Enjoy the written recap of Episode 198 of Alexa’s Publishing Chat where Alexa Bigwarfe was in conversation with Kourtney Jason, president and co-founder of Pacific & Court Book Publicity & Marketing.
Publicity can feel mysterious for many authors—but it doesn’t have to be. In this week’s episode, Alexa Bigwarfe sat down with Kourtney Jason, president and co-founder of Pacific & Court, to unpack what PR really means for indie authors and small publishers.
With more than 15 years experience in traditional and digital publicity, Kourtney has worked with everyone from Martina McBride and Valerie Bertinelli to debut authors trying to get their first media hit. Her mission now? Helping authors outside the “Big Five” gain meaningful exposure that sells books and builds credibility.
Start early—really early
Kourtney recommends starting your PR and marketing as soon as your preorder link is live. Early buzz helps drive sales, attracts bookstore attention, and signals to algorithms that your book is generating interest.
Understand PR vs. marketing
PR is about earned media—coverage you don’t pay for. Think podcasts, magazines, local TV, blogs, and interviews. Marketing, on the other hand, includes paid ads and sales campaigns. Together, they create long-term awareness.
Set realistic goals
Every author dreams of landing on The Today Show, but Kourtney reminds us that it’s a process. “It’s a staircase,” she says. “Each hit builds credibility for the next one.” That means a feature in a local paper or niche blog can be just as valuable as national coverage—especially early on.
Build your platform
You don’t need to be on every platform, but you do need a digital footprint. Have a consistent handle, a basic website, and a few active channels where you connect with readers. That way, when media outlets or readers look you up, you’re easy to find.
Promote your press hits
Media coverage is only as powerful as what you do with it. Share your interviews and articles across your platforms, tag journalists, and boost top-tier placements. One of Kourtney’s clients saw 300+ extra book sales simply by running a small social media boost on a New York Times feature.
PR takes collaboration
Your publicist can’t do everything alone. Authors who respond quickly, share ideas, and engage with their publicity efforts see far better results. “There’s no easy button,” Kourtney reminds us. “It takes time, strategy, and partnership.”
Fiction vs. nonfiction PR
Nonfiction authors often have a clearer angle because of their expertise, but fiction writers can still shine—especially when their story connects to real-world issues or social themes. “You can’t interview a book,” Kourtney says. “It’s the person behind it that counts.”
The money question
PR is an investment—and one that can pay off in awareness, brand growth, and credibility. While every campaign is different, success depends as much on author involvement as on the publicist’s effort.
Resources & Links
📚 Guest Bio
Kourtney Jason is the president and co-founder of Pacific & Court, an award-winning publicity and digital marketing agency based in Brooklyn, New York. A former journalist turned publicist, Kourtney has led PR campaigns for celebrity authors, chefs, and independent publishers. Her clients have been featured in The Today Show, The New York Times, People, USA Today, and more. She is also the author of five nonfiction books, including Lights, Camera, Booze, which appeared in the Academy Awards swag bags.
Listen to the full episode on Alexa’s Publishing Chat.
