HOW
Applying Communication Principles to the Modern Digital Experience

5W Public Relations (5WPR) is a full-service PR agency that partners with brands to help them define and achieve their strategic PR goals. This independently owned PR firm is focused on bringing forward-thinking communications and lasting results for clients. After years of growth within the digital industry, 5WPR has launched HOW, a wholly-owned, full-service digital subsidiary of the agency.

An extension of the 5WPR brand, HOW was named after the five ‘Ws’ of journalism: who, what, when, where, and why. While that still applies, the continuous reinvention of the modern channels of communication has added a sixth principle: how. HOW strategically applies these continuous principles of communication to the modern digital experience.

HOW is currently collaborating with a diverse array of clients, encompassing independent digital and integrated digital and communications programs. Its expertise extends to consumer and B2B initiatives, with programs covering the entire customer journey. The company’s capabilities span strategy, analytics, content, technical, and paid campaigns. HOW is led by industry leader Paul Miser, who was hired in November 2022 to spearhead the expansion of 5W's existing digital business with the intent of creating HOW and function as a full-service, stand-alone digital agency with the same results-focused approach as 5W.

Today, brands are offered a standardized approach to their digital needs, which sets them up for failure. While every digital agency may present a similar list of services to tackle these challenges, HOW firmly believes that the key lies in the individuals leading the way. The company’s ability to make tools accessible to all and commitment to generating distinct outcomes that keep brands fresh and impeccable in this highly competitive space make it stand out in the market.

“What distinguishes us is our understanding of HOW you assemble, integrate, and operationalize the complex moving parts of today’s digital ecosystem,” says Matt Caiola, Co-CEO of 5W. “We’ve assembled a team of recognized industry leaders that are building a different type of practice from the ground up, providing a modern take on the digital landscape.”

HOW believes that every client has unique digital goals, and with this knowledge, it approaches each program with a clear plan, offering each band its kinetic toolkit, which is deployed with real-time precision and expertise. One of its clients, a web-based used bookseller, tasked HOW with growing their overall social community, expanding share-of-voice, and driving meaningful engagement to increase customer retention and conversation. It increased the brands’ follower count on Instagram by 47% and average engagements by 25%, as well as grew its exclusive Facebook group to 5,000 without any spending.

We’ve assembled a team of recognized industry leaders that are building a different type of practice from the ground up, providing a modern take on the digital landscape

HOW’s name is both a philosophy and a practice. It is a digital agency with a mission of radical accountability and believes every digital dollar must be able to demonstrate HOW it grows businesses and creates opportunities.

“We are a modern take on an agency, built by practically informed and future-led professionals,” says Caiola. “We’re not only reacting to the digital landscape but we are also actively shaping it.”