Annette Mikat

By: Fran Rybarik

Annette Mikat describes her career path as changing like seasons change in each person’s life. In her first job as a reporter, she loved writing and meeting diverse people. “I was young and idealistic, and wanted to make a difference in the world,” Mikat reflects. “The job didn’t pay well, and the hours were odd. Many of the stories I had to report were so heartrending or brutal, that I either was obsessed with a story or was afraid I would stop caring.

I needed to find another way to do the work I loved.” Graduate school honed her communication skills and broadened her focus to the public relations field, leading to successful experiences in the corporate world. Her career goal was to reach the level of corporate vice president. Reality clashed with her ideals when her superior told her, “You will never be a vice president in this company because you are a female in your childbearing years.”

A new direction Mikat sought a new direction. She moved to Salt Lake City, Utah, where her husband, Rick, was completing his doctoral degree. She worked for an agency there, learning the ropes of full service public relations firms, sharpening her own skills on clients from Fortune 100 companies and gleaning wisdom from the woman owner of the agency, who became her mentor. When the Mikats moved to La Crosse, in 1996, Annette Mikat found no dedicated public relations firms, and a new season began.

Taking the relational pieces she loved from her previous positions and her experiences from corporate and agency public relations work, Mikat was ready to fill that gap with her own business. Her public relations firm grew successfully. Current clients include non-profit organizations like the Franciscan Sisters of Perpetual Adoration and the Family & Children’s Center, and professional service firms, like Short Elliott Hendrickson. And the Mikat family grew, too.

Beyond her goals Mikat has far exceeded her goal of being a vice president. Her titles now include “fierce mother” of Anna and Lauren, and president of Mikat Public Relations, Inc. She is committed to her family, her work and this community. Mikat is forthright and principled. And she’s not lost her idealism. “If, through your work, you change the life of one person, then you’ve changed their world,” she says with certainty. What maxims would she share with new entrepreneurs? Two: “Accept that you will make mistakes. When you do, own it, learn from it and move on.” (Mikat admits she’s still working at the “moving on” part); “Only work with clients who are nice and who are honest.” Mikat’s next season includes plans for more volunteering in the community. 

Fran Rybarik lives, writes and walks her son’s dog in La Crescent, Minn.