Part 2 of a crossover episode. Part 1 aired on Chip Griffin's podcast, Chats with Chip.

In this episode — Part 2 of a special crossover with returning guest Chip Griffin — hosts Karen Swim and Michelle Kane take a frank look at what the current landscape really means for PR, communications, and marketing pros who work independently or in small agencies. The conversation spans the mixed economic signals practitioners are seeing right now, why client ghosting is more 'not yet' than 'no,' and the urgent need to evolve beyond a reliance on traditional earned media. Chip makes a compelling case for business acumen as the most underrated skill in the industry, and the group digs into what it really means to speak the language of the C-suite — connecting communications work to outcomes that actually matter to clients. The episode closes with a practical challenge: listen more deeply to your clients and peers, and get serious about learning AI — not at a technical level, but at a practical one — because the agencies that don't evolve will simply get smaller.

• [01:30] The Industry Mood: Mixed, Not Falling: Chip characterizes the current market as stagnant — not catastrophic, but not growing either. Many solos and agency owners find themselves in a tough holding pattern, uncertain whether to stay the course or make bold moves, with economic, political, and AI-related pressures all converging at once.
• [04:45] AI and the Cost-Cutting Trap: Clients are scrutinizing spending, and some are asking whether AI means PR should now cost less. Chip warns that using AI purely as a cost-cutting tool is a race to the bottom — and as AI pricing rises, that strategy will backfire. The real opportunity is using AI to deliver more value, not just more efficiency.
• [07:10] Client Ghosting: Reframe the Silence: Ghosting has been part of agency life for decades — Chip shares a story from the floppy disk era to prove it. His reframe: silence is an answer, and it almost always means 'not now,' not 'never.' Proposals can resurface months or even years later. The key is to keep having conversations.
• [11:00] Vetting Prospects Is Part of Business Development: Taking any client when revenue feels tight is tempting — but Karen and Chip both push back on this instinct. True business development means qualifying prospects for fit and readiness, being honest when the timing isn't right, and saving everyone from a mismatch that damages your reputation long-term.
• [14:30] The Earned Media Reckoning: Karen names something she's observed for years: too many PR practitioners have over-relied on the earned media lever, without building out strategy or demonstrating broader value. As the media landscape shrinks, that single-lever approach is no longer enough. The PESO model — Paid, Earned, Shared, Owned — is the framework Chip points to for thinking more expansively.
• [21:00] The Missing Skill: Business Acumen: When asked what skill gap stands out most, Chip doesn't hesitate — it's business sense. It affects how practitioners run their own businesses and how well they serve clients. Karen builds on this: having a seat at the table means nothing if you're still speaking the language of outputs rather than outcomes. Understanding what matters to the C-suite — and aligning your work to it — is the real differentiator.
• [24:30] The 'So What' Factor: Michelle's simple test for every PR recommendation: so what? Can you connect each tactic or placement to a meaningful business outcome? If not, you're not speaking your client's leadership language — and your value will always be at risk.
• [27:00] What to Do Right Now: Listen and Learn: Chip's advice for the next quarter or two: listen more carefully to how your clients' and prospects' businesses are actually changing, and invest serious time learning AI — not the geeky technical side, but the practical, 'how do I use this today' side. The practitioners who don't evolve in the next two years won't just look different — they'll be smaller.

Chip Griffin is the founder of SAGA, where he works with owners of PR and marketing agencies to help them build businesses they actually want to own. An experienced entrepreneur and agency owner himself, Chip brings more than two decades of firsthand experience building, growing, buying, and selling businesses.

His work focuses on advisory and consulting support for owner-led agencies navigating growth, profitability, talent challenges, and long-term planning. At the core of his approach is a belief that there is no reason to take on the risk and stress of ownership if the business does not give back what the owner wants from it.

Chip has held leadership roles inside agencies and global organizations, is a sought-after speaker and commentator, and has been creating content since the late 1990s.

Connect with Chip:

• Website: sagaimpact.com
• Chats with Chip podcast: chatswithchip.com
• LinkedIN: https://www.linkedin.com/in/chipgriffin/

• SAGA Impact (Chip's consultancy): sagaimpact.com
• How AI Impacts PR Agencies and Solos with Chip Griffin (Part 1 of this crossover): https://sagaimpact.com/how-ai-impacts-pr-agencies-and-solos/
• Solo PR Pro membership community: soloprpro.com

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and practical advice for solo PR pros navigating today's dynamic professional landscape.

Did this episode inspire you? If you found value in this conversation, please take a moment to leave us a review on your favorite podcast platform. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.

Episode Highlights

• [00:37] – The hosts return from their break and discuss why stepping away is necessary.
• [01:33] – Rethinking the solo landscape to build a business that truly lights you up.
• [02:26] – Why community matters and how we must address our needs holistically.
• [03:55] – Navigating "super adult issues" while trying to run a business.
• [05:32] – How highly sensitive practitioners can protect their energy and stay replenished.
• [07:22] – Why you are not locked into your old business model and how to safely pivot.
• [10:16] – A sneak peek at the diverse and expert voices joining the show this season.

Listen to a few of our most popular episodes:

• Navigating Public Information Campaigns and Crisis Comms with Cyndee Woolley
• Teaching Clients the Value of Patience in PR
• The New Alphabet of PR - From AEO to PESO

Host & Show Info That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape. You can catch up on previous episodes at www.thatsololife.com.

Join the Conversation! Do not miss an episode of our exciting new season! Subscribe to That Solo Life on your favorite podcast platform today. If you want to connect with other professionals who truly understand your daily challenges, join the Solo PR Pro community and share your thoughts on this episode.

Cyndee shares her extensive experience working with organizations like Waste Management and mosquito control districts to turn dry, often misunderstood topics into engaging community stories. From "bear-resistant carts" to turning landfill gas into energy, she illustrates how strategic messaging can cut through the clutter. The conversation also tackles the critical importance of crisis communications for small businesses and local leaders. Cyndee offers candid advice on why "owning it" and apologizing is often the best strategy when trust is broken, and why every PR pro needs to pass the "Mom Test" before releasing a statement.

Whether you are a solo PR pro looking to better serve local clients or a communicator interested in the power of community engagement, this episode is packed with actionable insights on building trust and activating audiences.

• [02:01] Public Information Campaigns: Cyndee discusses the challenges of getting communities to understand government services and how local decisions impact daily life more than national ones.
• [03:38] The Recycling Reality: Insight into the misinformation surrounding recycling and how tours and transparency can change public perception.
• [06:39] Creative Storytelling: How Cyndee used "bear-resistant carts" and landfill gas-to-energy stories to engage the public in waste management topics.
• [08:10] Crisis Communications for Small Business: Why even small organizations need a plan for when—not if—a crisis occurs, from employee misconduct to leadership failures.
• [12:12] The Power of the Apology: A look at real-world examples where refusing to apologize prolonged a crisis, versus how owning mistakes can help rebuild trust.
• [14:51] The "Mom Test": A simple but powerful metric for decision-making in crisis management—would your mom be proud of the action you are taking?
• [21:47] Case Study - Mosquito Control: How the Zika crisis transformed a quiet organization into a proactive communicator by opening doors to community leaders.
• [26:50] Activating Audiences: Why tangible, meaningful involvement (like planting gardens) beats passive information consumption every time.

Cyndee Woolley, MBA, APR, is the President and Founder of C2 Communications. She has built her career on the principle that effective communication requires more than just data—it demands strategic messaging that resonates authentically. Cyndee specializes in community outreach and public information campaigns, helping organizations navigate complex challenges and build lasting trust with their stakeholders. She is a passionate advocate for the profession and a "giant nerd" when it comes to learning new story angles and tools.

Connect with Cyndee:

• LinkedIn Profile
• Website: C2-com.com

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Stay Connected:

• Subscribe to the Podcast: Don't miss an episode! Subscribe on your favorite podcast platform to get the latest tips and tricks for your solo PR journey.
• Join the Community: Visit Solo PR Pro for resources, networking, and support designed specifically for independent communicators.

Enjoyed this episode? Please leave us a review and share it with a colleague!

• [01:39] The "Read the Room" Imperative: Why it's essential for PR professionals to craft messaging that respects the audience and current circumstances, ensuring we don't lose sight of the people we serve.
• [02:24] People as an Afterthought: A discussion on the troubling trend where frameworks, efficiency, and bottom lines overshadow the human connections that public relations is built on.
• [05:03] The Limits of Data: While data is important, it isn't everything. The hosts use a baseball analogy to illustrate the importance of gut instinct and human experience in decision-making.
• [07:01] The Decline of Critical Thinking: How rigid frameworks and an obsession with efficiency are hindering the development of critical thinking skills for both seasoned and emerging professionals.
• [08:49] The Practitioner's Dilemma: Navigating the conflict between people-led PR training and being measured by numbers, quotas, and processes that often ignore the human impact.
• [10:07] Lived Experience is Valuable: The importance of on-the-ground knowledge and why ignoring local insights in favor of broad data can lead to misguided strategies.
• [12:16] Critical Thinking Isn't Dead, It's Devalued: A powerful argument that smart people with innovative ideas are often unheard because organizations fail to make room for human intellect and nuance.

For more resources and discussions tailored to independent PR professionals, explore the community and articles available at SoloPRPro.com.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Did this conversation resonate with you? Share this episode with a fellow PR pro who champions a people-first approach. Subscribe to "That Solo Life" on your favorite podcast platform and leave us a review to help others find the show.

The discussion delves into how internal audiences—your employees—are often the most impacted by a company's silence. Karen and Michelle provide practical advice for PR pros and communicators on guiding clients through these tricky waters, emphasizing that while you don't need to comment on every headline, you must always advocate for the humanity and safety of your people. Tune in for a thoughtful conversation on navigating the nuance of corporate responsibility in modern times.

• [01:53] Introduction to the topic: Navigating corporate silence during times of unrest.
• [03:08] The shift during COVID: How expectations for corporate citizenship have evolved.
• [04:26] Identifying your first audience: Why employees matter most when deciding to speak out.
• [05:26] Advocacy vs. Activism: Understanding the distinction and why every company needs to engage in advocacy.
• [06:53] The impact of local events: How safety concerns affect employee morale and mental health.
• [08:41] The bottom line: Why employee well-being is directly tied to profit and organizational health.
• [12:28] Back to basics: Using ethical principles and core values as a decision-making prism.
• [15:19] Empowering employees: How autonomy builds trust and stronger customer service.
• [19:26] The PR pro as "Risk Translator": Our role in guiding leadership through uncertainty.
• [20:58] Self-care for communicators: The importance of refilling your own cup so you can lead with clarity.

• PR News Article: Silence, Statements or Stands: What the Minnesota ICE Crisis Reveals About Corporate Activism
• PR News Article: Silence Used to Feel Safer. It Isn’t Always. Not Anymore.
• Solo PR Pro Website:soloprpro.com

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Enjoyed this episode? Don't navigate the solo life alone! Subscribe to That Solo Life on your favorite podcast platform so you never miss an insight. If you found value in today's discussion, please leave us a review and share this episode with a colleague who needs to hear it. Join the conversation and connect with your community at soloprpro.com.

• [04:16] The Transformative Role of AI in PR: Doug explains that leveraging AI is no longer optional but a requirement for modern PR. He discusses how AI impacts everything from content creation and research to enhancing brand discoverability.
• [06:24] AI as a Force Multiplier for Solos: Learn how solo practitioners can use AI as a powerful "intern" to extend their capabilities, from brainstorming and content drafting to design and strategy.
• [08:20] Optimizing Content for AI Search: The key to discoverability is answering the questions your audience is asking. Doug shares a case study with the Fragrance Foundation on how to identify these questions and integrate them into your PR and content strategy.
• [11:04] What TV Producers Want: Doug reveals preliminary findings from his company's survey on how TV producers are using AI. A key stat: 62% are more likely to run a story if it's optimized for AI search.
• [17:14] AI Validates Human-Centric Storytelling: The hosts and Doug discuss the irony that AI is forcing brands to communicate more humanly—ditching jargon and focusing on authentic storytelling that answers real questions.
• [19:01] The Power of Internal Spokespeople: Discover why, in the age of AI, using your organization's own experts for media campaigns can be more effective than hiring third-party influencers, leading to more earned media and stronger brand association.
• [22:27] A Final Word for Solos: Doug encourages solo practitioners to take a moment to recognize their accomplishments before diving back into the work of helping their clients succeed.

Doug Simon is the founder and CEO of the award-winning firm, D S Simon Media. A recognized innovator in broadcast public relations, his company created the industry's first AI-powered broadcast media tour. With a background that includes working at NBC Sports and becoming an "accidental entrepreneur" on July 4, 1986, Doug has been at the forefront of media communications for nearly four decades. He is a frequent speaker and expert on the intersection of AI, media, and public relations.

• Connect with Doug Simon on LinkedIn
• Email Doug: DougS@DSSimonMedia.com
• Learn more about D S Simon Media
• Episode 329: The New Alphabet of PR: From AEO to PESO

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

We hope this episode was valuable! Please subscribe, leave a review, and share it with a fellow solo pro.

Karen and Michelle discuss why public relations isn't failing, but rather why clients might be hiring pros for the wrong reasons. They explore the "shiny object" syndrome and why one-hit wonders rarely build lasting credibility. The conversation digs deep into the psychology of the client relationship, revealing how impatience often stems from fear and a lack of trust. You will learn how to build trust during the business development phase, how to proactively address objections, and why you must be willing to walk away from business that forces you to work in panic mode.

• 01:41 – The Core Issue: Karen introduces the topic: PR isn't failing, but clients may be hiring you for the wrong reasons or with the wrong understanding of the industry.
• 02:12 – The "Viral" Trap: Michelle discusses the common client desire for instant fame and why hitting a specific trade publication is often far more valuable than a flash-in-the-pan viral moment.
• 03:35 – Sustainability vs. Visibility: Why a single hit on a morning show doesn't equate to long-term credibility or sustainable business impact.
• 05:34 – Rocking the Boat: The importance of educating clients and setting the right expectations early, even if it feels risky during the sales process.
• 07:50 – The Trust Factor: Karen identifies that client impatience is often a symptom of distrust or fear about their investment, and how pros can address this head-on.
• 12:47 – Honesty Wins: Why telling a client "no" regarding unrealistic timelines (like speaking engagements) actually builds your authority and trust.
• 14:20 – Protecting Your Peace: A reminder never to let a client's lack of patience force you into working under pressure and panic.

• Website: Visit Solo PR Pro for more tools, resources, and community for independent PR practitioners.
• Join the Community: Connect with other solo pros and get the support you need to navigate your business journey.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Enjoyed this episode? Don't forget to subscribe to the podcast so you never miss an insight! If you found value in today's discussion, please leave us a review and share this episode with a colleague who needs to hear it. Your support helps us continue to bring you the best advice for your solo journey.

In this new year, many independent communications professionals are often looking for ways to make some noise and grow their businesses. For some, that path may lead to the dreaded Request for Proposal (RFP). In this episode of That Solo Life, Karen Swim, APR, and Michelle Kane tackle the topic we all "love to hate." While RFPs can sometimes feel like a heavy lift for a solo practitioner, they remain a vital avenue for securing work with corporations, government entities, and nonprofits.

Karen and Michelle break down how to stop fearing the process and start strategizing for success. They discuss the importance of discerning which opportunities are worth your time, how to humanize a sterile bidding process, and why relationships often trump qualifications on paper. Whether you are looking to streamline your proposal workflow with an asset library or wondering how to use AI as a thinking partner, this episode offers practical tips to help you turn the RFP process from a burden into a winning business strategy.

• [00:01:26] The Necessary Evil: Introduction to RFPs as a topic and why they are a valid pathway to new work in the current business climate.
• [00:03:24] decoding the "Cattle Call": Distinguishing between different types of RFPs—from government contracts to open calls on PR sites—and determining which are worth the effort.
• [00:04:51] The Human Element: Why you should always try to move beyond the document to have a personal conversation or "discovery call" before submitting.
• [00:05:37] Red Flags and Alignment: How to spot budget mismatches early and decide if a prospect aligns with your values before you write a single word.
• [00:09:32] Streamlining the Workflow: Tips for building a "library of assets," including case studies and testimonials, so you never have to start a proposal from scratch.
• [00:10:15] AI as a Strategist: Using artificial intelligence to perform SWOT analyses on prospective clients to demonstrate big-picture thinking in your response.
• [00:14:47] Standing Out Visually: How to use creative elements, visuals, and even audio/video to showcase your personality and brand alignment.

• Solo PR Pro Blog: How to Evaluate RFP Opportunities
• Solo PR Pro Blog: Succeeding at Business Development in a Tough Year
• Episode 313: Strategies for Securing New PR Business
•  
• Join the conversation and share your own RFP success stories (or horror stories) with the community.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Ready to take your solo business to the next level in 2026? Don't navigate this journey alone! Subscribe to the Solo PR Pro Youtube channel for That Solo Life episodes and actionable tips and insights. If you found value in today’s discussion about RFPs, please leave us a review and share this episode with a fellow communication professional.

In this highly anticipated episode of That Solo Life, hosts Karen Swim, APR and Michelle Kane welcome industry legend Gini Dietrich, founder of Spin Sucks and creator of the PESO Model. Together, they dive deep into the current state of public relations and what lies ahead for 2026.

The conversation tackles the pervasive topic of AI, moving beyond simple prompting to discuss how PR pros can teach clients to integrate AI into their workflows strategically. Gini addresses recent online debates regarding the evolution of the PESO model, emphasizing the importance of critical thinking in our industry. The trio also explores the concept of "Visibility Engineering"—how to ensure your brand shows up in AI-generated search answers through robust owned and earned media strategies. Finally, they remind listeners that despite technological advances, human storytelling remains the heart of the profession.

Episode Highlights

• [01:52] Gini discusses the current landscape of PR and the ubiquity of AI.
• [02:28] Addressing the critics: Has the PESO model really not been updated in a decade? Gini sets the record straight.
• [05:54] The opportunity for PR pros in 2026: Teaching clients how to incorporate AI into systems and workflows, not just how to prompt.
• [09:20] The new SEO: Whether you call it AEO, GEO, or AIO, the goal is showing up in AI search answers.
• [11:42] How AI search actually rewards genuine thought leadership rather than keyword stuffing.
• [13:33] Visibility Engineering: How to engineer the robots to ensure your content answers the contextual questions your audience is asking.
• [15:41] Why storytelling and engaging hearts and minds will never go out of style (featuring a nod to A Christmas Story).

About Gini Dietrich

Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model© and has crafted a certification for it in collaboration with USC Annenberg. She has run and grown an agency for the past 19 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast. She also holds "legend" status on Peloton.

Related Episodes & Additional Information

• Visit Spin Sucks for resources on the PESO Model and professional development.
• Connect with Gini on LinkedIn for daily insights.
• Forbes Article: Why AEO Is The Future Of SEO And How To Master It
• Episode 292: Utilizing Zero Click Conent for Better Engagement

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Enjoyed this episode? Don't keep it to yourself! If you found value in today’s discussion, please subscribe and share this episode with a fellow PR pro. Helping us spread the word ensures we can continue bringing you legendary guests and actionable advice. Listen now on your favorite podcast platform

• [01:12] From Corporate to Founder: Cat explains why she left a successful corporate marketing career in 2021 to start her own company.
• [03:51] The Great Reassessment: A look at the trend of women in their 40s reevaluating their priorities to seek more meaning and fulfillment in their professional lives.
• [08:06] Building a Purpose-Driven Culture: Cat breaks down the concept of purpose-driven branding and how to get started.
• [09:56] Aligning Inside and Out: Learn how to connect your company's internal culture and values with your external brand messaging for authentic impact.
• [10:24] Behind the Scenes of Dr. Rick: Cat gives an inside look at the creation of the famous "Dr. Rick" campaign, highlighting the power of honesty and relatability in advertising.
• [16:40] Brand as a Business Asset: Shifting the perspective from brand as a marketing function to a core strategic asset that drives growth.
• [27:37] AI as a Communication Equalizer: How artificial intelligence is democratizing brand management and communication, opening doors for solo practitioners.
• [30:31] Shaping the Future of AI: A call for more women to get involved in AI engineering to ensure the technology is inclusive and representative.
• [33:42] Finding Your "Female Posse": The undeniable value of women creating supportive communities and championing each other in the workplace.

Cat Holt is the architect behind one of the most enduring and beloved campaigns in insurance history — Dr. Rick for Progressive Insurance. With a rare blend of strategic rigor and creative soul, Cat has helped legacy brands evolve, challenger brands emerge, and leadership teams navigate the unknown. Today, as President & CEO of Coologee, Inc., she brings that same clarity and courage to companies facing transformation, uncertainty, or opportunity.

Connect with Cat on LinkedIn: https://www.linkedin.com/in/catkolodij/

Cat Holt Website: Coologee, Inc.

Cat Holt Newsletter: Brand is Business

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Did this episode inspire you? If you found value in this conversation, please take a moment to leave us a review on your favorite podcast platform. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.

• [02:18] The Evolution of AI: How perceptions of AI have shifted from a job replacement threat to a valuable tool that requires human intelligence and creativity.
• [04:24] Favorite Guest Moments: Remembering standout conversations with guests like Melissa Vela-Williamson on branding and bravery, and Jess Sato on finding your "big idea."
• [06:47] The Rise of Threads: Why Threads became a refreshing and rebellious bright spot in the social media landscape for communicators this year.
• [09:31] The Power of Community: A discussion on how challenges in 2025 strengthened professional and personal communities, leading to more connection and mutual support.
• [12:10] A Shift Towards Analog?: Observing a growing desire for in-person connection and tangible experiences in a digital world.
• [13:17] PR Pros on LinkedIn: Celebrating the trend of practitioners opening up, sharing processes, failures, and wins to help the entire industry learn and grow.
• [15:20] A Look Ahead to 2026: Carrying the lessons of connection and transparency into the new year.

In this episode, Karen and Michelle mention several past guests who provided valuable insights throughout the year:

• That Solo Life, Episode 308: Branding, Bravery and Breaking Through with Melissa Vela-Williamson 
• That Solo Life, Episode 296: The Big Idea with Jess Sato
• That Solo Life, Episode 284: How PR Pros Can Use an Audit to Unlock Social Media Success with Nicole Lauren

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Thank you for listening to our final episode of 2025! If you found value in our conversations this year, please help us grow by sharing this episode with a colleague. Don't forget to subscribe and leave us a five-star review on your favorite podcast platform. We'll be back in 2026 with more great guests and insights to help you thrive. Happy New Year

As the year winds down, hosts Karen Swim, APR, and Michelle Kane take a moment for a lighthearted yet insightful discussion about what they’re wishing for all solo PR pros in the coming year. This isn't your typical list of gadgets and software; instead, it's a heartfelt collection of the intangible gifts that truly matter for independent practitioners. From the confidence to own your value and the assertiveness to stand your ground to a slate of clients who bring you joy, this episode is about setting the stage for a more fulfilling and successful year. Karen and Michelle also discuss the importance of rediscovering fun, embracing creativity without limits, and finding joy in your work. It's a dose of holiday cheer and professional encouragement wrapped into one, reminding every solo that they deserve to thrive.

