How to speed up the approval process to post copy in real time

Shankar Gupta says on the Fast Company blog: 

Real-time can’t be run by a committee. When looking to take advantage of a major media event, identify someone on your team to make the call on whether the risk is worth the potential reward. This will help expedite the approval process without having to enter multiple rounds. That person needs to be immediately accessible and empowered to make decisions, so that content can go live--and as quickly as possible. 

Using the same approval that you use to approve traditional ads simply won’t work for real-time content creation. By establishing a faster pathway for time-sensitive content, you can help your brand build that relevance.