)

J A r fnts kvtmnkt tmast, d nsbb n, minta ttt ambci va a nbiamhin. ek ik sm mf tancsad

J m r r ( r)

J A kampnstbnak r j r, hisn

sks m k pnd, m k hkkntnd a mbkt ( tssan

inada, ttn kmmunikcis kbn a mfktst ni,

a kkt stimu mdn tudd csak ni)J A stbn r, r,

rrr rj stabi aapkn

Andas gaf vn Bnstff21 s j riss22, a gnpac kt kampnsakt,

vaamint p. Pit Hintns (Foundation for a Free Information Infrastructure, Belgium) 23

s p. Chis rs (campainstat.) ant kimi r-

j a kampntvsbn, mnk n a istancia, vaamif

r (ffat va btnsa cskmn, simbikus sab-

ts), tht sintk a pi ndtns, mint tadicinis mbiicis/m-

st tvkns a kampns ik fbb fundamntuma. Uanakk j

r , , r (sint

a s a ss mitiai kdmh hasnan). A knfntatv kampnsta-

tiban (p. amik aacsn tmsts ismts, tmatttsa)

r rr (r, r rr)

r , a endktk (a ht ens24)

anstsa s a j , mint pitv vi s kvtht hts fmutatsa,

tvbb a ktt ktti kntast kis. A mst (diaktikus) ttntm-

ss ppn a mctt haatsban aakta ki a simptit, a tmat dht

va cskvsi haandst, visnt a nf sma fadhatatan, am

utastn s taadan (tht vdk, dfnv mdn) kntn vasni. e a

statia a mtvtt tvnt a kakut sakka kmbinva vaban a

stnk ap, mindnkppn akamas mi fkava s -

r r r r, rj

j . Tmstsn a kntvd kampnuuk is md-

ftt hansk , rr,

r :

ani ptcit, fadni kpsapt, bkapcsdni svtt in akci-

ban, dmnstcin, kikkni, -mai-t kdni, savani stb.). A sakmnts, d

knfnt nmsaks dkbn (amnk ssncit gandhi famata

m: megtagadni az egyttmkdst a gonosszal, ugyanolyan morlis ktelessg, mint

egyttmkdni a jval) ak n. : mbudsmani

bdvnkt a pskdsn t a dancsi, a bktti va a hsstki.

A fnti d, mbi i va a infmci sabadst kd saktk a abbi

aapvt tancskat famak m a kampntvss ssfsbn:

21. ld. vn Bnstff: i. m.22. riss, j: Lessonsfrom R.E.A.C.H. (Reform of EU

chemicals registration),

Campain f ca authi-zatin f th wh chmicamakt (1998-2007) fgnpac Intnatina ads: AlTer-eU Cnfnc,Bssz, 2007

23. Hintns, Pit:

Campaign Against Microsoftand For Free Information!

Lobbying for a software

regulations of Foundation for

a Free Information Infra-

structure, Busss, Bium ads: AlTer-eU Cnfnc,Bssz, 2007

24. P. az apathid, a ncik,a WTo, a Micsft,az exxn/ess, a Sh,az eupai Biztts vayBush nk mindyik m-nik az enmy kpbn

(d. p. w ww.byctt-bush.vay www.stpss.cmdaakat)


14/54


J , , r (),

r j (issue-building process),

m a sm ba, ha a mandtum nki s a aits hatait sa

(p. hack va bhats vaami t tt, dancs, st fmsni

a Paamnt tt)J amnni csak htss, r

r (tht min tbb fntn s kmmunikci-s sintn, min tbb vns ccspt sma dms uanat a

ntt ms s ms mdn tvbbtani). A pitics withut piticians

tpus smt n r r r

( r ), r

, r r.25

J ni k a katv shasnata, dms tsani a savakka, c vaami-

f j , j, r, r

(rr , r r r) mfamasa

aapvt ntssJ ns tud nni, ha m r r, r, r

j x, mvttatva annak pcpcit s

ntss ttv f at (subvertising). A padia, a npi hum, a fana

sata, r r, gag (p. spoof T-shirt vagy brand-

hacking) kifttn mkdkpsk (d. AdBusts).26

J a viuaicinak,

j , d nm sabad t kinmut, utaskka

p s tttsn tht fmanvt hasnni (akan a nsss

s a s kpi stuktk a cavtbbk); j

r, r, r r r-

r J r r (

r), s am kaakt (nm fttn t mbi sm, ht p.

atfat mbi kaaktkk fuh msua, va ktv smis,

am pnta, hitsti s kvtti a mndanivat, a ntt) a

ambassd (nakvt), ss, tmat, kpvis ht simpatikus

cbits (st), va ppn s p (p. dat va tipikus

inttt, a taac)J rr j

(staying on message): uanat a akcit, uanat a ntt a s a

ni (mn tatani a t keep issue alive), knsn, amik

a mctt hats, tstt nm a dmbn (RTS: return to sender)J nan fnts, h j wr ( r,

, : ? ?), tht mkhttn

a fssvas a kampnsmnkt, knsn, ha ak innvatv,

va pvkatv, st sabst mkt tatamanakJ r , visnt a Pr-

s mdiastatinkban msknt k kni a hnk k (bat)

mdiaspkt s a skptikus skat (ms idbn, ms mdn dms

tktatni), uan r

, r,

( ) (ppnnsk)

26. www.adbusts.vay www.cancths.at

25. lsd: rs, Chis:Politics Without Politicians

Or Politics Despite

Politicians? Pubic ctu:Univsity f Pnnsyvanialaw Sch and Univsity

f Viinia Sch f lawjun 5-6, 2001


15/54

15

J , , (. r r) j

r j (ps vini

k a mnmtttak dhnst bsva, hisn a st

pitikaia nm kkt, msst tmadsi ftt nithat: vissatht

a mssn s a s kampn mts is)J a kmnati va a cs kmmunikci taban ass s kismthat,

fmis akcii vannak, amit ht kakuni, r,r , r, r rj

(p. pfmans, happnin, stunt = utcai mutatvn stn)J a kampn ssncit hd stit k ppuaini a mdia knb

smnsibn, r r ( r,

r r , -)

r r/

. Visnt, ha a skat mntk, a aapvt ps

a kvmn tmatsa fJ r ,

r r r, h minimaiuk a ks,

tt mkhatskat, a nm vt smnk vsit

vatsan k bnnunk , , r -

, st pssimista vikpp (apkaiptikus vikka), va amit ta-

nssban Wd is n (S.o.S., mnc ca) tpus ntnk, a kis

mst, a pbma vishttn st s -

r nvhtnk. Visnt, ha a taunk fmutatsa

k ( r , , r)

rj, a k mtkbn kps kmpnni a fsaktattt ncit

(a pnt skkt), akk a ppns r j ,

r r, r r -

j j, .

rttnt fnts, h a in tpus (kntast) kampn r j,

vss a fmtt mkt, kinsa a mi ffkttst

s r, j (), j r -

. ennk knskppn a fstss ssf kampnk

stbn van nts, hisn itt a kmpitsb fakadan vaban

tnk an m adatk, mndt nsk s mhkknt ssf-

sk, amk kvsn tudnak, s amk kpsk a mi bmatsa.

KAMpny AlApvetSeK, Mg Mieltt BeleKezDenl


16/54


A kampn aapvt cait, a fhasnt mdskt (a taktikkat) tkintv tbbf

tipit thatunk f, amk ik sm mkdkps fttn nmaban,visnt a fkust itn knf hanskat . a ,

rr r,

j j r. Tht

r, , r r , s ak-

k dmns, ha a fmutattt cskv s ptnci vik thatv mtt.

ltbbs k a taktikai hansk tvdnk, mis dms kn-kn is

ttkintni kt. A kampnidam aapn a abbi fntsabb kampntpu-

sk, -taktikk s t kapmnstatik knbtthtk m:

J r (issue-oriented) : n, h smt, t s

h tsu cskvsi mdt ppa, ami ht a a faitad

(mtns kskdm) atnatva, va abstakt stbn a sss

tmd, d ht tiviis is, mint mnduk a bitnsi v hasnata. Adtt

stbn j r (p. a sns,

a nt tsadam, a sidaits va a iasss), d inkbb

ttnts pbma (p. maas snntts Budapstn va a vi-

shttn, tm sns) fntssa hva f a mt, mdsa

mtt v, infmcikat k va mtv (mi) hatst ft ki. A nk

kkppn k nni, a abstakt s univis ckt (p.

vibk) nm ht tmkt mtivni s a mdit isba hni. A pbma

idntikcia (m kis s spciis stbn is, mint mnduk

a maa ami-nmti-kmnati spitika) akan nhskb

tkik, ha nm ht vastani ssbb, fundamntis, stuktuis (p.

a dmkcia, tthats, iasss) mint aapvt tk kpvistt.27

J sr/r/r m nm pustn st

pbmt, mdt, paadimatikus smndst mutat f, mint

kvtnd mintt, d r r, rj

, r , ,

r, . i r , r (-

r), j , hisn

nm sik m a fntssnak kimutatsva, hanm a aa vnatk

mdst, mint dvt mdt ms mdk f hi, csatak-

sa stn s a kssis aspktust s hansa. Public

awareness raising-r (r, , )

r , r r r r

, r r (va mt a nm

that, va pdi mt p. a kmn sndksan nm aka a bsni,

hisn akk kitika hti aktuis pitikt). A pubicits nvs kph-

ttn a mdiva ttn patni visn kipts nk, a smtfm

kampnk taban mdiakampnk is bn. a r

, r r -

27. Id kapcsdikChic Mndz

(bazi knyztvdaktivista) hs mndsa:

esz y vtm,hy a umifk mmnt-

st hack, madazt ndtam, hy az

amazniai sd m-mntst kzdk, ma

m tudm, hy az szmbis vtFs: 106 Quotes and

Quotations on The Natural

Environment

www.usuthwst.cm/nws/quts2nv.htmin

4

alapvetokampnytpusok,stratgik,metodolgik

``


17/54

17AlApvet KAMnytpuSoK, StrAtgiK, MetoDolgiK

r r r r-

, j r

(r, r , r .)

