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Integrated PR and Marketing Communications

The Waterfall Approach
Market/Industry

e.g. Life Sciences, Public Sector,
Financial Services

Key Themes
(Industry)

As defined by analysts, regulators,
publishers, conference organisers,
trade bodies etc
e.g. Big Data, Compliance drivers or deadlines,
Open Source, Agility, Outsourcing

Create YOUR
voice/response

Your voice to the key themes - a
consistent voice expressed across
all comms channels
Identify Subject Matter Experts

Communication

Communicate to your audiences to
start and be part of conversations
and raise profile and awareness
Press | Analysts | Investors | Influencers Customers
Partners | Prospects | Staff | Competitors

Identify and
Create content
assets

Tactical PR and
Marketing Channels

Media Releases | Articles | Shows
Speaker Subs | Customer Stories | Surveys
Research | White Papers | Blog | Twitter/
Facebook/LinkedIn | Website | YouTube
Webinars | Awards

Content Asset

The Content Hub
Identifying and Gaining Real Value
from Content Assets

Tweets
Blog Posts
LinkedIn

Podcast(s)

Q&A
Blog Post

Press
Release
Email
Campaign
Banner Ads
Video

CONSULTANCY SERVICES

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The Communications Waterfall

  • 1. Integrated PR and Marketing Communications The Waterfall Approach Market/Industry e.g. Life Sciences, Public Sector, Financial Services Key Themes (Industry) As defined by analysts, regulators, publishers, conference organisers, trade bodies etc e.g. Big Data, Compliance drivers or deadlines, Open Source, Agility, Outsourcing Create YOUR voice/response Your voice to the key themes - a consistent voice expressed across all comms channels Identify Subject Matter Experts Communication Communicate to your audiences to start and be part of conversations and raise profile and awareness Press | Analysts | Investors | Influencers Customers Partners | Prospects | Staff | Competitors Identify and Create content assets Tactical PR and Marketing Channels Media Releases | Articles | Shows Speaker Subs | Customer Stories | Surveys Research | White Papers | Blog | Twitter/ Facebook/LinkedIn | Website | YouTube Webinars | Awards Content Asset The Content Hub Identifying and Gaining Real Value from Content Assets Tweets Blog Posts LinkedIn Podcast(s) Q&A Blog Post Press Release Email Campaign Banner Ads Video CONSULTANCY SERVICES