OverviewDo’s and don’ts
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Do’s and don’ts

Last edited: January 03, 2012

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  • Monitor the campaign activities, their outcomes, and relevant changes in the internal and external contexts.
  • Refer to the strategy and action plans at regular intervals, and whenever new opportunities or risks appear.
  • Maintain the information flow within the campaign team or alliance, e.g. through systematic briefings and debriefings before and after campaign events.
  • Ensure a continuous process of formal and informal consultation and feedback to keep all participants engaged, and limit potential conflict.
  • Ensure that ethical rules are understood and adhered to by all participants in the campaign.
  • Keep an open mind and keep reflecting on the changing external environment, both in terms of opportunities and threats.
  • React swiftly to any changes, both external and internal to the campaign, according to agreed procedures and with the campaign goals in mind.


  • Lose sight of the campaign strategy and action plans, or neglect regular monitoring.
  • Insist on implementing plans that have proven ineffective.
  • Modify plans, e.g. when new opportunities appear, without examining the likely benefits and challenges to achieving the campaign goal, outcomes and objectives.
  • Disregard the agreed alliance structure and decision-making processes.