. P. a Fai Tad (mtns kskdmi

akat) s s kvn ktatst, fvistst, tktatst, uan-

akk mindnnaps ktdst, tvbb attitd s sks (manner) kif-

stst s tudats bkapcsdst, cskvst, n tmnn kskdm-pitikai bbit is.

J m- (): a smtfm

kampnkat ndsint kvt mtdus, mnk j r r -

( r r r) ,

, rj jrr- ,

r r r,

j, r

ri. A saksvti mam ik aapvt mds a mbii

kampn, am sss m hatamas tmndvnt, utcai fvnust,

titak va munkabsntt stkt, astst, a-t, adshw-t stb.

tp, taban abban i cscspntt.J fr/j : ca hits kpvisn

kst ttn tmatsnak va manak a adtt t kpvis sv-

t mkdsnk sts. a j ,

amt sintn tbbf mdstani tn ht ni (hitsts, ddii d-

mnk fsaktatsa; mi inttts sknts, bvnds; a

fntssnak, a nkhttns s a mi sks /hin/ ahsa;

a ap tmatsk, ap stusk ssaddsnak kihanssa stb.).

Maasn akabban a sa 1%-s fansk kapcsn takunk

knf admnsvsi kampntvkns. D , r-

r rr rjj

, r r

, r r,

jr, jr. Kvtn pnts stn a smtathats,

a knt aapvt kitiumnak smt, a hitss aapftt.J kr ( jr) (p. bktt v. sma mcs-

kds): ndsint a pitv ansus (idntikci) s a natv hat-

ds (sci) id mds aapd statia. er -

r r r / ()

versus j () rr r r, r

rr . esttt hasnk pitikai

kdmkbn va an na mkt kivt, aktuis s ss, annai

cskvst kvn kampnkban, mint a atvdm, a kntsnns

va a pi hack (autnmiatkvsk, sabadsk, satsabads

stb.), humanitius kishtk (hns, vnk, phbk stb.).

Nm s inu a in knfntatv kampn ck (p. TNC-k, tnck

stb.) n, amnk ik aapm a bfktts s r

j ( r . buycott), j

r r . A amikai nkvastsi kampnkb

ismt sma (mcskds) taban va nm fttn binttt pt-

kn aapu (vdaskds, vaam bbn kvttt sabsts kapasa


18/54


stb.), amt a buvmdiban va infmis tn (-mai-nck, face-to-face

suama ppaanda, vsi nda, kbkdtt vidk, ha stb.) sn

tstnk. Ca a nf hitssnk kikds, a kius, a bmcs-

ks, a an nknak fhsa, s idbn, s nttbn

a sat , a mssnk mis fsbbndsnk, tistasnak,

kdibiitsnak kihanssa. a -

r r j , hisn nm kitd taktika hsstvn.

J ir (ktnikus s fin): taban knkt

pbma, katv tt s khatt nt aapd kampn-

statia, am rr

j r jr . A hamns mdiakampn a nm-

tattt (fin) sattmkkbn mn r r (tcR)

rj r pR-: pt a cikkk, btattt

ntk va a n. op-ed (vasi v) htsi. Msik ismt fma

a ktnikus mdikban (di s tv) ttn ttt hidts (p. sptk)

va a i bsts mskba, shw-mskba, maainmskba,

buvhkb (tmmdia) ttn bks hts.J o (wb 2.0, chatmk, bk, -mai-kmmunikci,

nwstt, fum, bannk, nin-ptci, wbs dnci, fcsk, wiki,

yuTub, kssi stk /p. iWiW, MSpac, FacBk/, nt-di, pdcast,

ha, hack stb.) e akibb a kifttn r jr -

r, hisn a ckns nm s a a vsi

munkavai va hivatanki t, aki napnak ntsbb hnadt

a smtp tt v, nin tti. A mstsuka a intnt n-

t htst kn. A utbbi nhn v s tndncia a bsfa

ntsnk fmkds, a bk, mint subktv nin napk, s mint

hfsk mns, msst pdi a vidmstk (p. yuTub) divata.

a j j j,

r :

-, , - r

j r , fumkn ttn hsssa stb.

A wb-aap kmmunikci ik htut a spam, junk mail (ktn

v), am a adatvdmi sabk s a intnts nma (ntiktt) thsa

ftn tbb kt tud kni (bumn-ffktus).J f, r (street stall, hack, attack, ashmob,

media stunt, street art, gerilla propaganda, picket, stand-up, sit-in, cultural jamming,

demonstrci, performansz, jomango, shopdropping stb.) r

r , j rr, r-

r ( r, , r r) -

r r, m maban faa

a akci kstst (fvtst), mad utkmmunikcit, csatnst.

Itt j r

r . In akci ht

kmnati st mbntsa va fts (hack), tt mbtnk-

tat nt hs, innk smtanak a inttt, nm tsn spntn

ashmbk va a an iis va fis akcik, mint a dancs,

a bhats (attack) vaamin t tt. A bts (maskk, m-


19/54

19AlApvet KAMnytpuSoK, StrAtgiK, MetoDolgiK

k hasnata kanvi hanuat va a utcasnhas pfmans) s a

tvns bannk hs vaam kintmnn va iknikus ptn

(uh, nakvts va tuistikai nvtss) ca sintn r

r . a -

(stunt) j r, j , -

r , amkt csn s kvs mb bv-

nsva is siksn v ht hatani, akiak a n. ntnttsk (counter-summitok) stbn.

A akcik n a civi , a ampi ptncia fmutatsa ( titak-

stus pnsa va a pusta mfkts, vmnnivnts stb.),

am a bfsst r -, -

rr r. en f a akcik

mdiakmpatibiitsa, tht a tvn, a kphts s a dmais a akcik

ks satssa. A civi/nnpt sban tans v a sakmntss,

tht a nt ikai kdm, assi ttis ms.28

J mr () : hid, an va antikampn a pitikai

maktinbn bvtt tmsbn akk indkt, ha a cunkka ntts

a khanuat, a mdia induatsan tmad, r

, r r, ,

r r, j

, j vik fntss. A hid kam-

pn n a mk csiaptsa s a acinis, an vk hasnata

a kmmunikciban.J t () : taban ndkv intnv fs, a ts

tsadami kbsdt tmatini ikv hans (bitki, dmpin,

cunami), st hadnt, am idbn a sss htss mdiumn

s csatnn kst, mint r r

r, . A m-

khttnsnk tsatt sti, mpdi ntmndst nm t,

sik kmmunikciva, nm s duva, a pivt sfba is bhat kmmu-

nikcis skkk (p. sutt ppaanda, smear mcskds, ats,

vdaskds, amas va fnts, labelling mbs, kiks-

ts, p. vsi nda ptka stb. skiv). a j

r, amt mindn htss fntn (a hsbt a munkahi)

ftatnak, kmtn vbis assiva s diskiminatv hannmm.

ekpst ktsi vn, kia a kupt pitikai ptk ftatk, itthn

sm ismtn, civik sha nm akamak.29

28. ld. 100 Ideas for DirectAction (in. M. lattim:

Ptst. Symbic Actins) CIVICUS MDgs CampaininTkit 44. (pp. 24-29.),jhannsbu, 2007:www.civicus./md/tit.htm

29. ld. Sziyi ks:Totlis kampny,

Npszabads, 2002. mus 11.http://n.hu/cikk/61578/


20/54


A kampns aaps, mindn kitd, statiai smt tvs (tm

fkus, fpttts, tskdsi kncpci) hn fabatkt sm , st vissa is tudtni a kdmnk. Haditv nk tmtn haba kdd a katnidat

fama a ik sakt , miv a nm mtvtt kampn an, amit

a hadsatban missin dift-nk nvnk.30 A tbbt kvttt hiba a nm -

ss kstsb s a fshinb fakad, amik r r-

r r r, ,

(burn-out). Visnt r r r

ah a amikaiak famanak r r (key to success) .

A sinikus s kmphnv kampnstatia sts mtvs hasn

kmp pkttvh, sistmatikus vhatsa pdi s bbn csaknm a s-

ss sakt tt a sstttbb s kimtbb vaksk ik. M

a tvs sn sni an smpntt (kmpci, tms, ntkps,

cs, mdiakmpatibiits, fsk, fnntathats, ntwkin stb.) mb

k vnni, amk msh va visnn, sshann va bukik a kampn

sik. A abbiakban a kampnstatia, a kampntvs, tht a kampn kivi-

tsnk aapmin mnk vi ps-ps.

Mibolllkampnyolni?5 ``30. Dmcacywiki:

Planning (Campain Tkit):www.unckdmcacy..uk/

wiki/indx.php/Pannin/

7. bra

A kampny

ciklikus modellje

696I


21/54

21MiBl ll KAMpnyolni?

5.1 A kampny magva: egy forr gy

A s, fntsabb kitium, amit k sni a kampn kitasak: mi

a a si (hype), mkhttn tma, dmai , kn pbma, st v-

s, am a kampn kpnti ntt hda, s am a statiai c, vaa-

mint a at tmat sss tvkns inu. M k hatni, h ,

r rj , r r, r , r, r r

? A vasttt tmnak vnsnak, kkppn ssnak, dkfstnk

(pntsabban mindtnak, va ttt bnak) s kmmunikhatnak (p. viuai-

hatnak) k nni, annak, amnk avitcis kps bn tatani

a kampnt.

Mindn pbma kmp, d r ,

, r j r j

, j. Nm a kmpitst k km-

munikni, hanm annak pim vasatt (hatst, knkt kvtkmnt t

j), r. ehh

k sktni a fkust, a na pbma kis st, am m is

ss maad k sm mb sma. D nm dhtnk m a tts-

s, ttss va sanatta, hanm ,

r r, .

A vasttt t mhatan anainunk k: mi a vaban?, mik a kai?,

mik a hatsai?, min dkk ksttbn ?, s fkppn: () -

, j? lkis pbma stn kis m-

dsk knk, d ha a pbmnk bis (nmtki napitikai tnk

tsanak bnn spt), akk is skss a s kis, individuis

kifuts htst fknnunk: , -

, j.

A pbmnk kivastsh stst nt a abbi 12 r r

(checklist), ha a tbbs a vasunk in, akkj van a knkbn, am-

a siks kampn sba nik m:

N1 Vas hatssa s ssfss b a mbk tbn?

N2 htik a mbk a sat nndkskt, hatamukat, a ssfs

t? Mvttata a t hatami visnkat?