Episode Highlights

• [02:26] - Introducing the PR Pro's holiday wish list.
• [02:43] - Wish #1: Focusing on and communicating your value.
• [03:56] - Wish #2: Gaining the confidence to own your expertise and charge what you're worth.
• [04:47] - Wish #3: Cultivating assertiveness (not aggression) to stand up for your work.
• [06:09] - Wish #4: Attracting a slate of clients that brings you joy and fulfillment.
• [08:35] - Wish #5: Rediscovering the joy in your work after a challenging few years.
• [09:38] - Wish #6: Bringing more fun and wild creativity back into your professional life.
• [12:11] - Final thoughts on replenishing your creative energy and being good to yourself.

Related Episodes & Additional Information

As you reflect on these wishes, below are a few of our most popular episodes. We hope you find helpful hints to make your wishes a reality in the new year.

• Episode 307: Media Under the Influence
• Episode 323: Confidence, Capability and Why PR Needs More Collaboration
• Episode 300: How to Manage Sticky Situations in PR

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

What’s on your professional wish list for the upcoming year? Hit us up on social media and let us know. We’d love to hear from you!

• [00:25] Warm welcomes and setting the stage: the hosts share how positive routines and community set the tone for solo work.
• [01:25] Spotlight on AI in PR: How artificial intelligence is changing the game, what it means for solo pros, and why human expertise still leads.
• [03:30] The Value Conversation: Why PR pros must own their value and show how their work creates true impact beyond media placements.
• [06:33] Personal Branding Matters: The art of telling your own story, building authority, and becoming visible in a tech-focused era.
• [09:13] Elevating the Profession: Taking control of the PR narrative in the age of AI and why ethics and expertise should come from within the industry.
• [11:44] Action Steps: Practical ways to amplify your voice, claim your expertise, and connect with the clients who truly value your work.

• • Episode 319: Succeeding at Business Development in a Tough Year

• Episode 322: The Rise of Rage Farms and Coordinated Disinformation

• Episode 312: Going Big by Going Small: Hidden Gold for PR Pros

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

If this episode inspired you or gave you new ideas, we’d love to hear from you! Share your thoughts, stories, or questions by reaching out at SoloPRPro.com or connecting with us on social media. Don’t forget to subscribe to "That Solo Life," leave a review, and tell a fellow solo pro about the show—your voice helps build and empower our community!

• (02:35) A Winding Path: Karen discusses her unconventional journey into the world of public relations.
• (07:43) The Power of Positivity: Learn why being solution-oriented and optimistic is crucial for business success.
• (08:29) Tuning Out Toxicity: Actionable tips for consciously curating the content you consume and protecting your mindset.
• (13:34) A Milestone Moment: How the COVID-19 pandemic became a catalyst for career transformation and new perspectives.
• (16:30) Embracing Black Swan Events: Turning unexpected challenges into opportunities for growth and reinvention.
• (21:46) Community for Indies: A look inside Solo PR Pro, the professional membership community for independent PR professionals.
• (37:47) Know Your Worth: The common tendency to underestimate abilities and the critical need for self-promotion.
• (39:05) Raise Your Rates: A direct encouragement for solo pros to charge what they are worth.
• (42:11) A Healthy Mindset: The importance of maintaining your mental, physical, and spiritual well-being to thrive as a professional.

In this episode, Karen Swim was a guest on the Smart Talk series podcast, hosted by Melissa Vela-Williamson, M.A., APR, Fellow PRSA, CDP.

• To learn more about Melissa's work and discover other communication topics, visit mvw360.com.
• Check out the resources and community for independent PR professionals at soloprpro.com.
• Find Melissa Vela-Williamson's books on Amazon.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Did this episode resonate with you? Don't keep it to yourself! Share it with a fellow PR pro who needs to hear it. Subscribe to "That Solo Life" on your favorite podcast platform and leave us a review—it helps other professionals discover the show.

• [01:13] Anetra shares her career update and the relaunch of Anetra Henry Consulting, focusing on helping nonprofits secure sustainable revenue through corporate sponsorships.
• [03:32] Adjusting sponsorship strategies in the face of industry shifts and navigating workforce and philanthropy changes.
• [04:39] Why most nonprofits overlook ongoing sponsor relationships and the pitfalls of only thinking about annual galas.
• [05:08] Viewing corporate sponsorship as a reliable stream of income and integrating it into long-term planning.
• [06:05] The communicator’s role in sponsorship: leveraging storytelling and impact reports to retain and nurture sponsors.
• [09:10] Managing PR crises and evaluating potential sponsors: assessing reputational risk and the importance of thorough vetting.
• [14:30] The four most common sponsor “personality types” and how to work effectively with each: The Fisher, The Decisive, The Egocentric, and The Infiltrator.
• [19:39] Understanding the true cost of sponsorship management for nonprofits and associations—what every dollar really takes to earn.
• [22:57] Are nonprofits embracing AI? The current landscape and smart ways to use AI for prospecting and admin without losing a human touch.
• [26:09] Balancing the heart and business of nonprofit work: reminders for communicators and PR pros who serve mission-driven organizations.
• [28:47] Anetra's advice for listeners: take care of yourself, know your value, and support nonprofits while maintaining sustainable business practices.
• [28:48] How to connect with Anetra: her website, LinkedIn, and book for practical guidance on sponsorship success.

Anetra Henry is the founder of Anetra Henry Consulting, where she helps nonprofits and associations secure strategic, sustainable corporate sponsorships. With over 20 years of experience in nonprofit growth, sponsorship strategy, and communication, Anetra partners with organizations to develop actionable plans that bolster revenue and impact. She is also the author of the “Sponsorship Success Guide,” designed for purpose-driven teams seeking reliable funding and practical tools. Please connect with Anetra on LinkedIn.

Related Episodes & Additional Information

• Get your copy of Anetra’s book: Sponsorship Success Guide
• Episode 254: The Work of Diversity, A Conversation with Anetra Henry

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Enjoyed this episode? Let us know! Subscribe and leave us a five-star review on Apple Podcasts, Spotify, or your favorite platform. Share this episode with your colleagues, connect with Anetra for more support, and help us empower more Solo pros to thrive in their businesses and communities.

Karen and Michelle discuss the infamous Cracker Barrel rebrand incident as a prime example of how a small number of fake accounts can ignite a firestorm that appears to be a massive public outcry. They delve into the sinister motivations behind these campaigns, from profiting off stock market dips to sowing general discord. As PR professionals, it's crucial to understand that these are not random bots but calculated attacks. The hosts emphasize the responsibility of PR pros to prepare for these threats, the need for brands to pause before reacting to online outrage, and the importance of verifying information sources. This episode is a critical listen for any communicator navigating the modern digital landscape.

• [01:42] Introducing the concept of "rage farms," as detailed by Mark Schaefer.
• [03:39] The emergence of "disinformation-as-a-service" and coordinated, anonymous attacks.
• [04:14] Case Study: How the Cracker Barrel rebrand controversy was manufactured by a small number of accounts.
• [05:15] The financial motivations behind rage farms, including short-selling stocks.
• [06:36] Why brands should "take a beat" to investigate the source of online outrage before reacting.
• [07:55] The role social media platforms play and their lack of incentive to stop the spread of disinformation.
• [09:17] The importance of individual responsibility in not spreading unverified information.
• [12:51] A proactive strategy for PR pros: using AI to run crisis simulations and test messaging against disinformation campaigns.

• Article by Mark Schaefer (As mentioned in the episode) - Rage Farms: The Hidden Industry Weaponizing Outrage Against Brands

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Did this episode resonate with you? Share it with a fellow PR pro who needs to hear it! Don't forget to subscribe to That Solo Life on your favorite podcast platform and leave us a review. Your support helps us continue to create valuable content for the solo community. Visit soloprpro.com to let us know what topics you want us to cover next.

• (01:05) - Why PR pros often have a stack of books they intend to read but struggle to find the time.
• (02:26) - Michelle's first pick: Belonging: The Key to Transforming and Maintaining Your Success by Mark Schaefer, which explores how AI is changing customer behavior.
• (03:52) - Karen shares her first book, Stolen Focus: Why You Can't Pay Attention—and How to Think Deeply Again by Johann Hari, and discusses the importance of deep work.
• (06:47) - For a dose of humor, Michelle recommends How to Write a Funny Speech by Carol Leifer and Rick Mitchell, highlighting the intelligence behind good comedy writing.
• (08:27) - Karen’s second recommendation, The Chaos Machine: The Inside Story of How Social Media Rewired Our Minds and Our World by Max Fisher, and its relevance for communicators.
• (10:27) - Michelle discusses Inner Excellence: The Proven System for Empowering Your Habits, Overcoming Your Mental Blocks, and Raising Your Lasting Level of Performance by Jim Murphy, a book made famous by Philadelphia Eagles player AJ Brown.
• (12:22) - Karen's final book is Do the New You: 6 Mindsets to Become Who You Were Created to Be by Steven Furtick, a faith-based guide to personal transformation.
• (14:00) - The hosts reflect on the common theme of mindset in their book choices and its importance for solo professionals.

Books Mentioned in This Episode:

• How AI Changes Your Customers - Mark W. Schaefer
• Stolen Focus: Why You Can't Pay Attention—and How to Think Deeply Again - Johann Hari
• How to Write a Funny Speech... - Carol Leifer and Rick Mitchell
• The Chaos Machine - Max Fisher
• Do the New You: 6 Mindsets to Become Who You Were Created to Be - Steven Furtick
• Inner Excellence - Jim Murphy
• Kami Huyse - Follow Kami Huyse on LinkedIn for more great insights and recommendations.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

What book are you currently reading or what’s at the top of your stack? We want to hear from you! Visit SoloPRPro.com to share your recommendations. And if you found value in this episode, please share it with a fellow PR pro and leave us a review on your favorite podcast platform. Your support helps us reach more listeners just like you

• [01:22] The challenge for solo pros to hit the pause button and focus on their own needs and business direction.
• [02:26] A common theme in the industry: professionals feeling unfulfilled and seeking a change or a better life-work balance.
• [03:32] Why it's natural and healthy to explore different interests within your career and the importance of scheduling time for self-reflection.
• [04:36] How major life events and global challenges are shifting perspectives on what truly matters, prompting a re-evaluation of personal values and purpose.
• [05:33] The power of leaning into discomfort, exploring your feelings, and finding support and inspiration from community, like women's conferences.
• [06:21] Michelle shares key takeaways from the "Power Your Potential" women's conference, including sessions on people-pleasing and advocating for yourself.
• [09:06] The conversation connects personal foundation to business clarity, visioning, and goal setting.
• [10:11] Navigating economically challenging times can also be an opportunity for a more fulfilling life by leaning into a "season of less" to grow personally.
• [12:17] How examining your life and business during tough times can help you plan from a place of strength and make better decisions.
• [13:19] A discussion on ditching the "hustle hard" culture for a healthier, more sustainable approach to work and life.
• [15:48] Acknowledging that your professional interests evolve, and now is a perfect time to re-examine what you love to do in the face of industry changes.

In this episode, Michelle mentions attending the Power Your Potential Women's Conference, presented by the Chamber of Commerce for Greater Montgomery County.

• Solo PR Pro Blog: Working, Wounded and Weary and Why It Matters
• That Solo Life: Managing Uncertain Times with Chip Griffin

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Love what you heard? Don't miss another episode! Subscribe to That Solo Life on Apple, Spotify, or YouTube to get the latest insights and inspiration for your solo journey.

• [01:03] The Current Challenge: Business development has become an uphill battle in the uncertain 2025 economy.
• [03:15] Back to Basics: The importance of creating a strategic plan for your business development with measurable, time-based SMART goals.
• [05:28] Redefining Your Goals: Why it's critical to re-evaluate what you want from your business, the industries you want to serve, and the type of work you enjoy.
• [06:20] Using AI as a Strategic Partner: How to use AI for more than just content ideas. Use it to research industries, identify trends, perform SWOT analyses, and build detailed buyer personas.
• [08:15] The Power of Daily Habits: Commit to spending a small amount of time, like 45 minutes, every single day on business development tactics.
• [08:48] Tracking Your Success: Analyze your past successes to understand what works. Identify the characteristics of your ideal clients and what made them choose you.
• [10:31] The "One More" Rule: When you think you've done enough for the day, make one more call or send one more email. Persistence is key.
• [12:21] Sales is Just a Conversation: A mindset shift to view sales not as a pushy tactic, but as a conversation where you are a problem solver.
• [14:22] Get Out of Your Bubble: The necessity of networking outside of the PR industry to connect with and understand the clients you want to serve.

This episode builds on themes of business growth and strategy. For more insights, check out our previous episodes on client management and positioning your brand.

• That Solo Life, Episode 313: Strategies for Securing New PR Business in 2025 . 
• That Solo Life, Episode 275 : Get Proactive with Acquiring New Clients 
• That Solo Life, Episode 278: Key Lessons from Tiny Businesses that Made Big Moves

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

We're interested in learning about the steps you're taking to revamp your business development! Connect with us at soloprpro.com.

If you found this episode valuable, please share it with another PR pro who could use the encouragement. Don't forget to subscribe to "That Solo Life" on your favorite podcast platform so you never miss an episode, and leave us a review to help others find the show

• [01:28] The only constant in search is change, but recent AI developments are creating a new landscape for PR and marketing pros.
• [03:17] How AI-generated results now dominate the top of search pages and simple ways to adapt your client's content, like using Google Business Profile FAQs.
• [04:06] The importance of framing your content to answer questions, as modern search is conversational. Data-driven content is a key to winning in the AI search era.
• [04:47] A look at Google's new feature allowing users to favorite publishers, creating a personalized but potentially narrow search experience.
• [06:24] The double-edged sword of AI: while it offers convenience, it can also create echo chambers that limit discovery and exposure to new information.
• [08:19] An optimistic take for communicators: tried-and-true tactics are more effective than ever.
• [08:29] Why newsletters, social media, and direct-to-audience strategies are essential for cutting through the noise.
• [09:14] The value of going direct to industry publications instead of relying solely on wire services to reach your target audience.
• [10:03] The ultimate reminder: Don't build on rented land. Focus on the digital real estate you own and control.

This episode builds on the core principles of strategic communications. While we navigate new technologies like AI, the fundamentals of knowing your audience and building relationships remain paramount. The strategies discussed reaffirm the importance of owning your channels and communicating directly with your stakeholders.

• Neil Patel: AI Isn't Search. It's a Gatekeeper.
• Search Engine Land: Google’s Robby Stein on AI Mode, GEO, and the future of Search
• Social Media Today: Google Adds AI Features To Search, New Search Ads Controls
•  

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Found this conversation valuable? Don't keep it to yourself! Share this episode with a fellow PR pro who needs to hear it.

We'd love to hear your thoughts on this topic. Join the conversation and explore a community of your peers at soloprpro.com. Let us know your questions or ideas for future topics—we're listening! Want to be a guest or partner with That Solo Life, email us at info@soloprpro.com.

• [01:45] The astonishing statistic that 44.5% of posts on X about the Cracker Barrel logo were from potential bots, highlighting the scale of online disinformation.
• [03:08] The "check your rage" rule: Why it's crucial for comms pros to pause and verify facts before sharing or commenting on hot-button issues.
• [04:41] Personal responsibility for your brand: Balancing timely commentary with the need for accuracy and skepticism.
• [05:24] The importance of continuous professional development in spotting fake images, videos, and out-of-context quotes.
• [06:52] A proactive approach for brands: Equipping your audience with tools to identify official communications and avoid scams.
• [07:41] The rise of sophisticated job scams on trusted platforms like LinkedIn and how to protect yourself and your clients.
• [09:51] The defensive role of a PR pro: Actively monitoring for brand misrepresentation and owning the narrative to squash falsehoods quickly.
• [11:47] The final word of advice for navigating online interactions: Always "dig deep" before trusting information or individuals you encounter on the internet.

• PR Daily Article on Cracker Barrel Bot Activity (Note: Specific article link not provided in audio)
• FactCheck.org - A nonpartisan, nonprofit project of the Annenberg Public Policy Center.
• PRSA Voices for Everyone - Resources for combating misinformation and disinformation.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Did this episode resonate with you? Don't keep it to yourself! Share it with a fellow solo pro who needs to hear it. For more resources, community, and support on your solo journey, visit us at soloprpro.com. Be sure to subscribe to "That Solo Life" on your favorite podcast platform so you never miss an episode, and leave us a review—we'd love to hear from you

• [00:56] Introduction to the PR News Online study on Generation Alpha's economic influence.
• [01:49] Discussion on how Gen Alpha is shaping B2C and even B2B purchasing decisions in areas like technology and vacations.
• [03:01] The challenge for communicators: How to craft messaging that appeals to Gen Alpha's interests without directly targeting them.
• [04:26] The fine line between being inclusive of younger audiences and creating "kid branding" that can quickly become a turn-off.
• [05:06] Why Gen Alpha prioritizes authentic, quality content over sheer fame, and what this means for brands and creators.
• [06:42] The importance of personalizing communications to feel like a "For You Page" (FYP) to connect with modern audiences.
• [08:11] How to balance your messaging to acknowledge the multiple influencers in a family's purchasing cycle, including kids who introduce parents to new brands.
• [09:43] The long-term benefit of building brand relationships with consumers from a much earlier age.
• [10:43] A look at the future: How Gen Alpha's focus on critical thinking and facts could reshape the communication landscape.

• USC Annenberg and ACC Study. Gen Alpha: Mini, Mighty, and Market Ready

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Loved this episode? Don't keep it to yourself! Share it with a fellow PR pro and be sure to subscribe on your favorite podcast platform so you never miss an insight. We’d also love it if you could leave us a review; even a sentence or two will make a difference!

• [01:18] Introduction to today's topic: The cost of transparency for brands.
• [02:21] Why the trend of full transparency can be costly for organizations and individuals in today's culture.
• [03:37] Discussing the public's tendency to immediately question a brand's motives and the lack of critical thinking.
• [05:21] The heroic role of communicators in lowering the temperature and bringing rationality to volatile situations.
• [06:05] Navigating the communication challenges presented by different generational perspectives and expectations.
• [07:15] How social media algorithms profit from rage and how that impacts brand communications.
• [09:00] The importance of being strategic with personal and CEO branding—deciding what hill you want to die on.
• [10:06] The difference between having brand values and feeling the need to have a voice in every public conversation.
• [12:12] The dangers of "cancel culture" and the high personal stakes for individuals who share opinions online.
• [13:12] A reminder that brands are not entitled to 100% of your attention or required to comment on every world problem.
• [14:35] Shifting the focus from having an opinion to taking meaningful action that supports your audience, like providing resources during a crisis.
• [15:34] Why nuance and genuineness are replacing the era of full transparency.
• [16:43] The power of being helpful and honest, rather than feeling pressured to weigh in on everything.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Enjoyed this episode? Don't miss another conversation! Subscribe to "That Solo Life" on your favorite podcast platform today.

We'd love to hear your thoughts and experiences. Join the conversation by visiting SoloPRPro.com and follow Solo PR Pro on all major social media platforms to stay connected with our community.

• [00:51] How to help clients navigate decisions, from the mundane to the major, in a world where public perception is highly sensitive.
• [02:05] Recognizing that all sides of a polarized public are part of your audience and the challenge this presents for communicators.
• [03:51] Using AI and other tools to efficiently monitor trends and public sentiment without getting overwhelmed.
• [04:37] A practical tip: creating a weekly "pulse check" newsletter for clients to gauge their perspectives on trending topics and build a bank of potential responses.
• [06:13] The importance of knowing what's happening on social media to anticipate potential reactions to your client's actions.
• [07:22] Why it's critical for PR pros to have a direct line to the C-suite to proactively prepare for potentially controversial business plans.
• [07:49] A real-world example: how to start preparing now for a future price increase to mitigate backlash.
• [11:02] The power of de-escalation and nurturing community relationships on a daily basis, not just during campaigns.
• [11:44] Drawing lessons from the classic Tylenol case study on how establishing trust can pay dividends for decades.

In this episode, Karen and Michelle discuss the importance of being prepared for any situation. While no specific resources were mentioned, staying informed is key. We recommend using tools like Google Alerts or other media monitoring services to keep a pulse on trends relevant to your clients.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Did this episode resonate with you? Don't keep it to yourself! Share it with a fellow PR pro who needs to hear it. Head over to SoloPRPro.com to join the conversation, and be sure to subscribe and leave us a review on your favorite podcast platform. Your feedback helps us grow and support more solo practitioners just like you.

• PR Industry Growth Statistics (02:10) - Discussion of global PR industry expansion and what it means for solo practitioners
• Content Creation as Core Offering (03:06) - 76% of PR agencies now emphasize content strategy and creation services
• The Rise of Niche Specialization (04:18) - 37% of agencies focus on specialized industries like fintech and health tech
• Strategic Industry Targeting (05:40) - Identifying high-growth sectors with future potential, including infrastructure and healthcare
• Pricing Psychology (09:25) - Why charging more can actually win you more business
• Networking Beyond PR Circles (10:28) - Breaking out of industry echo chambers to find new opportunities
• Local Government Connections (11:18) - Building relationships with municipal leaders and borough managers
• Overcoming Business Development Fatigue (12:47) - Managing exhaustion while staying proactive in challenging times

• The PR industry is growing globally, even if it doesn't feel that way locally
• Specializing in niche industries offers competitive advantages
• Infrastructure projects present untapped opportunities for PR pros
• Higher pricing often signals higher value to potential clients
• Networking outside the PR industry can yield unexpected opportunities
• Your skills are transferable across industries - don't limit yourself
• Small, consistent changes to your business development approach can yield big results

Resources Mentioned:

• PR Lab: 150+ PR Statistics You Need to Understand the Industry in 2025
• That Solo Life, Episode 215: From Barriers to Bridges with Mary Ellen Miller  

Industries to Watch:

• Health technology and healthcare
• Financial technology (fintech)
• Infrastructure and public works
• Municipal and government communications

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today's dynamic professional landscape.

Ready to transform your solo practice? Don't let this episode's insights go to waste! Take action today by identifying one new industry or networking opportunity you can explore this month. Whether it's attending a targeted industry event or meetup, connecting with your local government officials, or raising your rates, small steps lead to significant breakthroughs.

