Why Choose ID Public Relations?

ID Public Relations stands out as the largest independently owned full-service communications agency in entertainment, with over 100 employees representing A-list talent, major studios, and Fortune 500 brands. Founded in 1993 by Kelly Bush Novak, the agency earned 5th place on Forbes’ Best PR Agencies 2021 list and maintains offices in Los Angeles and New York.

The Independence Advantage in Entertainment PR

ID’s status as an independently owned agency creates structural benefits that holding-company competitors can’t replicate. While major networks like WPP and Omnicom answer to shareholders demanding quarterly earnings, ID makes decisions based on client outcomes rather than Wall Street expectations.

This independence translates into faster response times. When a crisis hits or an opportunity emerges, ID’s flat organizational structure allows senior strategists to mobilize without navigating multiple approval layers. A 2024 PR Week analysis found that independent agencies averaged 3-5 day faster campaign launches compared to holding company subsidiaries, where bureaucratic processes often delayed execution.

The financial structure matters too. ID doesn’t need to funnel 20-30% of revenue to a parent corporation, which means more resources flow directly into client service—better talent retention, deeper media relationships, and strategic flexibility that publicly traded competitors lack.

Specialized Entertainment Expertise Since 1993

Three decades of focus on entertainment creates institutional knowledge that generalist agencies can’t match. ID’s team understands the specific rhythms of awards season campaigns, film festival strategies, and celebrity crisis management in ways that require years of immersion.

The agency’s client roster demonstrates this depth: Sean Penn, Christopher Nolan, Elliot Page, Janelle Monáe, Jake Gyllenhaal, Andrew Garfield, and Sarah Paulson represent just a fraction of the talent relationships built over 30+ years. These aren’t transactional vendor relationships—they’re decade-long partnerships where ID becomes an extension of a celebrity’s inner circle.

On the corporate side, ID works with Searchlight Pictures, Apple TV+, Netflix, Peloton, and Nintendo. This dual expertise—representing both talent and content—creates strategic advantages. When ID pitches a film to media, they understand both the studio’s distribution goals and the actors’ career objectives, allowing for coordinated messaging that elevates all parties.

Customized Team Structures for Every Client

ID doesn’t operate on the traditional account team model where junior associates handle day-to-day tasks while senior leadership makes occasional appearances. Instead, the agency builds what they call “highly customized teams” designed around each client’s specific needs and goals.

This approach stems from recognizing that a musician’s PR needs differ fundamentally from a tech brand’s requirements, even though both operate in media-saturated environments. A Grammy campaign requires different expertise than a corporate rebranding initiative. ID assembles specialists—awards campaigners, corporate communications strategists, digital natives, crisis managers—into bespoke units rather than forcing clients into standardized service packages.

The result? According to Glassdoor reviews, 65% of job seekers rated their ID interview experience positively, and employees consistently mention direct access to senior leadership as a defining characteristic. This isn’t the holding company model where 15 layers separate junior staff from decision-makers.

Strategic Access to Elite Media Networks

Entertainment PR success hinges on relationships with key journalists, editors, and producers at outlets that matter: Variety, The Hollywood Reporter, Deadline, Entertainment Weekly, major morning shows, and late-night programs. ID has cultivated these relationships since 1993, giving clients preferential access when competing for limited editorial space.

These connections proved valuable when the 2011 New York Times profiled ID, describing them as one of “a handful of elite firms that protect and promote the biggest names in show business.” That kind of feature placement doesn’t happen without deep trust between agency and publication—trust built over thousands of successful pitches and mutually beneficial collaborations.

More importantly, ID’s media relationships extend beyond simple transactional placements. The agency helps shape narratives, not just secure coverage. When Christopher Nolan has a film releasing, ID doesn’t just send out press releases—they orchestrate a media strategy that positions the director’s artistic vision while building cultural momentum. That requires journalists who view ID as a trusted source, not just another publicist making asks.

Crisis Management and Reputation Protection

The entertainment industry’s 24/7 news cycle means reputational threats can explode within hours. ID’s crisis management capabilities stem from experience navigating hundreds of sensitive situations where speed, discretion, and strategic messaging determine outcomes.

The agency’s approach emphasizes getting ahead of narratives before they spiral. This means maintaining relationships with journalists even during quiet periods, so when crisis hits, ID has credibility to shape coverage. It also means having legal experts, social media specialists, and crisis communications veterans on immediate standby.

