PR, Publicist and Storyteller for Entrepreneurs CEOs and Brands Founder @PRSuperstarUK 🦸♀ #Boulderer 🧗♀ #Racer @Porsche 911 Turbo 🏎️🚓🚓 #Autism 🏳️🌈
London UK via Middlesbrough
Joined July 2009
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Jill Kent aka PR Superstar retweeted
The poor are addicted to entertainment.
The ambitious are addicted to information.
The rich are addicted to execution.
Jill Kent aka PR Superstar retweeted
Nobody cares about your brand, sorry
We want stories from real human beings who are creative and funny and weird
Jill Kent aka PR Superstar retweeted
A year ago, X (y'all) roasted companies for hiring $270k “storytellers".
I’m one of those cringe storyteller dudes (though I don't make $270). I lead social at @Clay. TBH I think the title is a whole a** meme -- but alas, a consensus seems to have emerged:
> Distribution's importance (vs product) is increasing
> Taste, literary agility, and new media fluency generate alpha. Legacy relationships & paid media budgets don't
We've been focused on LI for the the last few years. It's where our ICP is. We coined the term "GTM Engineer". Got on everyone's radar. Became synonymous with the 'cutting edge' in our space.
Here are 5 decisions behind how we built our brand, presence, and narrative dominance to get the market to speak our language. 📺 ⤵️
See you 'round the feed :)
Jill Kent aka PR Superstar retweeted
good brands exist at the intersection of contradictions their audience feels caught between
ex:
- stripe: rigorous and romantic
- patagonia: chill and ambitious
- linear: obsessive and serene
- gohar world: surrealist and functional
- nike: rebellious and disciplined
good brands do not resolve that tension: instead, they make it feel possible to be both. that’s what make them resonate on some deep somatic level
and the cult brands go beyond relatability and into some form of new identity creation
Jill Kent aka PR Superstar retweeted
K-shaped economy applies to creators, too. Many of my creator friends (100,000 - 2M following) are making >$1M/year with sponsored ads from AI companies. Some are getting >$100K per short form video.
The top 10% of creators now take >60% of all brand payments. The top 1% take >20%. Instagram just announced that they're paying YouTube creators $500,000 to post their videos on Instagram.
Meanwhile, half of US creators earn <$10,000/year.
The creator economy is growing, but most of it is going to the larger creators.
Jill Kent aka PR Superstar retweeted
Non-obvious traits of the best people I’ve ever worked with:
1) Short-term impatient, long-term patient
2) Don’t gossip
3) Impeccable with their word
4) Push me to think bigger
5) Manage their emotions extremely well
6) Deep sense of self-belief
7) Default to optimism
8) Balance earned confidence with deep humility
9) Play very intentional games & use their unique cheat codes to win
10) Bias to radical candor over ruinous empathy
11) Always managing health paranoia & OCD
12) Take "going down the rabbit hole" to the extreme
Jill Kent aka PR Superstar retweeted
one reason a lot of tech cos struggle to find "storytellers" because their work is not very impactful.
a lot of the best storytellers I've met are really motivated to understand and impact the world, so they end up in journalism, writing of some kind, policy, nonprofits etc.
they just don't find most tech startups that interesting or of much world consequence.
obviously there are some amazing companies going after huge problems. but i think a lot of b2b saas / vertical ai companies are going to struggle to recruit creative storytellers by nature of the problems they're tackling.
a big reason I was motivated to go work on this at Cognition is that I think "software abundance" is an actually inspiring mission.
but i turned down a ton of startup offers through my 20s because i found their missions uninspiring. more of a money grab vs a real missionary desire to make the world better.
Jill Kent aka PR Superstar retweeted
this is sweet... atoms (@travisk's new company) is hiring a director of new media!
you'll own the portfolio-wide content and comms layer across the food, mining, and transport businesses at atoms
and work across podcasts, content creator partnerships, and multimedia stories
apply here! cosign.co/jobs/1n3tbh31ue
Jill Kent aka PR Superstar retweeted
best people to work with are:
- extremely proactive
- low ego / eager for feedback
- high ownership / agency
- say "we" instead of "me"
- also fun
Jill Kent aka PR Superstar retweeted
i often get asked how to get into tech journalism and it's hard to give specific advice because there aren't many jobs that will actually give you the right experience
but this. this is one of them
lnkd.in/p/endtQGUf
Jill Kent aka PR Superstar retweeted
Extraordinary and *very* heated ding-dong between @TheNewsAgents' Lewis Goodall & @Channel4News Krishnan Guru-Murthy about TV news and what makes good journalism. It sounded about an inch away from actual fisticuffs.
@krishgm wins 1-0, hands down. Long live actual journalism.
bbc.co.uk/sounds/play/m0033g…
Jill Kent aka PR Superstar retweeted
I profiled OpenAI’s Charles Porch, the super-connector tasked with getting celebrities to embrace AI: nymag.com/intelligencer/arti…
Jill Kent aka PR Superstar retweeted
Introducing The Future of Attention - a conversation series with people shaping how we create, consume, and distribute ideas :)
Starting with @hamishmckenzie, co-founder of @Substack (my favorite app) & writer of "How to Save the Media", to chat about:
→ Who gets to decide what humans pay attention to?
→ Can independent media build something better than the institutions it's replacing?
→ What happens to journalism when anyone can become a publisher?
And finally: what does it actually mean to save the media?
See you on nov 4th at 12pm pt !
Jill Kent aka PR Superstar retweeted
Today is the 7th anniversary of the launch of Apple TV. In those 7 years, we’ve released over 70 feature films and earned 29 Oscars nominations (including a Best Picture win). This is a cake we had at the launch party, 7 years ago today. Excited for what’s coming next.
Jill Kent aka PR Superstar retweeted
An influencer is incentivized by attention, so their content must be optimized to be consumed and forgotten (cheap dopamine).
A personal brand is incentivized by money, so their content must be optimized to move you down their sales funnel.
An artisan is incentivized by the satisfaction that comes from the quality of their work. They need attention and money, but for the sole purpose of spending more time on work they enjoy and the impact it has.
Become an artisan.
Jill Kent aka PR Superstar retweeted
Your entire life changes when you realize you get paid for problems, not hours.