N3 taa kpsk vaunk ismtkt kni (p. a ampi k,

tsadami fss s a fnntathat bks v)?

N4 eht c kapcsdik h, kpsk vaunk ksbb vn b

abb kfhat, d nts dmnt fmutatni?

N5 tht s mn tht mkt c va mat m?

N6 Knnn tht s kmmunikhat?

N7 etm pic c nik m a kapcsn?

N8 Ids s idbn tmht pamt kn?

N9 Kps ssfst, ksst kvcsni, tsadami tmatst kiptni?

Fs vtst (leadership) s kacit ts htv?

N10 Hamni a t fva mbk s svtk viva s tk-

ndv?

N11 lhtst tmt a admnts, adaksa (fundraising)?

N12 sskti a hi sintt a nmti, bis s makpitikai sintt?


22/54


5.2 Mi a cl? Mi az a vltozs, amelyetel akarunk rni?

Adtt pbma, a kampn s pdi a s, aa sspntst, h t

pbmt mikppn k mdani ( a tvati c, ah a kampntvkns v-

t ). A s statia a pbma mdsh skss vtsb kvt-kik, uanis , r

r r j. A kampnnak knkt vasa van (k, h

n) a pbma fds, tudnunk k, h min knkt vtst akaunk

ni s min tn. a r , r

x rr (target system) , -

() (), r (r

r), r, -

r r, ,

. A c stbn fnts, h st kkppn andius (vi-

t nt, dmai, ttt b), uanakk m ha kdmk n is r

r, (reachability), tvbb ns, h -

n, tht a nk mnht csatkat s mnht (winneable)

hbt dmnn. A kds mit akaunk ni?

A kampnnak ndkni k vid (-kt mndatb , knnn

kmmunikhat) rrr, (mission statement), am a sss

stvv sma tmv s ksn sttt vkdss tsi, h mi v-

akik. A kampn kmkdink nm ht kn anduk: a vi, a aap-

tkk, a ck, a skk s tvknsk tkinttbn nm tdht st

a kampn.

A ik aapvtbb mds a tvs kdtn a n. , am

a h vak mst? s a hva akak utni? kdsib indu ki. A ni, i-

san ftt pci s a stsn mfamatt ckpt ktti st k fs-

mni, amh statiai s taktikai psk ant skssk.

5.2.1 TArgeTINg

A c bvs st a tf, vs c (overall strategic objective) mhat-

sb, tvbb a taktikai ck (tactical targets) s a kts (intermediate goal) va

spciis ck (specic goals) ssb . A taktikai ckat a ti nvbn

ht mcsknk (low-hanging fruits) va s mnk (quick wins)

nvik. ek an ckitsk, amk nm fttn statiai, hanm kncpci-

nis-istikai ca inunak (p. tvns kai sikmn sthti a stb

ksdst, a aktivistk hitt, a nkntsk mtivcit, a mdia dkdst,

va a kampn kmst s hitt s bfst bbitmbn).

Cunkka ssfsbn a kt fntsabb kds: 1. j

(p. i knt, nmtki va hi pitika, tn tuds, ktns stb.)

, rj ? Mit akamatan a ni kn-

t ahh, h kk a htt? Tvbb: 2.

, r (dntshk, mdia, kvmn

m csptai)? a r () , /,


23/54


r, . rr r. A

knkt bbi-aspktussa b kampn stn fnts kimni, h a tat

knkt sm, s nm tstt va intmn (p. - adtt kpvis s

nm a Paamnt, mint an). Hisn n knnbbn mktht, s-

ms visnt ht v kiptni s a dki, aspicii, vmn tht

a hivatas s ttt pcit, amit tstt kpvis. a -

r j (tnus,stus, hanvt stb. min n: vita-ns, kihvs, tmads, pssi, aku?)

k r r: 1. i

( r ),

2. d r r ( rj r r,

rj r, -

).

Fnts tistni tvbb, h kik faknak m a pbmva, k kn-

kunsk- va ptnciis tmatk? Mind a pbmh va visnunk s a

sss sp (aktk, csmk, tmatk, smsk, ppnnsk) p-

cinak situatv tkst nti (vk, mk, mtivcik stb.).

5.2.2 PoSITIoNINg

A picins sn a kampn st: a pbmt, a ct, a h vt pskt,

a tbbi spt (dntshk, tmatk, ptnciis tmatk, nk stb.) s

() -

, s m k hatni k msh va visnt, ftht dinamikt.

a r ( r) r- :

(r), rrj (r r-

, r r)? A htms s htbhs ak-

an mkvti nk tpitist, hst a pitikai pattn (pacin

an issu n th pitica anda), hisn akan a vts kucsa a pitikai dntsh-

ataban ksnd, s r r x

: r

. e r, : r r

?, r r , ?

6I:GBw@:


24/54


A psitinin a maktinbn tmk bvst nti a piaci smnsk-

bn, mpdi a tat (cfast) smpntb. ehh a STP (Smnt-

Tat-Psitin) hmasst vsi mb, s fsta a piact knf

smnsk, amk hatak dmai, tmd- s b scikutuis

mkk.

Mad (p. s mins va kassikus 4P [pdact, pic, pac, pmtin] s-

int) a vsntsakat hi a mtiban, utn pdi mni, h h nt-kik piaci s, s a sat tmkt a tbbih kpst, ht a tabb ms-

tbn hata m.

gakatia a picinst tsadami c, nnpt kampn stbn a stat-

iai c, a nt s a ccsptk visnatban dms vni, hasnkppn

a ti maktinh, visnt a tmkt bbn a stbn a nt httsti.

5.2.2.1 Power analysis

a rx j r, -

r , j, r rr j

:J rj , ,

(ki ndkik a vtsh skss aapvt ptncia)?J rj , , r

j, ?J ?

A s ps r istsa (key actors list): a sss aktt (smt,

csptt, svtt, intmnt stb.) suk f, akiknk bmif suk ht

a taunk pnt pbma s annak mdsa famn. A kvtk sk

a kucsspk kmpbb tbata (key actors table), ambn a abbi sm-

pntk sint uk a fntsabb aktkat:

B6


25/54


eutn ksthtk r r (key actors

map), amn kt kdinta mntn hk a aktkat:

N1 asint, h mnni tmatk / nik nkt, i.

N2 asint, h min bfsuk / hatamuk van a hattt vts aicit

tkintv:

A fnti tkp (kdinta-nds) vassa mhtsn s, akik baa s

fbb vannak, ak a fntsabb tmatink, , -

rj (target groups), akik kptt va au s a visints tn kbn

hkdnk , k r ,

(target audiences), a bba maasan vk pdi a n-

fink, s tvbb.

e msik tbat nmi t mdn st ndsni pis ist-

bn a fntsabb pakt s ak visnust a kampn cai int:

10. bra

Kulcsszereplk

tblzata

(key actors table)

11. bra

Kulcsszereplk

hatalmi trkpe

(key actors map)

12. braStakeholder-

regiszter

AKtor (Szerepl)

Driver (erK,

energiK, rDeKeK,MotivciK)

pozitv negatv

tmogatk

TFog, VAgy VAlAMely rSzClUN-

KAT AKTVAN SegT eNergIK,

SzerePlK. NeM CSUPN elVBeN,

HANeM A BeAVATKozSBAN S

A rSzVllAlS SzINTjN SegTI

ClUNK Me gVAlSTST

potencilis tmogatk

olyAN SzerePlK, AKIK elVBeN S

ABSzTrAKT SzINTeN SeMMIKPPeN

NeM elleNzIK CljAINKAT, ST

SzIMPTIT rezNeK Az rTK-

reNDSzerNK egyeS eleMeI VAgy

egSze IrNT, AzoNBAN NeM FejezIK

KI KoNKrT TMogATSUKAT.

opponensek

AKTVAN, TeVlegeSeN KIFejezI

elleNrzSeIT, elleNrDeKeIT S

MegAKADlyozNI IgyeKSzIK CljAINK

reAlIzCIjT.

potencilis opponensek

AlAPVeTeN elUTASTAK, elleNzIK

CljAINKAT, rTKeINKeT, De NeM

NeM FejezIK KI VleMNyKeT,

rVeIK NeM ANNyIrA erSeK, SoK-

Szor SzTereoTPIK VezNylIK KeT,

NeM TUDAToSAN VAgy SzerVezeTTeN

lPNeK Fel.

hogyAn?MiK A veSzlyeK?

KiK tuDnAKhAtni rjuK?

K KiKet tuDnAKBeFolySolni?

aktv

passzv

=6I6ADB7:;DANH!;DGGH

EDO>IK C:


26/54


A fnti tbatban fst csptk va scsptk kapcsn a abbi kds

adtt vask stnk mtni ismtinkt a s katit visnust

itn:

N1 Hvtsn r (mkka cspt) tststi m a adtt

ksst?

N2 Min dkvnstsi kpss van s b?

N3 Min j van, mi tpa a hitsst, vit?N4 Min rr (humn s pni) kpst mbiini?

N5 Min r ndkik?

N6 Min infmcik, s kpssk nak a ndks?

Min a visna, rr ?

N7 Mit titun r a adtt csptta, idis visnusukka

kapcsatban?

l / : miutn a ht pntsabban mhattuk a

s ccsptk kaaktistikumait, ks mvnsait, tstust, tknd-

t stb. fnts, h mhatuk, h aaak, m bks sa-

k k , sthatak m. e akatia a tsadami tbn ttn

hkds ftkpst nti: a akh, a munkah s sciis mbiits,

ntwkk st kvti m.

krr, r, : Nan hasns tud nni,

ha kpk, fstk, rr r-

, am uan nm tht, mt t ssnciisan tatamaa a adtt cs-

pta m viskds- s smiskt, d st kpnnk, m-

ntnnk, st rj

rr. Adunk nki nvt s a ht pntsabb st, bmutat-

st aduk: idntits, ks, bs tkk, akh, munka, hbbi stb. Ha ht t-

vsban van a kntnkbn mf, a ccsptba tat kn, isms,

ak mkhtk, h vn st a tkban. enn pfssinisabb, ha

r rj stsv a ht tbbt mtudunk a it csp-

tk attitd, psichiai s tsadami sksai, mtivcii.

