With remote work on the rise, does it really matter where your employees are?

On its surface, PR work doesn’t seem like it should be tied to a physical location. In the modern media environment, with digital technology and an email address, you can connect with anyone from almost anywhere.

That has led some PR firms to ditch the idea of a permanent office or a central physical hub. However, there is still a value in having PR pros embedded in essential media markets where you want to engage. It’s the ability to add geographical coverage that partly inspired B2B tech agency Walker Sands’ recent acquisition of March Communications, another B2B firm. Walker Sands adds offices and employees in Boston and Atlanta with the deal.

Despite the rise of Zoom calls and multitudes of other technological advances in virtual communication, Santoro says nothing can really beat the in-person meeting. “Every now and then it’s nice to have that face-to-face relationship.”