Desperately Seeking Suggestions

Currently I am in the process of organizing and launching an online publicity arm for my PR agency. The movement has already been approved, though I must have a proposal plan/outline completed by the end of the week. As you may have guessed, simply based on the fact that you are reading this blog right now, I'm at a loss about where to start. So I figured, maybe writing a blog will get the juices flowing. My problem is constructing the grand scheme and assigning an order to what few processes I have determined must occur.

I've attended panels and webinars about Social Media, Web 2.0, and blogging, but all seem to be more directed towards those companies that already have a very involved website and/or blog. I've done my Internet research, but still feel void of key elements and know-how necessary to the start-up process. I feel like once I get the ball rolling, once I gain some momentum, not only will things start to fall into place more naturally, but I'll also have a better idea of how to navigate, based on the live action. Right now it's as if I'm trying to draw a map to some distant place I visited when I was younger; I know what the place looks like, but I really wouldn't be able to create a layout for how to get there.

Of course, it's occurred to me that maybe I'm selling myself short. Maybe - like other endeavors that I've let fizzle and dry out despite having been quite excited about them at one point - I'm just too scared of the jumping off point, or too intimidated by the work that a new and unfamiliar project requires. Maybe, just maybe, all those informational forums have formed some sort of retention in my brain and I actually do have the capacity to tackle this obstacle. Maybe...

Regardless, if anyone out there has any suggestions whatsoever, broad or specific, in regards to the development of a detailed proposal plan for launching an online publicity website and/or blog, my ears are wiiiide open.