A n. ik , a ti viban s a pitikai kampnkban s-

skbn hasnt mds ( m m) rr, ,

j r, am sakt a hamns sciai

mk (tk, tsadami sttus, iskai vtts stb. kvantitatv-kvmn-

kutatsi ms sint ttn cspt-mhatssa), s htt ,

, , r,

j . r j

, ki mint p. Handiban a mdn mainstam, a tadicinis mainstam,

a pstmdn, a sciis fkapaskdk, a pstmatiaistk va a pst-

mdn hdnistk csptait, amk hat attibtumkka s ksn

sttt mntaitssa ndk, tbb-kvsb tipikus csptai a ppuci-

nak, amk sat mdikat hasnnak s sat tkndt s tsadami vikat

tpnak.31

31. Kanis, Annis

Nt Bmans:

Segmentation models

to reach the public

(NCDO National Committee

for International

Cooperation and Sustainable

Development), ads,

DeeeP Summ Sch,

Sstb, th Nthands,

2008. nius 24.


27/54


5.2.3 A KAMPNy KlASSzIKUS (geNerlIS) ClCSoPorTjAI

a, : nknk annia kttt tmatk, akik haan-

dak rrr, , (tht ikai ntkk,

fssvassa) va b datkka stni a kampnt, a tvkns-

k mtt s a kssi smt aapkvt ntik. Fnts a fkust km-

munikci, am a mtivcit, a ksdst fnntathatuk s -

(feedback), fata pstmatiis utamasi sistma kifsts.

t (Allies & constituents): tmatk ak, akik knf kkn fva nm

htnk fmis taai kacinak, d ktttsk vn r -

at (infmciva, anai va humn fskka). A kampn ca, h mi-

n tbb sm s min tbb fmis va infmis csptsus passv sim-

patinsb avansn. A c a ptnciis tmatk

ms, bvnsa s a mpwmnt (fhatamas).

p : A m nm tss kttt, d tv simpati-

k, ptk cspta, akik abbis r r a kampn tmatik-

a, hatknan msthatak. Cunk, h n csupn csnds tmatk, pas-

sv kvk nk, hanm r vhassanak. Msk

(tbs, kutci) 4 f mb tvdik ss:

N1 A pbma pnsa s a kampn cnak ismtts,

N2 a aitci: mdbbnt tnk s adatk ks, kds, pvkatv f-

hankka,

N3 a mds (vi) ismtts: min vna a pbmnkt mntsttt vi,

N4 knkt ks, fks akcia, amiv tmathata a kampnt.

o (ellenlbasok): ak a smk va csptk, akik (r

r) , r . A kampn c-

13. bra

Mentalits modell,

12,9 milli holland

llampolgrra vettett

kutats 1580 ves

korosztlyban.

Forrs: NCDOBD9:GC

EDHH:HH>C9JA8>DCA>H

EG:H:GK:

EDHOIBD9:GC

9:K:ADE:ME:G>:C8:

B6I6

&%

@wCN:A:BDG>:CIAI

&%

BD9:GC

B6>CHIG:6B

''EDHOI"

BD9:GC

=:9DC>HI6

&&

EDHOI"

B6I:"

G>6A>HI6

&%

IG69>8>D"

CA>H

B6>CHIG:6B

&+

?@DCO:GK6IK

-

IGH696AB>

;:A@6"

E6HO@D9

&(


28/54


a, h kt a nikat r, F k mnnk,

h a ppnnsk min ptncia bnak s min skk nak ndk-

sk, vaamint min nm kakuhat vskt ntnk a mi tv-

knsnk smpntb.

k, : aapvt, ptnciis ccsptkat t skas, nincs-

nk dkssfsbn sm pitv, sm natv tmbn a adtt pbm-

va va annak mvttatsva kapcsatban, d skan kk ,. taban a tatin s a psitinin bb a csptb hast ki knk-

t ccsptkat, hisn a kampn nm a m tmat s nm is a nk m-

stsa tksik, hanm j r iksik mnni.

m: A pubicits s a kmmunikci intnitsnak nvs kphttn a

mdiva ttn patni visn kipts nk, t akatia ai kpht

an kampn, ambn a mdiva ttn ttmkds n nn kpnti

nts. Fnts sni, h r, amt knk-

t skstk, sk s iptk aktnak, tht mkhttn a sms

kapcsatk kiaaktst s a bnsss visnndst c tvkns a si-

kss dkbn. A mdit knnbbn a aktuis, vns, rr r

, psnaihat stik, a ntmndss (vitattt, knfntatv) k

s sscsapsk, a tvns smnk s a hsssk (high prole celebrity) k-

psk siksn mmatni.

d (decision-makers, politikusok): a hatamat hd, -

, , a

kampn mint pbma intmns mdst kicsika tvkns -

rj. A dkanss kihanssa (p. sskacsints va

akusituci vn), tmn mkdkps, visnt m a kmnati hivata-

nk stbn a ms, r smtanak,

addi a pitikai kpvis stbn a vastpk sma, rj

() va a nmtki (eU-s) tndk s vsk kihanssa tud

vns sk nni a kampn sma.

vr, r (opinion-leaders, gatekeepers): Ak a

csptk, akik , r -

(inuencing), mni (arguing), a vmnt aaktani, fmni

(shaping). ek akabban kpvisi (tmisik), sk-

s r, tancsadk, tudsk, sakpitikusk, akik uan nm vsnk st

a dikt pitikai dntshataban, d ak kstsbn, vitban in, vaamint

intnv (fmis s/va infmis) kapcsatban vannak a pitikai it kpvisiv.

Ms stbn a r, kk, (cbitsk), a n.

tndsttk ak, akik siksn tudnak stni kampnunka, fata pi-

tv handst skntv.


29/54


5.3 Mit tudunk? Mit kell megtudnunk?a kutats, feltrkpezs(mapping, scoping, researching)megkerlhetetlen!

A kutats r, ami nm nmat van sks, hisn a

infmci nmaban nm kps smmit vttatni a vin. A kampn pntsan

a s, h rr , r, r -

j, j , j, r, -

.

Amik m tistban vaunk aa, h mi a kpnti tmnk, mi a aapvt

cunk (mit akaunk ni?) s hh nab min psk vtnk, tvbb kik

a aapvt stakhdk (mhat spk s a ccsptk), s kt min

kntbn tauk, mi hasnuk (mit vunk tk?), itv min csat-

nkn htk , akk khttnn vik, h

rr r. A t-

vsnk bbn a fisban dms smaRt-, 5W- sWot-32

vnnk, amk stnk a tistsban, a f nm ismt kdsk pn-

sban. D bbn nm mht ki a kutatsi munknk. Fnts tistni, h mi-

n tuds, saktm, fs, humn va pni fs sksttik, mink

vaunk bitkban, s , j ? Kt htsnk

van: va

N1 m t kutatsi ntskt, tanumnkat, cikkkt, istkt, adat-

biskat, statistikkat visunk m, va

N2 sat kutatsba kdnk.

Kitikus, mkhttn pnt: hasnan a pw-anaish, a ht tbbt

m k tudnunk ak a mbk, akikt mc a kampnunk (stakeholder

analyses, target analyses), a a knt, amibn kmmunikni funk (mdia-

s, -kutats, mnitin), va rr r,

stb., s hh nivnvaan fmsk, kutatsa, tanumnsa

van sksnk.

14. bra

Kockzatelemzs

(risk analyses)

segdtbla

32. SMArT = Static,

Masuab, Achivab,

raistic, Tim-bund;

5 Ws = Wh, What,

Wh, Whn, Why;

SWoT = Stnhts,

Waknsss,

opptunitis, Thats

f Rizik (kockzat) kockzat elkeRlsnek mdJa (Risk mitigation)

A rePUTCI, A HITeleSSg

SrlSe

(DAMAgeD rePUTATIoN)

elDUrVUlS

erSzAKoS KoMMUNIKCI

(VITA) FelBUKKANSA

kINForMCI elleNrzSe

kSzMoNKrHeTSg TISzTzSA

kDNTSHozATAlI MeCHANIzMUSoK KIDolgozSA

kANNAK TISzTzSA, Hogy MIT AjNlASz S KINeK A NeVBeN

kKAPCSolAT KIPTSe AzoKKAl, AKIK HATAloMMAl BrNAK VAgy

TUDNAK SegTeNI ProBlMK eSeTN

kA HlzAToK TBB eMBerT MozgATNAK Meg

kegyTTMKDS KlNFle TMogATKKAl, AKIK VDelMeT

TUDNAK NyjTANI

kTISzTeleT Az elleNFeleK IrNT, Ne gyANSTSD erSzAKoSAN KeT


30/54


A Kzvetlenl Megclzott cSoportoK (PoTeNCIlIS TMogATK, SeMlegeSeK )

DntShozK / politiKAi SzeKtor (NeUTrlIS, oPPoNeNS, SzUPPorTV)

civil SzervezeteK (TMogATK, SeMlegeSeK , KoNKUreNSeK)

neMzetKzi intzMnyeK, cgeK, hlzAtoK, KAMpnyoK

helyi

orSzgoS

neMzeti

helyi

egyB

neMzeti ngoK

MDiA

egyhzAK

neMzetKzi KAMpnyoK,

SzervezeteK

tMogAtK (pnzgyi

ForrSoK)

BAnKoK, cgeK,

BeFeKtetK,

rSzvnyeSeK

stakeholdeR

15. bra

Stakeholder-

analzis (alapvet

informcik)

2840 VeS BUDAPeSTITrTNeleMTANroK

(SzAKMAI SzerVezeTeK,

ISKolK STB.

KoNKrTAN)

2035 VeS FIATAl

DIPloMSoK,

SzerVezeTeK, KlUBoK

STB. (KoNKrTAN)

KlgyMINISzTrIUM

PArlAMeNTI BIzoTTSg

MSzP

NKorMNyzAT

TTT

HAND

eMBerI jogI

SzerVezeTeK

(KoNKrTAN)

NPSzABADSg STB.

