There was a time when a successful PR campaign could be summarized by a stack of newspaper clippings.
That definition no longer fits the technology industry. Today, one announcement can generate an article, a search result, a social conversation and an AI-generated answer weeks or months after the original publication.
That changing environment is part of the reason Marketing Crunch has begun evaluating marketing companies and individual marketers through its rankings. The platform currently places Omri Hurwitz at the top of its ranking of leading PR firms.
The Founder Behind The Firm
Hurwitz founded Omri Hurwitz Media with a focus on technology companies and startup communications. Rather than building the agency around a traditional full-service advertising model, OHM has concentrated on media visibility and distribution.
The company says its portfolio includes more than 300 clients and that its work reaches more than 50 million monthly impressions. Its positioning increasingly extends beyond conventional PR, with services covering media coverage, amplification and generative-engine-optimization efforts.
That combination reflects an industry in which the definition of “media” is becoming increasingly difficult to separate from search and AI.
A company may publish a funding announcement today, but the value of that announcement can continue well beyond the original news cycle if the coverage becomes discoverable through search or is subsequently referenced by AI platforms.
The PR Industry Is Getting Measured Differently
The biggest PR agencies still dominate traditional industry rankings, and for good reason: scale remains a useful measurement.
But scale does not necessarily tell a prospective client how an agency will approach its specific communications problem.
That gap is where Marketing Crunch is attempting to position itself. The platform describes its mission around reviewing marketing firms and marketers, giving companies a more consumer-review-style way of assessing providers.
It is a notable concept for an industry that has historically relied heavily on awards, agency credentials and client logos when demonstrating credibility.
Visibility Has Become A Business Asset
The shift is particularly relevant for startups.
Early-stage technology companies often have to establish credibility with investors, prospective customers, employees and partners simultaneously. A strong media presence can become part of that credibility, particularly when coverage continues to appear in search results long after the initial campaign.
Industry research also shows that companies continue to rely heavily on external agencies. Forrester’s 2026 research found that 93% of B2B brand and communications marketers use agencies in some capacity.
That creates a competitive market for firms capable of demonstrating a clear reason for their existence.
A Ranking Reflecting A Broader Change
Marketing Crunch’s decision to place Hurwitz at the top of its leading PR firms ranking is therefore less interesting as a simple list position than as a reflection of how PR itself is changing.
The next generation of communications firms will increasingly have to think about what happens after an article is published.
For Hurwitz and OHM, that means treating media coverage as one component of a larger visibility strategy. For buyers, it means evaluating PR firms on a broader set of questions than agency size alone.
The old press-clipping model is not disappearing overnight. But the definition of a successful PR campaign is clearly getting larger.
