The document outlines a 3-stage blueprint for developing an integrated communications strategy and digital infrastructure: 1) Develop a communications strategy by defining goals, stakeholders, key messages and measurement metrics. 2) Build the digital infrastructure including website design, content management system and social media channels. 3) Populate the digital channels with content like images, videos, newsletters and engage users through forums, polls and social sharing.

1. Integrated Communications
Strategy and Execution
A Blueprint for Communications

2. Digital Communications Platform
Stage 3
Stage 1 Stage 2
Populate
Strategy Infrastructure
Content

3. Integrated Communications Strategy
Document aims, needs, channels, measureable outcomes
Define Stakeholders
Devise Key Messages
Identify Communication Channels
Develop and Document Tactics
Measure Outcomes

4. Digital Infrastructure
Determine design, layout, system architecture
Construct
Website, EDM look Website
and Build
and feel arborescence
CMS

5. Populate Digital Content
Words, Images, Film, Interactivity
Photo, Video
EDM Slides
share
Comments Polls and
Newsletters
Sharing Competitions
Widgets –
Forums CPC Ads
Twitter, RSS
Media Room Blogs Links

6. Public Relations v2.0
Tactics and Results

7. Services
Content Execution Channels
Print
Media Coverage
Broadcast
Online News
SEO / SEM
Blogs, Widgets, RSS
Social Networking
Messaging
Communities
Newsletters
Interactive Tools
Events
Target Audience

8. A nest of perceptions
A brand is a nest of
perceptions
We form those perceptions
by the messages that we
leave
We deliberately place
messages where they can
be found and have
influence

9. Stakeholders
industry
partners
employees customers
MEDIA
&
WEB
vendors investors

10. Traditional Tools
Media Relations
Introductions
Expert
Story Pitches, White
Commentary, Speaking
Papers, Editorial
Engagements
Newsletters, Copywriting Fact Sheets, Interviews

11. New Media
Media micro website
Forums, Comments
Social Networking Keywords, URLs
Inbound
Blogs, Widgets, RSS
Links, Bookmarking

12. Media Pitching
Publicize TV & Print
Develop
Message • Broadcast • Track articles
media release • Source
• Media Release
• Contact Media clippings
• Announcement
• Secure
Interviews

13. Media Kits
Cover CD of
Fact Sheets
Letter Images
Company Media Company
Profile Releases Brochures
White
Biographies
Papers

14. pr@verve.com.sg
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