Let’s be honest, when people think of Hollywood power, the first things that come to their minds are the red carpets, the Oscars, and the A-list stars with their bright smiles for the photographers. But, behind each strategically timed headline, each comeback story, and each interview moment that goes viral, there is usually a publicist mastermind making it all happen. They are the ones who are the behind-the-scenes engineers of fame, the problem solvers who can either construct or tear down a career with just one phone call. From press strategy to crisis management, they are the ones who create the narratives that ultimately become the measure of stardom. So, let’s count down—because suspense is entertaining the top 10 most influential publicists in Hollywood, the ones who keep the stars shining, the scandals quieted, and the careers rolling.
10. Shawn Sachs and Ken Sunshine — Co-CEOs, Sunshine Sachs Morgan & Lylis
While you might not recognize their faces, their work has been everywhere across Hollywood’s major outlets. Shawn Sachs and Ken Sunshine are the epitomes of quietly powerful, yet massively influential individuals. They jointly lead one of the most prestigious PR agencies in the entertainment industry, Sunshine Sachs Morgan & Lylis. Their list of clients is like the guest list of an Oscars after-party: Leonardo DiCaprio, Ben Affleck, Barbra Streisand, and many more. The thing that differentiates them is not only their network but also the ethical side of their work. They rocked the entertainment industry when they dumped the Hollywood Foreign Press Association due to the diversity issue. The action they took was a reminder that great publicity entails not just spinning the story but also sticking to one’s principles.
9. Leslie Sloane Zelnik — Co-President, BWR
Leslie Sloane Zelnik is a personality who would not seek the limelight herself, yet the clients she represents are always in the spotlight. She is very well known in the industry and also very fast in offering support to fellow publicists. Among her credits as a publicist are the names of Chris Rock, Blake Lively, and Megan Fox. Her career itself has been like one of her greatest qualities: she kept things confidential. When Sloane is called upon, the A-list gets their moment without going overboard, being heard without ever getting involved in a scandal. Her proficiency in maintaining the popularity of the clients in the right way while avoiding the problems of the tabloid is something that is done to perfection. Underneath the calm, honest exterior is a brilliant strategist who knows exactly how to organize the show.
8. Lewis Kay — CEO, Kovert Creative
Lewis Kay is one of those people who somehow manages to be involved with every major pop culture event. As the head of Kovert Creative, he has been the force behind the rise of the careers of MrBeast, Jimmy Kimmel, and Amy Poehler, to name just a few. Kay doesn’t limit himself to being a publicist; he is more of a strategist and understands that fame in the present-day world goes beyond the traditional media. He has arranged everything from the appearance of a late-night host to a viral campaign that takes over social media users’ feeds. Kay’s forte is to be able to meld the best of both worlds—the Hollywood of the 1970s and the digital age present-day—and come up with campaigns that are not only real but also smart and successful. If at all huge moments are happening that, among other things, require a skillful mix of being real and at the same time creating a buzz, Lewis Kay is probably the one who is there behind the curtain, making it seem so effortless.
7. Cindi Berger — Chairman and CEO, Rogers & Cowan PMK
Cindi Berger is a type of Hollywood myth that makes assistants everywhere dream: She started as a receptionist and went up to the position of the head of one of the most powerful PR firms in the world, Rogers & Cowan PMK. Berger has on her client list Mariah Carey, Billy Crystal, and Robert Redford, but her influence goes way farther than the red carpet. She led The View, proving that her abilities are not limited to celebrity publicity but also extend to the creation of cultural moments. With her grace and correctness, Berger has become not only the publicist who protects her clients but also the one who drives them forward. She not only keeps fame alive; she makes it perfect.
6. Adam Keen — Co-Head, Global Film PR, Amazon Studios
Adam Keen has been an influential voice in film publicity for over 20 years and is now, with just a few exceptions, the most acknowledged among the industry’s fanbase in the film publicity field. In his present position at Amazon Studios, he leads the public campaigns of television and cinema for the streaming giant. His career also includes the production of features such as Act of Valor and Immortals, along with time at Warner Bros. and Sony. Keen’s formula for PR is not only a thorough one but also ingenious since he understands how to build suspense, compose a message, and make sure that every campaign is celebrated. He is a shining example that the use of a well-planned narrative is the secret weapon of Hollywood success, way behind the scenes.
