Wiki-Based PR Plans

I have Ross Mayfield at Socialtext to thank for this idea.

Given that most communication programs have an annual or quarterly PR plan as the basis for ongoing projects, I’m currently piloting the idea of using a wiki-based PR plan for one of my clients -- and so far it’s working beautifully. One of the reasons I think it works so well is that program priorities inevitably shift, resources change and the task of constantly revising a plan to better map to the activity level can, quite frankly, be a pain.

With the wiki, it’s easier to start with an agreed upon plan and build out different projects via the wiki so that the client can see (real-time) where our account team is executing – and where it’s not. This later point is actually important because it provides the client with a realistic view of how priority shifts affect the overall program (e.g., that “urgent” partner announcement last month impacted your vertical markets initiative).

I’ll have more to report on this subject as the program continues…