BAPTISTA egyHz

eNSz, UNDP, gCAP,

oxFAM eTC.

eUrPAI BIzoTTSg

szeRvezet /konstitci

KoNTAKSzeMlyeK,rePrezeNTNSoK,

(releVNS NeVeK)

KoNTAKSzeMlyeK,

rePrezeNTNSoK,

KzSSgI VezeTK

(releVNS NeVeK)

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

KoNTAKTSzeMlyeK,

releVNS NeVeK

szemlyek,RepRezentnsok

Fl A gz reMelSTl

SzereTNe MUNKT

KAPNI

PozCIjT FlTI,

KorMNyoN SzereTNe

MArADNI

KIVIzSglN A KTeS

gyeKeT

KorMNyoN SzereTNe

MArADNI

NeM rTI MI DolgA VAN

gloBlIS gyeKKel

NINCS VleMNye

loBBy CloK

NeM rTI

A KAPCSolDST

TjKozoTT

KrDSeS, ToVBBI

TjKozDST IgNyel

NeMzeTKzI AgeNDA

PolITIKAI KoNSzeNzUS

elleNSgeS,

rDeKSreleM

Rdekek /Rtkek

TMogAT, rDeKlD

CSAlDoTT,

lelKeSTHeT

rDeKTeleN, HVS

gyBUzg

NyjAS

IDegeS, HrT

lUSTA

ForMlIS

NeM elgg MoTVlT

CINIKUS

KrDSeS, ToVBBI

TjKozDST IgNyel

SzerVezeTT

BroKrATIKUS, lASS

BUTA, egyolDAl rVeK

pozci / attitd,motivci


31/54


A tktts, a tnk s adatk fvknt hasnhatk, t ,

, j r (facts & gures, FAQ, Whos Who),

uanis a s kampn a kihhata a snt, ha pmissink s a ada-

tk, ami tmaskdunk, hamisak, bink, mtmadhatak. ppn t a pb-

mnkat s a ts knttust itn a ht mtbb tudsa, apks

s bhat ismt van sks (sakidam, bibia, statistika, pbma-

anais, tma-mti, cust, vns cikkk, niatkatk ts stb.), tvbb

fnts ismni a adtt a kdss ssf r , -

, r. Hasnhatunk kmnati (paamnti) adatbiskat,

KSH-adatkat, kutatinttk, tmi mhk, piackutatsk, mdiaanaisk

m mv dmnit. a r r r

r, j , j,

r r r r.

5.3.1 MAPPINg, ereDeTI (SAjT) KUTATS

Knf sttkn smtaan mdst akamahatunk aa, h a kampn-

h skss ismtk, infmcika st tnk. a (on-the-ground)

r r htnk: kdvs fmsk /kvmn-kuta-

tsk, suv-k/, fkuscspts intk, nn-vbis vmnaktsi kutatsk,

knf int-tchnikk (p. a naatv ints) akamasa, mntaits-, sn-

itivits-visatk r ; tvbb mdiakutats /sat-

s- s tatamms/ rr ; n f

piackutats, kckatms, hatstanumnk stb. j r

s a pnts tvs s a pkci sik dkbn. Ha nm ndknk a k

saktmm va mdstani tapastaatta, akk knunskt s pfssi-

H:BA:


32/54


nis saktkt (think-tankek, agytrsztk, spin doctorok) dms fknnk. Ha

ks sakti mht bunk m, akk fnts, h hits, fnciva b,

r dunk tt.

A kutats spciis st r r, amik vaban

s tnft sk vik httnk w- r -

r (fact nding: rr r, -

j r). e ksdk fismsn nusik (win-win), hisn a sk tnk tmt, aapinfm-

cikat (fst) kapnak, mad kt mdn is stik a kampnt: tvbbi infmci-

kat tnk b (a knms sti a mbb mtst s a issue-building f-

amatt), mad at pubikva tktatk is a ssbb kvmnt, j

rj r r (keep issue alive).33

A dk kdtk hasnni a psichib s a kutuis dinamikai kutat-

skb d n. value modes mapping mdst, am Abaham Masw sks-

tpiamisb d, s n, h hm f psichsciis aptt knbt

m: a bitnsa tkvst (stts tptk), a ks- s a bs vtst

(pspcts kutatk, s pins ttk). A akamatt psichdinamikai vis-

atk hm csptn b aapvt knbskt tk m,

r : a tptk inkbb a tadcik

s a bitns smpntb, a ksvtk (kutatk) a sikss s a tndk,

divatk, m a ttk a tkk s a kihvsk smpntb tkik a kt

c kmmunikcit. e iska sint

rr a hm aapvt cspta, s ha tudatsan csak a ik fkus, tistban

k nni aa, h min hatskat vt ki a msik kttb.34

5.4 a sikerkritriumok:kvantitatv s kvalitatv rtkmrk

meghatrozsa

Ank uta httn mtni, h fstsinknk vt- tm, ha nm

sk tn a munka n, r r j -

r r, . Ha an tm cunk van, mint

p. tvn va sab fadsa va mtsa, akk knnn m-

thtk, h sikt- at ni, d kampn sks nm tsi htv a

nni vidns cnds kiaaktst, itv a vs c sh vt hs-

s tn manni sc ttht (p. ptci bntsa), amk ncsn

msb kvtknk, s ha ik dmin nm d (p. nm sik nd a-

st sstni), akk a utna kvtkk is va maad(hat)nak, nm indu b

a habda (snowballing). ppn t r , -

, r, , , r

r r ( r, rr, r,

r r) r. A ikai fptst s a sta-

tiai stukta kiaaktst, tvbb a s ckh, tvknskh stb. kap-

csd indiktk mhatst tbb mds is sthti, p. a eU-ban tdt

lFam (Logical Framework, ikai ktmti) tbats kitts.

Uanakk a tksnk nm maadhat sikan sms, a kvantitatv si-

34. Bvbbn p.Chis rs:A Tool for

Motivation Based

Communication Strategy,

2004, Fs:www.campainstaty.

33. Campaign experiencesof watchdog NGOs

wkshp: AlTer-eUCnfnc,

Bssz, 2007


33/54


kknt mtt r rr (benet assessment)

, am a smkban nm mhathat hatsk utas m-

tst tsi htv.

5.5 az zenet s a kommunikcisstratgia mit, kinek,mirt s hogyan beszlnk?

A kmmunikci, sskapcsdva a mbiiciva a kampn kt tvnsabb

s ktssbb m, t ntssk kimt. o , -

r r , ,

.

M k hatnunk at, amit a nd ccspt f akaunk kmmunikni,

s amnk hatsa a adtt kss ki a mstttst, a -

j , r ( r, r

, r), r

r (). e a, amit a amikai kampnstatk gt out Th

Vt-nak (goTV = kb. kihni a savaatt, k ttin ut th mssa-nk)

nvnk, maau ni, h amik aa sks van, akk s ak r,

, r , r (tt nk, b-

iksk, ak, n vk m, va ppn mvk stb.). s dnt mtk-

bn a mf ntn s annak kmmunikcin mik. a j

, r.

A nt maada, pastikusan mnti s kifi (spin), h mit, mit

s han akaunk ni, ppn t dikt va indikt mdn vt csk-

vsi mdt (is) induk. a rr maban fa bs ntss

b mat (core statement), t tmat sdtskat, vaamint k vns

tansfmciit (fdtsait) a s ccsptk smpntndsbn. Fnts

kiindupnt, annak , r r , r

r, .

m: A ntstukta (aumntcis ika) nm ans a kampn -

nvsv, a mttva va a mmatikus snn, am a kmmunikci-

17. bra

a tervezshez szksges

alapvet informcik

sszegzse tblzatos

formban

pRoblma meghatRozsa teRvezs kampny Rtkels

TFog

Cl

rSzCloK

,TAKTIKAIClo

K

lTez

S

TAKTIKAICloK

KoCKzAToK

S

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SIKer-

KrITrIUMoK

,

MrSzMoK

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K

ClCSoPorT(oK)

,

rDeKeK

S

MoTVCIK

TMogATK

S

elleNzK,

rDeKeK

S

MoTIVCIK

MDSzereK

,

TAKTIKA

S

AKTIVITSoK

TeMezS

,IDBelI

CSoMPoNToK

ereDMNyeK

S

HATSoK


34/54


nk mad div s mind kif, mind bf ansthatv vik. a

( story board) pntsan a s, h s m-

k s mtk a ccsptkat it tudsunkat (bhkds, immersion),

mad ktk (framing) a ksi sndkunkat (btv a fadksst, -

utastst, attitdt, mntaitst, tipikus vaskat, nvkt counterspin, side say),

s tistuk r r ( r ). Mind-

t ht a inttt csptmintn, mad t tvbb sstv(a bainstmin spntn skndsv) kitk annak kt-hmsavas v-

it (sn). lns a msik pspktvnak, vikpnk m, bhat

mts, sattsa, mndhatni antpiai ismt. A nt ssncia

a ksi sndknak (a msttt cspt vikph, kuth va sub-

kuth, knttush, tkmnih, inih stb. iattt infmci,

fata s psnait vmnt, k anban tatamava acinis s

mtv mkt), am vns, akcpthat s r r -

j r. a r (r) r-

r r ( r r) r, r

r r r , r ,

r . Mad a ntstukta, aumntcis ika

(keyva core message) katv famatt kvtn vik an si, mkap

snn (s viuis-simbikus bss), am m tmn taa

(reach) s kptsn rr j (hooking) , -

, . A ntnk nm

ksnak va ndkdtatnak k nni, hanm diktnk s nb-

vnak, akan r (r ) rj

vik mkdkpss. At mnda ki, amit akaunk, nm kntfaa. Bmi, ami

mnhti a mtst, fss, ta at, h maadn (stick) s btts

fadatt.

a rr :

N1 (, r, , , r?),

N2 (r: r , ,

j),

N3 (, r rr, r

r ),

N4 r r ( r r, , ),

N5 r r ( j),

N6 x: (r ?).

A kidtt nt smmikppn n n hssabb kt-hm s mndat-

n, s sn mindn b mnts aapu: wbst, k, bssk,

pamtk, manifstk, pstk, kitk, matick, mink, bsdk, intk

va ptcik.

a r (story boarding) r 3 :

N1 r?

N2 ?

N3 ()?