5. Jill Hudson — VP of Entertainment Publicity, FOX Broadcasting Co.
In case you have been watching shows like American Idol, The X Factor, or The Simpsons, you have also been seeing what Jill Hudson does. As the main publicity force of FOX for many years, Hudson has been the architect of publicity campaigns that literally make TV shows the referents of culture. Her major quality, which strongly contributes to her success, is her imaginative approach, and thus she can make a PR stunt look like a real event for the media to cover. A good example of this is her “Mars Bar wine tasting” event for Stars on Mars, which was at the same time witty and perfectly on-brand. Hudson’s PR intuition is a harmonious mixture of fun and sophistication, and she is recognized for the point of view that turns an ordinary moment into a headline that is not to be missed.
4. Amanda Lundberg — Partner, 42West
Amanda Lundberg is a name synonymous with blockbuster success. As a 42West partner, she’s overseen publicity efforts for everything from buzzy indie darlings to huge franchise movies. She’s been credited with reviving the James Bond franchise, as well as developing Oscar-season strategies for actors Tom Cruise and director Paul Feig. Lundberg’s strategy is film-friendly in its own right; she knows how to stage a movie opening as an event and ensure the discussion doesn’t fizzle the moment the credits stop rolling. Her instincts, coupled with her rich industry acumen, make her one of the most sought-after counsel to Hollywood’s biggest stars.
3. Nicole Perez-Krueger — Principal, Align Public Relations
Nicole Perez-Krueger, who could be termed a reinvention genius, is the PR expert who helped Matthew McConaughey get rid of his rom-com image and be known as an Oscar-winning dramatic actor. A transformation of that sort is not a simple thing that just happens overnight; it takes deliberate planning, intentional storytelling, and knowing people’s perceptions. Perez-Krueger is also well known for managing clients like Lauren Conrad years after their reality TV fame, which implies that she perfectly understands how to grow a brand in a dignified manner. Her clients are not only famous but also respected, relevant, and real because of her thoughtful and up-to-date approach to PR.
2. Danica Smith — Publicist, Kovert Creative
Danica Smith has been instrumental in redefining the concept of success for her clients and has, in fact, made a career out of it. She was a key player in the transition of Olivia Munn from quirky TV host of Attack of the Show to a popular actress on The Newsroom. Smith, whose client base is a mix of the entertainment, sports, and lifestyle industries, is proficient in the blending of authenticity and branding when it comes to the relationships between celebrities and brands. On the other hand, PR and branding frequently co-interact in Danica’s case. She is creative and credible when it comes to integrating PR and branding, which has led to her becoming one of the most innovative publicists in the industry. She is a living example that the loudest promotion is not a must, but rather the one that is felt.
1. Joy Fehily — Founder, Joy Fehily Management + Consulting
When in need of wise counsel, Robert Downey Jr., Aaron Sorkin, or Seth MacFarlane may turn to Joy Fehily. As the founding partner of Joy Fehily Management + Consulting, she has gone on to be known for being strategic and very personal in her work. Fehily does not simply do the work of publicity; she is in charge of perception, story, and legacy. Her background is in communications, brand management, and creative consulting, which allows her clients to be the most distinctive in a constantly changing media landscape. She has been the power source that runs the vehicle behind the great career changes and the enduring relationships of Hollywood while working with stars and studios to handle fame in a very calm and graceful way. Simply put, Fehily is much more than a publicist; she is a visionary.
What do all these people have in common? They are the backstage geniuses of the Hollywood glitter. Publicists are those who spin the tales, rescue the characters, and maintain the fragile balance of exposure vs. privacy. They oversee exclusives, handle crises, and have an impact on how the public sees the celebrities that we like (or sometimes dislike) the most. In an industry where perception equals reality, these PR titans are the ones who keep the shows going and ensure that the cameras are still rolling. Without them, the Hollywood machine wouldn’t be able to shine so brilliantly.