Subscribe to That Solo Life on your favorite podcast platform and never miss an episode packed with practical strategies for independent PR professionals. Have questions or success stories to share? Reach out to the hosts at soloprpro.com - they'd love to hear from you!

[00:30-01:20] Setting the Stage: The Forgotten Gems

• Michelle introduces the concept of "rediscovering" overlooked social platforms
• The connection between finding forgotten items in your closet and discovering underused platforms

[01:40-02:18] The Problem with Major Platforms

• Discussion of why big social media platforms are becoming problematic
• The need to shift thinking toward smaller, more intimate spaces

[02:32-03:05] Platform Examples and Content Quality

• Specific mention of Discord and Substack Chat as underused platforms
• How Substack offers more substantive, content-based engagement

[03:27-04:39] The Power of Niche Communities

• Key statistics: 88% of Americans engage in niche communities
• 45% of Gen Z, Millennial, and Gen X feel more connected to niche communities than mainstream culture
• Focus on "niche over numbers" - quality interaction vs. quantity

[05:40-06:25] Case Study: Rooted Plant Company

• Example of how a plant company uses Discord to build community
• Establishing thought leadership through answering plant care questions

[06:38-08:29] Employee Brand Ambassadors Strategy

• Turning employees into internal influencers and brand ambassadors
• The importance of authentic employee engagement and internal communications
• Using tools like Slack's "random channel" for team connection

[10:29-11:29] Post-COVID Community Evolution

• How the pandemic shifted people toward smaller, more intimate gatherings
• The cultural need for building community and finding tribes

[11:36-12:34] Real-World Community Example

• Karen's experience with "Vegan Detroit" Facebook group
• How micro-influencers within niche communities drive business results

• That Solo Life, Episode 306: "Where the Wild Things Are - Rethinking Social Media in 2025" 
• The Social Scene Podcast: "Navigating Social Media Strategies in 2025" 
• That Solo Life, Episode 301: "The Need for Thoughtful Engagement in an Age of Clickbait" 
• Episode 284: "How PR Pros Can Use an Audit to Unlock Social Media Success"

• Axios: "Gen Z's drive toward niche pushes brands to change strategy" 

Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today's dynamic professional landscape.

Ready to discover your next breakthrough platform? Don't let these valuable insights sit on the shelf! Subscribe to That Solo Life wherever you get your podcasts, and leave us a review to help other solo PR pros find the show. Have questions about niche platforms or success stories to share? We'd love to hear from you at soloprpro.com. Remember: sometimes the best opportunities are hiding in plain sight - just like that perfect piece of clothing you forgot was in your closet.

Keywords: Barcelona Principles 2025, AMEC framework, PR measurement, qualitative and quantitative metrics, AI in PR, PR outcomes, stakeholder sentiment, media relations, solo PR pricing, communications strategy.

• 00:00 – 00:24 | Welcome back to That Solo Life
• 01:39 – 02:41 | What’s new in the Barcelona Principles (2025 update + AMEC alignment)
• 02:49 – 03:05 | AVEs aren’t it: Why outcomes beat output every time
• 03:28 – 04:24 | The business case: Tie PR to revenue, cost reduction, and executive priorities
• 05:01 – 05:23 | Quant + qual: Why both matter for effective evaluation
• 05:36 – 06:11 | From “audience” to “stakeholders”: Measuring sentiment and behavior change
• 06:12 – 07:11 | Stop fearing data: You already synthesize information—now measure it
• 07:01 – 07:11 | Two skills that will set pros apart: Measurement and AI
• 08:01 – 09:24 | Using AMEC’s resources to build a measurement-first practice
• 11:02 – 12:26 | Measure your time and value: Why low-fee retainers undermine real PR work
• 12:37 – 13:01 | Plan → act → measure: Strategy comes first
• 13:16 – 14:07 | Career fuel: Leveling up skills can reignite your passion for the work
• 14:09 – 14:30 | Parting encouragement and next steps

Highlights and takeaways:

• The Barcelona Principles update emphasizes business outcomes, not vanity metrics.
• Tie PR to revenue, cost of sales, risk mitigation, and reputation impact.
• Blend quantitative data (traffic, conversions, assisted revenue) with qualitative insights (sentiment, message pull-through).
• Use AMEC’s Integrated Evaluation Framework to plan from objectives to outcomes.
• Price for the strategic and labor-intensive nature of PR—measurement begins at planning.
• Invest in AI and analytics skills to future-proof your practice.

Resources mentioned:

• PR News: Barcelona Principles 4.0: Reinventing PR Measurement for a New Era
• AMEC: Barcelona Principles
• AMEC: AMEC Integrated Evaluation Framework (plan, measure, and evaluate end-to-end)
• Solo PR Pro (training, community, and tools for independent practitioners)

Related episodes to queue next:

• The Measurement Strategy You Need to Grow

Note: Links are provided for educational purposes. Always adapt frameworks to your client’s specific goals, audiences, and market conditions.

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Join us again!

• If this episode helped you, subscribe, rate, and leave a review—it helps more solo pros find the show.
• Share this episode with a colleague who’s rethinking their measurement approach.
• Visit Solo PR Pro to keep leveling up your practice.

• 00:12–01:08 | Welcome back: Setting up the “Hot Mess Summer” theme for PR and marketing pros 
• 01:29–02:32 | The world of work: RTO mandates, hiring freezes, and overestimating AI’s impact 
• 02:33–03:41 | Planning in uncertainty: How economic jitters ripple through day-to-day comms work 
• 03:53–05:04 | Social media fatigue: Declining nuance, instant outrage, and what it means for brands 
• 05:04–06:22 | The vigilante effect: Why some users treat negativity as a hobby—and how to respond 
• 06:32–07:17 | Slowing down to get it right: Replying with care in a rush-first culture 
• 07:48–09:10 | Over-curation vs. authenticity: Balancing audience feedback with sound business decisions 
• 09:16–10:12 | People-pleasing pitfalls: You can’t please everyone—stay true to mission and values 
• 09:31–10:11 | Event aesthetics vs. meaning: Designing for impact, not just Instagram 
• 10:12–11:05 | Community pile-ons: Why “take it to the business first” matters 
• 11:05–12:08 | Complication creep: Tech, AI, and unnecessary hurdles for communicators 
• 11:46–12:46 | Excellence still matters: How quality elevates audience experience 
• 12:47–14:05 | Brand name changes gone sideways: Lessons from high-profile rebrands 
• 14:39–15:53 | Risk hygiene: The case against bringing blankets to the movies (and other practical worries) 
• 16:00–16:22 | Looking ahead: Manifesting a calmer, more prosperous fall for solos 
• 16:19–16:35 | Join the convo: How to share your Hot Mess Summer stories

• Episode 300: How To Manage Sticky Situations In PR
• Entrepreneur: How to Set Boundaries With Your Clients Without Losing Business

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

Share and Subscribe!

If this episode made you nod, laugh, or rethink your approach, don’t keep it to yourself—follow That Solo Life in your favorite podcast app, leave a 5-star review to help other solo pros find us, and share Episode 311 with a colleague. Got your own “Hot Mess Summer” story or a topic you want us to tackle? Send it to us at soloprpro.com. Your story might be featured in an upcoming episode!

• [00:18] Introduction: Karen and Michelle set the stage for today’s topic.
• [01:00] The double-edged sword of overthinking: How it makes PR pros great at their jobs but can complicate personal life.
• [03:16] Acknowledging the problem: The first step to overcoming overthinking and overworking.
• [04:41] Personal stories: Karen and Michelle share how they’ve learned to step back and prioritize fun.
• [08:10] The importance of taking breaks: Why PR pros need to take their foot off the gas routinely.
• [10:07] Finding intentionality: How being deliberate about work and personal time can lead to a healthier balance.
• [16:07] Learning to say no: Why “no” is a complete sentence and how it can protect your mental health.
• [17:22] The power of fun: How rediscovering joy can make you better at work and in life.
• [18:12] Final thoughts: Encouragement to put your PR tools away at the end of the day and live a full, rich life.

Related Episodes:

• That Solo Life, Episode 299: The Can Do Spirit of PR Practitioners Crosses Generations That Solo Life, Episode 205:The Land of the Wounded: Mental Health and PR 

• Additional Resources:

• Dr. Tracey Marks: How to Stop Overthinking 
• Healthline: 14 Ways to Stop Overthinking

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

If you enjoyed this episode, don’t forget to subscribe to That Solo Life on your favorite podcast platform and share it with your network. 

Guests: 

• Melissa Vela-Williamson, APR, Fellow PRSA, CDP, Founder of MVW Communications, Author, and Speaker 

Key Topics Covered: 

• [00:02:30] Melissa’s PR career path and her inspiration for writing two books. 
• [00:07:10] The importance of self-promotion and building a personal brand as a solo PR pro. 
• [00:13:45] Overcoming imposter syndrome to gain confidence and attract the right clients. 
• [00:20:40] Using storytelling and cultural intelligence (CQ) to connect on a deeper level. 
• [00:29:15] Applying PR strategies to amplify diversity and inclusivity in the industry. 
• [00:38:00] Melissa’s advice for staying consistent and authentic in your solo practice. 

About Melissa Vela-Williamson, APR, Fellow PRSA, CDP:

Melissa Vela-Williamson is an accredited, internationally recognized public relations strategist, national industry columnist, podcast host, and author. For over two decades, she has provided strategic public relations counsel, professional communication services, and shared leadership guidance with over 100 brands -- educating, equipping, and empowering diverse audiences ranging from children to CEOs. Melissa serves as a consultant, trainer, and account director at her boutique PR firm, MVW Communications. With unique experience in employee communications and DEI, Melissa leverages her PR expertise and acumen as a certified diversity professional to create social good. She represents only 750 PR professionals nationwide who have earned the elite PRSA College of Fellows credential. Her first book, “Smart Talk: Public Relations Essentials All Pros Should Know” was published Oct. 2022 and is an Amazon Bestseller. Her second industry book, “Latinas in Public Relations: Shaping Communications, Communities, and Culture” was published during Women's History Month 2025 and quickly became an Amazon Bestseller in three categories. She shares communication insights and advice through her podcast, “Smart Talk Series”, her Public Relations Society of America column,  and through her blog at mvw360.com. 

Resources Mentioned: 

• Visit Melissa’s website, MVW360.com, for more on her books, services, and resources. 
• Get Melissa’s books: Smart Talk: Public Relations Essentials All Pros Should Know and Latinas in Public Relations: Shaping Communications, Communities, and Culture.” 
• Connect with Melissa on LinkedIn at Melissa Vela-Williamson. 

Call to Action: 

Don't miss an episode of That Solo Life! Subscribe on your favorite podcast platform to stay updated. If you enjoyed this episode, leave a review and share it with your solo PR network. For more resources and insights, join the Solo PR Pro community at our website. Your next level in solo PR starts here!

• [00:12] Welcome and episode introduction by Michelle and Karen. 
• [01:09] Introduction to the topic - What does "Media Under the Influence" mean? 
• [01:31] The erosion of media integrity due to governmental and corporate influence. 
• [02:14] Discussion on recent examples, including Stephen Colbert's show announcement and high-profile media lawsuits. 
• [03:36] The crucial role of journalism in public relations and democracy. 
• [06:34] A look at history - How stifling free press aligns with authoritarian regimes. 
• [07:15] Encouragement to consume diverse information for balanced perspectives. 
• [08:06] Reflection on diminishing local journalism and its ripple effects. 
• [11:30] Empowering solo practitioners to support and advocate for a free press. 
• [14:28] Final thoughts, inspiration for PR practitioners, and a message to protect media integrity.

• Episode 301: The Need for Thoughtful Engagement in an Age of Clickbait
• Episode 298: PR Potpourri: A Look Back at Q1 2025
• Episode 242: Media, Mayhem and What Happens in a Small Town

• Muck Rack Local Journalist Index 
• Why Local News Matters 
• How Local News Holds Governments Accountable
• PRSA Code of Ethics (scroll down for Provisions of Code)

That Solo Life is the go-to podcast for public relations, communication, and marketing professionals who are navigating the unique challenges of working independently or in small teams. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the podcast delivers expert insights, encouragement, and actionable advice. Whether you're a seasoned pro or just starting your solo PR career, you'll find the support and empowerment you need. 

Enjoyed this episode? Don’t miss out on future insights! 

• Don’t miss out on our upcoming lineup of great guests and topics! Subscribe to That Solo Life on your favorite podcast platform. 
• Share this episode with your fellow PR pros and spread the word about protecting media integrity. 
• Visit Solo PR Pro for additional resources tailored for solo practitioners. 
• Leave us a review and tell us how this episode inspired you! 

• [00:18] – Welcome! Karen and Michelle kick off with a relatable chat about unpredictable summer weather. 
• [02:09] – Transition to the hot topic of managing professional social media strategies in a turbulent environment. 
• [03:04] – Is LinkedIn still the safe space for PR pros, or has its engagement also shifted? 
• [05:55] – Exploring generational divides in media consumption and why multi-platform strategies are critical today. 
• [07:35] – The surprising continued relevance of Facebook in niche and community-focused marketing strategies. 
• [11:07] – Why emotional assessments are key when re-evaluating your social media presence mid-year. 
• [12:08] – Karen and Michelle’s parting advice on standing by your values while staying adaptable for clients. 

• Assess which social media platforms best align with your audience and professional values before committing your resources.
• Diversify your strategies—don’t rely solely on one channel to reach target audiences.
• Regularly re-evaluate your PR and marketing approaches in response to evolving platform dynamics and audience preferences.
• Community and connection are as important as algorithm-driven reach; prioritize authentic engagement.
• Balance professional obligations with personal ethics when working with or recommending specific platforms.

• Episode 284: How PR Pros Can Use an Audit to Unlock Social Media Success
• Hubspot: Social Media Trends Report
• Visit Solo PR Pro for tools and resources that help PR pros thrive. 

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape. 

Enjoyed the episode? Don’t miss out on future insights! Subscribe to That Solo Life wherever you listen to podcasts. If you loved today’s discussion, share it with your fellow solo PR pros and marketing peers. Visit Solo PR Pro for more resources, and connect with us to share your thoughts—because your voice matters! 

We’d love to hear your thoughts on AI’s impact on PR and how you’re adapting in your career! Connect with us through the following platforms:

• Karen Swim - LinkedIn, Threads, Instagram
• Michelle Kane - LinkedIn, Instagram

Thank you for tuning in to this episode of That Solo Life! Stay connected to continue the conversation. 

• Episode 293: Why It’s Time to Advance AI Discussions in PR
• Episode 279: The Power of Storytelling in an AI World

Additional Resources: 

• World Economic Forum: Future of Jobs 2025 Report 
• Under the Desk News (Instagram @underthedesknews): Insights from AI Conference (instagram)

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape. 

We’d love to hear your thoughts on AI’s impact on PR and how you’re adapting in your career! Connect with us through the following platforms:

• Karen Swim - LinkedIn, Threads, Instagram
• Michelle Kane - LinkedIn, Instagram

Thank you for tuning in to this episode of That Solo Life! Stay connected to continue the conversation. 

Don’t miss an episode! Be sure to subscribe to "That Solo Life" on your podcast platform of choice. Love what you hear? Share the episode with your colleagues and friends, and leave us a review to help more listeners find the podcast. Engage with us on social media—we'd love to hear your thoughts!

• Veleisa's 20-year career in PR and communications
• The decision to shift between solo work, agency life, and teaching
• How teaching has reignited her passion for storytelling and mentorship
• The role of AI in PR and education, and how to use it as a tool rather than a crutch
• The importance of curiosity, critical thinking, and learning from failure
• Encouraging the younger generation to be authentic and build meaningful careers
• Tips on setting boundaries for a healthy work-life balance

[00:13] Introduction to the episode and Veleisa Patton Burrell [01:37] Veleisa shares her career background and transition to solo work in 2017 [03:22] Teaching as an adjunct professor and rediscovering excitement for the field [07:53] Inspiring the next generation through storytelling and shared values [13:09] The impact of failure and fostering resilience in your career [19:57] Insights on balancing work with personal boundaries and self-care [21:17] Exploring the role of AI in education and PR, and critical thinking as a foundational skill [28:00] Closing thoughts and where to follow Veleisa

Veleisa Patton Burrell is a trusted counselor to clients and peers alike, providing strategic guidance on integrated communications, including media relations, content development, digital communication and executive visibility. Her talents lie in detailing company values through owned storytelling consistently across mediums to earn media coverage and improve reputation with employees, partners, and clients and industry peers.

Most recently, as an executive for FleishmanHillard, a global PR agency, and Denny’s, a storied restaurant brand that is known as “America’s Diner,” Veleisa advised senior leaders on issues and crisis, developed media relations strategies and oversaw execution of thought leadership opportunities such as speaking engagements and interviews.

Side work as a mindfulness facilitator and yoga instructor keeps Veleisa’s mind and body strong and resilient. She graduated from Southern Methodist University in Dallas, Texas, with a bachelor’s degree in corporate communications and public affairs; she now teaches an undergraduate capstone course at the school as an adjunct professor. She later earned a master’s degree in communication studies from the University of Texas at Arlington. Veleisa was named to Public Relations Society of America Dallas inaugural 40 Under 40 list in 2021 and was previously a board director for the chapter.

You can connect with Veleisa on LinkedIn.

• Ragan: Denny’s Veleisa Patton Burrell on embracing tech and the changing comms landscape
• Nature: The effect of ChatGPT on students’ learning performance, learning perception, and higher-order thinking: insights from a meta-analysis
• World Economic Forum: Why AI literacy is now a core competency in education
• Forbes: Organizations Are Saving Millions By Embracing Curiosity—Here’s The Proof

That Solo Life is a podcast for public relations, communication and marketing professionals that work as independent and small hosted by Karen Swim, APR and Michelle Kane. Karen is the founder of Words For Hire, a PR agency that specializes in B2B, Technology and Healthcare, and the President of Solo PR, a community dedicated to independent practitioners in public relations, communications and related fields. Michelle Kane is the Principal of Voice Matters, a  company that offers PR, Communications Consulting, Editorial and Voiceover Services.

• Karen Swim - LinkedIn, Threads, Instagram
• Michelle Kane - LinkedIn, Instagram

Don’t miss an episode! Be sure to subscribe to "That Solo Life" on your podcast platform of choice. Love what you hear? Share the episode with your colleagues and friends, and leave us a review to help more listeners find the podcast. Engage with us on social media—we'd love to hear your thoughts!

Episode Summary:

In this episode of That Solo Life, co-hosts Karen Swim, APR  of Solo PR Pro and Michelle Kane  of Voice Matters explore the growing trend of adopting an “AI-first” strategy in business and marketing. While artificial intelligence has proven to be a valuable tool, Michelle and Karen argue for a balanced approach that prioritizes human expertise and thoughtful integration. They discuss examples of companies misusing AI, how it impacts customer experiences, and smart ways organizations can combine AI with human intelligence for the best outcomes. The episode is a must-listen for PR pros and marketers navigating the evolving digital landscape.

Episode Highlights:

• The risks of an AI-first strategy: Why adopting AI without enough forethought or balance creates inefficiencies, costs, and poor customer experiences.
• Examples of misuse: Companies like Xfinity and Business Insider illustrate how over-reliance on AI can backfire.
• The human factor: The importance of human intelligence in areas like PR, customer service, and even medical diagnostics.
• Using AI wisely: How organizations can leverage AI as a complementary tool rather than a full replacement for human effort.
• Lessons for PR pros: Why PR professionals must adapt to AI tools while continuing to demonstrate their unique value to organizations.

• 00:18 - Introductions and episode overview.
• 00:48 - The rise of AI in marketing and business strategies.
• 01:40 - Examples of companies going all-in on AI and walking it back (Duolingo, Business Insider).
• 02:34 - Michelle and Karen discuss Xfinity’s chatbot issues and the customer frustration it causes.
• 04:36 - Why prioritizing customer experience should always come first.
• 05:25 - Effective uses of AI in ad tools and automation versus areas where human expertise is irreplaceable.
• 07:17 - Human connection and the ongoing need for person-to-person community in a digital age.
• 09:57 - The integration of AI in PR and marketing fields; potential risks and opportunities.
• 12:04 - How PR pros can become trusted advisors by skillfully blending AI tools with human insight.
• 12:53 - Closing thoughts and encouragement to share the episode.
• 00:12:56 - Conclusion and Call to Action

• PR Daily: Business Insider layoffs
• Fast Company: Going ‘AI first’ appears to be backfiring on Klarna and Duolingo 
• Brandnation: Social Media and AI 

That Solo Life is a podcast for public relations, communication and marketing professionals that work as independent and small hosted by Karen Swim, APR and Michelle Kane. Karen is the founder of Words For Hire, a PR agency that specializes in B2B, Technology and Healthcare, and the President of Solo PR, a community dedicated to independent practitioners in public relations, communications and related fields. Michelle Kane is the Principal of Voice Matters, a  company that offers PR, Communications Consulting, Editorial and Voiceover Services.

• Karen Swim - LinkedIn, Threads, Instagram
• Michelle Kane - LinkedIn, Instagram

If you found this episode helpful, please share it with your network! Don’t forget to subscribe to That Solo Life for weekly insights tailored for PR pros and solo marketers. You can also connect with us at SoloPRPro.com with your questions or comments. Thank you for listening!

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro) on social media so that we can thank you personally!

Thanks for listening! 🎙️

Key Highlights:

• How experiences in solo and corporate careers shape your perspective.
• The beauty of streamlined decision-making as a solo professional.
• Challenges like “buzzword overload” and imposter syndrome in corporate spaces.
• Why being a solo doesn’t mean you lack the sophisticated processes of corporate life.
• Tips for appreciating both sides and finding fulfillment in your career choice.
• Thoughts on evolving professionally and taking control of your career in a modern work landscape.

Timestamps:

• 00:12 – Introduction and banter about the weather.
• 01:08 – Kicking off the topic: life as a solo vs. corporate life.
• 03:38 – Karen reflects on government and corporate inefficiencies.
• 04:10 – The benefits of streamlined workflows as a solo.
• 06:28 – Why protocols exist and how they affect workplaces.
• 07:57 – The challenges of self-perception as a solo.
• 09:20 – Controlling your career path and the rewards of solo life.
• 10:48 – How the modern work environment enables pivoting and flexibility.
• 11:44 – Closing thoughts and encouragement for listeners.

Related Episodes & Resources:

• Episode 286: What You Need to Know to Become a Solo PR Pro in 2025
• Episode 287: Confidence, Capability and Why PR Needs More Collaboration
• Learn more about SoloPRPro.com

Please listen and share! Did today’s episode resonate with you? Share your experiences with us at SoloPRPro.com. And don’t forget to subscribe to That Solo Life wherever you listen to podcasts. If you enjoyed this conversation, leave us a review, and share the episode with a fellow PR pro or entrepreneur! See you next time!