Mindhm aspktust ma. 3035 sban, n tn bntsunk ki, mad p-

buk m ss ktttntknt msni. Tht: 1. Han hat a pbma


35/54


a ckns (target audience): tki, attitd, vaia, min tabb hatsai

vannak? 2. Min vtsa van sksnk, min svh sbban, kn k-

pkbn s nvtt famauk m a skss cskvst, a bnn hact

s dmt, 3. Adunk s utastst a mbknk, amiv aktvan hunak

a mdsh. et kvtn kativitsa, bainstmina van sks, hisn t-

vbb k vidtnnk s kidnunk a ntt (crafting): 35 mndatban, 810

msdpcbn, n. soundbite-ban k tudnunk pntni, amih bvnhatunk k-msakmbkt, skat s a ckns taait is. a r

, j -r tagline.

A sm sabtt nt hatsa a ccspt taai ik, h pnt-

san huk sunk, pntsan uk van sks, s stbn a kssis m-

nt is kiaakta (ssha a hasnkppn mctt, hasn tkkt va t-

saiva). a r, , r j,

r r (p. Fd Nt Bmbs, Mak Pvt Hist, Citica

Mass). A knistncia s a and ismts mkhttn, a, amit a pi-

tikai kampnkban stain n mssa-nk nvnk:

j rj rr , m ha mhttn

unamasnak is tnik a kmmunikt, sviv, sats stb. sma.

mr (): Uana a ks tnusa sint is vthat, d

j, , r .

A ccsptk vsai, pfncii sint k mvastani , -

j (public face) : r -

? Van, amik akadmikus sakt (p. bbi stn), van,

h smtan, dat kps autntikusan kvttni mndandnkat

(p. mbi i kampnn), van, amik ismt st, spt, sns, ns,

mdiasp (cbits) a akamasabb mssn (ha a cunk p. a atak

mstsa). dms knvastani a satsvivt s a kampn mbmatikus

act (ambassd = nakvt), m a bbi a satkmn tatamt

saksn uttata a mdiba, a utbbi funkcia inkbb pntatv: a c-

kns kvtn mstsa s a mdia dkdsnk fkts.

5.5 .1 A KoMMUNIKCIS STrATgIA AlAPjAI

a r r r j, rj

j, r- -, tvbb mind

kif, mind bf mfn (idbn, mbhatan, amntsn) tktata

a intttkt. a r

(increase knowledge) (awareness raising), r -

(sensitization, changing attitudes), r

r (maintain interest) jrr (reinforce attitude).

A kmmunikcis statia kiaaktsa a kmmunikcis m, tvbb a stvvk,

a ccsptk bhat ismt aapdik, ca, h siksn akat a

mbkt (csptkat, hatskat, intmnkt s csatnkat), akikt n-

tnkk mcunk, akik r a pbmnk mdsh. Fnts

tudnunk, h miv ht hatknan mstani a mctt knst, miv

ht kt mtivni, s knsn, h (

j) r . F k tnnnk a kdst, h mit haanak s-


36/54


vsn, mit stnnk haani, tvbb at, h mit visnak, mi a, amiv -

ttntk, tvtuk kt? et mv aaktuk ki a stakhdk f mdikt

r r .

A kampn sss manatnak van kmmunikcis nts. a -

, t mindi tstani k faciitt empowerment (fhatama)

famatta, a cskvsi, bavatksi mst, am (-

r) j a mbknk. A bkapcsds (vissacsats)ht naatv va vbaihat (hss, v, fdback, pstin), d ht in-

tnvbb: akciintt (svt, dm, fstiv stb.) is. a -

(two-way) , r

j, rr ,

, (r

r). a , , -

. a (get the message

across).

A kampn rrrj rj kiaaktsh

a m sbn ismt kdskt k a ftnnnk:

N1 m r r ()?

N2 k rj? ?

N3 m r ?

(message frame, story board)?

N4 m ?

N5 m , j rj

?

A piamist (sd 19. ba) au ff haadva k fptnnk ps-ps:

1. mk a sat mt 23 vs tapastaatainkat (a siksbb s

a dmntnbb kmmunikcink: mit?). Mad isan mk f min

a kmmunikcis kapacitsunk (nsk, ssk), min anai s humn

fsaink vannak, s- s ismt- a bandnk? Tvbb mk a kt-

svtsnkt: min. 3035%-nak a kmmunikcia k fdtdnia. A 2.

a kampnct ptsk ki, mk kmmunikcis tmbn: miv nnnk -

dttk? Min dntnd kdskt tudunk ftnni, ambn vasunk in?

3. : kikt k mcnunk ahh, h k a cunkat: ki tuda bits-

18. bra

A kommunikcis

stratgia

t f komponense

:G:9BwCN$8H:A:@:9:I

8H6IDGC@$Bw9>6B:


37/54


tani at, amit akaunk (target group)? e tuduk ni kvtn kt a mbkt

va sksnk van aa, h mskat is maunk m tsunk (target audience)?

Ha in, kikt k maunk m tanunk s mnnk ahh, h bf-

suk a ccsptt? Mnni ismk kt a csptkat? 4. : m k

tudnunk famani a pbmt a ht sbbn, mpdi knn

a ckns (target audience) tki, attitd, vaia, tvbb , h

mdiakmpatibiis n (tataman dmt, kniktust, kpkt s ht). Mia tt, kik a pak (good guys, bad guys), min kpkt, simbum-

kat invv, min hook-t tudunk bdbni? Mi a messaage frame? 5. : Ki

a mssn s min taktikt kvtnk, min csatnkat hasnunk? Han

ttnik a message broadcasting?

a r r r - pR-r, am a -

ntnk uttats s, a mdia kvttsv (making our voice heard). ehh

tsk ss a 2025 fntsabb numt, csatnt, mst s a huk t-

sthat fntsabb 3035 st, amk stnnk kncntni. ek utn

csptstsuk mfauk (hk va shw-msk stb.) sint a fstakat, mad

tauk ki mikppn tuduk attaktvan tani fk a kampnunkat, bins as-

pktuskat (features) kimv va httb stva, d mindnh r

r (pitch). A kampntvknsk nts s abb a kdsb tp-

kik, h r : r, r, rrr,

r, rr? e bvbbn a 5.10 sbn.

5.6 networking, koalci-pts

A kampnk akk , ,

ami mkvna r , , ,

stb. e r

, r ( -

, j j) , ,

r r j. A kdint ssfsnak

r is van: msntti a sts dupikcit, nabb

CL

Bw9>6

I6@I>@6

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19. bra

A kommunikcis

stratgiai piramis


38/54


tmbist, tbb fst, kapacitst, tbb aktivistt, nkntst, saktt stb. m-

at m, ta kncnta a nikat, ktshatknabb, s a infmcik

(p. adatbisk) mstsa kcsnsn ns (pooling, mutual learning)

ntwkn b. Tmstsn min tbb stvv van a kampnnak, ann n-

hbb a kdinci, a win-win, , a dkn munkamnt,

r, a dmkatikus dntshata stb. fnntatsa. A stvvk nm csupn

a ssikt, a nsikt is bvisik a hatba, ami j - . A siks kaci a abbi fisk, intnitsi

pcskn mnnk t:

N1 f (independence),

N2 e (ad-hoc co-operation),

N3 Kdint ttmkds (coordination),

N4 sr (collaboration),

N5 k (ks statiai ck, stukta, tista mkdsi vk),

N6 e (commitment sid, hss tv patfm).

A siks ntwk aapftt, h a stvvk jj k a ks

munkt s j , st a s tak ktt, msst

a tak s a cspt ktt, tht tbb-kvsb n an bfktttt nia

k hasn mtst ntsn a fk ktt s sma. Mindmtt a vat

fadatk s fssk mindi bins fk antaanst mutatnak, d nm

htnk tvns ntnst. Tistni dms, h r -

r r r, am a dkanss,

intdpndncia spt mi ki. A mkd ntwkbn a abbi fttk

mindnkpn adttak:J s , pmanns tktatsJ r, kssi mn, inkuivitsJ kipttt, r rr (bottom-up va grass-roots ),

r r, r rJ (leadership) r, r -

, , r, J rr: r-, rr , r-

, r (self-training, coaching)J r, (r )J r j

A leadership kvtmnt va a hits governing agency-t (steering group,

executive board stb.) nh pntsan mhatni, d a abbi mk vaamin

sss v van s:

N1 r (, ),

N2 r (r j),

N3 r (r r),

N4 r ( r),

N5 rr ( ),

N6 r (, , r),

N7 r ( , r),

N8 r (-rr r),

N9 rrr ( j, rr j r ).


39/54


5.7 ownership, branding s image-building

Bmin knstitciban (aa ntwk, stabi kaci va btt svts) t-

tnk is a kampn, r , j, -

, , r, wr (fvat

tuadns s fssvas) a kampn st, am visnt fata -

(r) . lhttn banstani a mssnt,ha a stf, sttdtt, puivkis. a , -

rj ,

j . A inba tat intcis ptks, a knkdancia nan

fnts a ima kiaaktsban.

A bandin (mkapts) a hamns maktinb d statia, mnk

sn r rj, rj r,

r . a r (,

) x j r , amt a vs m att

k, mitt a pca nna va a vssa vnatk dntst mhn.

a r , , r () r

, r j r , -

r r, r, (kassikus

pdt a Mab, mint a mans vadnuati hs va a Mac ama, mint a

kativits simbuma stata). A bandin s insihtkka, a mdst

fpt ntkk mi kapcsatt aakt ki fastban, j -

r, r -

.35

Uan msknt, mint a ti sfban, d r r -

r-, ,

, rr j r ,

r , . Kampnk st-

bn a band, a , st tain (mtt) s a huk tapad ntsk (a

ima) rj, r, -

r: at, h k nm viccnk, tudk, h mit mndanak, mit

akanak, m smtaans bintttak, pk, uanakk mkdhttn

mis aappa tmastk a tvknskt. A civi ima s a kampn-band

nm annia a tbbi civi svth kpst ms, hanm a civi s a ti sfa k-

tt h vnaat s ts knbst. M a ck a ptt akak, addi a kampnt

svkt a nm-anai, nm pn tht aapvt mbi tkk, a ks v

int vat fssvas kvtmn, -

j j. a -r

, r rr, , j

rr j .

5.7.1 VIzUlIS IDeNTITS (ArCUlAT) KIBoNTAKozSA:A DeSIgN SzerePe

A band, a fpttt ima, a kampnnt (a aappbma s a mdsa v-

natk atnatva), vaamint mindk , r j-

r r . a -

, , r, r r

35. A civi szfbankitn pdt sztata Citica Mass mb-mban biciki-ms sztusa s annakmy sszfsa fm, ufikuspianatta, amyt zhatamas tmbn nyta mzam sztvvszma.


