February 13, 2025

Thrive Insider

Exclusive stories of successful entrepreneurs

Omri Hurwitz on The Modern PR Model

Adam: I’ve noticed you’ve been evolving PR. What’s your vision for the year ahead?

Omri Hurwitz: We’re moving from traditional to modern PR. Historically, PR agencies acted like brokers, connecting clients with media outlets. But with the decline of advertising models like Google AdSense and the rise of social media, we’ve adapted.

Our approach at Omri Hurwitz Media combines traditional media validation with social media amplification. For example, if we place a client on Forbes, we distribute and amplify that content across LinkedIn, Instagram, YouTube, and more. This creates a content flywheel, driving greater brand awareness.

Traditional agencies might stop at securing the placement. We see that as the beginning. The content must be distributed, amplified, and repurposed to maximize impact. We currently manage about 50 clients, including Walnut, Taylor Brands, and Synthesia. Our vision is to maintain this approach while adapting to changing media landscapes.


Owning Media Outlets and the Power of Access

Adam: Owning media outlets certainly streamlines the process. I’ve found that having guaranteed publishing capabilities eliminates headaches.

Omri Hurwitz: Exactly. Pitching doesn’t work anymore because the numbers don’t add up—fewer reporters, more brands, and more verticals. Owning or having guaranteed access simplifies everything.


The Role of AI in Marketing

Adam: AI is disrupting SEO, but I don’t think it’ll impact your work significantly. AI might help with crafting stories, but it can’t own media networks.

Omri Hurwitz: I agree. Marketing has two elements: creation and distribution. While AI makes content creation easier and cheaper, distribution is becoming more expensive as advertising costs rise. We’re a distribution-first company. Content creation can be outsourced, but our value lies in access and distribution.


Team Structure and Vision

Adam: How is your team structured?

Omri Hurwitz: We have a lean team of eight. Each team member specializes in one area—writing, distribution, or client relations—following a Formula 1 model. This approach minimizes burnout and maximizes efficiency.

Adam: That’s impressive. Have you read Who Not How? It emphasizes finding the right people to achieve goals.

Omri Hurwitz: I have! Right now, I’m looking for a chief of staff—someone calm and emotionally grounded to manage client relationships and employee coordination. My strength is entrepreneurship, but I need help with management and day-to-day client interactions.