Release Schedule: New episodes every Monday 

In this thought-provoking episode of That Solo Life, Karen and Michelle take a critical look at the current state of social media and the challenges of thoughtful engagement in a world dominated by clickbait culture. They discuss how the drive for visibility and engagement often leads to misinformation, manipulation, and the decline of meaningful discourse.

The hosts share their perspectives as PR professionals on the deeper responsibility of fostering ethics and trust in communication. They emphasize the importance of slowing down to verify facts, maintaining integrity, and modeling critical thinking, especially for clients navigating today’s fast-paced information landscape.

• The Clickbait Conundrum: Once a space for genuine connections, social media is now overwhelmingly driven by metrics and visibility at the expense of authenticity.
• The Role of PR Pros: Public relations professionals have a responsibility to fight misinformation and help clients maintain trust through transparent communication practices.
• Guardrails for Brands: Karen and Michelle suggest bringing back foundational tools like fact sheets, Q&A documents, and newsroom pages to ensure an official “source of truth” for your brand.
• Critical Thinking: The hosts stress the need for slowing down, questioning narratives, and taking the time to verify information before reacting or sharing.
• Community Still Matters: Despite the digital noise, authentic engagement and human connection remain the most impactful strategies for building trust and loyalty.

• “People are sharing, posting, and reacting so quickly that critical thinking often takes a back seat.”
• “We need to bring back tools like fact sheets and Q&A docs to ensure the public has easy access to the truth.”
• “Community and genuine connection will always outperform clickbait in the long run.”

• That Solo Life: The New Challenges in Managing Brand Reputation
• That Solo Life: Quality Over Quantity Will Drive PR In 2025
• Smart Social Secrets:  Why Social Media Posting Isn’t Working - And What to do Instead!
• Social Media Examiner: Social Media Marketing Industry Report

00:00:00 - Introduction to That Solo Life 00:00:18 - The Busy Season: Maycember 00:01:12 - Here We Go Again: Social Media Manipulation 00:02:11 - The Shift in Social Media Motives 00:03:23 - The Importance of Community Content 00:04:01 - The Exhaustion of Misinformation 00:05:17 - The Role of PR Professionals in Social Media 00:06:03 - Creating Fact Sheets for Transparency 00:07:15 - Protecting Clients with Social Media Policies 00:08:32 - The Importance of Controlling Your Own Narrative 00:09:20 - Providing Journalists with Clear Messaging 00:10:27 - The Need for Critical Thinking 00:11:41 - The Decline of Critical Thinking in Education 00:12:56 - Modeling Critical Thinking in PR 00:13:21 - Conclusion and Call to Action

If you're a PR professional, marketer, or business owner navigating the complexities of content creation and engagement on social media, this episode is for you. Karen and Michelle provide actionable advice on combating misinformation, maintaining ethics, and fostering meaningful connections in a world of constant digital noise.

That Solo Life is a podcast for public relations, communication and marketing professionals that work as independent and small hosted by Karen Swim, APR and Michelle Kane. Karen is the founder of Words For Hire, a PR agency that specializes in B2B, Technology and Healthcare, and the President of Solo PR, a community dedicated to independent practitioners in public relations, communications and related fields. Michelle Kane is the Principal of VoiceMatters, a  company that offers PR, Communications Consulting, Editorial and Voiceover Services.

• Karen Swim - LinkedIn, Threads, Instagram
• Michelle Kane - LinkedIn, Instagram
• Solo PR - LinkedIn, Facebook, Instagram

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro) on social media so that we can thank you personally!

Thanks for listening! 🎙️ Have a topic you’d like us to cover? Drop us a line at Solo PR Pro. 

Enjoyed this episode? Share your thoughts with us at Solo PR Pro or on social media. Don’t forget to tag fellow PR pros who could benefit from these insights! Tune in next Monday for another episode of That Solo Life. 

Welcome to the 300th episode of That Solo Life! 🎉 Karen Swim, APR, and Michelle Kane reflect on their podcasting milestone before tackling a topic every PR professional can relate to – dealing with "sticky situations." From unscripted comments in interviews to inappropriate client behavior at events, Karen and Michelle share experiences, insights, and strategies to prepare for and manage these challenges with professionalism. They emphasize preparation, setting clear boundaries, and protecting your own reputation as a PR practitioner while navigating these tricky waters. 

If you’ve faced a PR crisis or want to be fully equipped for when one arises, this episode is packed with relatable stories and actionable advice. 

• The Importance of Preparation

Why media training, briefing sheets, and understanding client boundaries are non-negotiable steps.

•  Clients Behaving Badly

Memorable (and eyebrow-raising) examples of client mishaps during events or interviews, and lessons learned. 

• When Damaging Information Emerges

What to do when unexpected or concerning information about your client surfaces. 

• Protecting Yourself and Your Reputation

Tips on maintaining contracts, financial safeguards, and crisis plans for PR pros themselves. 

• The Role of Ethical Responsibility

Navigating PR crises while adhering to ethical practices and maintaining professionalism. 

• Podcast - How to Communicate in a Crisis
• Podcast - The Joy and Pain of Clients New to PR
• Blog - How to Handle Tough Client Conversations
• Learn more about ethical PR practices with PRSA’s Code of Ethics.

• 00:18 - Celebrating 300 episodes
• 02:21 - Sticky situations with clients and what defines them
• 05:00 - Events gone wrong and handling inappropriate client behavior
• 08:42 - Unscripted comments during interviews and the importance of being present during media interactions
• 13:30 - Concerning or damaging information surfacing about a client
• 15:31 - Crisis communication plans for PR pros and self-protection strategies

That Solo Life is a podcast for public relations, communication and marketing professionals that work as independent and small hosted by Karen Swim, APR and Michelle Kane. Karen is the founder of Words For Hire, a PR agency that specializes in B2B, Technology and Healthcare, and the President of Solo PR, a community dedicated to independent practitioners in public relations, communications and related fields. Michelle Kane is the Principal of VoiceMatters, a  company that offers PR, Communications Consulting, Editorial and Voiceover Services.

• Karen Swim - LinkedIn, Threads, Instagram
• Michelle Kane - LinkedIn, Instagram
• Solo PR - LinkedIn, Facebook, Instagram

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro) on social media so that we can thank you personally!

Thanks for listening! 🎙️ Have a topic you’d like us to cover? Drop us a line at Solo PR Pro. 

The hosts, Karen Swim, APR, of Solo PR Pro, and Michelle Kane of VoiceMatters, discuss key findings from the USC Annenberg Global Communication Report for 2025, focusing on Gen Z’s growing presence in the workforce and what that means for public relations professionals. 

Key takeaways include:

• Flexibility prioritized over pay: Nearly half of Gen Z employees value workplace flexibility more than higher salaries, suggesting shifting work-life balance priorities. 
• Concerns over AI's impact: A significant portion of Gen Z is worried about AI diminishing entry-level job opportunities, highlighting the need for AI skills development. 
• Generational perceptions: A fascinating generational divide exists regarding political and social awareness, with each group believing they are the most informed. 
• Hybrid work benefits: The hosts advocate for hybrid work not only as a productivity tool but also as a way to encourage intergenerational mentorship and develop soft skills. 
• The PR industry’s optimistic outlook: Despite challenges like evolving technology and the hybrid landscape, 74% of PR professionals report a positive outlook for the sector. 

Karen and Michelle also explore how these findings tie back to independent professionals, emphasizing the importance of flexibility, adaptation, and mentorship in today’s workforce. 

Gen Z is reimagining priorities, highlighting the value of flexible schedules over strictly financial incentives. Karen and Michelle explore how this impacts public relations and solo professionals. 

The hosts discuss Gen Z's concerns about AI in the workplace, citing the importance of staying ahead of trends, acquiring new skill sets, and leveraging AI as a tool rather than fearing it as a replacement. 

Hybrid work models provide opportunities for not only business productivity but also intergenerational learning. Karen and Michelle explain how being physically present for mentorship can bridge generational gaps and help develop critical soft skills. 

Despite disruptions, PR professionals maintain an optimistic outlook. The hosts celebrate this shared resilience and problem-solving spirit that defines the PR community. 

• USC Annenberg Global Communication Report 2025 
• Solo PR Pro resources for independent professionals here. 

00:00:00 - Introduction to That Solo Life Podcast 00:00:28 - The Impact of Gen Z on the Workforce 00:01:41 - Workplace Flexibility and Generational Perspectives 00:02:53 - Balancing Work and Life: A New Approach 00:04:17 - The Hybrid Workplace: Benefits and Challenges 00:06:30 - AI's Influence on Job Opportunities for Gen Z 00:07:40 - The Importance of Mentorship Across Generations 00:09:35 - Generational Differences in Knowledge and Awareness 00:11:46 - Reflections on Past Experiences and Current Realities 00:13:06 - Optimism in the PR Industry's Future 00:14:15 - Conclusion and Resources

That Solo Life is a podcast for public relations, communication and marketing professionals that work as independent and small hosted by Karen Swim, APR and Michelle Kane. Karen is the founder of Words For Hire, a PR agency that specializes in B2B, Technology and Healthcare, and the President of Solo PR, a community dedicated to independent practitioners in public relations, communications and related fields. Michelle Kane is the Principal of VoiceMatters, a  company that offers PR, Communications Consulting, Editorial and Voiceover Services.

• Karen Swim - LinkedIn, Threads, Instagram
• Michelle Kane - LinkedIn, Instagram
• Solo PR - LinkedIn, Facebook, Instagram

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro) on social media so that we can thank you personally!

Thanks for listening! 🎙️ Have a topic you’d like us to cover? Drop us a line at Solo PR Pro. 

This podcast episode explores the challenges that PR professionals face in the current media and communication landscape. The discussion covers several key topics:

• The struggles with PR tools and technologies, which often fail to keep up with the rapidly changing industry. This leaves PR practitioners having to "hack together" solutions to get the job done.
• The broader cultural issues of overwork and lack of work-life balance in the PR and communications field, which contribute to fatigue and burnout.
• The challenges of cutting through the "sensationalism" and "brain candy" that dominates much of today's media, and finding ways to effectively share meaningful, ethical, and responsible messaging.

The hosts emphasize the importance of PR professionals upholding their integrity and values, while also adapting to connect with audiences in creative and engaging ways. Overall, the conversation highlights the unique blend of skills and resilience required to succeed as a communicator in the current environment.

Episode Summary: 

Join co-hosts Karen Swim, APR, and Michelle Kane as they take you on a lively and insightful ride through the current state of public relations, pop culture, and the challenges of living the #SoloPR life in 2025. This isn’t just one topic; it’s a mix of everything that’s shaping the PR landscape today. From the highs and woes of PR tools to the emotional (and professional) toll of our 24/7 work culture, Karen and Michelle share their honest thoughts with moments of humor, empathy, and real-world advice.

What You’ll Learn in This Episode: 

• An honest review of today’s PR tools, touching on media monitoring, analytics, and pitching databases. 
• How the evolving media landscape and shrinking newsrooms are forcing PR pros to become more creative in their strategies. 
• The societal fatigue impacting professionals across industries and how it weighs on productivity and expectations. 
• Why sensationalism and aesthetics dominate public attention and what PR pros can do to create impactful, ethical, and relatable messaging. 
• The power of storytelling in PR, regardless of how complex or mundane the topic may seem.

Key Quotes from the Episode: 

💬 "We have to focus on messaging and packaging it in a way that breaks through to an audience that really prizes aesthetics." – Michelle Kane 

💬 "I miss the days when PR tools gave us everything we needed for one price. Now? Higher prices, less functionality." – Karen Swim 

💬 "Public relations professionals are among the best of us. We’re not just serving our clients—we’re truly serving their publics." – Karen Swim 

Resources and Links Mentioned: 

• Solo PR Pro Community: SoloPRPro.com 
• Connect with Karen Swim on LinkedIN
• Follow Michelle Kane on LinkedIN
• Share your thoughts on this episode or send us feedback at Solo PR Pro Contact Us.

About the Hosts: 

Karen Swim, APR, is the Founder and CEO of Words For Hire, a PR Agency and the Owner of Solo PR Pro, a community and resource hub that supports PR professionals working independently. Michelle Kane is the owner of Voice Matters, a company that offers branding and marketing, integrated content strategies, and measurable public relations.

Tune in and Stay Inspired! 🎙️

Connect with Us: 

• Visit our website: Solo PR Pro 
• Share your thoughts and feedback: info@soloprpro.com 
• Follow us on Instagram, Facebook, LinkedIn

Listen Now: Apple Podcasts | Spotify | Solo PR

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Join the Conversation 

Found this episode valuable? Share it with your network, and don’t forget to subscribe so you never miss a new episode! 

Tune in and learn how to become a trusted advisor to your clients in an increasingly tone-sensitive world.

• Defining the Big Idea: A “big idea” doesn’t have to be completely new. Instead, it’s an audacious or bold concept that challenges the status quo, demands attention, and inspires action. 
• The Bolt Method Framework: Jess's Bolt Method helps clarify and amplify big ideas by focusing on four pillars - Bold, Original, Loud, and Tenacious. 
• Living Your Passion: Entrepreneurs can align their personal passions with business objectives to create both purpose and profit. 
• Overcoming Challenges: Common roadblocks like imposter syndrome, impatience, or messaging struggles can be overcome with introspection and strategy. 
• The Power of Rebuilding: If your work no longer feels aligned, don’t be afraid to take the time to pause, reflect, and pivot to rediscover your authentic purpose.

Jessica Soto is a business growth and visibility strategist who helps purpose-driven female entrepreneurs, thought leaders and change makers clarify their big ideas, amplify their message and create lasting social impact. In this podcast episode, she discusses her process for helping clients find their "big idea" - a bold, original perspective that challenges the status quo and inspires people to take action. Soto highlights common roadblocks her clients face, such as distilling complex expertise into a cohesive core message, and provides strategies for overcoming these challenges. She also advises on building a platform for thought leadership, evolving one's message over time, and the importance of authenticity and transparency with one's audience. 

• [00:00] - Introduction from co-hosts Karen Swim and Michelle Kane 
• [00:32] - Welcoming guest Jess Sato and learning about her background in corporate strategy and leadership development 
• [01:14] - Jess describes her transition to working with female entrepreneurs and social impact leaders 
• [03:33] - The definition of a big idea and why it doesn’t have to be groundbreaking to be bold or impactful 
• [05:12] - How passion, experience, and identifying audience needs converge to form a functional big idea 
• [09:13] - Common roadblocks faced by entrepreneurs when refining and presenting their big ideas 
• [13:03] - The Bolt Method explained and how it helps craft unique and powerful messaging 
• [20:13] - Aligning your big idea with platforms, stages, and communication styles to amplify your message 
• [26:02] - Evolving your message and giving yourself permission to pivot when your work no longer feels aligned 
• [35:12] - What it means to create a lasting legacy through your work and voice 
• [37:05] - How to connect with Jess Sato and closing thoughts from the co-hosts 

• Connect with Jess Sato on LinkedIn 
• Visit Jess Sato’s website at jessicasato.com 
• Learn more about Solo PR Pro at soloprpro.com 

• Karen Swim, APR - Solo PR Pro, LinkedIn
• Michelle Kane - Voice Matters,  LinkedIn

Enjoyed this episode? Subscribe to That Solo Life on your favorite podcast platform and leave us a review! Your support helps us share inspiring conversations with solo PR pros and marketers everywhere. 

We hope you enjoy this conversation with Jess, Karen, and Michelle!

What exactly do Solo PR Pros do, and how do companies find and engage with them? Many businesses are on the lookout for talented professionals to help with marketing, communications, and PR, but they often don’t know where to start. This week, Karen and Michelle unpack how Solo PR Pros can make themselves more visible and connect with companies that need their services. From networking tips to leveraging LinkedIn and exploring industry forums, they discuss practical strategies to help you stand out.

Whether you’re a seasoned Solo or new to the game, this episode will inspire you to take actionable steps toward growing your business and increasing your visibility in a competitive market. Tune in and discover how to ensure that businesses not only know about solos—but understand the value you bring to the table.

Key Topics Discussed 

• The demand for Solo PR Pros and the uncertainty many companies feel about finding and hiring them. 
• Why some businesses are unaware of what Solo PR Pros do and how this creates opportunities for visibility. 
• The importance of maintaining an active presence in industry forums, local chambers, and online networks like LinkedIn. 
• Creative strategies for meaningful networking, from casual coffee chats to hosting workshops and community events. 
• How solos can repurpose content and boost their own SEO to increase discoverability. 
• The changing landscape of human connection and why face-to-face engagement still matters in a digital world. 

Why You Should Listen 

If you’ve been wondering how to better position yourself as a Solo PR Pro or how to find new opportunities despite economic uncertainty, this episode is packed with advice to help you put yourself out there. Karen and Michelle share personal anecdotes, practical tips, and motivational insights to empower you to take the reins and ensure companies know you exist—and understand the immense value you provide.

Resources Mentioned 

• Solo PR Pro Premium Membership Group 
• PRSA 
• Local networking opportunities (e.g., chambers, trade groups, or hosting small events at coffee shops or libraries) 

Get Engaged 

We want to hear from you! Have questions, comments, or ideas for future episodes? Reach out to us at soloprpro.com. 

If you found this episode helpful, please share it with your network. Your support means the world to us, and it helps us reach even more Solo PR Pros! 

Follow Us: 

• Michelle Kane | Voice Matters 
• Karen Swim | Solo PR Pro 
• Podcast Website | That Solo Life 

Have thoughts on today's topic? Connect with us on social media and share your perspective.

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro) on social media so that we can thank you personally! 

Summary:

This podcast episode discusses the abundance of "national days" and how PR professionals and marketers should approach aligning their client initiatives with these events. The key points are:

• There is an overwhelming number of these "national days" which can become diluted and ignored by the public.
• These days can be divided into two categories: awareness/educational campaigns vs. marketing-driven events.
• For awareness months/days related to important causes, it can make sense to align content and messaging if it's relevant to the client's business. However, marketers should be cautious about aligning with more frivolous "national days" just for the sake of participation.
• The most important factor is whether the client's news, announcement, or content is truly newsworthy and valuable, regardless of whether it aligns with a designated national day or month. Forcing an announcement to fit a particular calendar event is not advised.
• PR professionals should set clear expectations with clients about which national days/months are worth aligning with versus when it may be better to simply focus on the strength of the news itself.

In This Episode

Are you overwhelmed by the never-ending list of national days, weeks, and months? From National Hot Dog Day to Domestic Violence Awareness Month, it feels like every moment in the calendar is claimed by something. But does your brand have to jump on every single one? 

In today’s episode, co-hosts Karen Swim, APR (Solo PR Pro) and Michelle Kane (Voice Matters) discuss how to strategically decide which awareness and marketing campaigns to align with (and when to pass). They share practical advice for PR pros, marketers, and business owners on how to cut through the clutter while staying authentic to your brand.

• The evolution of National Days and how their popularity has changed over time. 
• The difference between awareness campaigns that educate (e.g., Autism Awareness Month) versus marketing-driven moments (e.g., National Ice Cream Day). 
• Why staying true to your brand’s mission is key when deciding whether to participate. 
• Evaluating client expectations and helping them decide if their campaigns align with specific days or months. 
• How doing something outside of a marketing or awareness month can sometimes help your message stand out. 
• Tips for advising clients on when their big news deserves attention at the right time. 

• Not every campaign is necessary. Assess whether a national day or awareness month is relevant and meaningful to your brand or clients before joining in. 
• Awareness vs. gimmicks: Distinguish between educational campaigns that offer real value and marketing "fun" that may not add much. 
• Timing is everything. Great news is great news, no matter what day you share it. Don’t feel tied to these campaigns if they don’t serve your goals. 

We’re not throwing shade at National Donut Day (a very worthwhile occasion, honestly!), but don’t feel obligated to latch on to every trendy day in the calendar. Use these moments as tools—but only when they make sense for your brand! 

• How to align content with National Days effectively without overwhelming your brand strategy. 
• Examples of when leveraging awareness months like Domestic Violence Awareness Month can reinforce your brand’s values. 

If you found value in today’s conversation, we’d love for you to share this episode with your network! Whether via audio or on YouTube (yes, you can see our fabulous faces there too!), your support helps us bring more tips to PR and marketing pros like you. And don’t forget to leave us a rating or review—we can handle it 😉

Thanks for listening to this episode of That Solo Life! Until next time! 

Follow Us: 

• Michelle Kane | Voice Matters 
• Karen Swim | Solo PR Pro 
• Podcast Website | That Solo Life 

Have thoughts on today's topic? Connect with us on social media and share your perspective.

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro) on social media so that we can thank you personally! 

In This Episode 

Join Karen Swim, APR and Michelle Kane  as they discuss how PR professionals can leverage AI to enhance productivity while maintaining ethical practices. From practical applications for tasks like research and content creation to addressing AI's challenges, this episode offers valuable insights into how professionals can integrate AI tools to work more efficiently. 

What We Cover in This Episode: 

• MuckRack's "State of AI in PR" report and key takeaways 
• Why PR pros need to move beyond basic AI usage (like content and journalist research) 
• Practical examples of how to use AI to save time, like creating campaign templates, summarizing research, or simplifying technical content 
• The importance of staying ahead with AI to offer strategic counsel to clients 
• How to address misconceptions about AI and demonstrate your own value as a professional in a tech-driven world 
• Ethical considerations and creating responsible AI use policies 

Why You Should Listen: 

AI is here to stay, and PR professionals must not only adapt but also lead the conversation in how this technology influences communication. Whether you're already using AI in advanced ways or you're hesitant to try, this episode addresses the need to learn to integrate AI into your workflows effectively and responsibly. 

Episode Highlights: 

• “What we’re saying is to use AI to simplify repetitive tasks and preserve your expertise for what truly matters.” 
• “AI isn’t a vending machine. It’s not magic. It’s only as good as what you input, but it’s a powerful assistant when used well.” 
• “Helping clients craft AI use policies not only protects them but also establishes you as a forward-thinking, trusted advisor.” 

Key Points:

In this episode, Karen and Michelle  discuss the use of AI in public relations and communication practices. The key points are:

• The PR industry has been slow to adopt AI, focusing on limited use cases like content creation and journalist research, rather than exploring more efficient and strategic applications.
• AI can be a valuable tool for PR professionals, helping with repetitive tasks, research analysis, content writing, and developing campaign templates - freeing up time to focus on high-value, human-centric activities.
• There are ethical considerations around AI usage that PR professionals should be aware of and address, such as developing AI use policies and monitoring for potential misuse or negative impacts.
• PR professionals should make an effort to understand AI capabilities and how to leverage the technology responsibly, as it is an increasingly important part of the communication landscape.

