Ep.59 From Smiling and Dialing to Digital PR with Marika Flatt

In this episode of Business Growth Spotlight, host Heidi Schalk welcomes Marika Flatt, co-founder of PR by the Book, for a deep dive into the changing world of public relations. Marika unpacks how PR has transformed in the digital era, common pitfalls companies fall into, and why compelling storytelling remains at the heart of every successful campaign. She offers practical tips for seizing media opportunities, navigating the growing influence of AI on PR practices, and winning new clients.  Heidi and Marika stress the importance of industry relationships and adapting strategies to an ever-evolving landscape. Marika also opens up about her own journey, sharing the hurdles she overcame while building PR by the Book into a thriving agency.BioIn the late 1990s, Marika Flatt was fresh out of Texas A&M University, a young graduate with a degree in Communications and a passion for storytelling. Armed with ambition and an innate knack for connecting people, she landed her first job as a “baby book publicist” at a boutique literary PR firm. In 2002, with the support of her husband, Doug, they launched PR by the Book. The name itself was a nod to the strategy and structure she brought to the wild world of publicity, but also to the heart of the business: finding readers for books. From day one, PR by the Book was built on Marika’s love of media (her focus in college was TV reporting) and storytelling, blending traditional PR expertise with an innovative, personal approach to promoting authors. PR by the Book became known not just for its media wins, but for its ethical approach and the strong relationships it fostered.As the literary landscape evolved, so did PR by the Book. Marika was no longer “smiling and dialing,” but leading a powerhouse team of campaign managers, each with over 2 decades of experience in the book publicity industry. The company’s unique strengths set it apart in an ever-changing media world.Marika’s reputation extends beyond PR by the Book. A natural connector, she served as president of Women Communicators of Austin, has served as an expert for the Independent Book Publishers Association, served on the “kids committee” for the Texas Book Festival and on the board of San Diego Writers Festival. She is a sought-after speaker in the publishing industry, having shared her expertise at Publishing Innovations, the San Francisco Writers Conference, Digital Book World, Book Expo America, IBPA’s Publishing University, and the Writers’ League of Texas, among others.Today, PR by the Book is a testament to Marika’s vision—a firm that champions authors, elevates stories, and connects books with the audiences that need them. What started as a dream in 2002 has become a legacy, built on the simple but powerful idea that great books deserve to be discovered.To connect with our guest, click on the links below:LinkedIn:  https://www.linkedin.com/in/marikaflatt/ LinkedIn(Company): https://www.linkedin.com/company/pr-by-the-book/ Facebook: https://www.facebook.com/prbythebook/ Twitter/X: https://x.com/PRbytheBook Instagram: https://www.instagram.com/prbythebook/# Tiktok: https://www.tiktok.com/@prbythebook Website: www.prbythebook.com Connect with me:Spotlight to Scale: Spotlight to Scale BlueprintLinkedIn: https://www.linkedin.com/in/heidischalkcoaching/