1. Core Issue Selection - day-by-day period. It's news after all. We have been looking at the Blog as a tool for measurable PR impact and have concluded that it is a viable tool for business to communicate specific messages tied to events. Set up for three months with a day-to-day focus. Blogs do better around a compelling issue preferably with a compelling tag line. Blogs are a powerful tool to get your story inserted into news cycles and into the minds of your customers. The secure area can also be used for project management and information sharing with your internal, customer or alliance teams - these applications make blogging particularly interesting.

2. Scenario Elaboration to Build Out the Story Lines: The SWOT - Strength, Weaknesses, and Opportunities of a solution are enumerated and ranked. Similarly a related analysis probing of PEST - Political, Economical, Societal and Technological dynamics takes place in client meetings, review of existing materials, research and interviews with stakeholders. The products are compelling story lines, new directions, leadership roles, and topics for further investigation.

3. Editorial Standards: Editorial rules and scheduling, branding and design and selection of material for publishing to blog.

4. Construction: Building of blog and training of client.

5. Blog Marketing: Release to announce initiative. Linking to other blogs. Personal invitations sent to media, customers and other stakeholders.

6. Operations: Work with client to add new material on ongoing basis, create links and advance the Blog as a communication tool. Conduct ongoing web site optimization and measurement with reports to client.