Summary List Placement
From talk shows to award ceremonies, 16-year-old TikTok star Charli D’Amelio seems to be everywhere.
D’Amelio, who is TikTok’s top creator with 105 million followers, has appeared on the “Tonight Show Starring Jimmy Fallon” several times, won “Favorite Social Star” at the 2021 Nickelodeon Kids’ Choice Awards, and is on TIME100 Next list.
To help land and manage all of these media appearances, from television to magazines, digital stars like D’Amelio often hire a publicist.
For D’Amelio and her internet famous family, opportunities like these are secured by her publicist, Nicole Perez-Krueger, who is the founder of Align Public Relations. Perez-Krueger and her team work to help their digital-focused clients build brand awareness through features in a range of outlets from print to digital to broadcast.
Many top social-media creators across YouTube, TikTok and Instagram are represented by PR agencies.
Perez-Krueger’s client list includes YouTube star Emma Chamberlain, as well as more traditional talent like Matthew McConaughey, Lea Michele, Lauren Conrad, and Jameela Jamil, among others.
In our second annual power list, Insider is putting a spotlight on the top PR agents and publicists in the industry. These top 18 PR firms in the influencer space represent digital creators across YouTube, Instagram, and other social-media platforms.
To form this list, Insider relied on a mix of our own reporting, nominations from readers, and industry experts to narrow down the finalists. We chose them based on factors like their roles, responsibilities, and impact on their clients and the influencer space broadly.
The top PR pros are listed in alphabetical order by agency:
Align PR: Nicole Perez Krueger, Cait Bailey, and more
Nicole Perez Krueger founded Align PR, a public relations and strategic networking firm, in 2019.
Since then, Align PR has become a leading PR firm for social-media stars, and now represents top creators like Charli and Dixie D’Amelio, Emma Chamberlain, and Camila Coelho.
Perez Krueger has nearly two decades of experience as a publicist and has handled press for Hollywood celebrities like Matthew McConaughey and Jameela Jamil, as well as athletes like Naomi Osaka. She was previously an executive vice president at PMK-BNC before leaving to found Align.
Cait Bailey leads Align PR’s New York office and is focused on brand development and strategy. Before joining Align in 2019, Bailey worked at PMK-PNC and represented traditional media clients like the Kardashians.
Alec Huerta joined Align PR in 2019 and represents both traditional and digital talent. Huerta’s roster includes YouTubers like Lauren Riihimaki (LaurDIY), Brad Gesimondo (Brad Mondo), and Manuel Gutierrez (Manny MUA).
He was previously at PMK-BNC.
Paul Samaha represents digital-first talent like beauty influencer Bretman Rock (15.5 million Instagram followers), TikTok skincare influencer Hyram Yarbro (6.8 million TikTok followers), and shares clients with Alec Huerta, including Manny MUA and Joey Graceffa.
Samaha joined Align PR in 2019 after leaving PMK-BNC.
Carolina Holmberg started her career at PMK-BNC in Los Angeles working on film campaigns and is now based in New York after expanding her work to include brand PR. She now works with both traditional and digital clients, and her social-media clients include Camila Coelho, Alexis Ren, and John Kanell.
Holmberg joined Align PR in 2020.
Align PR’s clients include: Charli D’Amelio (110 million TikTok followers), Dixie D’Amelio (49 million TikTok followers), Emma Chamberlain (9.9 million YouTube subscribers), and Camila Coelho (8.8 million Instagram followers), among others.
Belle PR: Charlotte Tobin
Charlotte Tobin represents social-media stars based in the UK, as well as some leading talent and marketing agencies.
Tobin founded the London-based public relations agency Belle PR in 2014.
She manages the strategic growth and communications for Gleam Futures, a leading talent agency based in the UK, and YouTubers like Louise Pentland (2 million YouTube subscribers), and family channel The Saccone-Joly’s (1.7 million YouTube subscribers).
Tobin has been featured in PR Week’s UK 30 under 30 list, and Belle PR was a PRCA Small Consultancy of the Year finalist in 2020.
