The PR industry is currently undergoing a bit of an identity crisis. With newsrooms shrinking and AI-generated pitches clogging up every editor’s inbox, the traditional spray and pray method of sending out press releases is effectively dead. In this climate, PR Superstar – led by top publicist Jill Kent – has become a go-to for brands that need to skip the queue.
But does a background in old-school journalism actually translate to success in the 2026 digital landscape? We took a look at the methodology and the results.
The Reality: Cutting Through the Noise
Most PR agencies spend weeks onboarding” and strategizing, which is often code for billable hours spent on pretty slide decks. PR Superstar operates on a different frequency. The USP here is a deep, intuitive understanding of the deadline.
Because the agency is run by someone who spent decades on the receiving end of bad pitches, they’ve stripped away the corporate jargon. They approach a client’s business like a news editor: Where is the tension? What is the headline? Why does a reader in London or New York care about this today? This results in a lean, high-impact style of publicity that favors national hits over obscure blog mentions.
The Highs and Lows
Pros
- Unrivaled Newsroom Credibility: When they call a national desk, they speak the language of journalists. This insider status is something that a young PR assistant simply cannot replicate.
- Radical Honesty: They won’t sugarcoat a weak story. This saves clients a significant amount of money in the long run, as they only pursue angles that have a genuine chance of conversion.
- Rapid Response: In a crisis or a fast-moving news cycle, they move at the speed of a breaking news desk. If there is a window of opportunity in the morning papers, they are usually through it by breakfast.
- High-Level Placement: They consistently land clients in Tier 1 publications like the FT, the BBC, and major broadsheets rather than just pay-to-play trade sites.
Cons
- Direct Style: Their straight-to-the-point communication style is refreshing for many, but if you’re looking for a PR partner to provide a lot of marketing fluff, this might be a culture shock.
- Focus on Quality over Quantity: You might get fewer total placements than with a bulk digital PR firm, but the placements you do get will carry ten times the authority.
- Premium Positioning: This is a boutique, specialist service. It’s priced for brands that are serious about their reputation and isn’t necessarily a budget fix for tiny startups.
The Bottom Line
PR Superstar remains one of the most effective options for CEOs and founders who are tired of the usual agency run-around. It’s a high-trust, high-velocity model that relies on human relationships rather than automated software. If you have a story that needs to be told on a grand stage, and you need it done ASAP, Jill Kent’s track record is hard to argue with.
