The role of shared systems in effective public relations and communications

TL;DR: Communications lives and dies on speed and access. When materials are hard to find or slow to share, stories move forward without you. Keeping workplace systems organized and reliable is part of delivering timely, effective PR work. 

This probably sounds odd coming from a PR firm, so here's the short explanation.

I spend a lot of time inside shared drives, permission settings, and user accounts because communications work lives in cloud tools. Press kits, interview notes, executive bios, brand assets, approvals, and final files all move through Google Workspace, Microsoft 365, or Dropbox every day.

When those systems are messy, communications slows down. A reporter asks for a headshot, a logo, or a PDF on deadline. Someone can't find the right file. A link is broken. The right person doesn't have access (or worse, the wrong person has access.) The moment passes and the story moves forward without you.

I kept fixing these problems because they directly affect outcomes. Fast, accurate responses depend on having the right materials easy to find, clearly labeled, and ready to share the moment someone asks for them. That includes knowing who owns what, who can access it, and being able to respond without second-guessing or delay.

That's why DeSoto & State made cloud-based workplace systems administration an official service line. It supports the communications work clients hire us to do. It keeps projects moving, reduces unforced errors, and helps us deliver on tight timelines.

Nonprofit pricing is part of the reality here. Many organizations qualify for discounted programs through Google and Microsoft, but the process still requires time and follow-through. We handle the eligibility and setup so internal teams are not pulled away from their core work.

At the end of the day, this is about removing friction from the work. When systems are set up clearly and run quietly in the background, teams can respond faster, make fewer mistakes, and stay focused on the substance of their work. That is the standard we hold ourselves to, and it is why we treat this as part of the job rather than an add-on.