Integrated Communications
Strategy and Execution
A Blueprint for Communications

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

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

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

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

Public Relations v2.0
Tactics and Results

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

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

Stakeholders
industry
partners
employees customers
MEDIA
&
WEB
vendors investors

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

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

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

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

pr@verve.com.sg
+65 9105 8268