Links and Resources Mentioned: 

• 5 Key Takeaways from Muck Rack’s State of AI in PR Report - PR News
• Solo PR Pro 

Connect with Us: 

• Visit our website: Solo PR Pro 
• Share your thoughts and feedback: info@soloprpro.com 
• Follow us on Instagram

Listen Now: Apple Podcasts | Spotify | Solo PR

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro, @KarenSwim) on social media so that we can thank you personally!

In This Episode

In this episode of That Solo Life, co-hosts Karen Swim, APR and Michelle Karen discuss zero click content, a concept that is gaining traction in digital marketing and public relations. 

As the hosts explore zero click content, they discuss how this approach shifts the focus from merely driving clicks to fostering genuine engagement with your audience. Traditionally, the mantra has been to lead potential clients to our websites, but zero click content allows you to present valuable information in a more digestible format—whether through short text, videos, or engaging visuals—without the need for a direct call to action like "click here."

Karen and Michelle highlight the psychological aspect of this strategy, noting that it encourages potential clients to seek out more information on their own, thereby building trust and establishing your clients as go-to resources in their respective fields. This approach also allows PR pros to be creative in their communications. By telling compelling stories and using plain language, we can captivate our audience and encourage them to engage with our content.

Throughout the episode, Michelle and Karen discuss practical ways to implement zero click content, such as utilizing social media platforms creatively and producing engaging video content that doesn't require a formal setup. They also touch on the importance of adapting to the changing landscape of search engine optimization (SEO) driven by AI, where bite-sized, meaningful responses to audience questions are becoming increasingly vital.

Listeners are encouraged to experiment with their own content creation, using tools like CapCut and Animoto to produce engaging videos and infographics. 

Have you used zero click content? We would love to hear about your experiences so that we can all learn and grow. Drop us a line at info@soloprpro.com.

Don't forget to subscribe, like our content, and connect with us—we love hearing from you!

Episode Timestamps

00:00:00 - Introduction to That Solo Life Join hosts Michelle Kane and Karen Swim as they introduce the podcast and acknowledge the challenges faced by PR pros and marketers who work for themselves.

00:00:33 - Shout Out to Caregivers Acknowledge the multitasking nature of PR pros who also serve as caregivers, highlighting the chaos of balancing work and personal responsibilities.

00:00:54 - Introduction to Zero Click Content Discussion on the concept of zero click content and how it shifts the focus from driving clicks to fostering true engagement.

00:01:47 - Engagement Over Clicks Exploring the psychological aspect of zero click content and its role in building trust and establishing authority.

00:02:34 - Creativity in Content Creation How zero click content encourages creativity and storytelling, allowing for diverse formats like visuals and short videos.

00:03:45 - Adapting to Changing Search Trends The importance of adapting to changes in search algorithms and how zero click content can enhance visibility and engagement.

00:04:37 - Interactivity and Serialization Discussing the potential for interactivity in content and the benefits of serializing information to keep audiences engaged.

00:05:56 - The Importance of Bite-Sized Information Emphasizing the need for concise, meaningful responses that resonate with audiences and improve search results.

00:07:18 - Refocusing Content Priorities A reminder that shifting to zero click content is a small pivot rather than a complete overhaul, aimed at building awareness.

00:08:03 - Building New Skills Encouragement to embrace new content strategies as a way to stand out and improve communication with clients.

00:09:49 - Practical Tools for Content Creation Recommendations for tools like CapCut and Animoto to help create engaging video content and repurpose existing materials.

00:10:58 - Engaging with the Audience Invitation for listeners to share their experiences and tips on zero click content, fostering community interaction.

Resources / Links Mentioned: 

• [What Data Says] Zero Click Content for Social Media - Social Insider
• LinkedIn Discussion on Zero Click Searches - Nitin Manchanda
• Is SEO Dead in 2025? - Neil Patel

Listen Now: Apple Podcasts | Spotify | Solo PR

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro, @KarenSwim) on social media so that we can thank you personally!

Cybercrime is advancing at an alarming rate, impacting both personal lives and professional industries—including public relations. Karen Swim, APR of Solo PR Pro and Michelle Kane of Voice Matters explore the latest tactics scammers are using, from phishing emails to fraudulent links, and how PR professionals can protect themselves and their clients in this evolving digital landscape. 

What You’ll Learn: 

• Personal tips to guard against scams like phishing texts, spoofed calls, and fraudulent emails. 
• Why vigilance is key for protecting private information and financial assets. 
• How PR professionals can ensure their campaigns and communications build trust and avoid looking suspicious to audiences. 
• Tools and best practices for managing online safety, such as masking your email and avoiding suspicious links. 
• Insight into building trustworthy client relationships in a world full of online threats. 

Memorable Moments: 

• Michelle’s bank fraud story: How trusting her instincts helped her avoid a scam. 
• Karen’s best advice: “Never answer unknown numbers. Call back the verified line instead.” 
• Top tip for PR pros: Ensure your links and downloads are hosted on client websites to build credibility and assure safety. 

• 00:00:00 - Introduction to Online Fraud 
• 00:00:42 - Personal Experience with Scams 
• 00:01:40 - Best Practices for Handling Unknown Calls 
• 00:02:40 - The Rise of Cyber Attacks 
• 00:03:40 - Protecting Your Personal Information 
• 00:04:40 - The Importance of Trust in Communication 
• 00:05:40 - Navigating Links and Downloads Safely 
• 00:06:40 - Building Trust with Your Audience 
• 00:07:40 - Avoiding Scams in Promotions 
• 00:08:40 - Vigilance in Everyday Life 
• 00:09:40 - Resources for Staying Informed 
• 00:10:40 - Conclusion and Call to Action

Resources / Links Mentioned: 

• Know to Protect - Toolkit for tips to stay safe online
• Krebs on Security - Security expert that shares information on security threats
• Shelley DeMotte Kramer - technology expert who shares digestible insights on cybercrime and security trends.
• The Hacker News - Good news source for cyberthreats
• CSO online - News and info site for CSOs, but good place to keep up
• What is Two-Factor Authentication - TechTarget
• Apps and services for masking phone numbers and email addresses. 
  • The Opt-Out Project - services and steps for cybercleansing
  • Burner App - can set up multiple “burner” numbers on your cell that allow you to call and send from your cell phone
  • Apple Hide My Email

Have you or your clients been affected by cybercrime? Share your experiences in the comments or on social media to help others stay one step ahead. And if you found this episode helpful, don’t forget to share it with your colleagues and fellow PR professionals. 

Listen Now: Apple Podcasts | Spotify | Solo PR

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro, @KarenSwim) on social media so that we can thank you personally! 

• Wordplay as a Connection Tool: Learn how effective wordplay can draw in and unify your audience by balancing the familiar with a fresh twist.
• Intent Is Everything: Messaging should always prioritize kindness and respect, avoiding divisiveness or harm.
• The Fine Line Between Clever and Confusing: Not all wordplay lands well—find out how to avoid messaging that alienates or baffles your audience.

• Wordplay can be an effective communication tool when used strategically to engage the audience and build familiarity.
• However, wordplay should not be used as a "weapon" to divide audiences or make a political statement.
• Communicators should be mindful of the intent and potential impacts of their word choices, and aim to communicate in a spirit of kindness and unity.
• It's important for communicators to maintain credibility and avoid actions that could undermine trust.

• ‘Freedom never tasted so good’: How Walter Jones helped rename french fries over the Iraq War - The Washington Post

Why Wordplay Works in Communications - Wylie Communications 

• Why Wordplay Works: The Science of Puns in Business Communication - Copy That Communications

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us on social media (@SoloPRPro, @KarenSwim, @VoiceMattersLLC) and let us thank you personally!

Summary

This episode of "That Solo Life" podcast explores the challenges PR professionals manage when brands are faced with crises, particularly serious situations like allegations of child abuse. The hosts, Karen Swim, APR and Michelle Kane discuss the importance of building trust with audiences, maintaining authenticity and integrity, and providing nuanced responses rather than knee-jerk reactions. They emphasize the need for civility, context, and an understanding that not every mistake or misstep warrants an extreme public backlash. The hosts also acknowledge the difficulty of navigating these issues as PR professionals who are also impacted by the toxicity and chaos in the broader society.

Karen Swim, APR and Michelle Kane discuss the modern complexities of reputation management and proactive crisis management in Episode 289 of That Solo Life. The internet has created a tinderbox that can quickly ignite a spark of discord into a firestorm of crisis. 

Today’s  discussion kicks off with a real-life example of a local business facing severe allegations of child abuse linked to previous ownership. Michelle and Karen explore the challenges that new ownership faces as they attempt to distance themselves from the past while managing public perception. They emphasize the importance of effective messaging and the need for PR professionals to guide brands through these turbulent waters.

Karen highlights the broader context of how society has shifted towards a more polarized viewpoint, where nuance and reasoned thinking seem to be in short supply. The hosts discuss the tendency for public opinion to swing dramatically, often overlooking the complexities of individual situations. They stress the importance of context in evaluating a brand's response to crises, noting that not every misstep warrants immediate condemnation.

As the conversation unfolds, Karen  and Michelle reflect on the pressures brands face in the digital age, where the loudest voices often drown out the majority who may hold more moderate views. They point out that while brands must be authentic and true to their values, they also need to build trust with their audiences over time. This trust becomes crucial when navigating crises, as it can help mitigate backlash and foster understanding.

The episode also touches on the rapid spread of misinformation and the consequences it can have on brand reputation. The hosts share a recent example involving a soda company that faced backlash over a marketing campaign, illustrating how quickly narratives can spiral out of control without proper context.

In closing, Karen and Michelle encourage PR professionals to remain steadfast in their values and to continue making ethical decisions, even amidst chaos. They express hope for a return to civility and nuance in public discourse, emphasizing that by doing the right thing, we can collectively contribute to a more informed and understanding society.

Listeners are invited to share their thoughts and experiences, and the hosts encourage feedback on topics they would like to see covered in future episodes. As always, they thank their audience for tuning in and remind them to check out the resources available at SoloPRPro.com.

Resources:

• What I Learned from The Chaos Machine - Fran Stephenson, APR
• If You Run From AI, It Will Find You — Here's Why Traditional Reputation Strategies No Longer Work - Entrepreneur

00:00:00 - Introduction to That Solo Life Welcome to the podcast for PR pros and marketers who work for themselves.

00:00:30 - Celebrating Love and Black History Month Discussion on the significance of February as a month of love and Black History Month.

00:01:00 - Navigating PR Nightmares Exploring how brands can handle serious allegations and public relations crises.

00:02:30 - The Weight of Brand Reputation Understanding how public opinion can impact brands, especially in severe situations.

00:04:00 - The Challenge of Nuanced Thinking Discussing the loss of reason and nuance in public discourse and its effects on brands.

00:06:00 - The Extremes of Public Opinion How the loudest voices often overshadow the majority who are more moderate.

00:08:00 - The Importance of Context Emphasizing the need for context in evaluating situations and brand responses.

00:10:00 - Building Trust Through Authenticity The significance of making deposits of trust with audiences over time.

00:11:30 - The Role of Ethics in Crisis Management How ethical behavior and integrity can help brands navigate crises effectively.

00:13:00 - The Impact of Misinformation Examining how misinformation spreads quickly and affects brand perception.

00:15:00 - The Human Element in PR Acknowledging the challenges PR professionals face in a chaotic environment.

00:17:00 - The Call for Civility and Nuance A hopeful message about the potential for change in public discourse.

00:18:00 - Conclusion and Call to Action Encouragement to share the podcast and engage with the community.

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro, @KarenSwim) on social media so that we can thank you personally! 

Summary

In Episode 288 Karen Swim, APR and Michelle Kane discuss strategies for dealing with being "ghosted" by potential clients or employers. The key points of the episode are:

• Avoid situations where no response is expected, like applying to job postings or responding to RFPs without any prior interaction. Try to force human interaction instead.
• When meeting with a prospect, ask questions to prequalify them and ensure they are serious about hiring an agency or employee. Look for red flags like not having a defined budget or timeline.
• If a prospect does ghost you, don't take it personally. It likely has nothing to do with you. Maintain a positive attitude and follow up periodically in case their situation changes.
• When submitting a proposal, offer to have a follow-up meeting to discuss it and address any concerns. This helps ensure you get a response.
• Overall, the advice is to be selective about the opportunities you pursue, maintain professionalism, and not internalize the ghosting as a reflection on yourself or your capabilities.

In This Episode

In this episode of That Solo Life, co-hosts Karen Swim and Michelle Kane discuss the frustrating phenomenon of ghosting in the professional world by clients, prospects and other business contacts. The conversation kicks off acknowledging the emotional toll that ghosting can take, drawing parallels to its origins in dating culture. Michelle and Karen share their personal experiences and frustrations with being ghosted by prospects and potential collaborators, emphasizing the importance of human connection in professional relationships.

The hosts discuss the normalization of ghosting, especially in job applications and proposals, where candidates often receive no feedback at all. Karen highlights the need for follow-ups as a proactive strategy to combat ghosting, encouraging listeners to reach out and touch base with prospects. Michelle and Karen also explore the significance of ensuring human interaction in the proposal process, advising against situations where responses are unlikely.

Throughout the episode, the hosts provide practical tactics for minimizing ghosting, such as pre-qualifying prospects and asking critical questions during initial meetings. They stress the importance of understanding a company's current agency situation and budget before investing time in proposals. Both hosts agree that if a prospect is not ready or serious, it’s perfectly acceptable to walk away from the opportunity.

As we navigate the complexities of ghosting, it’s also important to touch on the emotional aspect of not taking it personally. Listeners are encouraged to maintain their self-worth and not internalize the actions of others. The conversation culminates in a call for better communication practices in the workplace, advocating for a culture of respect and transparency.

Listeners will walk away with actionable insights on how to handle ghosting, the importance of follow-ups, and the value of maintaining a positive mindset in the face of professional challenges. We invite you to share your thoughts and experiences with us, and as always, we appreciate your support in spreading the word about That Solo Life.

00:00:00 - Introduction to Ghosting in Professional Relationships Discussion on the prevalence of ghosting in both personal and professional contexts.

00:02:40 - The Emotional Impact of Ghosting Exploration of how ghosting affects mental well-being and the importance of respectful communication.

00:03:50 - The Shift in Job Application Responses Reflection on the decline of communication in job applications and the normalization of ghosting.

00:05:30 - The Importance of Human Interaction Advice on ensuring human contact in professional interactions to minimize ghosting.

00:08:00 - Pre-Qualifying Prospects Strategies for assessing the seriousness of potential clients or employers before investing time.

00:10:30 - Handling Proposals and Follow-Ups Tips on following up after meetings and proposals to encourage responses.

00:12:50 - Understanding Budget Discussions Discussion on the significance of budget clarity in client relationships and proposals.

00:15:30 - Maintaining Contact After Ghosting Suggestions for staying in touch with prospects who may not be ready to engage.

00:18:00 - Not Taking Ghosting Personally Advice on how to detach personal feelings from professional ghosting experiences.

00:20:30 - The Importance of Communication Emphasis on the need for clear communication in professional settings to avoid ghosting.

00:22:00 - Company Culture and Ghosting Discussion on how a company's culture reflects in their communication practices.

00:24:00 - Final Thoughts and Encouragement Encouragement to maintain professionalism and understanding in the face of ghosting.

Resources:

• Is that Client Worth Pursuing? How to Pre-qualify Prospects

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro, @KarenSwim) on social media so that we can thank you personally! 

• Solo PR professionals can sometimes struggle with imposter syndrome and lack of confidence when comparing themselves to larger PR agencies.
• However, solo practitioners offer unique value, such as more personalized attention for clients and the ability to assemble specialized teams as needed.
• The PR industry should do more to embrace and empower solo and independent practitioners, rather than marginalizing them.
• There is a need for greater unity and collaboration across the broader communications industry to elevate the work of all PR professionals, regardless of their business model.

The conversation kicks off with a personal touch, as Karen shares her experience recovering from the flu, while Michelle expresses her gratitude for good health. The hosts acknowledge the unpredictable nature of the times we live in, setting the stage for a discussion about the unique struggles that solo practitioners encounter, particularly the pervasive issue of imposter syndrome.

The episode centers around an insightful article from PR Calvary that raises the question of whether PR freelancers have a confidence problem. Karen highlights the lack of a "center of gravity" for solo PR pros, contrasting the established reputation of large agencies with the often-overlooked contributions of independent practitioners. This comparison can lead to feelings of inadequacy, but the hosts emphasize that solo PR professionals bring valuable skills and perspectives to the table.

Michelle and Karen encourage listeners to embrace their strengths as solo practitioners. They discuss how clients often receive the attention of a team when working with larger agencies, while solo pros can offer personalized service and a tailored approach. The conversation shifts to the importance of owning perceived weaknesses, with Karen referencing Chip Griffin's advice to "stand tall in weakness." The hosts assert that being small is not a disadvantage; rather, it can be a unique asset that clients value.

As the discussion unfolds, Karen and Michelle advocate for greater collaboration between large agencies and solo practitioners. They envision a future where the industry embraces various working models and recognizes the contributions of independent professionals. The hosts express a desire for industry associations to unite in promoting the value of all communicators, regardless of their work structure.

The episode concludes with a powerful reminder for listeners to respect themselves and their work. Michelle encapsulates the message by encouraging everyone to "stand tall" and recognize their unique contributions to the field. The hosts invite listeners to share the episode and spread the positive energy, reinforcing the idea that working independently is a legitimate and respected career path.

Join us for this empowering conversation that aims to bolster the confidence of solo PR and marketing professionals, reminding us all that we are capable and deserving of success in our chosen paths.

00:00:00 - Introduction and Personal Updates Michelle and Karen introduce themselves and share personal updates, including  their thoughts on current events.

00:01:10 - Imposter Syndrome in Solo PR Discussion on imposter syndrome and the challenges solo PR professionals face in maintaining confidence.

00:02:29 - The Confidence Problem for PR Freelancers Exploration of an article discussing the lack of a central identity for solo PR pros compared to large agencies.

00:03:44 - Strengths of Solo PR Pros Karen emphasizes the unique strengths solo PR professionals bring to the table, including personalized attention and flexibility.

00:05:07 - Owning Your Strengths The importance of recognizing and owning perceived weaknesses as strengths in the solo PR landscape.

00:06:11 - Collaboration Between Agencies and Solos Discussion on the potential for collaboration and mutual benefit between large agencies and solo PR pros.

00:08:07 - The Need for Inclusivity in the Industry Michelle expresses the desire for greater inclusivity in industry events and recognition for all types of communicators.

00:10:21 - Frustrations with Industry Programming Karen shares frustrations about industry programming that often overlooks the needs of solo PR professionals.

00:11:45 - The Growing Trend of Independent Work Discussion on the increasing number of professionals working independently and the mainstream acceptance of this career path.

00:12:49 - Conclusion and Call to Action Encouragement for solo PR pros to stand tall in their unique strengths and to advocate for their place in the industry.

Resources:

• Do PR Freelancers Have A Confidence Problem — And Why?
• Small Agency Growth Alliance Newsletter (Sign up here)

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPRPro, @KarenSwim) on social media so that we can thank you personally! 

The co-hosts discuss the various factors that might lead someone to make the leap into self-employment. They emphasize that while the media landscape has changed significantly, the core skills of communication and storytelling remain invaluable. They encourage listeners to think strategically about their unique skill sets and how they can serve clients effectively.

Michelle and Karen discuss the importance of having a solid plan before making the transition. They caution against jumping into entrepreneurship out of frustration and stress the need for thorough research on potential markets, industries, and client needs. The hosts highlight the value of maintaining steady employment while preparing to start a business, as it provides a financial cushion and the opportunity to learn and network without the pressure of immediate income.

Throughout the episode, the hosts share practical tips on how to cultivate business relationships that can yield valuable insights and potential leads. The hosts remind listeners that consulting opportunities can arise from job postings and that networking is key to planting seeds for future business.

As the discussion progresses, Karen and Michelle touch on the necessity of adapting to new technologies, such as AI, while still honing traditional skills like writing. The hosts emphasize that being a successful solo professional requires not just expertise in PR but also the ability to run a business effectively.

Michelle and Karen also reflect on the natural evolution of their own businesses, encouraging listeners to embrace change and remain flexible in their career paths. They remind us that starting a business is a journey filled with learning experiences, and it's essential to give ourselves grace as we navigate the ups and downs.

In closing, listeners are invited  to share the podcast with others who might benefit from our insights. With nearly 300 episodes under our belt, we are committed to providing valuable content for PR pros and marketers working independently. Join us as we continue to explore the world of solo entrepreneurship and empower each other to thrive in our careers. Thank you for tuning in to That Solo Life!

00:00:00 - Introduction to That Solo Life 

00:00:12 - The Journey of Solo PR Pros 

00:01:10 - Navigating the Changing Media Landscape 

00:02:00 - Opportunities for Solos in Today 's Market 

00:03:36 - Finding Your Niche: Fishing Where the Fish Are 

00:04:56 - The Importance of Planning Before Taking the Leap 

00:06:12 - Researching Your Market and Skills

00:07:21 - Networking and Building Relationships 

00:08:24 - The Value of Continuous Learning and Adaptation 0

0:09:42 - Embracing the Unknown in Your Solo Journey 

00:11:53 - Evolving Your Business Over Time

00:14:16 - Trusting Your Instincts and Making the Leap 

00:15:06 - Closing Remarks and Call to Action

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! 

In this episode of "That Solo Life," co-hosts Karen Swim, APR and Michelle Kane dive into the chaotic start of the new year, reflecting on the challenges faced by solo and small agency PR professionals in 2025. The year has kicked off with an overwhelming amount of information and events happening both in the United States and global. As chaos reigns, it is important for public relations to stay grounded. 

Michelle and Karen explore the necessity of maintaining engagement in our work while also prioritizing our well-being. They highlight the significance of focusing on quality over quantity in our communications, especially in light of the evolving media landscape. The conversation touches on the importance of authenticity and truth in storytelling, particularly as misinformation continues to be a pressing issue in the public relations industry.

The hosts encourage listeners to step back from the emotional turmoil that can arise from constant engagement with social media and the news cycle. They advocate for finding joy in our work and innovating our approaches to communication. By fostering genuine connections within our communities—both for our clients and among ourselves—we can create a supportive network that helps us navigate these turbulent times.

Karen and Michelle also discuss the pitfalls of relying too heavily on social media platforms, reminding listeners that these platforms are not owned by us and can change at any moment. They stress the importance of building our brands on land we own, such as through email marketing and direct engagement with our audiences, rather than getting lost in the noise of social media.

As the episode wraps up, the hosts express their solidarity with fellow PR professionals, acknowledging the emotional toll the industry can take. They invite listeners to share their experiences and connect with the community, reinforcing the idea that we are all in this together. This episode serves as a reminder to prioritize our mental health, focus on meaningful connections, and continue to adapt in the ever-changing landscape of public relations.