40/54


j j () -

. Nhn mvasttt s mnttt s (mkap sn) t-

tsn v ss tatami kapcsatban v maad (eye-catching) kpp,

akamas a mi dkds fkts s a akci va a cskvs kipvk-

sa m a skptikusabb smb is. a j r, ,

(snappy), : , r r,

r r/ r () - : see it, beleive it! uanis a spktkuum tsadamban a tvn, a t-

ss, a thats mhat, t a hamns ppaandamvst mdn

stusit dms hasnni, amk vissaksnnk a paktkn, a kn,

a sanan, matickn, satanan s a wbstn ( cpat idntit-t,

bandt kvttv). A tsadami svtk knsn Maasn -

taban viuisan ttnt intnk (pdi nm fttn pnkds), ami

sks a pitvabb ntt is hittnti a p kmkh, a tansnacin-

is vaatk Pr- s maktin nmush sktt mbk smbn. A nm-

tattt anakn nan s, r (crisp)

r r r r-

, r, r j -

. A simbumk, a kpk s a assciatv infmcik bban

mmatk a mbkt, hh kpst a akt vbis-ikis infmci

msdas spt tsik. Uanakk a viuis nsss, n tkvs

s a s kpi stuktk (punktum!) a cavtbbk, r r-

, r r , hisn a ttts va tbbt, nh-

n fftht, t sstikt viuis infmci avat ktht, r

r ( , , rr) -

rr. A civi kampnknak kpi insskbn s kivits-

kbn r rr r rj, hisn

a ckns van handva a pfssinis kmipa tmki s a tauk

kvtttt simpa, d psichiaia hatss naatvka s maktin skk-

, hatatanu kh mnk mindn hasn kdmnst. Tmstsn a

tsadami c k ndsint kvsbb fst tudnak mbiini, d smtaan

an mtdus van, am kps hatknan s inn tvbbtani ntnkt (stt

at, stncis, afti, fanink, atk, ia maktin, vusmaktin stb.), ha

kampnunk in f-is mdskt akama, ikus, h viuaitsban s

dinban is tn utast a undund kuta makns stusi.

5.8 a kampnystb

e kampn siks futtatsa, vns ,

r , r, kit, d inkbb kiv

kpss munkatsakka. Mindn a sinin, a svsn, a mk ssk-

vcssn mik, t kiv thts, svkpss kampnkdi-

nt aapftt. A kampnstatia kbvstt, d a vass vhatsnak kif-

ttn knnk k nni a knf vissahatskb kvtk vtska,

akcika, nm vt smnk.

a r 5 rr, -

, k:


41/54


N1 r (fkdint),

N2 r (admnsv, adasi kdint),

N3 r (maau a sats, satsviv va Pr-s),

N4 rrrr (inkbb a tsvth

hasn) s

N5 hR / -rr (aki a aktivistk s a nkntsk tvknst

inta, hana ss).Tmstsn n a t mkhttn spn kv tbb ttn

sakt, think-tank, atst va kutatintt, spin dct bvnsa, tvbb

fata r faktatsa is sks mutatkhat. A -

fntsabb munkatsak csptn, a kampnstbn (campaignsteering committee)

b visnt vis, tm munkamstsa, tisttt kmptncika, va-

amint s s ibiis dntshatai mchanimusk kiaaktsa van sks.

A kampns mfaa hamnsan ndkv mth, intnv s stsss,

am nm tsi htv a nappa-saka va htknap-htv knbsttt,

s j a stvv stbt.

5.9 timing kompozci s temezs

A kbban tat kampnika (a vts kisaksnak sndka) at dik-

tn, h a kampnnak sn addi k tatania, am a pbmnk v m

nm ddtt. Visnt a aits a, h sms stbn rr rr-

-r r , am tat sab a vi-

mvt cknak. A kampntvs ik dnt tn r

(time-frame). A statia r , rr

j , ( ) -

j. A hamns ttnt a bvts-tas-cscspnt-vts stuktt

kvti, ambn x (peak) vaah a btvtt id aanmtssi pntn

(kb. kthamadn) kvtkik b. et a kick-offva a launch(stat), issue-

building(a fpts, a hans) sakasa, mad rr, damati-

s va intnikci (simbikus knfntci) stdiuma, ksbb ,

(r, rr) i m. ek

mindik inba, nahats, pubikus smn, a duans (taban

tvns, mdiakmpatibiis akci) f vti a ccsptk tkinttt. et kv-

ti a nis (wrap-up), a vts, a follow-up, mad a tks (evaluation).

>9

>CI:CO>IH

A6JC8=

8H8HEDCI

20. bra

Egyszer

kampnytemezs


42/54


Tmstsn a sbb uniinis (vna) stukta aapmd,

nn nsn bnutabb, tbbsam, tbb sintn mkd kampnkmp-

cit is hasnnak, ambn kn sn fut a s ccsptk knts,

mad mbiicia, vaamint a mdis, tvbb phuamsan (sks a htt-

bn), va akami mvitsban aik a bbimunka. Itt is fnts -

, rr r

r .

A s munkafisk, tmk, psk s tvtt tnnivak bsa s-

knk binu a gantt-, am pcsts mtiban infmcik-

ka kapcsa ss a s aktivitskat. A gantt an tbats tmtv, am

a munkasakaskat, a munkasakaskn b a fadatkat s sfadatkat, t-

vbb a vskh skss idt (v, hnap, ht, st nap) tatamaa s

ba:

Msik hasns mds forward planning, am r j ,

r (p. madani kmnati skt, ah napind

k nk, nvts dtumkat, knfncikat, vinapkat, vfdukat). A

tmss, fbb tmatikai va statiai csmpntkka mindn stvv va

bkapcsdni v smnk tistban k nni, t cs -

r -r sstanunk, am mnti s vidn ma-

aa a fnts dtumkh (agship days) kapcsd fntsabb tudnivakat,

amt a mdia f is kivan tudunk hasnni (daybook, yearbook). A ns

smnkt mn dms (countdown)

skt has-nni, am paktikus hasnn (mktts) t a dmaist s a mi ff-

kst is sti.

21. bra

Plda a tbbszint

(multilevel vagy

-targeted)

kampnytmeezsre

22. bra

GANTT-tblzat

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43/54


5.10 mdia- s pr-tervezs: csatornzs,kommunikci, sajtkapcsolatok

Aiha kpht tn vaami va kampn ank, h n ptn sn

(st nha kia) a mdia. ennk ka tiviis: a mdikn (kvtt infmci-

s csatnkn) kst nasndkk tbb mb ht , mint bminkvtn akciva va dikt kmmunikciva. A mdia visnt nm autmatikusan

ki a kampnunkka ssf hkt. es is jr:

r , ami nm an s. A fntsabb aima: r

r, r r , r r,

r r. A i k kncntni, a ttns, ami

that, s ami b ht smni. Mindnktt ki k aaktani a katvt (a

ttntnk vt, a message frame-t), a hnnan hv kitikus tt (critical path),

maau rr r, r, r r rj

(chronological story board), tht pnni k a t, mit van , mit ss

, s fmutatni a mdsh skss vtst.36 Chis rs sint nhn

kpnkcka sint k sstni a ttntt, d hani k, h a

sk hssnk , s bntsk ki a cikkikbn. A fundamntis r rr-

j r () r, rrj

r r r (nm iusta, hanm hda,

mtststi at). Uan ia a bhaansa is: a press release (satkmn)

nm maa cikk, csak infmcikban, inkbb anstva: kpkbn, simbu-

mkban, skccs-sn mutata f a stit, d nm msi stsn, mt

nm vhti a sk knt.37 A stkdtt satanak tbb, mint 85%-a

a kukban vi, t ndhttn pussa, (hard-hitting) rr

ahh, h a mink a tks 15%-ba kn. Aktivitsunk tvsk

r , r r r , msst,

csak a hits, amit ht ftni, mni a 21. sadi mdiban, a scit

spctacua ksakban38 knsn ns. A mitikb ismt tnas-

n nabb kaaktk, viuis ikna s vas, vint kdm

van mutatkik in, mpdi kpsn, d abbis 1015 msdpcbn

mntv.39 A vidmstkn tstht s ccspt-spcikus sptk,

kipk, vidk, imsmk nas htst tnk a tsadami c kamp-

nk sma. Hits hanka s a inttt spk bvnsa, msatat-

sa mtdust knnak a n. in-depth intk, va a ftsatk, kpiptk,

st ssistikus tibsmk, maains cikkk. a

rj, rr j ,

r j, (feeding) jr j: tatha-

tunk mdiait, brieng session-t, kdnk udvaias mkttt, media alert-t,

tssnk media kit-t, advisory-t, fact sheet-t, FAQ-t, ndssn kdnk press

release-t, outlet-t, statement-t, svnk sattktatt, s andan kn-

unk htk infmcit s ft-akamakat (photo-op), ha van hts, int-

htst va n. go-and-see eldtripet is svhtnk.

Aapvt sabk a mdia-kapcsatk s a kmmunikcis s Pr-statia tn:

N1 ir (haasd, vasd, nd) a csatnkat, amk smtas (a h-

kpds, a mssksts, a skci bs iknak ismt nk

kptns mdia-find tatamat stani)

36. Smith, P. r.Chis By Aan Pufd:Strategic Marketing

Communications, lndn:Kan Pa, 1997

37. rs, Chis: i. m.

38. Dbd, gu:La Socit du Spectacle,

Pais: Miniut (ditinsChamp lib), 1971

39. Smith, P. r.Chis ByAan Pufd:Strategic Marketing

Communications, lndn:Kan Pa, 1997


44/54


N2 j, r, (attention-grabbing) s fntsnak k

nni, adsu n (newsworthy, groundbreaking) s bn a hnk

kis vanciva (a tvi, bis k knsn Kp-eupban

nm tatanak t na dkds smt). R r dunk:

bins nm tvtt hk stn r van sks, h

pntstst knk, hkssk a kampnunkh, kihasnuk, va ppn

vunk nhn napt, hisn bins stbn mntn vsn kni dminns vint btnna (overshadow). Nm s kn n. rapid

response team vaa a annai (24 n bi) akcit: vas vk, s

satniatkatk stb. svst.

