How can I still remain relevant in a time of information overload? By synchronizing your messages and communication channels, by giving your communication a dramatic composition, and by arguing plausibly and comprehensibly.
Campaigns are said to be particularly public-oriented. This is perhaps a reason why this tool has been used more and more frequently in recent years, even with topics and occasions for which campaigns were only partially suitable. The result: the anticipated success is not achieved, the results do not balance out with the costs.
Campaigns have a specific profile: They are limited in time, they appeal to the emotions before they address the rational, they communicate through different media channels, and they have a dramatic effect and are designed to attract specific target groups. Campaigns are therefore no pretext for communicative actionism. Rather, they can help communicate messages precisely and emphatically – without any loss of content.
