The world may be shrinking thanks to all the technologies that allow for real-time communication and collaboration, but why, then, is it still so hard to find the time for
connecting with your client or agency? Especially with the increasing likelihood that an agency is miles (if not oceans) away from its clients, communicators need alternatives
for collaborating on projects without the need for in-person meetings. The solution? Extranets, of course.
A cousin of intranets, which are widely used to streamline internal communications processes, extranets are secure Web sites for sharing documents and information. They offer
PR executives a solution for big projects in which divisions and agency partners need to get updates, share documents and chat. Not only do extranets build excitement around a
project, but they solve the pesky problem of massive e-mail attachments getting caught up in bandwidth filters as well.
Without further ado, here are the critical elements for creating one:
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Proceed with caution. Not every agency-client relationship or project is suited to extranet collaboration, so be sure it's a cultural match before investing the time
and money in creating one. Some technology-resistant or "old school" executives may prefer in-person contact, and a cyber forum could be off-putting. And not all extranets are
created equally - each client should have a separate site; otherwise, you risk getting signals crossed or compromising proprietary information.
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Decide on a provider. Depending on the number of bells and whistles you want, designing an extranet could range from a cheap in-house production to an outsourced,
expensive proposition. There are any number of extranet-creation packages and services that can be purchased online (just Google 'extranet design software' and have a field day
with the results). Or, if you've bonded with your IT department, in-house creation is possible, if not preferable; it allows for the most customization. Either way, user names
and passwords will protect the site from wandering Web surfers.
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Focus on the users. Extranets are less about the format and more about the people using them. Thus, they must be customized to keep the brand, culture and project in
mind, and they should promote conversation and collaboration. Developing an extranet and then stifling communications with formalities will make people less inclined to use them
freely, or to bounce ideas off each other.
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Assign roles. While extranets are conceptually egalitarian, there must be a hierarchy of control to make everything smooth and productive. There must be an organizer who
is responsible for maintaining the structure of the site. This person must be well versed in technology. Then, choose a "filter" person who checks the site's content frequently.
This person should know the account or project intimately so they can quickly judge the importance of all updates. Finally, there should be an "inspirer" who instigates usage and
creativity.
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Train the team. True, extranets often are created to replace the need for scheduled meetings, but there must be one training session to teach everyone how to log on, make
updates, check information, etc. During this training session, you should set expectations for what the extranet should accomplish. Is it for exchanging ideas around a project?
Is it a document exchange? Is it just for keeping in touch? Decide early on, or risk stumbling into a cyber mess.
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Set guidelines. Determine what projects need an extranet platform, and which are better suited to other communications channels. Set standards for what stages documents
should be posted, and for how users will be notified of updates. Sending an e-mail every time someone logs on and makes a change could result in inbox inundation; instead,
consider sending one notification at the end of every day with a synopsis of new items.
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Stress usability. The extranet should be easy to navigate, and user interface must be as intuitive as possible. For example, the newest items should be the first thing
that pops up. Make sure the following elements are present: a message board, a place to upload and download documents, the contact information of everyone on the team (along with
their designated roles), guidelines, searchable archives and a calendar function that specifies deadlines.
- Have fun with it. It may sound trite, but if the extranet doesn't reflect the brand, and if it doesn't foster a creative spirit, then it might as well not be used.
Likewise, having an extranet just for the sake of it is senseless, so make sure everyone is on board to participate from the get-go.