Verve MPR Integrated Communications Apr2009
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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.
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Verve MPR Integrated Communications Apr2009
- 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