July 2025

5WPR vs M Booth: Which PR Style Works Best for Tech Startups?

If you’re running a tech startup, picking between 5WPR and M Booth is like choosing between a race car and a reliable sedan. Both agencies know how to handle tech companies, but they go about it in totally different ways. 5WPR is all about making noise. They want your startup to be the talk of the town tomorrow. M Booth takes the slow and steady route. They’re thinking about where your company will be in two years, not two weeks. Here’s the thing though. Most founders I talk to aren’t sure which approach works better. And honestly? It depends on what you need right now. 5WPR’s Style: Go Big or Go Home for Tech Companies 5WPR doesn’t do subtle things. When they take on a client, they’re looking for ways to shake things up. Their whole thing is getting people to notice you fast. For startups, this means: Going after the biggest media outlets first Creating stories that get people talking Moving quickly when something works Not being afraid to stir the pot a little I’ve seen this agency work with companies that needed to make a splash. Sometimes it’s incredible. A startup goes from nobody knowing about them to being featured in major publications within weeks. But here’s the catch. Their approach can blow up in your face if you’re not careful. The same tactics that get startups noticed can also create headaches. 5WPR knows this. They’re pretty upfront about it. If you’re a startup that needs to play it safe, they’ll probably tell you to look somewhere else. Also read: APCO Worldwide vs FGS Global: Who Gets Digital Storytelling? M Booth’s Method: Building Your Tech Brand Step by Step M Booth is the opposite of 5WPR. Where 5WPR wants to make headlines tomorrow, M Booth is thinking about building something that lasts. Their approach with clients looks like this: Lots of research before they do anything Careful planning that connects PR with your other marketing Testing messages before they go public Building relationships with journalists over time For startups, working with M Booth means being patient. You’re not going to wake up to a viral story about your company next week. But the coverage you do get tends to stick around longer. M Booth is really good at helping companies become the go-to experts in their space. This works great for B2B tech startups that need to prove they know what they’re talking about. The downside? M Booth can feel slow. Especially if you’re a tech entrepreneur who needs quick wins to keep investors interested. What Does Your Tech Startup Need? Before you choose between two agencies, you need to figure out what your tech startup is trying to accomplish with PR. Some of these companies need to get noticed fast to attract investors. Others need to slowly build trust with big corporate customers. Some need to be really careful about what they say because they’re in regulated industries. This agency usually works better for startups that: Have something clearly different about them Can handle some controversy or pushback Need people to know about them quickly Have enough money to fund aggressive campaigns M Booth tends to work better for tech companies that: Are in industries with lots of regulations Need to sell to big companies that take forever to make decisions Have complicated products that need explaining Want to be seen as the smart choice over time The Money Question: What Tech Startups Should Expect to Pay Let’s talk about cost, because that’s usually what decides things for startups. Both agencies work with startups, but they charge differently. 5WPR often works on specific campaigns, while M Booth usually wants you to commit to working together for months. 5WPR’s campaigns can get results fast, but you also need to budget for media spending to make the most of their work. M Booth’s approach requires paying them consistently over time. For startups without much money, this creates a tough choice. Do you spend big on a short campaign with 5WPR, or commit to paying M Booth for months? It depends on your funding situation. Tech companies getting ready to raise money might benefit from 5WPR’s ability to create buzz quickly. More established tech startups might prefer M Booth’s steady approach. Founders’ Personal Branding: Two Different Approaches Here’s something interesting that most people don’t think about. These two agencies handle founders’ personal branding in completely different ways. 5WPR loves to make founders into personalities. They want your CEO to be the face of the company, getting quoted in articles, appearing on podcasts, and maybe even starting some friendly industry feuds. For startups, this can work incredibly well. Think about how Elon Musk’s personal brand helped Tesla, or how Gary Vaynerchuk built his wine business through personal branding. M Booth takes a more measured approach to founder branding. They focus on building thought leadership slowly. Instead of making your founder a celebrity, they want to make them a trusted expert. This means writing detailed industry reports, speaking at conferences, and building a reputation over time. Both approaches have their place. 5WPR’s approach can get your founder noticed quickly, but it also puts them at risk if they say something controversial. M Booth’s approach builds more sustainable personal brands, but it takes longer to see results. The choice often depends on your founder’s personality. Some people are natural self-promoters who can handle the spotlight. Others prefer to let their work speak for itself. Global vs Local Reach: Where Do You Want to Be Known? Another big difference between these two agencies is how they think about geographic reach. 5WPR tends to focus on making a big splash in major markets. They want to get you covered in national publications, major blogs, and influential podcasts. For startups, this often means targeting places like Silicon Valley, New York, and other major tech hubs. M Booth takes a more strategic approach to geographic expansion. They think about where your customers actually are and build

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PR Agency Review: BerlinRosen’s Bold Take on Advocacy PR

