- For the fourth year, Insider is recognizing the top PR reps for influencers and content creators.
- These publicists help bridge the gap between traditional media and the creator economy.
- They represent influencers on platforms like TikTok, YouTube, and Instagram.
TikTok’s current “it girl” Alix Earle has her audience hooked on her brand of “get ready with me” videos.
The attention she’s gotten from the common TikTok format has had publications from Rolling Stone to People trying to explain the “Alix Earle effect” to their audiences. She served as the subject of Paper Magazine’s influencer guide to 2023’s Coachella music festival and took Interview Magazine around Miami, where she attends university.
Earle’s virality may be partially unexplainable, but the reason you see her face everywhere can be credited to the publicists at Align PR, who also represent YouTube sensation Emma Chamberlain and TikTok stars the D’Amelio family. These high-profile influencers use PR professionals to help them craft their images and land them media appearances.
As the creator economy grows, publicists have started to realize the star power of social-media influencers — and not just megastars like Chamberlain.
Jade Wiselogle, director at Persona PR, pivoted her strategy from traditional Hollywood celebrities to creators after noticing TikTok’s rise in popularity during the pandemic.
“The modern-day definition of ‘celebrity’ is changing, and I was lucky to realize this when I did,” she said. “I have represented a handful of clients who left other PR firms because [they said] their publicists ‘just didn’t know what to do with me or how to run a campaign.'”
Others, like Matthew Cancel and Michael Appler of Cancel Communications, help transition creators into traditional entertainment. With Davis Burleson, a former PR client of the agency’s, they worked…
Read the full article here