N3 a j j 5W-r (Who, When, What, Where, Why),

j 5c- (Compelling, Concise, Correct, Clear, Complete), tht n

vid, tns, nt, ptkn saks (tudmns) kutatsa, ada-

tka, n a mfamasa n dmai, hanm a taa fidtt .

a r r r (d. a 23. bt): a fntsabb dk

nk a n s a kvsb fntsak bb. e kpp, mp

statistikai ssfss, idtt htss nmi dikt dmaist,

mt csmpsni a satniatkatba (a a, amit bits nm skstnk

t a sk). Tbb num mkvna, h a tans satanat h-

iatsuk a spcikus inikh, ami r kstst nti.

N4 s r tbb mhat s-

va, a kntaktust a kitdtbb satista sm tuda ptni (a mdia kntakt-

ista sstsn fnts smpntk: a. a vnatk, ptnciis msk,

numk, vatk stb. istsa, b. a hskstk, fs skstk nvi

s htsi, c. a dkd iptk, tudstk (bylines = akik vaaha

tak a tmnk), freelance-k nvi s htsi, d. a vnatk hnk-

sk kntakt-infmcii, e. a aptk idpnta, f. b spciis hksi

vk, tudnivak a s numkn).

N5 Mindn stbn jj, achivuk kt,

kstsnk istkat, mntsk kt, ui. nha hiatst k knnk, nm -

s pdi dms ksntt mndani a skstsnk.

A mdia smpntb a kbban mttt rr p km-

munikcis statia kifttn mkdkps, hisn r,

, ( r ,

rr j r) j

r rr, r r . Visnt a ffktv nt a k-

ssi hasnt is kihansa, tht nm nmaban n vaamit, d an

(win-win) avasatt ts, amiv a tbbs ansuni tud.

A mdiakapcsatk kipts sn fnts kitium, h

N1 ndks n a a (band, kaci, stb stb.), am a kmmuni-

kci fsa,

N2 kpsk nk a satnivnsst (ss kapacits), s psich-

iai tmbn is fkstk nk a nk sakad nivnssa.

A mdiatvs spcikus Pr-tvt s istikt is mkvt, amnk

sn a abbiakat mindnkppn tistni k: , -

, ? t , r, j ,

rj j?


45/54


taban 4 funkcit dms kntni a Pr- s mdiamunka sn:

N1 jr, - (ndss kntaktusban a satva, ta ss

a satanakat, kds-vaskat, svi a satmnskt, tans-

sban niatkik is),

N2 r (kampnvt, pntatv, hih-p akamakk niatkik:

TV-shwkban, bst-mskban, naintkban, i a ntsbb

pubikcikat),

N3 r, s sakmai kdskbn niatknak,

N4 , r: fkstst kvtn va a 1. va a 2. ntbn

vs st satmnskbn.

A ttt hidtsk mntts bmin mdiatpus is bsnk, in

ktss pmcis fma, b hatkn tud nni. Itthn a n. tcR (r

r) a tn mtht hidtsi fma civi svtknk, am

nts kdvmnt ts htv mind a nmtattt satban, mind a ff- s nin

ktnikus mdiban, b nmatv sabs hn akan akudst s v-

t dmn tast nt a hidtssvkk.

5.11 forrsok (budgeting)

a r j rr, r j, r -

r r j. Tmstsn

nm pustn pni fska van sks, it sk kiadst ht ptni hu-

mn tkv, tudssa, taknsa, svss s nknts munkva. Mitt

a vs ktsvtsi tvs st ktnk, dms mvisni, h

rr rr va tudunk fptni, p.:

A:697Vc\k{aVhoVaZ]ZiaZ\iWW`gYhgZVoZahbdcYViWVc!acnZ\^hhoZ[d\aVa{h

;DGGH=dccVcho{gbVo^`V]g4=^iZaZhih

AwCN:C:8hViiVchXb!VbZanWZc`^YdbWdgdY^`V]g6odccVa^ oahgZkV\nZbWVg\VaVii'%++#_Vc#'*"^\

B:


46/54


J h rr (rr, r, rr) ,

j r, ?J m r, rr, ?J m - r rrr (r,

, , r) ?J m : dikt s indikt adasi fsk?

J m , , , ?

5.12 kiber- vagy netaktivizmuss online-kampny rviden

(Kampn-wbst, wb 2.0, chatmk, fum, banncs, hv, vista,

nc-mai - vusmaktin, bk, nin-ptci, wbs dnci, -savask, k-

ssi stk: MSpac, iWiW, FacBk, MtUp stb., WikiPdia, yuTub, Fick,

Dupa, ha, pdcast, hack stb.)

Mint a fnti vats fss is mutata, w- r-

j r , amnk ntst s htsit sk civi svt m

ma sm ismt f . Manaps kampn kphttn

j nk, am rr. A n. campain/

advcac wbstt s m knbtti m a tbbi statikus tpust

(brochure, hotline site) va a kssi stkt, patfm- / ptstkt, b

inkbb a utbbia hasnt a tkinttbn, h rr r

r () : r, -

, , r, r, . a r

r wj , , r, ,

(. ), r r

, , mint ptci asa va k-

psap kds stb. en f a kampnstn r-

r r, . j (a nin pss m

mnpnt ki a satanakat, advis-kat, factshtkt, FAQ-t, satftkat,

vasi vkt, kbbi mdiamnskt, d tthtk mindnf pm-

cis anak: bssk, bannk, hvk, vidk stb.) A tsadami mami

stk knsn a USA-ban htst tmtnk a nin admnsa

(a n. papa-sistma stsv), T-shit va b vssa, va ppn a

asts is. a -

rj r, tht vistt s discussin

upkat indtanak, mnnk a intnts iknkban (p. WikiPdia), a k-

ssi stkn (MSpac, FacBk, MtUp stb.), vidmstkn (yuTub,

gVid), va nin ftaikn (Fick), mtt a bsfban is akt-

vak. A psnait mniatkskat s tsast khtnk a kam-

pn svi s, msst visnt autntikus (p. di) hank ndss

msast is htv tsik, am r -

j, j.


47/54


5.13 rtkels (follow-up, feedback,hats- s eredmnyessgvizsglat)

Hacsak a kampn nm mindnt-va-smmit (va-va) tpus vt, mmint

ha nm knkt ttns bkvtkst va mtst ikt ni,

mhtsn r , r, r r-, uanis a ndks adatk, statistikk, iptk uanat s

annak nkt is mutathatk. A tksnk tbb aappi van: 1. r-

r rrrr, rr, r (r-

r) 2. r , -

j (rr), 3. j r, r j

(), 4. , (), r

r () j, r

r, 5. j , r , , 6.

(. rj)

Hm fnts tancst sks mfadni a kampntksk:J k tni vaamnni idnk a kampnnis utn, amikj, nmi

vaunk kpsk tkniJ a tksb r , d cs

r fks, miutn a bnnfntsk skssn futak maad-

hatnakJ ss mnnis j , r r nk intptci

maad a fw-up, am subktv (csaka) inba thti a tksi

famatt.


48/54


TFog ForrSHelyeK (Az INTerNeTeN)

CIVICUS MDgs Campainin Tkit, jhannsbu, 2007: www.civicus.org/

mg/tite.htm

Campain Stat www.campaignstrategy.org

Cmpt Campains www.competecampaigns.com

on th Campain Tai www.poiticaresources.com/library/HOME.htm

Campain Tkit Dmcacwiki www.unockemocracy.org.uk/wiki/inex.php

Amnesty International Campaigning Manual, 2001: www.web.amnesty.org/pages/

campaigningmanua-eng

IFex (Intnatina Fdm f epssin echan) Campain Handbk

www.ifex.org

gCAP Campain guid www.whiteban.org

Intnatina Campain t Ban landmins (ICBl) Campain Kit www.icb.org/

resources/campaignkit

oxFAM Mak Tad Fai Campain Tkit www.maketraefair.com/en

ActinWks.Ca Cuttin-d nin ts f campainin www.actionworks.ca

Human rihts Watch Campains www.hrw.org/campaigns/

DeeeP (Dvpmnt educatin echan in eup Pct) www.eeep.org

FerN: A Campains guid t th eU www.fern.org/pubs/reports/EUTookit.pf

Th SPIN Pct www.spinproject.org

jubi Dbt Campain www.jubieeebtcampaign.org.uk

Mdia Tust www.meiatrust.org

Mdia Awanss Pct www.mapinc.org

Pitikai maktin poitikaimarketing.ap.hu

Pkttvs WikiPdia www.wikipeia.hu

gba echan www.gobaexchange.org/campaigns.htm

Mvon. Hw Intnt Tchn is Chanin Activism www.thenation.com/

oc.mhtm?i=20030804&c=1&s=boy

Th Vitua Activist - A Tainin Cus www.netaction.org/training/

gnpac CbActivism Cmmunit www.greenpeace.org/internationa_en/

features/etais?item_i=486962

Citin Wks - Tools for Organizingwww.citizenworks.org/toos/toosmain.php

Ngo e-Manua www.ngoemanua.org

Fntn Cmmunicatins - Now Hear This: Effective Advocacy Communication

www.fenton.com/resources/nht_report.asp

UN Nn-gvnmnta liaisn Svics www.ungs.org/MdG

Ntwk-Cntic Advcac www.network-centricavocacy.net

Cmmunit Tb: How to Create Coalitions and Partnershipswww.ctb.ku.eu/

toos/coaitions/create/inex.jsp

Intactin Institut f Scia Chan Facilitating Changewww.interactioninstitute.org/services/faciitating_change.php

Wd Mvmnt f Dmcac www.wm.org/wm.htm

6Forrsokfelhasznlt irodalom stovbbi tjkoztat

bibliogrfia


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49ForrSoK

Sn A Swedish consultancy offering campaign advice for NGOswww.seene.se

Campain f educatin www.campaignforeucation.org

Campain Cat www.campaigncreator.org

BBC iCan www.bbc.co.uk/na/ican

AtNt www.aternet.org

NtActin www.netaction.org

SzAKKNyVeK

Advcac in Actin:A toolkit to support NGOs and

Documents

Bevezetes a Kampányba