So, BerlinRosen’s got this cool thing going where they’re all about advocacy PR, especially for progressive causes. They bring this intense, campaign-like energy that really makes them stand out in the PR world. I’ve been keeping an eye on them for a bit, and yeah, they do solid work. But let’s be honest, they’re not reinventing the wheel or anything. They’re just super focused on advocacy communications for progressive clients. Their approach is straightforward and sharp. They employ smart strategies to amplify the voices of advocacy groups, nonprofits, labor unions, and progressive political organizations. It’s not groundbreaking, but it’s super intentional and well-executed. That said, they stick to their niche hard. They know their lane and own it, which is a smart move. But it also means they’re not the go-to for everyone. If you’re not in their progressive, advocacy-focused world, you’re probably looking elsewhere. BerlinRosen’s Role in Brand Activism Brand activism’s been getting big lately, and BerlinRosen’s one of the agencies out front. They use a super advocacy-driven approach to help brands spotlight issues like fair labor, reproductive rights, and racial justice. Unlike those shallow PR stunts, BerlinRosen makes activism part of a brand’s DNA. They help craft messages rooted in real values, not just what’s trending. Whether it’s standing up for workers or pushing for police reform, they ensure the activism is genuine, lasting, and has real purpose. Also read: PR Agency Review: The Sard Verbinnen Market Recovery Tactics About Berlin Rosen’s Advocacy PR BerlinRosen, founded in 2005 by Valerie Berlin and Jonathan Rosen, operates with the speed and intensity of a political campaign, a philosophy rooted in their origins as Democratic operatives in New York politics. Their advocacy work centers on progressive causes, including racial justice, criminal justice reform, LGBTQ+ rights, reproductive rights, labor issues, and environmental sustainability. They partner with organizations to craft compelling narratives, drive media relations, and execute digital and public affairs strategies that shift public opinion and influence policy. Economic Pressures on Advocacy PR Let’s not pretend it’s all smooth sailing. The current economy is squeezing everyone, including PR budgets. For advocacy agencies like BerlinRosen, this means getting smarter about resources. Nonprofits are tightening their spending, unions are under pressure, and progressive brands have to be more careful where they place their message. BerlinRosen has had to balance its mission with market realities, often doing more with less. Their ability to prioritize impactful storytelling without blowing budgets is what’s kept them competitive in tight economic times. What BerlinRosen Actually Does in Advocacy BerlinRosen handles advocacy campaigns for nonprofits, unions, and progressive politicians. They’re not doing anything groundbreaking; they’re just doing it consistently and well. Their advocacy work covers the usual stuff: Media relations for social causes Crisis communications during campaigns Coalition building for policy issues Digital strategy for grassroots organizing They’ve been around since 2005, so they’ve had time to figure out what works. The team understands how to navigate political cycles and timing. That experience shows in their campaign work. But here’s the thing, advocacy PR isn’t rocket science. Good agencies understand their clients’ goals, know the media landscape, and can craft messages that resonate. BerlinRosen does this well, but so do other agencies. What sets them apart is their client focus. They work almost exclusively with progressive causes. That specialization gives them credibility, but it also limits their market. The Labor Union Connection BerlinRosen has strong ties to labor unions. This is actually one of their real strengths, and not many PR agencies understand union communications. Union work is different from regular corporate PR. The audiences are different, the stakes are higher, and the messaging needs to be authentic. Workers can smell fake messaging from miles away. The agency has handled strike communications, organizing campaigns, and policy advocacy for various unions. They understand that union communications isn’t just about media coverage, it’s about building worker solidarity. Labor communications requires understanding economics, policy, and worker psychology. This agency has developed this expertise over the years of working in space. Their union work also connects to their broader advocacy practice. The skills translate well to other social justice campaigns. But let’s be honest, labor communications is a shrinking market. Union membership has declined significantly over the past few decades. BerlinRosen has had to diversify beyond just union work. Criticism and Controversy Of course, no agency that works in politics escapes criticism. BerlinRosen has been called out for being too partisan, with some critics claiming they only cater to “acceptable” forms of advocacy. There’s also the perception that their ties to power, especially in New York politics, make them more insiders than outsiders. That tension between grassroots and establishment is something the agency has to walk carefully. Still, their results and client loyalty speak volumes. What Makes Them Stand Out? Their strength is clear: they help people fight for what they believe in. Whether it’s workers’ rights, education funding, racial justice, or climate policy, BerlinRosen knows how to turn big, complex issues into powerful public narratives. They’re not just writing press releases. They’re: Helping unions win national attention Supporting nonprofits in driving policy change Guiding brands through political conversations with confidence And honestly? In a time when PR can feel shallow, this kind of purpose-driven work really matters. Progressive Politics: Their Bread and Butter BerlinRosen runs campaigns for progressive candidates. They’ve managed mayoral elections, gubernatorial campaigns, and a variety of ballot initiatives. Political communications is difficult work. The timetables are punishing, the stakes are great, and the media is intensely focused. This agency has the necessary experience to handle these pressures. They understand the progressive message and how to target Democratic voters. Their political job provides them with valuable insights into policy formation and election strategy. The agency’s political connections benefit its other advocacy clients. They understand how the government operates and how to time campaigns for maximum impact. But political work is also feast or famine. Campaign cycles create busy periods followed by slower times. Agencies need other revenue streams to stay

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Case Study: How MSL Global Powered Oscar Health’s PR Shift

