Deirdre Breakenridge

It’s no secret that we’re all being asked to do more with less. Efficiency is a regular part of our vocabulary — and a standard by which clients hold us accountable. The question is: Beyond just working faster, what can we do to be more efficient? There are lots of “right” answers, but if you ask me, collaboration tops the list. Lucky for us, there are lots of free or inexpensive tools available to help PR people collaborate with each other.

It took me a little while to receive my invitation to Google Wave and to play around with the platform. For the past few weeks, friends have asked me to discuss my thoughts on Google Wave and if I like it or not. In the beginning, it was difficult to respond, because I just didn’t feel I had enough time to explore to properly make an assessment.