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.
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