Chasen Creative: Cole Chasen Trider
Cole Chasen Trider is the founder and CEO of Chasen Creative Media, a brand consulting firm specializing in public relations, influencer marketing, and experiential marketing.
Since 2016, CCM has served clients in the beauty, fashion, and tech verticals.
Trider has worked with creators to build their personal and professional brands including Camila Coelho, Jenn Im, and Amanda Stanton.
Trider worked with top YouTube and beauty influencer Jackie Aina on promoting her lifestyle brand FORVR mood. Aina has been a client since 2017. Trider has helped tell her story, and landed her press including WWD’s Influencer of the Year, Glamour’s Woman of the Year, and Refinery29’s Beauty Innovator of the Year.
Media coverage Trider has secured for his clients includes the covers of Essence and The Knot, and profiles in The New York Times, Wall Street Journal, Vanity Fair, and Allure. Collaborations include collections for cosmetic brands Too Faced and Anastasia Beverly Hills.
Dave Kim PR: Dave Kim
Dave Kim is the founder and CEO of Dave Kim PR, an independent public relations firm based in Los Angeles.
DKPR specializes in the intersection of new media, business, and philanthropy.
Kim founded DKPR in 2019, and his current roster includes the creators of the influencer collab house Team RAR. He also represents music producers, and other music groups.
DKPR works with a diverse array of digital and traditional creatives.
Recently, Kim secured his clients coverage in the The Wall Street Journal, Forbes Magazine, Billboard, People, Seventeen, Cosmopolitan, and Variety, as well as larger partnerships with Nickelodeon, AwesomenessTV, Verizon Media, and CBS.
DKPR’s clients include: Carter Sharer (7.6 million YouTube subscribers), Lizzy Capri (5.6 million YouTube subscribers), Sophie Michelle (826,000 YouTube subscribers), and Brianna (5 million YouTube subscribers), among others.
DKC: Pristina Alford
Pristina Alford is the SVP of lifestyle and culture at the PR firm DKC, leading its culture division, DKCulture.
Alford works with the esports organization FaZe Clan and its roster of content creators and gamers. She has worked on influencer campaigns with Khalid, Futura, and Ronnie Feig, who owns the clothing brand Kith.
Alford said that within the newly formed DKCulture division, she is striving to connect brands with Black creators; support minority owned and operated businesses; and help to promote FaZe Swagg, FaZe Clan’s first Black gamer.
“I have an amazing team that I couldn’t do any of this without – and some really talented Black and Brown rockstars under me such as Arianne Antonio and Savanah Demande who really help me keep things moving smoothly,” Alford told Insider. “I really couldn’t do this amazing work that I love and am super proud about without my team.”
DKC’s clients include: FaZe Clan (8.6 million YouTube subscribers and millions of additional fans across its roster of creators), Saweetie (10.7 million Instagram followers), Nick Cannon (4.9 million Instagram followers), Lady Gaga (84 million Twitter followers), and Wayne Brady (396,000 Twitter followers), among others.
GdR PR: Gabriel del Rio
Del Rio is an independent publicist focused on gaming and esports creators. He works with some of the top stars in gaming including Dr Disrespect, NICKMERCS, Nick Eh 30, and virtual YouTuber (VTuber) CodeMiko.
He also represents esports startups and gaming-focused organizations, such as eFuse, ProGuides, and the mental health nonprofit Rise Above the Disorder.
Del Rio helped some of his clients navigate through a series of public relations challenges last year, including Dr Disrespect’s ban from Twitch in June and reemergence on YouTube.
Del Rio’s clients include: Dr Disrespect (3.3 million YouTube subscribers), xQc (7.9 million Twitch followers), SypherPK (5.1 million YouTube subscribers), Nick Eh 30 (5.7 million YouTube subscribers), NICKMERCS (5.3 million Twitch followers), Vikkstar (7.1 million YouTube subscribers).