While ID maintains strict client confidentiality about specific crisis interventions, Glassdoor reviews from former employees highlight the intensity: “fast-paced and at times chaotic field” where “taking work home when necessary” becomes standard during high-stakes situations. This isn’t 9-to-5 crisis management—it’s whatever-it-takes protection for clients whose careers can turn on a single news cycle.

Comprehensive Service Capabilities Under One Roof

ID’s full-service model covers media relations, corporate communications, executive visibility, talent relations, digital strategy, awards campaigns, and brand partnerships. This breadth eliminates the coordination headaches that arise when clients juggle multiple specialized vendors.

Consider an actor launching a production company. They need personal publicity for their acting career, corporate communications for the new business entity, brand partnership opportunities to generate revenue, and digital strategy to build audience directly. At a specialized boutique, the client would need to hire separate agencies for each function. At ID, one integrated team handles all aspects with coordinated messaging.

This integration creates strategic advantages beyond convenience. The team managing an actor’s awards campaign knows what the corporate communications team promised to investors, preventing contradictory narratives. The digital strategist building social presence aligns with the traditional media team’s messaging, creating reinforcing rather than competing stories.

According to RocketReach data, ID generated $31.7 million in revenue in 2025 with over 100 employees—scale that allows true full-service capabilities while maintaining the agility of independent ownership.

Culture of Collaboration and Innovation

ID describes their culture as revolving around “respect, collaboration and personal growth.” That’s PR-speak every agency claims, but Glassdoor reviews provide insight into what it means in practice.

Positive reviews emphasize feeling “supported” and excited about career growth. One employee noted: “ID takes the time and effort to invest in the growth and learning of its junior employees.” Another highlighted that “higher executives make clear everyone matters, especially assistants,” suggesting a less hierarchical environment than typical agency structures.

The negative reviews matter too for honest evaluation. Some cite “volume of work” and “low pay” relative to workload, particularly for junior positions. These critiques align with entertainment PR industry norms—it’s demanding work with entry-level salaries that don’t always reflect effort. Prospective clients should understand this means young talent often leaves after gaining experience, requiring ID to constantly develop new associates.

However, the 3.1 out of 5 Glassdoor rating sits within industry norms for entertainment agencies, where demanding schedules are standard. The 46% of employees who would recommend ID to a friend suggests adequate satisfaction despite intensity.

Track Record with A-List Talent and Major Studios

ID’s client list reads like an industry who’s-who, demonstrating consistent success attracting and retaining top-tier relationships. Current and former clients include Tobey Maguire, Ben Stiller, Diane Lane, Catherine Keener, Alicia Keys, Jeremy Strong, Lupita Nyong’o, Natasha Lyonne, Sacha Baron Cohen, Lena Dunham, Rachel Weisz, Serena Williams, and Winona Ryder.

Studio and streaming clients include Warner Bros. Pictures Group, Sony Pictures Classics, Searchlight Pictures, Apple TV+, and Netflix. Production company clients range from independent outfits to major players.

This roster isn’t accidental. Entertainment professionals choose representation based on tangible results—placement quality, strategic counsel during pivotal career moments, and the agency’s reputation within industry circles. ID has maintained many client relationships for decades, suggesting consistent value delivery beyond just initial attraction.

When Variety reported on three senior executives leaving ID in 2023 to start their own ventures, the article noted they “began their careers as assistants at ID”—evidence that the agency serves as a training ground for top talent, even when those individuals eventually launch competing firms.

Strategic Positioning for Emerging and Established Clients

ID serves both established stars and rising talent, though the approach differs significantly based on career stage. For A-listers, the focus shifts toward legacy building, brand expansion beyond entertainment, and sophisticated crisis prevention. For emerging clients, ID emphasizes breakthrough placements, festival strategies, and building industry relationships that open career doors.

This dual capability creates cross-pollination opportunities. Emerging actors benefit from ID’s relationships with major media built through A-list clients. Established stars gain fresh perspectives from ID’s work with innovative digital creators and next-generation talent.

The agency’s $31.7 million revenue base allows this range. Smaller boutiques often can’t afford to develop emerging talent who haven’t yet commanded premium fees. Giant holding company agencies chase only the biggest names where margins justify overhead. ID’s independent structure and scale create flexibility to invest in varied client profiles.

