Company: Luminous PR
Founder and CEO: Kirsty Jarvis
Website: https://www.luminouspr.com
About Luminous PR
Luminous PR is a specialist B2B tech PR agency built on one principle: not to do PR for the sake of PR. Every campaign serves a business purpose, whether it’s attracting investment, supporting commercial growth, launching a new product or service, or preparing for an exit/IPO.
When did we start?
Kirsty Jarvis founded Luminous PR in 2013. As a freelance PR consultant, she wanted to build a team of seasoned professionals who shared her belief that tech businesses deserve a partner who understands both the newsrooms and balance sheets.
Thirteen years later and Luminous is a team of 18 ex-journalists, marketers and comms specialists across the UK, Europe and North America. Averaging 18 years’ experience each, our team has the expertise to understand complex technologies and translate them into stories the media want to cover.
What challenges have we overcome?
Luminous has been bootstrapped since day one, with Kirsty funding the early days while working as a professional jazz singer. This has shaped how we work: resourceful, creative, agile and aware of what budgets need to deliver.
Finding good talent has been a historic challenge and so our business model has adapted. Today we have a core (employed) team supported by a network of expert-led freelancers.
As a specialist agency competing with more established businesses, Luminous has earned its place by working with businesses and technologies others find too hard to tell. We pride ourselves on making complex technologies easier to understand, trusted and commercially relevant.
Zama is pioneering Fully Homomorphic Encryption, one of the least understood areas of cryptography. We have built a clear narrative, trained its spokespeople and secured 381 pieces of coverage in 12 months, with an audience reach of 1.79bn.
Bramble Energy, a UCL spinout developing hydrogen fuel cells, faced a sceptical market. We reframed hydrogen within the wider CleanTech story and led communications around its £35m Series B fundraise.
The media landscape has changed. Many journalists work freelance and juggle more commissions with less time. So our hustle is strong because a contacts book isn’t enough. We know the interests of journalists and craft pitches that resonate.
With businesses using AI to write content, much of what reaches journalists sounds the same. We work with clients to find the original insight, data and personality that AI cannot replicate, and build these into every story we tell.
The remit of PR has also expanded and so has our service offering. We have introduced training workshops, marketing audits and strategy, LinkedIn management and, most recently, PR for AI search (GEO).
What impact have we had on the PR industry?
Commercial accountability. We measure success by how PR moves the needle on business goals.
Honest, realistic counsel. If a client is not ready to launch or announce something, we will say so. This candour builds trust with our clients and journalists alike.
Long-term partnerships. In an industry known for high churn, we are proud of our retention rate. Our clients are always happy to refer and recommend us.
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