Foundation: Kelly Fobar Davis and Jenny Lin
Kelly Fobar Davis and Jenny Lin are the cofounders of Foundation, a digital and communications agency based in New York and Los Angeles specializing in beauty.
As CEO, Davis oversees the agency’s operations, including legal and finance, while also helping to inform strategy for clients like Hourglass Cosmetics and Nécessaire. Davis previously founded KFD Public Relations and handled communications for Nars Cosmetics.
Lin serves as a partner at Foundation, focusing on business strategy. Lin previously worked on communications with direct-to-consumer brands like Harry’s and Glossier and beauty brands like Maybelline and Dr. Jart.
Foundation represents several influencers — and their brands — such as One/Size by Patrick Starrr, Patric Ta Beauty by Patrick Ta, and Lawless Beauty by Annie Lawless.
The agency’s longest-standing PR client Michelle Phan has 8.9 million subscribers on YouTube and over a billion views on the platform. Foundation has helped place Phan on the covers of magazines like Forbes, AdWeek, Inc, Nylon, and Fashion.
Foundation’s clients include: Michelle Phan (8.9 million YouTube subscribers), Patrick Ta (2.1 million Instagram followers), Jkissa (346,000 YouTube subscribers), Christen Dominique (4.2 million YouTube subscribers), Christa Allen (1 million Tik Tok subscribers), and Ivan Lam (508,000 YouTube subscribers), among others.
Icon PR: Heather Besignano
Heather Besignano is the founder and CEO of Icon PR and she has over a decade of experience within the publicity field, and a previous background in music management and artist development.
Besignano has led campaigns for talent, artist tour and release strategy campaigns, fashion campaigns, digital creator campaigns, charitable events, and awards campaigns.
She has recently added “podcast booker” to her list after launching “Mayim Bialik’s Breakdown” with her longtime client Mayim Bialik, and has helped with the launch of other podcasts such as Clark Moore’s “Soul Balm Podcast.”
Recent projects include working with TikTok star Olivia Ponton (5.6 million TikTok followers) on her clothing releases, projects, and overall branding.
Icon PR’s clients include: Mai Pham (1.4 million YouTube subscribers), Haley Pham (2 million YouTube subscribers), and Roi Fabito (aka Guava Juice with 16 million YouTube subscribers), among others.
JonesWorks: Jennifer Abel
JonesWorks is a full-service public relations, marketing, and branding consultancy in New York City and Los Angeles.
Jennifer Abel began her career as a broadcast journalist. She worked as an on-air talent and an assignment editor. She then moved into public relations, and she previously worked at Rogers & Cowan PMK as a PR representative for entertainment clients.
Some influencers and social-media clients Abel now represents include Gigi Gorgeous, who is also a transgender activist, and Bethany Mota, who is also a designer and entrepreneur.
Abel has secured several press opportunities for her clients including Create & Cultivate, Good Morning America, Paper Magazine, and The New York Times.
Kovert Creative: Lewis Kay, Cesidia Carosa, and Tess Speakman
Kovert Creative is a marketing and communications firm that works with top creators including MrBeast, Cody Ko, Noell Miller, and Markiplier.
Last year, the company was named marketing agency of the year by media publisher The Drum.
Lewis Kay cofounded Kovert and serves as its co-CEO. In addition to working with digital stars, Kay also represents Hollywood talent like Jimmy Kimmel, Amy Poehler, Tiffany Haddish, and Awkwafina. He previously held roles as an EVP and COO at PMK-BNC’s entertainment division (now merged with Rogers & Cowan), where he worked for 19 years.
Tess Speakman joined Kovert in 2018 and works with both digital and traditional talent. Originally from LA, Speakman worked at the PR firm Alison Brod Marketing and Communications in New York before starting at Kovert.
Cesidia Carosa also joined Kovert in 2018, and like Speakman, works across the company’s talent roster. She previously worked at LFB Media Group (now BMF) in New York.
