From notebook to Wrike: the evolution of a centralized workflow
When I first joined the Digital PR team five years ago, my trusty notebook and gel pen were my lifelines. Sharpie in hand (because it had to be a Sharpie, extra black), I would jot down daily to-do lists, key dates, and follow-ups for media responses and emails. The left side of the page was for these communications, while the right was filled with admin tasks and client responsibilities.
The simplicity of pen to paper kept me grounded, but as the team grew, so did the complexity of managing multiple clients, deadlines, and strategies.
Let’s take a walk down memory lane. Here’s a throwback picture of my original process:
When I joined the Digital PR department in 2019, “HARO” (Help a Reporter) was king, and speed was queen. As a journalism and communications grad, chasing stories was what I knew. But as our team expanded in size, I quickly realized that staying organized with just a notebook wasn’t going to cut it anymore. More clients meant more stories, more deadlines, and a whole lot more coordination.
That’s when I decided to build out a custom project management space for the team—a place where we could claim tasks, collaborate, and communicate efficiently.
What started as a manual process of tracking everything in a seven-year-old Excel sheet eventually grew into something much more sophisticated: a custom Digital PR space built in Wrike.
The need for a centralized system
As our team scaled, so did the complexity of managing campaigns. Command-F could no longer help us sift through the hundreds of client contacts, media opportunities, and placements. Things were slipping through the cracks, and it was affecting our ability to deliver results. Our results doubled in a year and continue to increase year-over-year with the use of more sophisticated tools, training, and testing.
The solution? Centralization.
I spent over 100 hours building out a tailored Wrike workspace that allowed us to streamline workflows and focus on what mattered—generating top-tier placements for our clients. The transition was anything but smooth. There was a steep learning curve, and I watched countless training videos, built (and deleted) dozens of folders, and made plenty of mistakes along the way.
But after soliciting feedback and iterating on the design, we finally had a platform that worked. The shift allowed us to say goodbye to the chaotic spreadsheets and paper to-do lists and hello to a more efficient, streamlined approach.
What made the cut?
When I asked the PR team what stood out as our most impactful process improvements over the past two years, here’s what we highlighted:
- The move from spreadsheets to our custom Wrike workspace
- Our editorial and project tracking dashboard to stay on top of deadlines
- Enhanced cross-collaboration with our content marketing team
- Weekly strategy meetings for clear direction and alignment
- Daily Slack standups for accountability and transparency
- A revamped onboarding process for clients
- Focused retreats and training sessions for professional growth
Staying ahead with tech and teamwork
With the rise of AI and automation, it’s more important than ever to stay ahead of the curve. The key is to identify tasks that can be automated while focusing on what requires human creativity and strategy. For our team, that meant automating repetitive tasks and freeing up time for more high-impact work.
Moving from a chaotic, outdated system to an organized, collaborative project management space has transformed how we work. Our processes are now more scalable, efficient, and adaptable.
And if you’re wondering, yes, I still have my weekly to-do list on paper—but now it’s more of a backup than a necessity.
Now, it’s your turn?
So, what’s your notebook-to-Wrike moment going to be? Whether you’re still scribbling on paper or already navigating digital workflows, now’s the time to level up. Trust me, if I can trade in my Sharpie for a streamlined, AI-powered system, you can too!
Take a look at your current process—are there gaps in the system? If so, grab that extra black Sharpie (for old-time’s sake), jot down your ideas, and start brainstorming how you can build your very own custom project management space.
Your team—and your sanity—will thank you for it.
