A startup can have a compelling product, strong investors and an experienced leadership team and still struggle with one fundamental problem: very few people know it exists.
That makes public relations particularly important in technology, where new companies enter crowded categories every day and established brands compete for the same limited pool of attention. Marketing Crunch has entered that market with a ranking and review platform intended to help companies evaluate marketing providers, and its current ranking places Omri Hurwitz at the top among leading PR firms.
Attention Is the Scarce Resource
The underlying economics of technology marketing are changing. Companies have access to more communication channels than ever, but access does not guarantee attention.
A startup can publish its own announcement, distribute a newsletter and post across social media without receiving the credibility that comes from independent editorial coverage. For that reason, third-party media remains a valuable component of the communications mix.
The difficulty is that the PR industry itself has become crowded. Companies considering an agency can choose between large international networks, specialized technology firms, boutique consultancies and independent operators. The traditional agency pitch can make all of them sound remarkably similar.
Marketing Crunch’s model attempts to introduce another way of assessing that market by focusing attention on the providers themselves.
Why Technology PR Requires a Different Approach
Technology companies often have to explain complicated products to audiences that may not understand the underlying technology. A cybersecurity startup might need to communicate a technical innovation to CISOs while simultaneously explaining its significance to investors and a broader business audience.
That puts pressure on the PR firm to develop a narrative that can travel between different audiences without becoming a product advertisement.
OHM’s published case studies illustrate that approach. With Onfire, the agency focused on the broader shift toward vertical AI and positioned the company within that market conversation rather than limiting the campaign to product promotion. The campaign generated 21 pieces of coverage, with the agency reporting more than 30.7 million monthly unique visitors across the publications involved and more than 430,000 online coverage views.
For TigerData, the communications challenge was connected to a corporate transformation. The company was evolving from its TimescaleDB roots and needed its public narrative to reflect a broader data-infrastructure strategy. OHM’s campaign used product launches and continuing media activity to reinforce that repositioning.
From Publicity to Positioning
Those examples point toward a larger change in the role of PR.
Publicity is inherently short-lived. Positioning is designed to accumulate.
A company that appears repeatedly in relevant stories begins to establish associations in the minds of customers, investors and industry observers. When the coverage is connected by a consistent narrative, individual articles can reinforce one another instead of functioning as isolated events.
That is also where OHM’s three-part model comes into play. The firm separates its services into Coverage, Amplification and GEO, reflecting an effort to connect earned media with distribution and AI-era discoverability.
The approach effectively broadens the definition of what happens after a journalist publishes a story.
What Marketing Crunch Is Measuring
Marketing Crunch’s ranking is notable because it comes from a platform specifically designed to evaluate the marketing industry. Rather than functioning simply as another agency directory, the platform’s premise is that companies need more information when deciding who should represent their brands.
For an agency, that creates a different kind of competitive environment. A strong website or impressive client list may attract attention, but the underlying question becomes whether the firm’s work can demonstrate a coherent strategy and measurable results.
OHM publishes campaign metrics across its client case studies. For renovai, the agency reports 53 pieces of coverage, a 2.6 billion monthly readership audience across publications and nearly 929,000 online coverage views. For Marble Law, it reports 15 pieces of coverage alongside 289,100 online coverage views and publication audiences totaling hundreds of millions of visitors.
These figures are self-reported, but they provide an indication of how the firm evaluates its own work.
A Broader Definition of PR
The Marketing Crunch ranking puts Hurwitz and OHM at the center of a conversation that extends beyond one agency. The bigger development is the changing expectation placed on PR firms.
Technology companies increasingly want media activity to contribute to a larger communications system. They want stories that establish authority, executives who become recognizable voices and coverage that continues producing value after publication.
That does not eliminate traditional media relations. It expands its role.
For Hurwitz, the Marketing Crunch ranking provides recognition within that changing market. For the PR industry, it offers another reminder that the definition of a successful campaign is becoming broader than the number of articles secured.
