We recently connected with Kathleen Schmidt and have shared our conversation below.

Kathleen, thanks for taking the time to share your stories with us today What do you think it takes to be successful?

Success is an interesting word because it means something different to each person. When I was in my 20s and 30s, and even some years of my 40s, I thought success meant a big title with a big office. Then I got the big title and office, but I felt miserable, so I resigned. In the years that followed, leading up to my 50s, I redefined success for myself. It is less about a title and money and more about staying true to myself. I decided to start my MBA program at age 49 and graduated on May 4, at age 51. It wasn’t easy, but I stayed the course, did the work, and maintained a 4.0 GPA. That is one accomplishment that makes me feel successful. At the same time, I sent one of my children off to college and the other to high school. They’re both wonderful young adults, which is another marker of success for me, as is the closeness of my family. I experienced many setbacks in my career and personal life. Some may see those things as failures, but I am resilient. If I can show myself, my kids, and others that I can get knocked down but get back up every time, I change the narrative from failure to success. My late father always told me that no problem is unsolvable and that I am never stuck. I carry those words with me daily.

Kathleen, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I fell into public relations. When I graduated college, I wanted to be a book editor. I was offered two positions at publishing companies that paid less than $15,000 per year–this was 1996–and turned them down because I had student loans and bills to pay. One day, I responded to an ad in The New York Times that said, “Publicity Assistant Wanted: Must love pop culture and have a good sense of humor.” I didn’t know what publicists did, but the ad described me, so I went for it and got the job. My first big break was doing PR for a book by The Spice Girls when they first came to the U.S. After that, I was hooked. I moved around to different publishing houses and worked on books like The Secret and with celebrities like Prince. I also played a role in launching the careers of many writers, which is work I am always proud of.

Today, I run my own Branding, Marketing, and PR firm, Kathleen Schmidt Public Relations. I work with authors on their book launches, focusing on the cross-section of branding, marketing, and publicity. I also work on certain aspects of book proposals with unpublished authors, consult on publishing strategies, advise self-published authors on getting their books to the marketplace, collaborate with authors on defining and building their audience, and much more. I aim to connect authors, publishers, and other entities with their readers. My approach is different because I don’t solely depend on traditional media to get the word out about books. I look at an author’s career, where it is, and where they want it to go, and craft campaigns around their goals. It’s not just about how much publicity someone gets but about what campaign elements will make a book sell.

I also write a newsletter on Substack called Publishing Confidential. It’s  just over a year old, and when I launched it, I had never imagined it would grow as much as it has. I write about the publishing industry in a way that’s accessible. I also demystify the publishing process so writers know what the business is like behind closed doors. It’s like a crash course in the book publishing industry.

How about pivoting – can you share the story of a time you’ve had to pivot?

Before hitting the halfway mark to turning 50 in 2022, I spent much time during the pandemic thinking about my career, where I had been, where I was, and where I wanted to be. I reflected on my time in book publishing and decided I wanted something more. I didn’t feel like I was learning much because I had been in the industry for over 25 years. Getting an MBA had been on my mind for years, but I put it aside because I was raising two kids and fostering a career. I knew my son would start college and my daughter would start high school, so the time finally felt right.

At the same time, I felt unfulfilled in my job at a publishing company. I’ve had the opportunity to work with big names, get books on bestseller lists, acquire and edit titles, and collaborate with talented people. The thing is, I felt like I was “just a publicist.” I thought about what I wanted the second half of my life to look like, and the vision was not to keep working for other people. The vision was that I could run my own company. In June 2022, I left my in-house job, took some time to regroup, get my son off to college, be present for my daughter as she began high school, focused on my MBA work, and in January 2023, I launched my own PR and Marketing firm.

I’d be lying if I said I didn’t participate in a few job interviews before opening the shop. I did, and what happened repeatedly was that I’d make it to the final round of interviews, and someone at least 10 years my junior would get the job. I decided to stop pursuing job postings and dedicate myself to building my own business. I’m going to be 52 in August, and what I love about this age is that I know who I am now more than I ever did. I have knowledge I didn’t possess in my 20s, 30s, or 40s. I have the confidence to make bold choices.

I call what I’m doing a “portfolio career.” It’s not a singular track–it is made up of many different elements: my business, my MBA program, organizations I belong to, committees I’ve joined, writing, and speaking engagements. My office is in my home, so I can also be here for my 16-year-old daughter as she navigates high school. That was a non-negotiable for me. I felt strongly about being here for her in the same way I was for my son, albeit because we were forced to work from home during the pandemic. I don’t have it all figured out, but I feel enriched. My business is thriving. I am sure of myself and my abilities. I am showing my kids that there isn’t one path you have to stick to in life. I feel really good about that.

How did you build your audience on social media?

It sounds simple, but I built my audience on social media by engaging with others and being authentic. When I joined Twitter (now X) in 2008, I didn’t understand it. As time went on, it felt natural. I tweeted about publishing and commented on pop culture, politics, and motherhood. I joined Instagram to share photos with friends and family. I never focused on how many followers I had or how many “likes” a post received. Over the years, my social media content has evolved, and my platform has grown. I’ve had posts go viral, but that doesn’t grow your audience. You will see growth when you are consistent and authentic and allow people into your life just enough. I don’t believe social media accounts should be used as constant promotion machines. Brands even have a voice and engage with others, so individuals should do the same. It’s a delicate dance between being yourself and serving your audience, but you must know what your audience responds to, for example. Since October, I’ve posted on Threads and have amassed over 17K followers. My posts about book publishing don’t get traction there, so I save them for Twitter. Instead, I post a mix of puppy photos, funny personal stories, pop culture stuff, and, occasionally, political commentary. There are no absolutes on social media. The best course to take is one where many things can be true at once, like being a public relations strategist, a mom of teens and dogs, and someone who can be goofy. My best advice is not to be the boss of everything on social media. Know your lanes, stay in them, and engage with similar people.

Contact Info:

• Website: www.kmspr.com
• Instagram: https://www.instagram.com/kathmschmidt/
• Linkedin: https://www.linkedin.com/in/kathleen-m-schmidt/
• Twitter: https://twitter.com/KathMSchmidt
• Other: Threads: https://www.threads.net/@kathmschmidt

Image Credits
None applicable.