Geographic Presence in Entertainment Hubs

ID maintains offices in Los Angeles and New York—the two essential cities for entertainment PR. The LA headquarters positions the agency at the center of film, television, and streaming production, while the New York office provides access to publishing, theater, fashion, and financial media.

This bi-coastal presence isn’t just about physical location. Each city has distinct media ecosystems, cultural influencers, and industry power centers. LA-based entertainment reporters operate differently than New York media, with different story angles, deadlines, and access points. ID’s dual presence means teams understand these nuances rather than trying to manage both coasts remotely.

For clients with global ambitions, the agency’s relationships extend internationally, though primary focus remains U.S. market. This makes sense for most entertainment clients, as Hollywood remains the global industry center and American media drives international coverage.

When ID Might Not Be the Right Fit

Transparency requires acknowledging situations where ID’s model doesn’t align with client needs. Brands seeking low-cost PR should look elsewhere—ID’s $31.7 million revenue from 100+ employees suggests mid-to-high pricing reflective of experienced talent and established media relationships.

Clients preferring hands-off representation where the agency operates independently might struggle with ID’s collaborative approach. Based on employee reviews mentioning frequent communication and client involvement, ID appears to favor partnerships over purely transactional vendor relationships.

Companies or individuals uncomfortable with entertainment industry intensity—demanding schedules, weekend work during crisis situations, and high-pressure campaign periods—should consider whether they’re prepared for what full-service entertainment representation entails.

Finally, clients requiring highly specialized services outside entertainment (such as healthcare technology PR or B2B enterprise software) would benefit more from industry-specific agencies. While ID handles corporate communications and brand work, their core expertise centers on entertainment, celebrity, and content marketing.

Frequently Asked Questions

How does ID Public Relations differ from holding company PR agencies?

ID operates as an independently owned agency, meaning decisions prioritize client outcomes rather than quarterly earnings reports demanded by shareholders. This creates faster decision-making, more direct senior leadership access, and flexibility to take on projects that might not meet a holding company’s strict margin requirements. The agency doesn’t answer to outside investors or corporate parents, allowing focus on long-term client relationships over short-term financial metrics.

What types of clients does ID Public Relations typically represent?

The agency works with three primary client categories: individual talent (actors, directors, musicians, writers, athletes), production entities (studios, streamers, production companies, content creators), and brands (corporations, technology companies, consumer products, non-profits). Their sweet spot is clients with entertainment industry connections or those seeking to leverage entertainment for brand building.

What is ID Public Relations’ approach to crisis management?

ID emphasizes proactive reputation protection rather than purely reactive crisis response. This means maintaining strong media relationships during non-crisis periods, so the agency has credibility when urgent situations arise. Their crisis teams include specialists in legal implications, social media monitoring, and strategic messaging, with senior leadership directly involved in sensitive situations. The agency operates with 24/7 availability during active crises, coordinating across PR, legal, and management teams to control narratives quickly.

How much does ID Public Relations charge for their services?

The agency doesn’t publicly disclose fee structures, which vary based on client scope, services required, and campaign complexity. Based on their $31.7 million annual revenue serving hundreds of clients with 100+ employees, pricing likely sits in the mid-to-high range for entertainment PR agencies. Prospective clients should expect retainer-based agreements for ongoing representation, with project-based pricing for specific campaigns like film releases or awards season initiatives.

ID Public Relations built their reputation over 30+ years through a combination of independent ownership structure, deep entertainment industry specialization, and customized client service models. The agency’s ability to represent both individual talent and major studios creates unique strategic advantages, while their bi-coastal presence in Los Angeles and New York positions them at the center of American entertainment media.

For established talent seeking sophisticated representation or brands wanting authentic entertainment industry access, ID offers a proven track record and elite media relationships. The demanding work environment and competitive pricing reflect an agency operating at entertainment’s highest levels, where outcomes justify investment.

Sources

Forbes – ID Public Relations ranked 5th on America’s Best PR Agencies 2021
RocketReach – ID Public Relations company profile and revenue data
Glassdoor – ID Public Relations employee reviews and ratings
Wikipedia – ID (public relations) company history and background
Variety – Coverage of ID Public Relations executive departures and client roster
LinkedIn – ID company profile and service offerings
Indeed – ID Public Relations employer reviews and workplace insights