00:00:00 - Introduction The hosts introduce themselves and discuss the cold weather.

00:01:00 - Navigating Chaos A reflection on the chaotic start to the year and the challenges faced by communications professionals.

00:02:30 - Staying True to Community The importance of remaining connected to one's community amidst the chaos and misinformation.

00:04:00 - Finding Joy in Work Advice on stepping back from emotional reactions and focusing on impactful work.

00:05:30 - The Reality of Misinformation Discussion on the prevalence of misinformation and the need for authenticity in storytelling.

00:07:00 - The Role of Social Media Exploring the dual nature of social media as both a tool for connection and a potential silo.

00:08:30 - Building True Community Encouraging clients to engage directly with their audiences rather than relying solely on social media.

00:10:00 - Understanding Audience Segments The importance of recognizing that not everyone will resonate with a brand or message.

00:11:30 - The Risks of Platform Dependency A reminder that social media platforms are not owned by users and the risks of building a brand on them.

00:13:00 - Exploring Alternative Platforms Highlighting the value of engaging on platforms like Reddit for genuine interactions.

00:14:00 - Staying Focused on Purpose The need for PR professionals to filter out noise and maintain focus on their mission.

00:15:00 - Conclusion and Community Support Wrapping up the discussion and encouraging listeners to connect and share their experiences.

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! 

• Conducting a social media audit can provide valuable insights to help organizations improve their social media presence and effectiveness, even if the audit process seems daunting at first.
• It is critical to deeply understand your target audience personas and tailor content and messaging accordingly, rather than trying to appeal to a broad, general audience.
• Focusing on the social media channels that are working best for your organization, rather than trying to be on every platform, can lead to more impactful results.
• This year presents a unique opportunity for companies and brands to build stronger, more engaged communities through social media by taking risks, experimenting, and being willing to learn from failures.

In this episode of That Solo Life, we are thrilled to welcome Nicole Castro, the principal of Nicole Lauren Consulting, to discuss the importance of social media audits and the power of targeted messaging in public relations and marketing. Public Relations professionals often face the challenge of effectively communicating our clients' stories and connecting them with the right audiences. Nicole brings her expertise to the table, sharing insights from a recent social media audit she conducted for a nonprofit client.

The conversation kicks off  by acknowledging the common stigma associated with the term "audit." Nicole emphasizes that while audits can seem daunting, they are essential for understanding what works and what doesn’t in a client’s social media strategy. She recounts how her client, after years of posting on social media, realized they needed to assess their efforts to ensure they were reaching their target audiences effectively.

Nicole highlights three key takeaways from her audit experience. 

• The importance of conducting a target audience exercise. This exercise allowed Nicole’s client to identify the diverse demographics they serve. By understanding their audience on a micro level, the organization could tailor their messaging to resonate with specific groups rather than adopting a one-size-fits-all approach.
• The capacity of your team. Nicole points out the common fear of missing out (FOMO) that leads organizations to spread themselves too thin across multiple social media platforms. She encourages clients to focus on the channels that yield the best results for them, rather than feeling pressure to be everywhere at once.
• Targeted messaging. Nicole emphasizes the significance of being targeted in messaging. She explains that specificity in communication not only helps in reaching the intended audience but also attracts others outside that persona. This targeted approach fosters clarity and effectiveness in messaging.

As we delve deeper into the discussion, Nicole introduces the concept of "The Year of the Niche." She believes that brands and organizations will find success by honing in on their audience personas and building content that speaks directly to them. In a time when social media is evolving, she stresses the need for brands to engage in two-way conversations with their audiences, moving beyond mere promotional messaging.

Throughout the episode, we explore the idea of failure as a natural part of the growth process. Nicole encourages brands to take risks and try new things, reminding us that failure is not fatal but rather a stepping stone to success. We discuss the importance of measuring success through meaningful metrics that go beyond surface-level engagement.

As we wrap up the episode, we reflect on the exciting opportunities that lie ahead for brands willing to connect authentically with their audiences. Nicole leaves us with a call to action: to build a strong communications foundation and embrace the potential for growth through experimentation.

Join us for this enlightening conversation that will inspire you to rethink your approach to social media and client engagement. Don't forget to connect with Nicole on LinkedIn to continue the discussion! Thank you for listening to That Solo Life.

About Nicole Castro

Nicole Castro is the principal of Nicole Lauren Consulting. She has spent the last 10 years cultivating results-driven public relations and marketing experiences for nonprofit and for-profit clients. The agency’s main goal is  to help others tell their stories and connect clients with an audience that would truly benefit from their offering and mission. 

Specialty areas of focus include brand development, social media management, competitive benchmarking, multi-platform editorial and content solutions.

You can connect with Nicole via her website or LinkedIn.

Episode Timeline

00:00:00 - Introduction to That Solo Life Podcast 00:01:15 - Welcoming Nicole Castro 00:02:01 - The Importance of Social Media Audits 00:04:36 - Insights from a Recent Social Media Audit 00:06:09 - Key Takeaways from the Audit 00:10:05 - Understanding Target Audiences 00:12:08 - The FOMO of Social Media Presence 00:14:02 - The Year of the Niche 00:18:49 - Building Community Through Social Media 00:20:41 - The Value of Taking Risks 00:24:53 - Embracing Failure as Part of Growth 00:29:30 - Conclusion and Connecting with Nicole

Key takeaways from the einclude:

• Conducting a social media audit can provide valuable insights to help organizations improve their social media presence and effectiveness, even if the audit process seems daunting at first.
• It is critical to deeply understand your target audience personas and tailor content and messaging accordingly, rather than trying to appeal to a broad, general audience.
• Focusing on the social media channels that are working best for your organization, rather than trying to be on every platform, can lead to more impactful results.
• This year presents a unique opportunity for companies and brands to build stronger, more engaged communities through social media by taking risks, experimenting, and being willing to learn from failures.

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! 

The conversation kicks off by acknowledging the challenges communicators face in accessing the C-suite, often due to internal politics or organizational structures that can block our paths. The hosts emphasize the necessity of having a seat at the table, as it not only enriches engagements but also leads to better compensation. However, Karen and Michelle recognize that this access is not always straightforward, and discuss creative strategies to navigate these barriers.

One approach suggested is initiating dialogue with your primary contacts, such as the CMO, by asking pointed questions about their goals and recent developments within the organization. This step-ladder approach allows you to gradually build rapport and gain insights that can inform your strategies. Michelle and Karen also stress the importance of aligning your efforts with the broader business objectives and speaking the language of our marketing counterparts to foster collaboration.

Throughout the episode, the hosts highlight the shift in focus from quantity to quality in PR work. Listeners are encouraged to ask quality questions and engage in deeper conversations that matter to the business, rather than simply relying on traditional metrics.

As the episode wraps up, Karen and Michelle reflect on the importance of building trust—not only with your external audiences but also internally with clients. They emphasize that meaningful relationships are at the core of successful communication strategies, and challenge our listeners to prioritize this in their work moving forward.

Join us as we explore these themes and share insights that can help you navigate the complexities of working with clients and organizations in the ever-evolving landscape of PR and marketing. Don't forget to check out Solo PR Pro for community support and resources tailored for solo practitioners. Thank you for tuning in, and we look forward to connecting with you in our next episode!

Episode Timeline

00:00:00 - Introduction to That Solo Life 

00:00:12 - Accessing the C-Suite 

00:01:05 - The Importance of Influence 

00:02:03 - Navigating Internal Politics 

00:03:13 - Starting the Dialogue 

00:04:06 - Aligning Goals with Clients 

00:05:04 - Understanding Reporting Metrics

 00:06:57 - The Separation of Marketing and PR 

00:08:11 - Quality Over Quantity in Results 

00:09:38 - Shifting Focus in the Post-Pandemic Era 

00:10:47 - Building Meaningful Connections 

00:12:30 - The Importance of Thoughtful Engagement 

00:14:49 - Forging Trusting Relationships 

00:15:25 - Conclusion and Community Invitation

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! 

We kick off the discussion by emphasizing the need for PR professionals to harness data analytics more effectively. Drawing from our recent conversation with Lisa Gerber, we explore how metrics can guide us in crafting compelling narratives that resonate with the right audiences. We highlight the shift from merely reporting performance to using data to inform our storytelling strategies, ensuring that our content not only reaches but engages our target demographics.

Next, we address the critical issue of trust-building. In a world where skepticism is rampant, we stress the importance of transparency and authenticity in brand communications. We discuss how PR can play a pivotal role in fostering trust through proactive crisis management and consistent messaging that aligns with a brand's mission and values. 

As we transition into a discussion about technology, we reflect on the anticipated rise of augmented reality (AR) and immersive experiences. While we initially expected these innovations to be more prevalent by now, we acknowledge the human element—our innate desire for genuine interaction—that has tempered their adoption. We explore the barriers to embracing these technologies and the need for accessibility to drive widespread acceptance.

Throughout the episode, we encourage our listeners to think critically about the trends shaping our industry and to remain adaptable as we navigate the complexities of the modern communications landscape. We invite you to share your thoughts and insights, and as always, we appreciate your support in spreading the word about That Solo Life. Join us as we look forward to an exciting year ahead in PR and marketing!

Resources:

• The Power of Storytelling in an AI World
• PRSA: Looking Ahead: 4 PR Challenges to Tackle in 2025 — and How to Prepare Now

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

In this episode of That Solo Life, co-hosts Karen Swim and Michelle Kane pause to reflect on what trends will shape the landscape for PR professionals in 2025. 

The hosts kick off the discussion by addressing the importance of cross-cultural sensitivity, especially in light of recent setbacks in Diversity, Equity, and Inclusion (DEI) initiatives. Despite the political climate and the dismantling of formal programs, they emphasize that the need for effective communication with diverse audiences remains critical. As communicators, we must advocate for inclusive brand guidelines and storytelling that resonates with all segments of our audience.

The conversation then shifts to the significance of enhanced internal communications. Karen and Michelle highlight how transparent communication fosters trust within organizations, especially in a hybrid work environment. Drawing from personal experiences, they stress the value of keeping employees engaged and informed, as this is essential for maintaining a cohesive and motivated workforce.

The hosts then  explore the evolving role of influencer partnerships in 2025. Influencers are here to stay, and Michelle and Karen discuss how they can bring creativity and authenticity to brand messaging. Michelle shares insights from a recent panel featuring local influencers, who expressed their commitment to ethical practices and delivering quality work for their clients. This creativity is something we hope to see more of in the coming year, as it can help break the monotony of corporate jargon and reinvigorate our communications.

The episode wraps us with  hope for a more optimistic and joyful 2025. The hosts acknowledge the challenges that lie ahead, including issues of trust and misinformation, but believe that these challenges will ultimately highlight the value of skilled PR professionals. Our goal as PR professionals is to help brands navigate these turbulent times and connect with their audiences in meaningful ways.

Thank you for joining us on this journey, and we look forward to continuing the conversation in our next episode!

Episode Timeline

00:00:00 - Introduction to Trends for 2025

00:00:18 - The Importance of Cross-Cultural Sensitivity

00:02:50 - The Need for Enhanced Internal Communications

00:05:00 - The Role of Trust in Organizations

00:07:30 - Influencer Partnerships and Creativity

00:10:15 - Looking Ahead with Optimism

00:11:28 - Conclusion and Call for Listener Engagement

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! 

The understanding about the role of Public Relations can vary widely from being a vanity function to having the ability to save a failing company. In this episode of That Solo Life, co-hosts Karen Swim, APR and Michelle Kane engage in a lighthearted yet serious discussion about the common misconceptions about public relations (PR) and the challenges faced by PR professionals and the businesses they serve.

There are things that PR simply cannot fix. Karen and Michelle share their experiences with clients who have high expectations, believing that PR can be a magic bullet for their failing businesses. While PR can certainly help, it cannot replace the need for a solid business foundation, infrastructure, and consistent effort. 

Karen highlights the issue of companies that underestimate the value of PR, especially during leadership changes. New CMOs may not recognize the critical role PR plays in maintaining brand reputation and driving customer trust. Without a partnership between PR and marketing, businesses risk losing out on valuable opportunities.

Michelle adds that PR cannot compensate for a lack of effort from clients. We need their input and collaboration to create effective strategies. The misconception that PR is a "set it and forget it" service leads to disappointment and missed opportunities. There must be open communication and consistent engagement to achieve the best results.

In addition to  navigating these challenges, Karen and Michelle express concern for the well-being of PR professionals who are feeling burned out and disillusioned. The lack of communication and feedback from potential clients can be disheartening, and listeners are urged to foster better communication practices.

In closing, we extend our heartfelt gratitude to our listeners for their support throughout the year. We encourage everyone to approach their PR efforts with an open mind and a clear understanding of how collaboration can lead to success. We wish everyone happy holidays and look forward to continuing this journey together in 2025, sharing insights, laughter, and valuable information. Thank you for tuning in to That Solo Life!

00:00:00 - Introduction to That Solo Life

00:00:22 - The Holiday Season and PR Challenges 

00:01:01 - Things PR Cannot Fix: Failing Businesses

00:01:48 - The Misconception of PR 's Value 

00:03:46 - The Importance of Storytelling in PR

00:05:47 - The Need for Client Effort in PR

00:07:51 - Consistency is Key in PR Efforts 

00:09:44 - The Passion of PR Professionals 

00:10:49 - The Importance of Communication and Feedback 

00:12:22 - The Impact of Disillusionment in the PR Industry 

00:14:44 - Closing Thoughts and Holiday Wishes

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! 

A dying man walks onto a stage and opens his talk with photos of his CAT scans and in seconds has the entire room in laughter. Professor Randy Pauch gave this TED Talk and it still serves as a powerful example of the power of stories. In this episode of That Solo Life, we welcome back story strategist, Lisa Gerber of Big Leap Creative to talk about storytelling and why it matters more than ever.

We kick off the conversation by discussing the power of storytelling in business. Lisa shares her insights on why leading with a story is crucial, emphasizing that stories set the tone and energy of any interaction. They capture attention and create emotional connections, which are essential for building relationships. Lisa explains how starting with a personal story can ease nerves for both the storyteller and the audience, making the experience more enjoyable and memorable.

As we delve deeper, we explore the barriers that prevent people from making emotional connections through storytelling. Lisa highlights the common misconception that personal stories should be avoided in professional settings. She encourages listeners to embrace their personal narratives, as they can foster deeper conversations and connections. We also touch on the importance of understanding the audience's perspective and tailoring messages accordingly, especially in a world where communication can often feel fragmented.

In light of the current polarized climate, we discuss the challenges communicators face when trying to connect with diverse audiences. Lisa emphasizes the need for curiosity and open-mindedness, urging us to seek to understand differing viewpoints rather than jumping to judgment. We reflect on the importance of acknowledging our cognitive biases and the role of storytelling in bridging divides.

Towards the end of the episode, Lisa shares exciting news about her upcoming book, The Power of Story, which aims to help individuals communicate in a relatable and impactful way. We also discuss her podcast, Breaking Trail , which features stories of leaders who are forging their own paths.

As we wrap up, Lisa leaves us with a powerful nugget of inspiration: to start sharing our personal stories in less risky environments to see how people respond. This practice can help us connect more authentically and stand out in our professional lives.

Join us for this enlightening conversation filled with valuable insights on storytelling, connection, and the importance of being true to ourselves in our professional journeys. Don't forget to check the show notes for links to Lisa's upcoming book and her website, where you can connect with her directly. Thank you for listening to That Solo Life!

About Lisa Gerber

Lisa Gerber is a story strategist and communications expert who works with purpose-driven leaders to help them communicate to connect. Through storytelling, leaders build trust, alignment, and understanding. With a storytelling habit, they become influential leaders. Lisa has been in PR and communications for the past 20+ years and has spent the past decade thinking about how stories help us be better at relationships in life and work. (Hint: it’s about being real, relatable, and riveting.) She is  the author of From So What? To So Funded: How nonprofits use story to create impact and change the world. Her latest book, released in December 2024 is The Power of Story.

You can book a consult with Lisa via her website or connect with her on LinkedIn.

Episode Timeline

00:00:00 - Introduction to That Solo Life Podcast Welcome and introduction of hosts and guest Lisa Gerber.

00:01:05 - The Power of Storytelling Discussion on the importance of leading with story in communication.

00:02:30 - Creating Emotional Connections Exploration of how storytelling fosters emotional connections in business.

00:05:24 - Barriers to Storytelling Identifying barriers that prevent effective storytelling and emotional connection.

00:06:40 - The Role of Personal Stories The significance of sharing personal stories in professional settings.

00:08:10 - Navigating Vulnerability Addressing the fear of revealing personal experiences in a professional context.

00:10:22 - Understanding Your Audience The importance of tailoring messages to meet the audience's needs.

00:11:52 - Communicating in Polarized Times Tips for storytelling in a fragmented and polarized environment.

00:14:59 - The Importance of Curiosity Encouraging open-mindedness and curiosity in conversations.

00:18:08 - The Role of Truth in Communication Discussing the necessity of truth in building relationships.

00:19:50 - AI and Human Connection The limitations of AI in creating genuine human connections through storytelling.

00:22:02 - Lisa 's Upcoming Book Announcement of Lisa's new book, "The Power of Story."

00:25:04 - Final Inspiration Encouragement to share personal stories and connect authentically.

00:26:20 - Lisa 's Podcast: Breaking Trail Information about Lisa's podcast and its focus on leadership stories.

00:28:06 - Closing Remarks Wrap-up of the episode and invitation for listener engagement.

Resources:

• Randy Pausch TED Talk: Really Achieving your Childhood Dreams
• Lisa’s latest book: The Power of Story
• Storytelling Workshop
• David Brooks Podcast: Aspen Ideas
• Podcast: Breaking Trail
• Heineken Ad: Worlds Apart

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally!

The conversation kicked off with a discussion about the evolving landscape of work, particularly the significant role that artificial intelligence (AI) is playing in the business today. Elaine shared her observations on how public relations professionals and marketers are increasingly embracing AI tools, likening this shift to the early days of cloud computing. She emphasized that AI is making business operations more accessible, allowing solo entrepreneurs to streamline workflows and reduce administrative burdens.

As we delved deeper, Elaine highlighted the importance of leveraging technology and outsourcing tasks to enhance productivity. She noted that successful tiny business owners often utilize contractors and standard operating procedures to maintain efficiency. This approach allows them to focus on their core competencies while ensuring that their businesses run smoothly.

Elaine also shared valuable insights gleaned from her interviews with successful entrepreneurs. She emphasized the significance of resilience, adaptability, and the willingness to pivot in response to changing market demands. Many of the entrepreneurs she spoke with have diversified their income streams and continuously reassess their business strategies to stay relevant.

The importance of mindset was a key theme of the episode. Elaine pointed out that the battles we face in business often begin in our minds. She encouraged our listeners to embrace a growth mindset, persist through challenges, and not let rejection deter them from pursuing their goals. The episode also touches on the necessity of building strong relationships and maintaining a network, as these connections can lead to unexpected opportunities.

Towards the end of the episode, we explored the concept of creating a sustainable revenue mix. Elaine advised our listeners to understand their financial needs and develop a clear picture of their baseline costs, both personally and professionally. She stressed the importance of cash flow management and the need for ongoing business development efforts.

In closing, we agreed that the journey of an independent professional is filled with ups and downs, but with the right mindset, tools, and community support, we can navigate these challenges successfully. Elaine's insights were not only inspiring but also practical, providing our audience with actionable takeaways to implement in their own businesses.

Episode Highlights

The key insights gleaned from the successful entrepreneurs that Elaine Pofeldt spoke with include:

• They don't do all the work of the business themselves, but leverage technology and contractors to handle tasks
• They have standard operating procedures documented to train others and streamline processes
• They consistently show up and do what they say they will do, even on difficult days
• They are resilient and not afraid to pivot, adapting their skills and services as demand changes
• They know their strengths and bring their personality to their business, rather than hiding behind a corporate facade
• They focus on building trust and collaboration with clients and media, rather than acting as an all-knowing expert
• They ensure they have a mix of recurring revenue and new business development to maintain a sustainable business through economic cycles

About Elaine Pofeldt

Elaine Pofeldt is an independent journalist and engaging speaker known for her expertise in entrepreneurship, freelance success, and the evolving landscape of the workforce.. She is the author of “The Million-Dollar One-Person Business” and “Tiny Business Big Money.”With a comprehensive background in journalism and a passion for exploring how individuals can thrive in their careers, she captivates audiences by sharing valuable insights and practical advice. Elaine's workshops and talks often focus on the importance of building sustainable business models and leveraging freelance opportunities in today's economy. Her approachable style and depth of knowledge resonate with professionals seeking to enhance their skills and navigate the complexities of modern work. You can book Elaine via her website or connect with her on LinkedIn.

Episode Timeline

00:00:00 - Introduction to That Solo Life Podcast Welcome and introduction of hosts and guest Elaine Pofeldt.

00:01:00 - The Importance of AI in Business Discussion on the growing trend of AI usage among publicists and marketers.

00:02:30 - Leveraging AI for Business Efficiency How tiny businesses are utilizing AI to streamline workflows and improve productivity.

00:04:30 - AI Tools for Content Creation Exploration of various AI tools and their applications in content creation and marketing.

00:11:00 - Insights from Successful Entrepreneurs Key takeaways from interviews with entrepreneurs featured in Elaine's books.

00:12:30 - Common Traits of Successful Entrepreneurs Discussion on the habits and mindsets that contribute to the success of independent business owners.

00:16:00 - Adapting to Economic Changes How entrepreneurs can create sustainable businesses amidst economic fluctuations.

Resources:

• The Million Dollar, One Person Business; Purchase the Book on Amazon
• Elaine Pofeldt speaker website
• Tiny Business, Big Money
• New course on writing for major publications 
• Live pitch-the-media workshops

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Say Thanks to Elaine Pofeldt

If you liked this episode with Elaine Pofeldt please say thanks on LinkedIn!

Listen to the episode on our website, Apple Podcasts, Spotify, Amazon Music, or on your favorite podcast platform. You can also watch the interview on YouTube here.

The co-hosts kick off the discussion with information about the Corporate Transparency Act and the necessity for business owners to complete their BOI filing. Karen emphasizes the ease of the process, sharing her own experience and encouraging listeners not to overlook this important legal requirement. Karen and Michelle also touch on the significance of health insurance during this time of year, urging our audience to consult with insurance brokers to find better plans that suit their needs and potentially save them money.

Transitioning into broader industry discussions, they address the noticeable decline in viewership for major news outlets and the cultural shift towards mental self-care. The co-hosts explore how this trend impacts PR professionals and the challenges they face in reaching audiences who are increasingly disengaged from traditional media. Karen highlights the need for creativity and agility in our communication strategies, suggesting that we look beyond conventional methods to connect with our clients and their audiences.