When you think about health insurance companies, what comes to mind? Probably not “exciting” or “relatable”, right? That’s exactly the problem MSL Global faced when they first started working with Oscar Health. This part of the insurance world was stuck in this corporate bubble where everyone sounded the same, and frankly, nobody was connecting with actual people. Oscar Health was different, though. They had this fresh approach to health insurance, but they needed someone to help them tell that story in a way that would resonate with real people dealing with real healthcare headaches. That’s where MSL Global came in. MSL Global’s Big Question That Started Oscar Health’s Insurance Transformation The whole partnership kicked off with MSL Global asking Oscar Health a pretty simple question: “How do you make health insurance feel human again?” Think about it. When was the last time you felt genuinely excited about dealing with your health insurance company? Probably never, right? Most of us just hope we never have to call them, and when we do, we’re bracing ourselves for confusion. This PR agency realized that Oscar Insurance had something special; they seemed to care about making health care less painful for people. But having good intentions and communicating them effectively are two completely different things. Read Also: PR Agency Review: The Sard Verbinnen Market Recovery Tactics The Challenge: The Jargon Problem in Health Insurance Here’s the thing about the health insurance industry: everybody claims they’re different. Every company says they’re “customer-focused,” “innovative,” and “here to help.” But when you dig deeper, most of them sound the same. Oscar’s plan was facing this exact problem. They genuinely were doing things differently, with their tech-forward approach and focus on simplifying the whole insurance experience. But how do you prove that to people who’ve been burned by insurance companies before? MSL PR dove deep into research and found some pretty eye-opening stuff. People weren’t just tired of boring health care communications; they were actively avoiding them. Most folks admitted they didn’t understand their health care benefits, and they didn’t trust their insurance companies to have their backs when it mattered. The research showed some pretty stark realities: People felt like health insurance companies were speaking a different language. All that industry jargon and fine print made everything feel intentionally confusing. It was like these companies didn’t want you to understand what you were paying for. Trust was at an all-time low. People expected their health insurance company to find ways to deny claims or make things difficult. That’s a pretty terrible starting point for any relationship. The whole industry felt cold and corporate. Nobody felt like their health plan company cared about them as a person, just as a policy number. Oscar Health had solutions for a lot of these problems, but they needed help showing people that they were genuinely different. Not just “we say we’re different” different, but measurably, meaningfully different. The Strategy: Making Health Insurance Human Again MSL Global‘s approach was refreshingly straightforward. Instead of trying to out-corporate the other health insurance companies, they decided to go in the opposite direction. They wanted to make Oscar Insurance’s communications feel like talking to a knowledgeable friend who actually cared about your well-being. The strategy had three main pillars, but here’s the thing: they weren’t fancy marketing concepts. They were basic human principles that somehow the insurance industry had forgotten about. First, transparency should be normal, not some special feature you brag about. Think about it, why should it be revolutionary for an insurance company to clearly explain what they cover and what they don’t? But in this industry, basic honesty had become a competitive advantage. Second, technology should make things easier for people, not more complicated. Oscar Health had all these cool digital tools, but MSL Global helped them focus on what these tools did for real people in real situations. Third, everyone’s healthcare situation is different, so their insurance should reflect that. This wasn’t about one-size-fits-all solutions; it was about understanding that a 25-year-old freelancer and a 45-year-old parent have completely different needs. The PR Agency worked closely with Oscar Health‘s team to make sure every single piece of communication reflected these principles. No exceptions, no compromises, no falling back into industry-speak when things got complicated. They also considered; 1. Content That Helps People This PR agency’s radical rethink of what health insurance content should look like was one of its best moves. They concentrated on developing content that assisted people in understanding and navigating their healthcare rather than producing brochures brimming with benefits and coverage details. They created a storytelling technique that emphasized actual member experiences. The important thing to remember is that these weren’t fabricated endorsements or selectively highlighted success stories. These were real-life testimonies of Oscar Health‘s assistance in overcoming actual medical obstacles. The content strategy addressed a number of topics, each intended to assist individuals at various stages of their healthcare journey. Educational content became a huge focus. MSL Global realized that a lot of people’s annoyance with health insurance came from simply not understanding how it worked. So they created content that explained things like deductibles, copays, and out-of-network costs in plain English. No jargon, no assumptions about what people already knew. They also developed behind-the-scenes content that showed how Oscar’s plan was different. This wasn’t just marketing fluff; they showed the real technology, the real people, and the real processes that made the brand work differently than traditional insurance companies. Thought leadership became another important piece. MSL Global helped Oscar’s executives become voices for positive change in the health insurance industry. Instead of just promoting their products, they were advocating for broader improvements that would benefit everyone. The key insight that drove all of this content was pretty simple: people don’t want to be sold to, especially when it comes to something as important as their health insurance. They want to be educated, informed, and empowered to make good decisions. 2. Changing the Media Conversation The PR

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July 2025

5WPR vs M Booth: Which PR Style Works Best for Tech Startups?

PR Agency Review: BerlinRosen’s Bold Take on Advocacy PR

Case Study: How MSL Global Powered Oscar Health’s PR Shift

PR Agency Review

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