What is ID Public Relations?

ID Public Relations is an independently-owned entertainment communications agency founded in 1993 by Kelly Bush Novak. The firm represents high-profile talent, filmmakers, brands, and production companies, specializing in media relations, awards campaigns, and strategic communications for the entertainment industry.

The Foundation: From Boutique Firm to Industry Power

Kelly Bush Novak established ID in 1993 after working two years with publicist Susan Geller. Her first major client was Patrick Stewart, who remains with the agency today. The firm started with just three clients and operated as a boutique publicity firm focused on talent representation.

What separated ID from traditional Hollywood publicists was Novak’s approach to the client-publicist relationship. Instead of acting as a gatekeeper—the dominant model in early 1990s Hollywood—she positioned the firm as a bridge between clients and media. This collaborative philosophy attracted talent looking for strategic partners rather than handlers.

The timing proved significant. The entertainment industry was shifting from faxed press releases to email communication, and the media landscape was fragmenting beyond the traditional gatekeepers like Barbara Walters and Oprah Winfrey. ID adapted by building relationships across emerging platforms while maintaining connections with established outlets.

Growth Through Strategic Expansion

By 2008, ID had evolved beyond individual talent representation. Novak founded VIE Entertainment, a management arm through which she manages actor and activist Elliot Page. This expansion demonstrated the firm’s ability to offer integrated services—combining traditional publicity with career management and production.

The same year, ID entered brand representation with Starbucks Entertainment as a landmark client. This move signaled the firm’s evolution into a full-service communications agency. Today, ID’s brand roster includes Reddit, Peloton, Nintendo, Universal Music Group, Stand Up To Cancer, and the NAACP Legal Defense and Educational Fund.

This diversification strategy addressed a fundamental shift in entertainment. As studios consolidated and streaming platforms emerged, the lines between corporate communications, brand partnerships, and entertainment publicity blurred. ID positioned itself at this intersection.

The Awards Campaign Expertise

ID’s reputation in awards season campaigns represents one of its core differentiators. The firm handled press campaigns for four Academy Award-winning Best Picture films: ROMA (2018), The Revenant (2015), The King’s Speech (2010), and The Artist (2011).

Awards campaigns in Hollywood typically cost between $100,000 and $5 million, involving strategic advertising, screening coordination, and media placement. ID’s expertise spans the technical execution—managing Academy-compliant promotional activities—and the strategic positioning that shapes how films and performances are perceived by voters.

The firm’s work extends beyond films to individual talent on major franchises. ID has consulted for lead actors on the Star Wars, Lord of the Rings, and Spider-Man trilogies, managing the publicity pressures that accompany blockbuster productions while maintaining the actors’ career trajectories.

Industry Position and Recognition

As of 2025, ID operates as the largest independently-owned full-service communications agency in the United States. The firm employs over 100 people across offices in Los Angeles and New York City, generating approximately $31.7 million in annual revenue.

Forbes ranked ID fifth on its list of America’s Best PR Agencies in 2021. A 2011 New York Times profile described the firm as one of “a handful of elite firms that protect and promote the biggest names in show business.” This recognition reflects both the caliber of ID’s client roster and its influence within the entertainment industry.

The independent ownership structure distinguishes ID from competitors owned by global holding companies. This independence allows for more nimble decision-making and closer client relationships, though it also means operating without the infrastructure advantages of larger agency networks.

Service Capabilities and Approach

ID’s communications capabilities span several interconnected areas:

Media Relations: Building and maintaining relationships with entertainment journalists, critics, and influencers across traditional and digital platforms. This includes securing cover stories, interviews, and feature placements in publications ranging from Variety and The Hollywood Reporter to mainstream outlets like People and Vanity Fair.

Corporate Communications: Managing external communications for studios, production companies, and entertainment-related corporations. This work involves announcement strategies, executive visibility programs, and stakeholder communications.

Digital Strategy: ID established a digital department early, recognizing social media’s potential before it became standard practice. The team manages clients’ presence across platforms, develops content strategies, and coordinates with influencers and content creators.

Talent and Influencer Relations: Coordinating partnerships between brands and entertainment personalities. This service has grown significantly as brands increasingly rely on talent relationships for authentic audience engagement.

Awards Campaigns: Managing the complex process of positioning films, performances, and technical achievements during awards season. This requires understanding Academy regulations, coordinating screenings, managing Q&As, and developing strategic messaging.

Brand Partnerships: Facilitating collaborations between corporate brands and entertainment properties or talent. These partnerships often involve product integration, endorsement deals, or co-marketing initiatives.

The firm organizes work through customized teams rather than fixed departments. For each client, ID assembles specialists who bring relevant expertise, allowing the agency to tailor its approach to specific goals and challenges.

