Different players and audiences may engage with your campaign for very different reasons. You need to understand these. Build a communication plan that takes account of the needs of different key players and audiences and which supports achieving the early objectives. This may or may not involve concealing more ambitious goals. It may also involve highly targeted narrow cast communications in the early phases of the campaign. You do not want to go public before you are ready. Isolate the key proposition on which achieving your interim goals depend and build your communication around that. Ask yourself two questions. Why should anyone take part in your campaign - meaning why, from their point of view.. What will result from their action, if they take part? They need to know this! Set the central metaphor (framing) for the whole campaign. While all campaigns are adversarial to some extent, (otherwise why campaign) they need not be directly confrontational. Is your campaign, for example, to be a "confrontation" or are you going to present it more as a "challenge" or are you trying to build "agreement" The central metaphor you adopt will influence pretty well everything else about the campaign. Be very careful in setting initial demands. Ensure you court an influential constituency of approval for your actions. Go for clarity, simplicity and poignancy. "Less is more" is a useful mantra. Know how to lay out the facts simply and clearly, and how to use communication to drive action. What is appropriate in communications terms will change radically depending on the phase of the campaign.