1 min read

Does Agile Create More Work For Marketing & PR?

I’ve been on an Agile, and more specifically Scrum, binge lately. Learning about Agile project management, talking about Scrum, and looking at courses to help round out my understanding. Since I work with a lot of developers and testers and QA folk, it’s important to better learn Agile to help me communicate to clients in a more timely fashion.
But, with Agile focused on regular iterations, and with these iterations being implementable or product-ready, does this mean there’s more work for marketing and public relations teams?

I mean, if there are more releases, don’t we have to communicate more with our clients?

Empirically, I’m only now finding the answer to this. But simple arithmetic would seem to scream “YES!”.

I think back to two highlights from Ken Schwaber’s book, Agile Project Management with Scrum, that make Scrum exciting for marketing and public relations:

  • Scrum only works if everything is kept visible for frequent inspection and adaptation
  • Scrum requires transparency

By knowing what is happening (ie, new features, fixes, etc.) and when it is happening (the iteration cycle, or sprint, is defined in advance), it no longer matters how many releases need to be communicated to clients.

Since visibility and transparency are key drivers for Scrum success, all we have to do, as marketers and public relationers, is plan.

And planning, or knowing, is half the battle.

It seems an Agile methodology creates more work for marketing and public relations teams, and I don’t see that as a bad thing.


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