The working definition of a campaign is that it is a systematic set of activities, each with a specific purpose associated with an issue. But, let's take a moment to break that down a little more. Common things, the tasks associated with daily life for a sport PR practitioner, are called programs. Tasks like writing releases, updating and disseminating statistics and records books, fall under this category.
Campaigns differ in the following ways:
- They have a specific objective and not just a broad goal that overarches why we do something (we update stats because that's part of a good media relations program for our team)
- They address one issue that usually isn't an overall relationship-building task (we may target one public over another, but the campaign isn't carried out simply to improve a relationship like perhaps a PR project might be)
- They have a timeframe.