“She’s in your face and sure of herself, and she has no filter.”

This, from a profile in Thursday’s New York Times, is a description of ID PR founder and CEO Kelly Bush — who’s also referred to as an “Internet fixer,” “grizzly bear” and “tough customer,” among other (complimentary) things.

The piece explains that instead of serving as their clients’ gatekeepers, Bush and her team tackle the “Web-driven, 24-hour media culture” — that is, celebrity PR in the TMZ era — head-on: addressing controversy (and creating it, at times), playing “Internet fixer,” even managing actors’ careers. (Bush handles publicity for and manages clients including Ellen Page and Paul Reubens.)

Efforts such as these, the article contends, are changing entertainment publicity as we know it.

What do you think? Anyone else helping to shake up the business?