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The Role of Press Releases in Today’s PR Strategy
Cassaundra Kalba, 983 Group Manager Cassaundra Kalba, 983 Group Manager

The Role of Press Releases in Today’s PR Strategy

Press releases still have a place in modern public relations—but they’re no longer the centerpiece they once were.

In today’s media landscape, issuing a press release alone won’t guarantee coverage or visibility. Journalists rely on targeted outreach, trusted relationships, and relevant storytelling—not just announcements on the wire.

That doesn’t make press releases obsolete. When used strategically, they support credibility, reinforce your brand’s presence, and provide a clear, documented record of key milestones.

The difference is how they’re used. Press releases should support a broader PR strategy—not replace it.

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What PR Firms Look for in a Client (and Why It Matters to You)
Cassie Smith, 983 Group Principal & COO Cassie Smith, 983 Group Principal & COO

What PR Firms Look for in a Client (and Why It Matters to You)

Choosing the right PR partner can change the trajectory of a healthcare or tech company—but most teams don’t know what agencies actually evaluate during those first conversations. In this Q&A, 983 Group’s president explains how PR firms assess client readiness, what “fit” truly means, and the signals that predict a strong, long-term partnership. Learn what agencies look for, how to prepare for your discovery call, and what it takes to build a successful PR relationship in today’s fast-moving media landscape.

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Is It Time to Hire a PR Firm?
Nigel Smith, 983 Group Principal & President Nigel Smith, 983 Group Principal & President

Is It Time to Hire a PR Firm?

Do I Need a PR Firm? Here’s How to Know.
Thinking about hiring a PR agency? This guide breaks down the key benefits of working with a strategic communications partner—and how to know when your company is ready. Learn why PR isn’t just media coverage, but a long-term growth lever that builds credibility, supports sales, fuels investor confidence, and amplifies your story in a crowded market. Whether you're launching a product, raising funding, or scaling fast, this article will help you answer the critical question: Do we need a PR firm?

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The Hidden ROI of PR: How Media Coverage Boosts Employee Morale, Internal Engagement and Local Partnerships

The Hidden ROI of PR: How Media Coverage Boosts Employee Morale, Internal Engagement and Local Partnerships

PR does more than build brand awareness—it boosts employee morale, creates valuable internal assets, and strengthens local partnerships. Discover the hidden ROI of earned media.

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