Kovert Creative’s clients include: MrBeast (55.3 million YouTube subscribers), Markiplier (28.7 million YouTube subscribers), Cody Ko (5.3 million YouTube subscribers on main channel), Noel Miller (2.2 million YouTube subscribers on main channel) , TimtheTatman (6.3 million Twitch followers), Mark Rober (17 million YouTube subscribers), and Unspeakable (10.8 million YouTube subscribers), among others.
Metro Public Relations: Megan Smith and Tommy Fortmann
Metro Public Relations is a strategic communications and creative marketing agency based in Los Angeles that represents actors, musicians, influencers, brands, and networks.
Tommy Fortmann, who is a senior account executive, represents influencers, podcast stars, and YouTube creators.
Recently, Fortmann helped his clients Alisha Marie and Remi Cruz launch their Tarte Cosmetics collection, in collaboration with their podcast, “Pretty Basic.”
Fortmann has also helped his client Anthony Padilla book guests for his YouTube show, “I Spent A Day With.”
Megan Smith is a senior account executive who represents influencers and actors.
She has secured several national broadcast appearances for her clients including “Live with Kelly & Ryan,” “Good Morning America,” the “Today Show,” “The Kelly Clarkson Show,” “The Drew Barrymore Show,” and “The Tonight Show Starring Jimmy Fallon.”
Recent projects Smith has worked on with her clients include David Dobrik’s voter registration campaign. She also helped Zach King land his first late-night appearance and helped promote Patrick Starrr’s collaboration with Sephora.
Metro PR’s clients include: David Dobrik (26 million TikTok followers), Zach King (57 million TikTok followers), Patrick Starrr (4.4 million YouTube subscribers), Alisha Marie (8 million YouTube subscribers), and Remi Cruz (2.5 million YouTube subscribers), among others.
Motiv PR: Kat Jones
Kat Jones is the founder of Motiv PR and has worked in global communications and marketing in digital and traditional fields for over 15 years.
Jones represents YouTube stars and digital networks.
Recently, Jones helped YouTube star clients Collins and Devan Key announce the launch of their toy and activity line sold at Walmart.
Prior to starting Motiv PR, Jones was vice president of communications at Defy Media, where she ran all communications strategies for Defy, as well as the consumer brands under the Defy umbrella (Smosh, Smosh Games, Clevver, and others).
She also worked at Machinima, the YouTube multichannel network, where she eventually oversaw communications and PR.
Penelope PR: Tiffany Astle and Richelle Umali
Penelope PR is based in Toronto, Canada, and the team includes Tiffany Astle and Richelle Umali.
Clients include actors, musicians, and social-media influencers.
Penelope PR represents Chinese-Canadian YouTube star Jennifer Zhang, known as JenerationDIY online, as well as Mason Ramsey, the 14-year-old boy who went viral for yodeling at a Walmart.
Projects the team has secured for its clients include red carpets at the Canadian Country Music Awards, album launches, tour support, and national media campaigns.
Astle launched the company in 2011 and Umali joined as partner in 2018.
Umali has spent the last decade leading campaigns for global brands at both the agency and in-house level.
She has worked across multiple consumer accounts including Converse Canada, Loblaws, Spotify Canada, Facebook, Boots & Hearts, and Veld Music Festival.
Rogers & Cowan PMK: Matt Gibson
Matt Gibson is a publicist representing actors, influencers, designers, and producers.
Gibson represents Frankie Grande, the half-brother of singer and actress Ariana Grande. Frankie is also a social-media celebrity, popular on Instagram, YouTube, and TikTok.
Gibson previously worked in PR at Edelman and Walt Disney World Resort.
Rogers & Cowan PMK formed in July 2019 after PR firm Bragman Nyman Cafarelli (BNC) merged with PMK.
Departments include communications, strategy, influencer and digital PR, and content marketing.
Sechel Public Relations: Samantha Srinivasan and Brittany Peterson
Samantha Srinivasan is the CEO and founder of the public relations firm Sechel PR, which operates out of Los Angeles and New York. She previously served as an SVP at the PR firm Forefront Media.
