Hi Don, sorry for the late re-comment. This afternoon I gave a presentation on blogging and RSS to my peers of the Belgian PR Center (our industry association) and it came to my mind that I needed to answer your question. The first thing we do (and I did just that this PM while presenting) is that we assume that everyone knows and understands... The questions I had from my peers during my presentation ranged from "why use RSS for media relations" to "where does this - weblogs and RSS - leave all the rest: press releases, conferences etc... Same goes for introducing a new technology in a company. Never overestimate - always underestimate the "maturity" (I use this term with all respect) of your team. Then get everyone on the same page and demonstrate and prove - where possible - the benefits of the new technology. What's in if for each and everyone of them. Once this step is taken, goal setting must happen with clear milestones for everyone and for the project as such. And then it is communicate, check, feedback, refocus and communicate, check.... in a continuous loop. In short, it is never "plug and play" or "point and click"... it is so much more and hard work. Hope this helped.