In the episode, Michelle and Karen also discuss the importance of community building in our marketing efforts. With people feeling more isolated than ever, they emphasize the value of creating spaces for connection and engagement. Whether through local events or user groups, listeners are encouraged to think about how they can foster community.

The episode wraps up with a reminder of the actionable steps you can take before the year ends, including completing your BOI filing and securing appropriate health insurance. Listeners are invited to share their thoughts and ideas for future topics, reinforcing the sense of community within the solo PR profession.

Join us for this insightful conversation as we navigate the challenges and opportunities that lie ahead in 2025 and beyond. Don't forget to check out Solo PR Pro for more resources and support in your solo journey!

00:00:00 - Introduction to That Solo Life Podcast Join Michelle Kane and Karen Swim as they kick off the episode, discussing the countdown to the end of the year.

00:01:00 - Corporate Transparency Act and BOI Filing A discussion on the importance of the BOI filing under the Corporate Transparency Act and tips for completing it efficiently.

00:03:30 - Health Insurance Tips for Solopreneurs Karen shares insights on the benefits of working with an insurance broker to find better health insurance plans.

00:06:30 - The Impact of News Consumption on PR Exploration of the decline in news viewership and its implications for PR professionals in reaching audiences.

00:09:30 - Challenges in Media Engagement Discussion on the difficulties of engaging audiences who are tuning out traditional media sources.

00:12:00 - Creative Approaches to Storytelling The importance of storytelling in PR and how to connect with audiences on a personal level.

00:15:00 - Building Community and Engagement Strategies for creating community connections and engaging customers beyond traditional marketing methods.

00:17:30 - Conclusion and Call to Action Wrapping up the episode with reminders for listeners to complete their BOI filing and health insurance tasks, and encouraging community engagement.

Resources:

• Beneficial Ownership Information - Online quiz and filing
• Health Care information for the self-employed: Healthcare.gov

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

The conversation kicks off with discussion about a recent Coca-Cola commercial that was created using AI technology. The hosts note that the commercial has been criticized by some viewers as being "creepy" and lacking the human touch that people expect from holiday advertisements.,  highlighting a growing discomfort with artificial intelligence in creative spaces.  The discussion examines the tension between the increasing use of AI in creative fields and the desire for authenticity and emotional connection in advertising and media. 

In spite of the advancements in technology, audiences still crave authentic, human-generated content, especially during the holiday season when emotions and traditions run deep.

Turning from the implications of AI in our lives, the discussion touches on the broader context of economic challenges facing various industries. Companies are cutting back on familiar products and brands, leaving consumers feeling unsettled. Public Relations professionals must consider the importance of maintaining human connection and authenticity in our communications, especially as we face a landscape filled with misinformation and distrust.

The hosts also touch on the broader challenges communicators face in an environment of misinformation and political polarization, emphasizing the importance of honesty, transparency, and finding ways to build trust with audiences. 

There is an urgent need for tools and regulations that can help combat misinformation, particularly in the context of the mental health crisis affecting younger generations. The conversation shifts to the responsibility of brands to engage in meaningful dialogue and foster trust with their audiences.

The episode concludes on a hopeful note, reminding us that despite the complexities of modern life, people still yearn for warmth, nostalgia, and genuine human connection.

Join us as we explore these pressing issues and reflect on how we, as communicators, can deliver factual information infused with heart and humanity. We invite you to share your thoughts and feedback, and encourage you to spread the word about our podcast. Thank you for tuning in to That Solo Life!

Episode Timeline

00:00:00 - Introduction to That Solo Life Welcome and introduction of hosts Michelle Kane and Karen Swim.

00:00:12 - Monday Musings Discussion about the challenges of Mondays and the unpredictability of the week.

00:00:39 - Coca-Cola's AI Commercial Overview of the controversial AI-generated Coca-Cola commercial and audience reactions.

00:01:20 - The Human Element in Marketing Exploration of the importance of human-generated content and emotional connection in advertising.

00:02:30 - The Evolution of Technology and AI Reflection on how AI has transitioned from science fiction to reality and its implications.

00:03:42 - Consumer Sentiment and Nostalgia Discussion on consumer preferences for authentic experiences and nostalgia during the holiday season.

00:05:20 - Industry Challenges and Cost-Cutting Examination of cost-cutting measures in various industries and their impact on consumers.

00:07:15 - The Role of Communicators The importance of communicators in addressing misinformation and building trust.

00:08:37 - Navigating Distrust in Audiences Strategies for reaching audiences that distrust institutions and media.

00:10:46 - The Need for Diverse Perspectives Concerns about the loss of diverse opinions and the implications for society.

00:11:44 - Truth and Transparency in Communication The necessity of honesty and transparency in brand communication.

00:12:58 - Protecting Against Misinformation Discussion on the need for tools and regulations to combat misinformation.

00:14:37 - The Greater Good in Business Encouragement for businesses to balance profit with societal good.

00:15:55 - The Importance of Humanity and Nostalgia Closing thoughts on the enduring human need for warmth, nostalgia, and connection, especially during the holidays.

00:16:25 - Conclusion and Call to Action Wrap-up of the episode and invitation for listener engagement and feedback

Resources:

• Coca Cola Ad
• Adweek: How Coca-Cola's AI Holiday Ad Went From Praise To Rage
• That Solo Life: The Battle Against Misinformation (with AI expert, Axel Ebermann)

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

In This Episode

In this episode of That Solo Life, co-hosts Karen Swim, APR and Michelle Kane discuss strategies for solo PR professionals and marketers to improve their own business development and marketing efforts. Key points include:

• The importance of using your own channels (e.g. YouTube, social media) to share your expertise and build your audience, rather than just focusing on client work.
• Techniques to reclaim time and be more efficient, such as using automation tools and AI to streamline administrative tasks.
• Developing a strategic content plan for your own business, rather than just reactive posting.
• Utilizing the holiday/end-of-year period to prepare for a strong start to the new year.

A common challenge faced by many in PR is the tendency to rely on passive client acquisition methods. Listeners  are encouraged to play an active role by taking  control of their own media presence and marketing efforts.

The co-hosts discuss the fatigue that can come from managing client work while neglecting your own marketing channels. They emphasize the importance of consistency in promoting your expertise through social media and other channels.  Karen and Michelle also discuss practical steps to reclaim time and streamline our processes, including the use of automation tools and AI to manage administrative tasks and enhance productivity.

Michelle and Karen stress the importance of strategic planning for our own businesses, just as we do for our clients. By identifying where our target audience is and how they prefer to engage with us, we can create a focused content strategy that resonates with potential clients. We explore various content formats, from articles and podcasts to social media posts, and encourage listeners to leverage tools that can simplify content creation.

The audience is reminded that a monthly theme can help maintain focus and consistency. The co-hosts also share the value of using AI for ideation to generate relevant topics and streamline content planning.

As the episode wraps up, listeners are encouraged to use the upcoming holiday season as an opportunity to prepare for the new year. By starting now, you can alleviate the pressure of January and set yourself up for success. 

Join us for this insightful discussion as we motivate each other to take proactive steps in our business development efforts and embrace the opportunities that lie ahead!

Episode Timeline

00:00:00 - Introduction to That Solo Life Join Michelle Kane and Karen Swim as they introduce the podcast and discuss the importance of business development for PR pros and marketers who work for themselves.

00:01:00 - The Importance of Proactive Marketing Exploring the passive nature of client acquisition and the need for independent professionals to take control of their own marketing efforts.

00:02:30 - Overcoming the Overwhelm Discussing the challenges of balancing client work with self-promotion and the mental fatigue that can come with it.

00:04:00 - Reclaiming Your Time Strategies for analyzing how time is spent and the importance of breaking down billable hours to find time for business development.

00:06:30 - Utilizing Automation and Tools The benefits of using automation and AI tools to streamline administrative tasks and free up time for business growth.

00:08:30 - Setting the Table for Success The necessity of preparing your business infrastructure to handle new clients effectively and efficiently.

00:09:30 - Creating a Strategic Plan The importance of developing a strategic plan for your own marketing efforts, similar to what you would do for clients.

00:10:30 - Leveraging Content Creation Tools How to use AI tools to generate content efficiently and maximize your marketing efforts with minimal time investment.

00:12:00 - Using AI for Topic Ideation Tips on using AI to brainstorm content ideas and create a content calendar to stay organized and consistent.

00:13:00 - Preparing for the New Year Encouragement to use the slow season to prepare for the upcoming year and set goals for business development.

00:14:00 - Conclusion and Call to Action Wrapping up the episode with a call for listener engagement and feedback, encouraging sharing and reviews.

Resources:

• Fall Into Business Development
• AI Business Strategies

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

In This Episode

The final quarter of the year is here, and we are all sprinting toward the finish line. But before we close the books on 2024, there are a few things to do to prepare for 2025. In this episode of That Solo Life, co-hosts Karen Swim, APR and Michelle Kane cover five things to do (and think about) before we close the books on this year.

Karen and Michelle kick off the discussion by highlighting the Corporate Transparency Act and the BOI reporting requirements that came into effect this year. Many small business owners may not be aware of these obligations, so they emphasize the simplicity of the filing process and encourage listeners to complete it before the year ends. 

The co-hosts then turn the focus to the importance of defining and understanding your values as business owners. Consumers increasingly prioritize corporate values in their buying decisions. This consideration is not limited to B2C companies but impacts B2B as well.Michelle and Karen discuss having a clear set of values  for your Solo PR business. Values can guide decision-making and attract the right clients. 

The conversation then moves to the critical topic of Key Performance Indicators (KPIs) and analytics. Listeners  are urged to become comfortable with understanding how PR  impacts client KPIs and using those metrics to demonstrate value. 

Pricing models are evolving as companies adapt to marketing conditions. Michelle and Karen discuss the need for flexibility in pricing strategies, particularly in light of changing client needs and economic uncertainties. They discuss the need to have a range of pricing options available such as project-based pricing and flexible retainer options to better align with client expectations and your own financial stability.

Finally, the hosts address the integration of AI into our workflows. They discuss the importance of distinguishing between using AI as a tool versus relying on it to produce work independently. We emphasize the need for ethical considerations and transparency when using AI, as well as the importance of verifying information sourced through AI tools.

Throughout the episode, Karen and Michelle aim to equip listeners with actionable insights and strategies to navigate the complexities of running a solo business. They encourage everyone to take proactive steps, from filing necessary reports to refining pricing strategies, all while maintaining a focus on values and data-driven practices.

We hope you find value in our discussion and encourage you to share this episode with fellow PR pros and marketers. Don't forget to check out soloprpro.com for more resources to help you build a better business. Thank you for joining us on this journey, and we look forward to connecting with you in our next episode!

Episode Timeline

00:00:00 - Introduction and Q4 Reflection

 00:01:30 - Corporate Transparency Act and BOI Reporting

 00:05:04 - Understanding Your Values 

00:10:45 - The Importance of KPIs and Analytics

 00:15:12 - Pricing Strategies for 2025

 00:20:22 - AI Disclosure and Ethical Use 

00:21:33 - Conclusion and Call to Action

Resources:

• Corporate Transparency Act
• Beneficial Owner Information Filing
• AMEC Guide to Measurement
• G2 PR Measurement Post 
• How to Create an AI Usage Policy

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

In this episode of That Solo Life, co-hosts  Karen Swim, APR and Michelle Kane discuss the pressing issues of declining trust in institutions and how it impacts the practice and perception of the public relations industry. 

The co-hosts discuss how the lack of trust has allowed for the proliferation of false narratives, making the PR professional's job more difficult and vital than ever. They emphasize the importance of PR professionals in protecting brand reputation, serving as strategic counselors, and being the crafters of the story that companies present to their audiences. The speakers call for the PR industry to do a better job of elevating the value and expertise of PR professionals, who possess crucial institutional knowledge and the ability to navigate the complex trust landscape.

Karen and Michelle kick off the episode with a look at the alarming decline in trust across various institutions, as highlighted by the Edelman Trust Barometer. Karen points out that this erosion of trust has led to a fragmented reality where individuals cling to beliefs that align with their perceptions, often disregarding factual information. This phenomenon is exacerbated by the rise of misinformation, which has become rampant in our digital age. The discussion explores how the internet, while a powerful tool for communication, has also created a level playing field for the spread of both truth and falsehoods.

PR professionals recognize the critical importance of their role in combating misinformation and maintaining brand trust. The work of PR pros goes beyond simply securing media placements; they are the storytellers who shape how organizations present themselves to the world. However, the hosts acknowledge the challenges faced in educating clients and the public about the true value of public relations.

Throughout the episode, Karen and Michielle  highlight the necessity of having skilled communicators who can navigate crises and manage brand reputation. We stress that the decisions made today will have long-lasting effects, and without a strong PR strategy, organizations risk losing the trust of their audiences, including their own employees.

Karen and Michelle  reflect on the unique expertise that comes from years of experience in the field. They advocate for the need to elevate the perception of the PR profession and ensure that our voices are heard. Listeners are encouraged  to share their thoughts and questions, and reminded of the vital role they play in shaping narratives and fostering trust in an increasingly complex world.

Episode Timeline

00:00:00 - Introduction to That Solo Life Welcome and introduction of hosts Michelle Kane and Karen Swim.

00:01:00 - The Decline of Trust in Institutions Discussion on the decreasing trust in organizations and institutions over the past decade.

00:02:30 - Misinformation and Its Impact Exploration of how misinformation spreads and its relationship with the lack of trust.

00:04:00 - The Role of Critical Thinking The importance of critical thinking in discerning truth in the age of misinformation.

00:05:30 - The Challenge of Ideologies How deeply held beliefs complicate the public relations landscape.

00:06:30 - The Importance of PR in Crisis Management The vital role of public relations in protecting brand reputation and managing crises.

00:08:00 - Understanding the Role of PR Professionals Discussion on the misconceptions about public relations and the need for better understanding of the profession.

00:09:30 - The Value of Storytelling in PR The significance of storytelling in communicating a brand's identity and values.

00:10:30 - Elevating the PR Profession The need for the public relations industry to advocate for itself and improve public perception.

00:11:30 - The Long-Term Impact of Trust Erosion The potential long-term consequences of declining trust on organizations and society.

00:12:30 - Building and Maintaining Trust The importance of consistent actions and accountability in maintaining brand trust.

00:14:00 - The Value of Institutional Knowledge The significance of experience and institutional knowledge in the effectiveness of PR professionals.

00:16:00 - Conclusion and Call to Action Wrap-up of the discussion and encouragement to share the podcast and engage with the hosts.

Resources:

• Edelman Trust Barometer
• How PR Pros Can Fight Fake News in 2024
• Everything Starts with Trust
• Disconnect, Division and the Urgent Need for Diligence in Communications

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

During our conversation, Paula shared her inspiring journey and how her unconventional path has enriched her career in PR. We discussed the importance of diverse backgrounds in the field and how they can enhance creativity and adaptability. Paula also highlighted her involvement in the APR program, emphasizing how it provides a valuable framework for PR professionals looking to develop their careers.

One of the most exciting parts of our discussion was Paula's newfound passion for skateboarding, which she embraced after watching Tony Hawk's documentary. She candidly shared her experience of overcoming fears and self-limiting beliefs as she learned to skateboard as an adult. Paula's journey into this thrilling hobby not only brought her joy but also helped her manage anxiety and connect with a new community.

We explored how Paula's skateboarding hobby has influenced her professional life, encouraging her to take measured risks and embrace new challenges. She emphasized the importance of hobbies for personal growth and mental well-being, reminding us that pursuing interests outside of work can lead to greater creativity and clarity in our professional endeavors.

In addition to her skateboarding journey, Paula discussed her commitment to addressing gender inequity in the sport. She founded a nonprofit organization called Girls Skate Inc., aimed at bringing more girls and women into skateboarding. Through organizing events at the Skate Park of Tampa, Paula has successfully created a supportive community that fosters friendships and encourages participation among women of all ages.

As we wrapped up the episode, Paula shared her future aspirations, including her interest in puppetry and how she plans to combine her passions for skateboarding and early childhood education. Her enthusiasm and dedication to making a difference are truly inspiring.

This episode is a reminder that it's never too late to pursue new interests and that our hobbies can significantly enrich our lives, both personally and professionally. We encourage our listeners to embrace their passions and explore the possibilities that come with stepping outside their comfort zones.

Join us for this uplifting conversation with Paula MacDonald, and be inspired to take on new challenges in your own life!

About Paula MacDonald

Paula MacDonald's journey from aspiring student filmmaker to solo PR practitioner is a story of adaptability and creativity. With a background in technical theatre and a degree in film production from the prestigious USC School of Cinematic Arts, Paula brings a unique perspective of visual communication and storytelling to her PR work.

As the principal consultant of Image Suite PR in St. Petersburg, Florida, Paula leverages her storytelling skills to serve clients in professional services, hospitality, sports, and agriculture. Her leadership in PRSA, both at the chapter level and nationally, underscores her commitment to the public relations industry and to independent practitioners.

You can connect with Paula on her website, LinkedIn. Follow Girls-Sk8 online or Instagram.

Episode Timeline

00:00:00 - Introduction to That Solo Life Podcast 00:00:13 - Meet Paula MacDonald 00:00:46 - From Film Production to PR 00:02:40 - The Value of Diverse Backgrounds in PR 00:04:00 - The APR Program and Its Benefits 00:04:32 - Paula's New Hobby: Skateboarding 00:05:43 - Overcoming Fear in Pursuing Hobbies 00:08:04 - Connecting Hobbies to Professional Growth 00:10:02 - The Importance of Hobbies for Wellbeing 00:12:23 - Future Aspirations in Skateboarding 00:12:49 - Combining Passions: Skateboarding and Puppetry 00:14:31 - Addressing Gender Inequity in Skateboarding 00:15:52 - Launching Girls Skate Inc. 00:16:51 - Community Impact and Events 00:18:40 - The Benefits of Trying New Things 00:20:32 - Advice for Embracing Hobbies 00:22:13 - Connecting with Paula MacDonald 00:23:41 - Closing Thoughts and Future Plans

Resources:

• Girls Sk8
• Tony Hawk Documentary
• Advice from a Happiness Coach

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Say Thanks to Paula MacDonald!

If you liked this episode with Paula MacDonald please say thanks on LinkedIn!

Listen to the episode on our website, Apple Podcasts, Spotify, Amazon Music, or on your favorite podcast platform. You can also watch the interview on YouTube here.

We kick off the discussion by acknowledging a common challenge faced by solos and small agencies—undercharging for their services. Chip emphasizes that most professionals in this space undervalue their work and are often hesitant to ask for what they’re truly worth. He encourages listeners to consider raising their rates, asserting that the majority of solos are not charging enough.

The conversation then shifts to the mechanics of how to implement a rate increase without alienating existing clients. Chip shares that it’s essential to communicate any changes thoughtfully and to avoid abrupt or insignificant increases. Instead of small, incremental adjustments, he advocates for meaningful rate hikes that reflect the true value of the services provided.

Karen adds her insights, highlighting the importance of raising rates for new clients while also addressing the sensitive issue of existing clients. She suggests incorporating rate increases into year-end business reviews, where professionals can present a comprehensive look at past performance and future plans. This approach not only justifies the increase but also positions the professional as a strategic partner rather than just a vendor.

Throughout the episode, we discuss the importance of understanding one’s value and the need to think like a business owner rather than an employee. Chip points out that many solos treat their expenses like an employee would, failing to account for overhead and the true costs of doing business. He encourages listeners to adopt a value-based pricing model, which allows them to charge based on the expertise and results they deliver rather than just hourly rates.

As the conversation progresses, we touch on the significance of maintaining a healthy client mix and the necessity of ongoing business development. Chip reminds us that it’s vital to regularly assess our client relationships and to be proactive in seeking out higher-paying clients. He also warns against the pitfalls of complacency, urging listeners to avoid falling into autopilot mode with their client engagements.

In closing, we emphasize the importance of clear communication with clients regarding rate increases and the need to approach these discussions with confidence and strategy. Chip shares valuable resources available on his website, smallagencygrowth.com, encouraging listeners to seek help and not navigate their business challenges alone.

This episode is packed with actionable advice and insights that will inspire PR pros and marketers to evaluate their pricing strategies and take charge of their business growth. We hope you enjoy this enlightening conversation and feel empowered to raise your rates smartly and effectively!

About Chip Griffin

Chip Griffin is the Founder & CEO of Small Agency Growth Alliance (SAGA). He is a serial entrepreneur with a track record of building businesses that serve the PR and marketing community.

Chip helps small PR and marketing agency owners build businesses that they want to own. He works with them to grow profits, eliminate overwork, and improve their overall satisfaction.

As an experienced entrepreneur and agency owner himself, Chip shares the wisdom of his successes and the lessons from his failures. He understands the challenges and opportunities that face agency owners because he sat in the same chair and faced similar decisions. 

You can email Chip at chip@chipgriffin.com if you’d like to talk.

00:00:00 - Introduction to Raising Rates Join Michelle, Karen, and guest Chip Griffin as they introduce the topic of raising rates for PR pros and marketers.

00:01:00 - The Importance of Valuing Your Work Chip discusses how many solos and small agencies undervalue their services and the need to raise rates.

00:02:00 - Strategies for Raising Rates Exploration of effective ways to raise rates without alienating clients, including communication strategies.

00:03:30 - New Clients vs. Existing Clients Karen emphasizes the importance of charging new clients higher rates and the challenges of raising rates for current clients.

00:05:00 - Understanding Your Value Discussion on determining your worth and setting rates based on desired income and expenses.

00:06:30 - Stop Thinking Like an Employee Chip advises against treating rate increases like salary raises and encourages a business mindset.

00:08:00 - Avoiding Small Increments The pitfalls of small, incremental price increases and the importance of making meaningful adjustments.

00:09:30 - Value-Based Pricing The benefits of value-based pricing over hourly rates and the importance of tracking effective hourly rates.

00:11:00 - Annual Business Reviews Karen shares her approach to incorporating rate increases into year-end business reviews for clients.

00:13:30 - Strategic Planning for Price Increases The advantages of presenting a new plan and budget to clients when discussing rate increases.

00:15:00 - Communication is Key The importance of clear communication with clients regarding rate increases and avoiding surprises.

00:17:00 - Assessing Client Relationships Chip discusses the need to evaluate client relationships and the risks of raising rates on certain clients.

00:19:00 - Client Mix and Profitability The significance of maintaining a balanced client mix and focusing on profitability rather than just revenue.

00:21:00 - The Importance of Business Development Encouragement to continuously seek new clients and opportunities to ensure business growth.

00:23:00 - Final Thoughts on Rate Increases Chip and Karen summarize the key takeaways on raising rates and the mindset needed for successful business management.

