Leading Meritus Media and Redefining PR in the Digital Age – Interview With Mike Falkow
Mike Falkow is the CEO of Meritus Media, a PR and digital marketing agency based in Los Angeles. He is also known for his work as a creative director in former roles at Falkow Creative and Rogue Magazine. He's a published author of the novel Desert Storm in 2025 and host of the ProActive Podcast.
Mike Falkow, Strategist, Creative Director, and Writer
Who is Mike Falkow?
I was born and raised in South Africa and have lived in the United States for the past 25 years. I am the CEO of Meritus Media, a PR and digital marketing agency based in Los Angeles. In a former life, I was a competitive surfer. I still surf for fun when the swell cooperates, and I play soccer with friends. I am a lifelong cinephile and a design nerd at heart. I also write, I’ve written several screenplays, and my debut novel, Desert Storm, came out earlier this summer. I host the ProActive Podcast, where I speak with leaders about communications, media, and branding. An interesting fact, I started my career doing creative direction and magazine work, which still influences how I think about stories, images, and the way messages land.
What inspired you to start Meritus Media, and what makes it unique?
My mom founded Meritus Media, and I stepped into the CEO role a few years ago. Our edge is the team and the way we blend traditional PR fundamentals with modern digital execution. My mom taught traditional PR at a college in South Africa, so our approach is grounded in real media relations, clear messaging, and ethics. Our success also has a lot to do with the choices of clients we work with. We only take on clients that we believe we can truly help, and whose values align with ours. We pair that with content strategy, search, social, analytics, and creative direction. It is an earned-first mindset supported by smart data and strong storytelling.
How has your business evolved since its early days?
We have grown our capabilities as the landscape has shifted. What began as classic media relations now includes content studios, executive thought leadership, SEO integration, social programs, and analytics that tie effort to outcomes. We build messaging architectures, create editorial calendars, train spokespeople, and then distribute across owned, earned, and shared channels.
What is the biggest challenge you have faced as a business owner, and how did you overcome it?
Scaling without losing the personal touch has been the hardest part. Clients choose us for care and craft, so rapid growth can put that at risk. We solved it by tightening our process, documenting playbooks, and hiring people who share our values. The result, better quality control, faster onboarding, and more consistent results without losing the one-to-one attention clients expect.
Can you share a success story that you are especially proud of?
I am proud of the work that earned PRSA recognition, but I am even more proud when a campaign moves a real business metric. Awards are a nice acknowledgment, but nothing beats a client saying our efforts helped them expand and thrive.
How do you see the role of media and communications changing in the next few years?
Channels will keep fragmenting, AI will become a standard tool, and trust will be the currency that matters most. Brands can act more like publishers, with their own newsroom habits, and journalists will expect sources who are clear, credible, and responsive. Short video will stay strong, but long-form expertise and original research will carry weight. The fundamentals will not change, truth, clarity, relevance, and relationships.
What advice would you give to entrepreneurs who want to build a strong brand presence online?
Start with substance. Define your audience, your promise, and your proof. Build on a simple message, one core idea that drives your business. Pick one flagship format you can sustain, for example a weekly article or a short video series, then show up consistently. Share useful insights, not just promotions. Find out what it is that people want that you can help them with. Earn credibility with media, partnerships, and client stories. Measure what matters, awareness, engagement, and visibility of your good works. If you can hire a great PR team, do it.
What core values guide the way you run your business?
We act as true allies to our clients and their goals. That shows up as clarity, integrity, and care in everything we do. We value curiosity and craft, we ask better questions, and we sweat the details. We hold ourselves accountable to outcomes, not activity. And we choose kindness in how we work with clients, partners, and each other.
Who has been the biggest influence on your entrepreneurial journey?
My mom. She taught me the fundamentals of PR, how to build relationships with journalists, and how to keep learning. She also showed me that results come from steady work, not shortcuts. That mix of principle, discipline, and practicality guides me every day.
What trends in media or digital communication excite you right now?
I am excited about tools that remove friction for teams, like AI for improved workflow, research, summaries, and so on. I like the rise of niche communities, expert newsletters, and podcasts that build deep trust and engagement. I also like seeing brands invest in real stories and useful content. The novelty of new platforms comes and goes. The craft of communicating well travels anywhere.
How do you balance creativity with strategy in your work?
Creativity and strategy support each other. We start with an insight, define the goal and audience, and build a simple strategy. Then we develop creative that brings the message to life. That makes room for bold ideas while keeping the work tied to clear outcomes.
To me, creativity and strategy are inseparable. Strategy sets the aim, creativity makes it compelling. Some approaches work off the shelf, whether for a dental office, a financial institution, or a growing wellness brand. What moves people is the distinct story behind the brand. When you build the plan around that story, your tactics come alive.
I see creativity as a daily practice, not a rare spark, and you can bring it to anything, from making breakfast to building a PR campaign. The more you use it, the better the results.
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