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 stable. This agency has managed this challenge by building a diverse client base beyond just political campaigns. Smart move.
BerlinRosen vs. Traditional Corporate PR Firms
Traditional PR firms pitch quarterly growth, market share, and shareholder trust. BerlinRosen pitches people, power, and policy. While corporate firms might steer brands away from controversy, the agency leans into it if it aligns with the cause.
Their advocacy-first model isn’t designed for clients who want to play it safe. It’s for organizations willing to take a stand. That said, they’ve had to prove they can still deliver measurable results, not just “awareness.”
That’s where many advocacy agencies stumble, but the agency seems to manage the balancing act.
Social Impact Work: Where Things Get Interesting
This is where BerlinRosen probably does its best work. Social impact campaigns require balancing multiple stakeholder interests and complex messaging.
They’ve worked on education reform, healthcare access, criminal justice reform, and environmental issues. Each area requires different approaches and different expertise.
The agency understands that different messages work for different audiences. They’re good at crafting campaigns that speak to multiple groups without contradicting themselves.
Social impact work also requires grassroots organizing skills. You can’t just rely on media coverage; you need to build real constituencies that can sustain pressure over time.
BerlinRosen has developed these skills through years of campaign work. They understand how to coordinate traditional media relations with grassroots organizing.
Their social impact campaigns often involve managing complex coalitions. This requires diplomatic skills and project management abilities.
A Global Outlook
This PR agency is very much rooted in American politics and progressive issues, especially out of New York. But in 2025, global influence matters more than ever.
The truth? They’re not a global PR giant, and they don’t pretend to be. That said, their work is starting to gain attention beyond the U.S., especially among international NGOs and social justice movements looking for U.S. visibility.
They’ve also supported global campaigns tied to climate justice and human rights, helping elevate international voices in American media. Still, this PR agency is strongest when working on U.S.-based campaigns or international causes that need traction in the States.
They’re not the firm you’d hire to run a campaign across Europe or Asia, but if you want to bring global advocacy to the U.S. spotlight? They’re a smart pick.
Digital Strategy Evolution
Five years ago, this PR agency was mostly known for traditional PR, earned media, press statements, and op-eds. But like everyone else, they’ve had to evolve. Social media moves fast, and advocacy lives online now.
This agency has been quietly building up its digital arm; more targeted ad campaigns, smart email strategies, and content designed for Twitter (or whatever platform we’re calling it now), Instagram, and TikTok.
They’re not flashy digital disruptors, but they understand the need to meet people where they are. For advocacy to work today, it has to be clickable, shareable, and real-time, and this PR firm seems to get that.
Partnerships and Coalitions
Campaigning work isn’t done alone. What this agency does well is build and manage coalitions. Whether it’s unions teaming up with civil rights groups or nonprofits linking arms for a shared policy goal, they know how to keep everyone aligned without losing the message.
They’re also smart about partnering with legal teams, grassroots organizers, and even other comms firms when needed. The goal? Get everyone pushing in the same direction.
Coalition work can be messy; different priorities, different egos, but this agency brings experience and structure to that chaos. They keep the messaging focused while letting everyone feel seen. That’s not easy to do, but it’s a big reason clients keep coming back.
Case Studies of Notable Campaigns
A few standouts? BerlinRosen helped lead communications during the 2018 teachers’ strikes across multiple states. They’ve worked with the Sunrise Movement on climate messaging and with advocates in the fight for $15 wage increases.
Each campaign had different needs, but the agency kept the messaging tight, urgent, and media-ready. Their work helped shift public opinion and generate national coverage. These are the types of advocacy campaigns that show why clients trust them.
The 2025 Reality Check
The media landscape keeps changing, and advocacy communications have to adapt. Brand activism is becoming more common, but it’s also becoming more scrutinized. Companies are realizing that taking political stances can backfire.
The agency’s progressive identity helps them with some clients but limits them with others. Not every company wants to be associated with progressive causes. The agency will need to navigate these dynamics carefully. They can’t abandon their progressive identity, but they also can’t ignore changing client needs.
Digital communications continues to evolve. Traditional media relations isn’t enough anymore; you need sophisticated digital strategies. The agency has invested in digital capabilities, but it’s still primarily a traditional PR agency. They’ll need to keep evolving.
Honest Assessment: Strengths and Weaknesses
BerlinRosen‘s biggest strength is its focus. They know advocacy communications and have the experience to execute campaigns effectively. Their progressive credentials give them credibility with certain clients and audiences. This isn’t something you can fake; it has to be authentic.
The agency’s political connections are valuable. They understand how policy gets made and how to influence decision-makers. But their focus is also a limitation. They’re not right for conservative clients or companies that want to avoid political controversy.
Their size matters too. They’re not huge, which means they can be nimble and give clients attention. But they also can’t handle massive campaigns that require extensive resources.
The agency’s New York base shapes their perspective. They understand East Coast media and politics well, but they might miss nuances in other regions.
Who Should Actually Consider BerlinRosen
Nonprofits working on social justice issues are obvious fits. The PR agency understands the challenges these organizations face and has the expertise to help.
Educational institutions dealing with policy issues would benefit from their specialized knowledge. They understand the complex politics of education policy.
Labor organizations and unions are natural clients. This PR agency’s deep experience in labor communications makes them valuable partners.
Progressive businesses looking to align their brand with social causes could work with this agency. But they need to be genuinely committed to these causes, not just looking for marketing opportunities.
Political candidates and elected officials with progressive orientations would find BerlinRosen‘s expertise valuable. They understand progressive messaging and Democratic politics.
The Competition Landscape
BerlinRosen isn’t the only agency doing advocacy work. SKDK, Global Strategy Group, and Hilltop Public Solutions also work in progressive politics and advocacy communications.
Each agency has different strengths and client focuses. The agency’s labor expertise sets them apart, but other agencies might be better for different types of campaigns.
The advocacy PR space is competitive, and agencies need to differentiate themselves. This PR firm has done this through specialization and consistent quality work.
Client relationships matter a lot in this business. This PR has built strong relationships over the years of working on progressive causes.
But relationships alone aren’t enough. Agencies need to deliver results and adapt to changing client needs.
The Real Deal on BerlinRosen
BerlinRosen PR is a solid agency that does good work in advocacy communications. They’re not revolutionary, but they’re reliable and experienced. Their progressive focus gives them credibility and expertise in certain areas. This specialization has served them well for nearly two decades.
The agency has adapted to changing media landscapes and client needs. They’ve invested in digital capabilities while maintaining their traditional strengths.
The agency’s challenge going forward is maintaining its identity while growing its business. They need to stay true to their values while expanding their capabilities.
For organizations working on progressive causes, BerlinRosen PR offers genuine expertise and credibility. They understand the political landscape and have the relationships to be effective.
But they’re not right for every client or every campaign. Their progressive identity limits their market, and their size constrains their capabilities.
Bottom Line
BerlinRosen PR has built a respectable advocacy PR practice by focusing on progressive causes and developing specialized expertise. They’re good at what they do, but they’re not the only option. Other agencies offer similar services, and the right choice depends on your specific needs and values.
If you’re committed to progressive advocacy and want an agency that understands the landscape, BerlinRosen is worth considering. They have the experience and relationships to be effective.
But if you’re looking for broader PR services or have different political orientations, you might want to look elsewhere.
The agency’s nearly 20-year track record shows it can adapt and survive in a competitive market. That’s not nothing in the PR business.
The agency represents one approach to advocacy communications: focused, specialized, and values-driven. In essence, what you need depends on your specific situation and goals.
They’re not perfect, but they’re competent and experienced. In advocacy PR, that’s often enough to get the job done.