Many of Sechel’s clients are comedians, including Phoebe Robinson, Yvonne Orji, and Paul Scheer. This week, the company announced a partnership with a new PR upstart called The Right Now, which counts digital streaming platforms HBO Max and Tubi among its clients.
Sechel’s digital talent work is led by Srinivasan and publicist Brittany Peterson, who is based in New York. The pair works with internet stars like the YouTube group The Try Guys and TikTok creator Sienna Mae Gomez.
Shore Fire Media: Jaclyn Carter
Jaclyn Carter got her start in PR representing music talent out of Nashville, Tennessee, and has been with Shore Fire Media for over seven years. Carter serves as the director of publicity.
Carter signed Shore Fire Media’s first influencer client in 2019, and has since spearheaded the company’s expansion into the social-media space.
Now, she’s representing some of Shore Fire Media’s biggest social-media clients including Doctor Mike (Mike Varshavski), former Olympic athlete and influencer Shawn Johnson East, and the Dobre Brothers.
Digital creators are not only celebrities, they’re often entrepreneurs as well, Carter told Insider. And this affects her job as a publicist. It’s not just about getting lifestyle coverage. It’s also about landing business features that can help a creator be “taken seriously as an entrepreneur,” Carter said.
Shore Fire Media has secured coverage for its clients in Adweek, People, and The New York Times, as well as getting them television appearances.
Shore Fire Media’s clients include: Doctor Mike (6.8 million YouTube subscribers), Shawn Johnson East (2.9 million Instagram followers), the Dobre Brothers (10.3 million YouTube subscribers), and Ben De Almeida (7 million TikTok followers), among others.
Slash Agency: Erica Plotkin, Arrionne Simmons, and Olivia Peeke
Slash Agency is a PR and branding agency based in Los Angeles that focuses on entertainment, lifestyle, and pop culture.
Arrionne Simmons helped build Slash Agency in 2014, and today the company offers a range of services including media relations, branding, digital strategy, and creative marketing. The agency represents actors, musicians, and influencers.
Erica Plotkin is based in New York and builds and executes PR strategies for both brands and talent.
One of Olivia Peeke’s top influencer clients is Tess Holliday, a plus-size model, blogger, and makeup artist based in Los Angeles. For the past four years, Peeke has been leading brand management and media strategy for Holliday. At the beginning of her career, Peeke specialized in transitioning younger clients in the teen market into the mainstream media division.
Slash Agency’s clients include: Tess Holliday (2 million Instagram followers), Lily Chee (1.5 million Instagram followers), Jacob Bertrand (1.6 million Instagram followers), and Talia Jackson (875,000 TikTok followers), among others.
Sunshine Sachs: Paul Panday
Sunshine Sachs is a public relations firm based in New York, Los Angeles, and other locations that represents actors, musicians, brands, and networks.
At Sunshine Sachs, Paul Panday represents Pocket.watch, a digital-first studio whose roster includes franchises such as Ryan’s World and Love, Diana. He also represents YouTube creator and New York Times best-selling cookbook author Rosanna Pansino (12.8 million YouTube subscribers).
Panday helped spread the word on the launch of kids franchise Love, Diana. The franchise includes a consumer product line sold at Target and Walmart based on the YouTube channel Kids Diana Show (75 million YouTube subscribers).
Other recent projects include working with Pocket.watch to launch press for the Amazon show “Super Spy Ryan,” starring Ryan Kaji (28 million YouTube subscribers).
Panday began his career at global brand PR firms FleishmanHillard and Weber Shandwick where he worked with clients like Budweiser, Snickers, and Nike around large-scale sports, and entertainment events such as the Super Bowl, and Olympics.
He relocated to Los Angeles where he represented social-media stars like Smosh, Mila and Emma Stauffer, Coyote Peterson, Mari Takahashi, Hannah Hart, and Dr. Evan Antin.
Sunshine Sachs’ clients include: Pocket.watch and Rosanna Pansino (12.8 million YouTube subscribers), among others.