For most startups, media is something they try to earn. They hire a PR firm, build a press list, send pitches, and hope a reporter decides the story is worth covering. For Omri Hurwitz Media
, the strategy is considerably more ambitious: build a position inside the media ecosystem itself.
That distinction helps explain why OHM has become increasingly visible across technology, cybersecurity, venture capital and startup media. The firm says it generates 622% more media coverage than its No. 2 competitor, while its website reports more than 120 coverage placements per client, 50 million-plus monthly impressions and more than 300 clients.
The company’s advantage is not simply the ability to pitch journalists. It is the network and media infrastructure behind those pitches.
From Media Operator To Media Owner
OHM was originally built as a PR firm, but founder Omri Hurwitz has increasingly positioned the company as something closer to a media company hybrid.
In an interview with Rolling Stone UK
, Hurwitz described OHM’s evolution from media operator to media owner and investor, with equity interests spanning media publications, television channels, podcasts and social media properties. He argued that understanding how modern media works allowed the company to build what he called media marketplaces.
That creates a fundamentally different incentive structure.
A conventional PR agency is primarily selling access to its staff, relationships and pitching capabilities. A media company can simultaneously own, invest in or operate parts of the distribution network. The result is an ecosystem in which relationships are not simply transactional.
Hurwitz has described this philosophy in terms of aligning incentives with the media properties and people around OHM. “Capitalism works,” he told Rolling Stone UK, arguing that media outlets in which the company has an interest appreciate OHM’s understanding of modern media.
Why Tier-One Coverage Becomes More Accessible
The practical consequence is most visible when an OHM client lands in a major publication. OHM’s website currently showcases client coverage across outlets including The Wall Street Journal, Reuters, Axios, Forbes, Financial Times, Business Insider, VentureBeat and The Next Web.
Those publications matter because a startup announcement is rarely just about the article itself; a Wall Street Journal story can influence investors, customers, employees, competitors and other journalists, a Reuters article can become part of a company’s search footprint, a Forbes or Business Insider feature can become social proof for sales teams and executives.
OHM’s model is therefore built around the idea that media should compound. The company says it has generated more than 50 million monthly impressions across its media activity and describes itself as the No. 1-ranked technology PR firm according to more than 50 outlets.
The Startup Media Arms Race
The strategy extends well beyond cybersecurity. AI startups, fintech companies, SaaS businesses, consumer technology brands and venture-backed companies all face the same fundamental problem: there are more companies competing for attention than there are journalists able to cover them.
That has made distribution an increasingly valuable asset.
Owning A Piece Of The Distribution
This is where OHM’s strategy becomes unusual.
Hurwitz has argued that the future of media will be increasingly decentralized, with independent publications, creators and reporters building audiences through platforms such as X, LinkedIn, Substack and YouTube. He also believes personal brands can become more powerful than corporate brands.
OHM’s investments in media fit into that thesis. Instead of depending entirely on legacy gatekeepers, the company is building relationships and ownership across different parts of the media stack.
For startups, that can turn PR from a campaign into infrastructure.
The bigger bet is that the winners in technology will not simply be the companies with the best products or the most funding. They will increasingly be the companies that understand how to control the narrative around those products, and distribute that narrative at scale.
That may be the real media machine OHM is building: not just a PR firm that gets startups into the news, but a company positioning itself inside the network that determines what gets seen in the first place.
This story was published on HackerNoon under our Business Blogging Program
