How can the 'Respect Campaign' - FIFA/CIES International ...

linked to the above mentioned sub-campaigns. This level of the planning process is typically,where smaller projects in order to reach defined sub-goals are positioned.d. Tactical levelThe tactical level of the planning process handles the enforcement of short-term goals.Typical examples for this are the presence in the media on a certain day or linked to a certainsingle activity which is part of the campaign.The latter two levels are more or less the day-to-day activities of a campaign. Therefore, thedifferent divisions of a corporations or association run these levels and the high-levelemployees of an entity are not involved at all.Metzinger stresses the enormous importance for all of these four levels of the planningprocess to be filled with transparent, comprehensible and easily traceable targets and contentsin order to be successful, effective and sustainable. Without these prerequisites campaigningoften results in unoriented activism of an entity on the tactical level not bringing the actorscloser to its long-term goals. This in turn will have a huge negative impact on the motivationof the operational employees who are trying to implement the campaign on a daily basis.D. ‘Integrated communication’ or ‘business campaigning’?As to the question which one of these two concepts is a better fit for the real world, we wantto propose to use them both at the same time and conjoin them. After all, there are not manydifferences inherent to them. They both concentrate on how to make a campaign moreefficient. They both center on long-term goals and call for powerful organizational andoperational structures. They both emphasize the importance of an unambiguous allocation ofcompetences in the entity. The main distinction between them and hence the reason for us topropose a conjoint application is their way of proposing the above mentioned facts: Kuhnfocuses on giving illustrations of the different communicational tools a corporation has athand. Bruhn’s concept on the other hand, adds to the theory the complex description of therequirements of a successful campaign.Taking into account that the persons responsible for an entity’s communicational appearancedo know the different tools they can use and the challenges they face applying them, we thinkthat the concept of ‘business campaigning’ adds vital factors to the older theory of ‘integratedcommunication’. Bruhns concentrated on giving practical advice on how to solve the16