Integrating across channels

Any advice on the how to resolve the situation depicted below would be
greatly appreciated.
 
I work for a marketing and design firm in the interactive department.
Since our projects often cross channels, we've having a bit of a problem
during handoffs from client-approved layout to client-approved coded
page.
 
Depending on the budget, the following steps are usually the foundation
we follow. To our advantage and disadvantage, the following steps are
rooted from a print perspective. Ideally, an informed approach would
allow for multi-service (i.e. Online and offline) production cycle.
 
The following steps are typically followed:
 
1] The copywriter writes "web-friendly" copy in Microsoft Word ands
gives it to the "print" brand designer for layout. 
 
2] The designer only uses the "print-friendly" portion of the copy for
the layout, so URL string paths and ALT tags are left off at this stage.
 
3] The layout goes through proofing (as a print out or as PDF/JPG) and
then off to the client for review and approval. 
 
4] The client reviews and suggests revisions which are made directly to
the print layout.
 
5] The designer makes suggested revisions and puts the revised layout in
proofing and then off to the client for review and approval.
 
6] The client approves.
 
7] The approved print layout comes to my department for development.
 
While a blue line "can" communicate a hypertext link, it doesn't mean
anything to my development team without the underlying URL. ALT tags
would be helpful too. 
 
8] The account manager advises to use the client-approved layout while
the copywriter advises to use the original copy (since that's where the
Web-friendly copy lives).
 
Then the race is on to compare the original copy document to the
approved client layout and correct the copy and strip out the formatting
so it can be easily integrated into coded layouts.
 
 
We waste time trying to integrate copy across the print and interactive
channels. 
 

My question is: What steps have you found that work when developing copy
for print and online deliverables?
 

Much thanks.
 
K!
 


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