Book publicist Nicole Baker has worked both independently and through a PR firm to help authors execute book publicity campaigns. The advantages of being a part of a firm like Smith Publicity, she says, is the support, cohesiveness, resource sharing, and contact sharing within the group. For example, if she feels stuck on a concept that she is working on for an author client, she has other, experienced publicists she can reach out to for ideas and support. Baker also enjoys being able to share client successes with the other publicists in her firm. Baker works remotely, but is able to get to know her author clients and team through daily Skye, Zoom, and phone conversations. While the job itself can be very fast-paced, she finds comradery with her colleagues that understand the demands of the role. Smith Publicity's author clients are assigned to the firm's publicists through a business development group. Assignments are made based on the publicists' expertise, availability, and media contacts. There are three primary genre teams in the firm — business, lifestyle, and fiction. While Baker is on the business team, she also supports some lifestyle clients. She enjoys having an area to focus on so that she can specialize for her authors.