BerlinRosen, the nation's largest PR firm for unions, voluntarily recognizes CWA
The PR firm behind the SEIU's FightFor$15 campaign and protests finally gets a union.
By Peter List, Editor | April 18, 2024
BerlinRosen, a well-known PR firm used by unions, progressive organizations, and Democrat campaigns voluntarily recognized the Communications Workers of America (CWA) for its staff earlier this month, according to a CWA update to members.
BerlinRosen, a top communications firm delivering public relations (PR), digital strategy, and creative services, recognized CWA Local 1101 earlier this month as the union for 126 people. This follows recognition for ten people on the firm's Creative Campaign team in December.
Founded by Valerie Berlin and Jonathan Rosen, BerlinRosen has made millions from unions, most notably from the Service Employees International Union (SEIU) to help run its ‘Fight for $15’ campaign.
During the height of the SEIU’s FightFor$15 campaign, InTheseTimes’ writer Arun Gupta reported in 2013 on BerlinRosen’s work on the SEIU’s campaign, stating:
Nationwide, sources say, SEIU has retained the aid of BerlinRosen. The communications firm declined to comment on the record, but Charles (not his real name), a Detroit organizer with knowledge of SEIU strategy, says his impression is that BerlinRosen is “helping in every spot” around the nation, and its work included “local communications, teamwork … advising on communication strategy, generating coverage.” He adds that, in addition to “showing strength to the workers [and] getting the community behind it,” the purpose of the campaign is generating a media buzz. In 2012, combined payments to BerlinRosen from SEIU Healthcare Illinois/Indiana and SEIU headquarters soared to $1.2 million, doubling from 2011 and tripling from 2010.
“Certainly, the most notable labor union campaign involving BerlinRosen is the “Fight for $15,” a campaign funded by the Service Employees International Union (SEIU) aimed at doubling the federal minimum wage and unionizing fast food restaurants,” wrote the Capital Research Center’s (CRC) Michael Watson in 2018.
Organizing protests has proven lucrative for BerlinRosen. In 2016, SEIU paid the firm $1.75 million; prior years also showed million-plus-dollar spending from SEIU on BerlinRosen services. The firm was credited with developing a “strike in a box” toolkit to assist messaging and organization for labor demonstrations.
Interestingly, according to BerlinRosen’s website, the CWA is also mong the firm’s union clients.
“In 2011, the CWA retained BR for a campaign against the New York Times Company on behalf of CWA-represented employees in a contract dispute,” wrote CRC’s Watson. “The consulting firm performed the same service for CWA in several disputes, organizing campaigns, and strikes involving Verizon, Cablevision, and AT&T. BR has worked for CWA since 2006, receiving over $3.5 million in 2016 alone from the labor union!”
In addition to its work with unions, BerlinRosen is heavily involved in politics and details some of its work on behalf of unions and progressive groups in the 2022 mid-term elections on its website.
Due to union recognition having just occurred earlier this month, it is unlikely that the CWA and management at BerlinRosen have begun bargaining yet.