PR is a Team Sport

I just returned from a rare and truly enjoyable two-week vacation.  Of course, in these times you're never truly disconnected.  And although I did check email, Twitter and Facebook daily, I did limit my activity.  I guess you could say I was lurking -- keeping tabs more than participating. 

What enabled me to disconnect while still being connected was the fact that there were great teams covering for me.  We hear from many different segments of business how teamwork is essential to success.  But I think this is especially true of PR and agencies in particular.  Why is this the case?

First, the essential structure of  an agency is teams of people supporting multiple clients operating in a matrixed environment.  For this to work, it requires always-available and constant communications between the team members, a commitment to collaboration and putting the success of the entire team at the forefront. 

Second, it requires that team members know each other's roles and assignments so that when someone is out the others are ready to pick up the slack. 

Third, strategic communications requires a 24/7, 365 days a year commitment.  Only a well-coordinated team can meet this demand. 

Fourth, behind the scenes and supporting the client teams are the support staff teams -- IT, finance and HR -- that make sure our connections to each other and our clients are always on and that the commerce to support it all continues to flow.

So, if you've recently taken a vacation, or are about to go on one, make sure that you thank your team members when you get back.   I'm sure that they will do the same for you when you cover for them.