Notable Client Roster

ID’s current and longstanding clients illustrate the breadth of its representation:

Filmmakers and Directors: Christopher Nolan, Alfonso Cuarón, Alejandro González Iñárritu, Lena Dunham, Joey Soloway

Actors and Performers: Serena Williams, Elliot Page, Seth Rogen, Patrick Stewart, Tobey Maguire, Ben Stiller, Diane Lane, Catherine Keener, John Legend, Cynthia Erivo, Janelle Monáe, Madonna, Hannah Gadsby

Studios and Production: Warner Bros. Pictures Group, Sony Pictures Classics

Brands and Organizations: Reddit, Peloton, Nintendo, Universal Music Group, Stand Up To Cancer, NAACP Legal Defense and Educational Fund, CORE

This mix of individual talent, production entities, and brands reflects ID’s positioning at the convergence of entertainment and corporate communications. The long tenure of clients like Patrick Stewart (since 1993) suggests the firm’s success at maintaining relationships through career transitions and industry changes.

Leadership and Culture

Kelly Bush Novak remains CEO and founder, maintaining direct involvement with major clients including John Legend, Serena Williams, and Christopher Nolan. Her public profile as an openly gay woman leading a major Hollywood firm has positioned her as one of the industry’s influential LGBTQ+ leaders.

Novak’s approach to crisis management and representation gained attention through her work with Elliot Page during his 2020 coming out. The strategy—securing a Time magazine cover—demonstrated ID’s ability to frame personal announcements within broader cultural conversations while maintaining control over the narrative.

According to employee reviews, ID’s culture emphasizes collaboration, with regular company-wide meetings and cross-team knowledge sharing. The firm describes its core values as respect, collaboration, and personal growth. Employee feedback suggests strong mentorship for junior staff, though like many entertainment PR firms, entry-level positions face pressure from high workloads and the fast pace of client demands.

The Competitive Context

ID competes in a Hollywood PR landscape dominated by a few major players and numerous specialized boutiques. The largest competitor is R&CPMK (formed from the 2019 merger of Rogers & Cowan and PMK·BNC), which employs 200-500 people. Other significant firms include The Lede Company, 42West, and Sunshine Sachs.

What differentiates these firms often comes down to relationships—both with clients and media—rather than distinct service offerings. ID’s competitive advantages appear to be its founder’s personal relationships, its track record with awards campaigns, and its independent structure allowing for potentially more flexible client arrangements.

The entertainment PR industry has experienced consolidation, with many agencies acquired by holding companies like WPP, Omnicom, and IPG. ID’s decision to remain independent reflects a strategic choice to prioritize autonomy over scale, appealing to clients who value direct access to senior leadership and customized service over the resources of a global network.

Industry Evolution and Adaptation

The entertainment publicity landscape has transformed dramatically since ID’s founding. Traditional media gatekeepers have fragmented across digital platforms, social media has enabled direct artist-to-audience communication, and streaming services have disrupted established promotion cycles.

ID has adapted by developing expertise in digital storytelling, influencer partnerships, and platform-specific strategies. The firm’s early investment in digital capabilities—establishing a social media department when many traditional PR firms were still skeptical—positioned it to guide clients through this transition.

The COVID-19 pandemic accelerated changes already underway. Virtual press junkets, livestreamed premieres, and social-media-first campaigns became standard practice. According to Novak in a 2021 interview, the firm navigated this period by maintaining its collaborative culture remotely and helping clients adjust to new formats for audience engagement.

Frequently Asked Questions

What types of clients does ID Public Relations represent?

ID represents entertainment talent including actors, directors, musicians, and athletes; production companies and studios; consumer brands seeking entertainment partnerships; and nonprofit organizations. The firm focuses on clients where entertainment and culture intersect.

How does ID differ from other Hollywood PR firms?

ID is the largest independently-owned entertainment communications agency, meaning it’s not part of a global holding company. The firm also emphasizes custom team structures for each client rather than fixed departments, and has built particular expertise in awards campaigns and digital strategy.

What is ID’s role in awards season campaigns?

ID manages comprehensive campaigns for Oscar consideration, including coordinating screenings, arranging Q&As with filmmakers, securing media coverage, and developing strategic positioning for films and performances. The firm has worked on press campaigns for four Best Picture winners.

Does ID only work with A-list celebrities?

While ID is known for representing high-profile talent, the firm also works with emerging artists, production companies, brands entering entertainment partnerships, and nonprofit organizations. The common thread is strategic communications at the intersection of entertainment and culture.

ID Public Relations has evolved from a three-client boutique into Hollywood’s largest independent communications agency by adapting to industry changes while maintaining a collaborative, relationship-driven approach. The firm’s influence extends beyond individual publicity to shaping how entertainment intersects with brands, culture, and public discourse.

Sources:

1. Wikipedia – ID (public relations) entry – https://en.wikipedia.org/wiki/ID_(public_relations)
2. ID Public Relations official website – https://id-pr.com/
3. RocketReach – ID Public Relations Information – https://rocketreach.co/id-public-relations-profile_b5d348c0f42e4615
4. Mission Magazine – Kelly Bush Novak interview (2021) – https://www.missionmag.org/kelly-bush-novak-id-pr-interview-podcast/
5. The Hollywood Reporter – Kelly Bush Novak profile (2021) – https://www.hollywoodreporter.com/business/business-news/kelly-bush-novak-hollywood-trans-representation-1234964363/
6. Handshake – ID Public Relations company profile – https://app.joinhandshake.com/employers/id-public-relations-43177
7. LinkedIn – ID company page – https://www.linkedin.com/company/id-pr