Over the past four decades, a series of PR campaigns have helped to shape popular culture and influence public opinion. Campaigns that Shook the World provides the inside story on the pivotal PR campaigns of the past four decades, following the maturation and expansion of the PR industry towards today's practice. It examines ten of these campaigns in detail from the 1970s to the present day:
- explaining their strategy and tactics
- looking at the imagery and icons they created
- interviewing the powerful, flamboyant personalities who crafted and executed these seminal projects.
Each chapter is built around extended case studies on the following:
- Thatcherism (1979)
- New Labour
- The Royal Family
- The Rolling Stones (1981)
- David Beckham
- London 2012
- Product [RED]
- The Obama Campaign (2008)
- Dove Real Beauty
Campaigns that Shook the World grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcases just how powerful PR can be as an instrument of change, for the good, and at times for the less than good. It contains insights from Alastair Campbell, Lord Tim Bell, Alan Edwards, Paddy Harverson, Matthew Freud and many others.
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Danny's book identifies some of the best apple polishers in the business, and examines the role they played in many of the defining campaigns - personal and political, commercial, sporting and cultural - of the modern era.
Campaigns that Shook the World is testament to the effectiveness of great communications. It's more, though, than a welcome addition to the marketing canon. The people and campaigns it explores have shaped the world in which we live - our politics, media, culture and society - in entertaining, controversial and fascinating style.
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Taken from the foreword by Sir Martin Sorrell 2016-08-12)
"The age of public relations has long deserved a great book. This is that book." (
Mike Morgan, Chief Executive, Red Consultancy)
"Danny Roger's book tells the story of purposeful organisations engaging with publics both via the media and directly. Rogers is your expert guide. His writing is honest and candid. He doesn't dodge the criticism frequently levelled at public relations and mounts a strong defence for the profession. The book examines public relations for sport, personality, politics and brand. Case studies ranging from the Royal Family to Unilever's Dove are all benchmarked against a rigorous planning model. Rogers consolidates his expert analysis with a manifesto for modern public relations engagement. It's a book that students and practitioners alike will want to read and re-read." (
Stephen Waddington, Chief Engagement Officer, Ketchum; Visiting Professor, Newcastle University)
"Danny Rogers has written a fascinating account of some of the great PR campaigns of recent times. He identifies the core elements of successful PR; authenticity, focus and leadership and describes these campaigns in a lively and highly readable style. A must read for aspiring PR practitioners and seasoned observers." (
Simon Lewis OBE, Chief Executive, Association for Financial Markets in Europe (AFME))
"An easy read that opens the door to our business to a wider audience, who with the advance of real time channels are every hungry to see behind the doors of celebrity and cultural milestones. The public may know the end result but can now understand the machinery, professionalism and heart that powers them." (
Jackie Cooper, Global Chair, Creative Strategy, Edelman)
"No-one is better qualified to write this book than Danny Rogers and he has done the subject proud. The book works both as an academic treatise and an entertaining read. It gets under the bonnet to show how the campaigns came about and details the impact the campaigns made on our society. It should definitely be read by all current and aspiring PR people and I hope a few of those sceptics outside our profession take the time to read it too." (
Giles Fraser, Co-Founder, Brands2Life)
