You need to move fast to capitalize on press opportunities for your clients. But fast-moving doesn't mean a lack of processes and procedures. In fact, if you don't have an adaptable yet repeatable workflow in place for planning and executing on a client's communications plan, you're probably wasting resources, including your time and your client's budget.
What you need is a modern and efficient process that can be continually improved upon. The first step is understanding your current workflow and where improvements can be made.