00:25:00 - Resources and Closing Remarks Chip shares where to find more resources and advice, and the hosts express gratitude for his insights.

Resources:

• Best Practices for Raising Rates (Solo PR Pro)
• Agency Health Assessment (SAGA)

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Say Thanks to Chip Griffin!

If you liked this episode with Chip Griffin please say thanks on LinkedIn.

Listen to the episode on our website, Apple Podcasts, Spotify, Amazon Music, or on your favorite podcast platform. You can also watch the interview on YouTube here.

Recorded in the aftermath of Hurricane, this episode of "That Solo Life" podcast looks at the issue of misinformation in the wake of a crisis. Hosts, Karen Swim, APR and Michelle Kane  examine the real world impact of mis-, mal- and disinformation during a regional crisis.

The hosts emphasize the need to avoid misinformation and politicization during such crises. They also emphasize the importance of having a decision framework in place to help clients navigate appropriate responses and avoid opportunistic behavior. The discussion underscores the role of PR professionals in informing the public, educating on discerning fact from fiction, and mobilizing practical assistance for those in need.

The discussion examines the rampant misinformation that often surfaces during crises, stressing. the need for accurate information  Karen and Michelle assert that a human crisis should not be politicized.

The importance of providing factual support to those in need rather than engaging in political games or spreading false narratives is stressed. 

Listeners are reminded of the importance of being a reliable source of information and support during crises. We encourage PR pros to step up, educate the public, and focus on helping those in need. We express our gratitude to our listeners for their dedication to the profession and invite them to share their thoughts and feedback.

Join us as we navigate these critical conversations and strive to uplift our communities in times of need. Thank you for tuning in to That Solo Life!

Episode Timeline:

00:00:00 - Introduction and Acknowledgment of Hurricane Helene The hosts introduce themselves and express their support for those affected by Hurricane Helene.

00:01:10 - Support for PR Pros Affected by the Hurricane Discussion on the importance of community support for PR professionals impacted by the disaster.

00:02:11 - Addressing Misinformation During Crises The hosts emphasize the need to combat myths and disinformation during crises, highlighting the importance of accurate information.

00:03:53 - The Importance of Truth in Communication A conversation about the erosion of trust in institutions and the necessity of truthful communication in PR.

00:05:22 - The Role of PR Professionals in Educating the Public Discussion on how PR pros can help the public discern fact from fiction and find reliable resources.

00:06:27 - Disasters Are Not PR Opportunities The hosts express their frustration with brands leveraging disasters for marketing purposes.

00:07:35 - Humanitarian Focus Over Marketing A call to action for organizations to focus on genuine help rather than opportunistic marketing during crises.

00:09:32 - The Need for a Decision Framework in PR The importance of having a decision-making framework to guide clients in responding to crises appropriately.

00:12:14 - The Role of PR Professionals as Safety Patrols The hosts liken their role to that of safety patrols, emphasizing their responsibility to guide clients through challenging situations.

00:13:01 - Conclusion and Call to Action Wrapping up the episode with encouragement for PR pros and a reminder to share the podcast and provide feedback.

Resources:

• Carnegie Endowment for International Peace: Disaster-Related Misinformation Isn’t Unique to Helene and Milton
• Institute for Strategic Dialogue: Hurricane Helene brews up storm of online falsehoods and threats
• FEMA.gov: Addressing Hurricane Helene Rumors and Scams

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

In episode 269 of “That Solo Life” podcast, Karen Swim, APR and Michelle Kane discuss the viral video of a customer receiving a mac and cheese order without the macaroni, and how the business handled the situation by responding with a humorous TikTok video. The hosts highlight the important lessons for PR and marketing professionals, including the value of social media monitoring and responding appropriately to negative sentiment. They also emphasize the importance of clear internal communication and ensuring employees understand the products and services they are representing.

The episode explores the importance of effective communication in the face of unexpected challenges. The hosts explore lessons from the brand’s quick response which was genuine and cheeky 

Karen and Michelle talk about  the significance of having a strong social media presence and the necessity of listening tools to monitor brand mentions and customer sentiment. They discuss how brands can miss opportunities to engage with their audience, especially when positive feedback is shared. By actively listening and responding, businesses can foster a sense of community and connection with their customers.

The hosts also touch on the internal communication lessons that can be learned from the incident, highlighting the importance of clarity in messaging. We share anecdotes about the need for employees to fully understand the products or services they represent, ensuring they can effectively communicate with customers.

Listeners are encouraged to reflect on the value of effective communication, both internally and externally, and to consider how they can apply these lessons in their own practices. 

Episode Timeline:

00:00:00 - Welcome to That Solo Life Introduction to the podcast and hosts, Michelle Kane and Karen Swim.

00:00:21 - Hello Fall! Discussion about the arrival of fall and the changing seasons.

00:00:47 - The Mac and Cheese Mishap Introduction to the viral clip of a woman receiving an incomplete mac and cheese order.

00:01:49 - Lessons in Crisis Communication Exploring the business response to the viral video and its implications for PR and marketing.

00:02:54 - Engaging on Social Media The importance of responding on the same platforms where negative sentiment arises.

00:04:16 - Investing in Listening Tools

The necessity of social media listening tools for brands to monitor sentiment.

00:05:52 - Understanding Client Needs Discussing the importance of educating clients about the value of listening tools.

00:07:32 - Community Engagement The benefits of local businesses engaging with their community on social media.

00:08:27 - Challenges for Smaller Brands Addressing the struggles smaller brands face in monitoring their online presence.

00:09:24 - The Importance of Clear Communication Highlighting the need for clarity in both internal and external communications.

00:10:10 - Responding with Humor The effectiveness of a light-hearted response to customer complaints.

00:12:26 - Internal Communication Lessons The importance of ensuring all employees understand menu items and services.

00:15:12 - Employee Training and Experience The necessity for employees to have firsthand experience with products and services.

00:17:08 - Closing Thoughts Encouragement to enjoy mac and cheese and a reminder to share the podcast.

Resources:

• PR News Online: Lessons in Digital Crisis Communications from the California Pizza Kitchen Incident

• USA Today: California Pizza Kitchen offers chain-wide mac and cheese deal after viral order blunder (Includes customer TikTok Video)

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

The hosts reflect on the current media landscape, especially during an election year when the stakes are high, and the potential for misinformation is rampant. Today’s discussion highlights the responsibility we have as PR pros to not only stay informed ourselves but also to educate our clients and the public about the importance of media literacy. Misinformation can affect brands in both significant and subtle ways, and it is our duty to help our clients navigate this complex environment.

Throughout the episode, Karen and Michelle explore practical strategies for enhancing media literacy among clients and their audiences. This includes implementing robust monitoring systems to track brand mentions and ensuring that content produced is clearly marked to establish ownership and authenticity. The discussion includes the importance of equipping the public with tools to fact-check information, such as linking to credible sources and encouraging critical thinking.

As Michelle and Karen delve deeper, they address the psychological aspects of how people consume information, particularly how personal beliefs can cloud judgment regarding what is considered "true" or "fake." We share anecdotes about the impact of negative reviews and misinformation on local businesses, underscoring the real-world consequences of unchecked falsehoods.

The conversation takes a broader turn as they advocate for a collective effort within the PR industry to combat misinformation. Karen and Michelle envision a future where every brand provides resources to help the public discern fact from fiction, ultimately fostering a more informed society. They call on social media platforms to take a more proactive role in identifying and flagging misleading content, emphasizing that doing the right thing is essential for long-term success.

In closing, listeners  are reminded that while the fight against misinformation can feel overwhelming, every small effort counts. PR professionals are encouraged to join this important mission, armed with their"teaspoons" and commitment to truth.

If you found value in our discussion, please share this episode and connect with us at soloprpro.com for more insights and past episodes. Thank you for tuning in to That Solo Life!

Episode Timeline:

00:00:00 - Introduction to Media Literacy Discussion on the importance of media literacy in PR and marketing, especially during an election year.

00:02:00 - The Role of AI in Media Literacy Exploration of how AI advancements impact the discernment of truth and accuracy in media.

00:04:00 - Equipping Clients and Publics Strategies for PR pros to help clients monitor their brand and educate the public on fact-checking.

00:06:00 - The Challenge of Misinformation Discussion on the prevalence of misinformation and the responsibility of brands to combat it.

00:08:00 - Belief Systems and Information Consumption Analysis of how personal beliefs affect the perception of information and the importance of critical thinking.

00:10:00 - The Impact of Fake Reviews Examination of how fake reviews can harm brands and the need for consumers to discern authenticity.

00:12:00 - Ethics in PR and Media The ethical implications of spreading misinformation and the responsibility of PR professionals to advocate for truth.

00:14:00 - The Role of Social Media Platforms Discussion on the responsibility of social media companies to combat misinformation and protect users.

00:15:00 - Conclusion and Call to Action Encouragement for PR pros to contribute to the fight against misinformation and promote media literacy.

Resources:

• Resources for PR Pros: News Literacy Project
• Tackling Ai:The Battle Against Misinformation with Axel Ebermann - Episode 160
• Battling Misinformation: How PR Pros Can Counter AI Misinformation

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Michelle highlights the importance of recognizing the intent and expertise that goes into crafting effective communication strategies, emphasizing that beautiful outputs are often the result of meticulous planning and seasoned thought. Karen adds to this by discussing the challenges faced by PR professionals and marketers in a world where the demand for our skills is being eroded by the rise of multi-hyphenates and the casual approach some take towards our professions.

We explore the implications of this shift, particularly how it affects our livelihoods and the perception of our expertise. Both hosts share personal experiences, noting that many in the field have taken non-traditional paths to their current roles, which adds to the complexity of how our work is valued.

The discussion also touches on the role of AI and the allure of quick fixes in marketing and PR, contrasting these with the deep, analytical work that truly drives outcomes. We acknowledge the frustrations of journalists, especially in the political realm, as they navigate a landscape where content creators are gaining prominence.

As we reflect on the importance of our roles, we emphasize the need for PR professionals and marketers to elevate their own standards and educate others about the true nature of our work. We advocate for a collaborative approach within the industry, aiming to uplift the entire profession rather than create divisions between independents and those in traditional roles.

Throughout the episode, we stress that clients will always need skilled professionals to tell their stories effectively. We highlight the intricate thought processes that go into our work, from crafting headlines to managing crises, and the necessity of being recognized for the value we bring.

In closing, we encourage our listeners to take pride in their profession and to share this episode with others who may benefit from understanding the depth and complexity of what we do. Join us as we continue to champion the importance of strategic thinking in PR and marketing, and strive to preserve the integrity of our professions for future generations.

Episode Timeline:

• 00:00:00 - Introduction to That Solo Life 
• 00:00:18 - The Value of PR and Marketing 
• 00:00:48 - Misconceptions About PR and Content Creation
• 00:02:05 - The Importance of Expertise in PR and Marketing
• 00:03:43 - The Evolving Landscape of PR and Journalism 
• 00:05:00 - The Complexity Behind Simple Outputs
• 00:06:31 - The Role of Independents in the Industry 
• 00:08:31 - The Need for Storytelling and Guidance 
• 00:09:41 - Raising Standards in PR and Marketing 
• 00:10:42 - Job Misconceptions and Industry Challenges
• 00:12:10 - The Value of PR Professionals 
• 00:13:01 - Conclusion and Call to Action

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Karen and Michelle emphasize the inevitability of AI's presence in the industry and stress the importance of embracing and shaping its use rather than resisting it. They highlight the need for PR professionals to lead the way in defining ethical practices and addressing issues such as inherent biases and copyright protection in the context of AI-generated content.

The hosts acknowledge the potential benefits of AI in streamlining certain tasks, such as research analysis and content generation, but also caution against relying solely on AI without human intelligence and guidance. They emphasize the importance of critical thinking, fact-checking, and maintaining ethical standards in the face of AI's increasing influence on the media landscape.

The conversation extends to the role of journalists and PR professionals in upholding integrity and accuracy in their work, amidst concerns about misinformation and unethical practices in the industry. Michelle and Karen underscore the vital role of media literacy and ethical decision-making in preserving the credibility and impact of journalism and PR.

As the episode concludes, the hosts encourage listeners to engage in civil discourse, share their insights, and consider joining the Solo PR Pro community for further professional development and networking opportunities. The episode serves as a call to action for PR professionals to navigate the evolving landscape of AI with integrity, critical thinking, and a commitment to ethical practices.

Episode Timeline:

• Introduction: 00:00:02-00:00:41
• Discussion on AI in PR and Marketing: 00:01:08-00:09:58
• Concerns about Misinformation and Ethics: 00:09:58-00:11:36
• Journalism and Integrity: 00:11:36-00:13:50
• Media Literacy and Importance of Ethics: 00:14:14-00:15:53

AI Resources:

• The Battle Against Misinformation with Axel Ebermann
• Almost Timely Newsletter
• Michael Smart’s AI Assisted PR Newsletter
• Getting Started with Generative AI

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The hosts highlight the significance of taking time for personal growth, whether through workshops, online courses, or simply revisiting the basics of our profession. They emphasize the value of setting aside dedicated time for reflection and creative thinking, stressing the need for solopreneurs to prioritize mental well-being amidst the constant influx of information and responsibilities.

Karen and Michelle also touch on the idea of incorporating playtime and self-compliments into daily routines, drawing parallels between the joy of back-to-school shopping and the potential for a wardrobe refresh to boost energy and confidence. They encourage listeners to find small ways to infuse excitement and positivity into their work lives, even in the absence of traditional office interactions.

Throughout the episode, the hosts share personal anecdotes and insights, underscoring the challenges and rewards of working independently. They invite listeners to share their own back-to-school tips and experiences, fostering a sense of community and collaboration within the solopreneur space.

As the episode concludes, Michelle and Karen express their hopes for a successful end to the year, both professionally and personally. They encourage listeners to prioritize self-care and growth, reminding them that the freedom of solopreneurship allows for flexibility and choice in how they approach their work and well-being.

Listeners are invited to share their feedback and suggestions for future episodes, as the hosts look forward to continuing the conversation on navigating the solo professional journey. Tune in to "That Solo Life" for more insights, tips, and inspiration for thriving as a Solo PR Pro in today's dynamic landscape.

Episode Timeline

00:00:00 - Introduction and Back to School Theme 00:05:30 - Importance of Taking Breaks and Decompressing 00:11:12 - Refreshing Your Wardrobe for Fall 00:14:30 - Importance of Laughter and Mental Health 00:15:26 - Embracing Freedom and Choices in Solo Work

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The hosts discuss the necessity of conducting a health check with clients, focusing on both the health of the client's business and the effectiveness of the PR program. They stress the value of open and honest conversations, allowing for feedback and addressing any missed opportunities or areas for improvement.

Karen and Michelle  highlight the importance of building strong relationships with clients beyond transactional interactions. They emphasize the role of PR professionals in supporting client growth, career development, and overall success.

As the conversation progresses, the hosts delve into the process of presenting year-end recaps and program recommendations to clients. They suggest incorporating a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, providing a comprehensive overview of the client's PR program.

Additionally, Michelle and Karen encourage PR professionals to confidently discuss budget increases with clients, emphasizing the need to align rates with the evolving costs of doing business. They stress the importance of demonstrating value, communicating achievements, and proactively addressing client needs to strengthen trust and foster long-term partnerships.

In conclusion, the hosts remind listeners to prioritize effective communication, strategic planning, and ongoing client engagement as they navigate year-end conversations and prepare for the new year ahead. They invite listeners to share feedback, engage with the Solo PR Pro community, and continue learning and growing in their solo PR and marketing endeavors.

Episode Timeline

00:00:00 - Introduction and Setting the Stage

00:05:30 - Importance of Health Check Conversations with Clients 00:12:01 - Recommendations and Budget Conversations 00:13:35 - SWOT Analysis and Strategic Counsel 00:16:33 - Communicating Value and Recap to Clients

00:17:48 - Conclusion and Call to Action

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Kahshanna shares her journey into the trauma management space, highlighting her background in fashion, film, and television before delving into transformational well-being studies. Her lightbulb moment came during a trauma-informed outreach program, leading her to focus on trauma-informed practices and awareness.

The conversation delves into the importance of trauma-informed communications in various sectors, including crisis communications, corporate social responsibility, and media literacy. Kahshanna emphasizes the need for a shift towards person-first language and humanizing narratives, especially in historically targeted communities.

The episode explores Kahshanna's community building communication strategy, which integrates trauma-informed practices, media literacy, and the empowerment of historically marginalized communities. The hosts discuss the role of solo PR professionals as activists and educators, advocating for change and inclusivity in the industry.

Listeners are encouraged to engage with Kahshanna through Kissing Lions' website or LinkedIn, and to join the solo PR community for further discussions and collaborations. The episode concludes with a call to action for professionals to embrace trauma-informed practices and work together towards transformative change in communications and beyond.

About Kahshanna Evans

Kahshanna Evans brings her passion for community building through communications strategy, corporate social responsibility (CSR), and uniting people through stories to her role of Senior Strategist at Kissing Lions Public Relations, Trauma Informed Resilient Communities Consultant—and as a New York State Trauma Informed Network and Resources Center (TINRC) Advisory Council Member. Kahshanna has been a leading strategic thinker in various industries, including wellness, communications, nonprofit, and professional services. During her tenure at a nonprofit that educates the public and private sector on PACEs science, Kahshanna served as a subject matter expert, organizational spokesperson, and facilitator of trauma-informed (TI) training for various communities. As a founding member of a Diversity, Equity, Belonging, Inclusion & Allyship (DEIB/A) committee at a wellbeing tech company, Kahshanna played a role in advocating for the creation of a culture of belonging. 

Episode Timeline

00:00:00 - Introduction to Kahshanna Evans 00:03:20 - Importance of Trauma-Informed Communications 00:05:51 - Crisis Communication and Trauma-Informed Practices 00:13:11 - Overcoming Politicization of Trauma 00:18:25 - Community Building Communication Strategy 00:23:29 - Transforming the Industry through Trauma-Informed Practices 00:30:58 - Emphasizing Community Support and Collaboration

Resources:

• Kahshanna Evans article (chock full of resources): The Future of Corporate Citizenship: Can Solo PR Pros Introduce A Trauma Informed World View?
• Study: From managing emotion to trauma‐informed management: A new direction in crisis communication
• Victims as stakeholders: Insights from the intersection of psychosocial, ethical, and crisis communication paths 

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Say Thanks to Kahshanna Evans!

If you liked this episode with Kahshanna, please say thanks on LinkedIn!

Listen to the episode on our website, Apple Podcasts, Spotify, Amazon Music, or on your favorite podcast platform. You can also watch the interview on YouTube here.

In this episode of "That Solo Life," co-hosts Karen Swim, APR and Michelle Kane discuss the ongoing challenge of establishing and proving the value of public relations work to clients. Independent PR professionals must navigate the complexities of demonstrating the impact of their efforts in a landscape where marketing, advertising, and PR often get lumped together.

The hosts discuss the importance of metrics and measuring the success of PR campaigns, especially in times of economic uncertainty where clients may be more focused on immediate revenue generation. They emphasize the distinction between PR and marketing, highlighting the nuanced ways in which PR professionals contribute to a company's bottom line.

Throughout the episode, Karen and Michelle share personal experiences and insights on how to effectively communicate the value of PR to clients. They stress the need for open and candid conversations about goals, success metrics, and the evolving needs of the client's business. The hosts acknowledge the challenges of navigating client expectations and the pressure to deliver tangible results in a competitive market.

As the conversation unfolds, the hosts encourage PR professionals to hone their measurement skills, delve into data analytics, and craft compelling narratives that showcase the impact of PR efforts on business outcomes. They underscore the importance of continuous learning, adaptation, and proactive communication to build trust and credibility with clients.

In conclusion, Karen and Michelle urge listeners to stay resilient, proactive, and focused on delivering value in a rapidly changing industry. They invite feedback and shared experiences from the audience, emphasizing the collective learning and growth within the PR community. The episode serves as a reminder of the ongoing journey to elevate the role of PR professionals and demonstrate their indispensable contribution to business success.

Episode Timeline

• 00:02:02 - Establishing and Proving the Value of PR
• 00:05:16 - Focus on PR and Marketing Value
• 00:07:01 - Conversations about Goals and Success
• 00:09:35 - Adapting to Client Needs and Market Changes
• 00:10:51 - Navigating Sales-Driven Organizations
• 00:12:41 - Understanding Client Perspectives and Decision Making
• 00:13:33 - Importance of Measurement and Metrics
• 00:14:30 - Conclusion and Call for Better Storytelling

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Has being edgy gone too far? In today’s episode of That Solo Life podcast, Karen Swim, APR and Michelle Kane discuss the controversial topic of sensationalized headlines and the impact they have on the dissemination of accurate information. The hosts discuss the fine line between grabbing attention and misleading the audience, especially in today's media landscape where clickbait headlines are prevalent.

Karen and Michelle discuss a recent example of the Olympics and the false narrative surrounding a boxer from Algeria to highlight how sensationalized headlines can lead to misinformation and even incite hatred towards individuals. They emphasized the ethical responsibility of PR professionals and journalists to present accurate and fair information to the public.

Public Relations professionals should all be concerned about the current trend of compromising truth for entertainment value in news reporting. The hosts reflected on the implications of this trend on future generations, particularly in an era where social media and instant information sharing can lead to the rapid spread of misinformation.

This episode also touched on the importance of self-reflection and avoiding biases in communication strategies, urging Solo PR Pros to stay honest and forthright in their work. 

Overall, this episode served as a thought-provoking discussion on the evolving landscape of media, the importance of ethical journalism, and the role of PR professionals in upholding truth and accuracy in communication.

Episode Timeline

• 00:00:00 - Introduction and Discussion on Provocative Headlines
• 00:05:30 - Impact of Misinformation and Ethical Responsibility
• 00:09:06 - Concerns about Younger Generations and News Consumption
• 00:12:05 - Compromising Truth for Entertainment
• 00:13:35 - Challenges of Different Versions of Truth
• 00:15:04 - Encouragement for Self-Reflection and Audience Engagement
• Enjoyed the episode? 

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Do you want to make the leap to being a Solo PR Pro? Or are you a Solo longing for the steady rhythm and challenge of an in-house job? In today’s episode of "That Solo Life," co-hosts Karen Swim, APR and Michelle Kane discuss diving in or out of being a Solo P Pro.

Life is not stagnant and that applies to your PR career. We all navigate different seasons of life and our career aspirations and capacity may evolve to fit that season.  Decades ago, consulting or freelancing was seen as a temporary measure between jobs. Today, it is  rightly recognized as a legitimate career path offering control and flexibility. This shift in the perception of solo work makes it easier to move in and out of working for yourself and working n-house.

In the episode, Karen and Michelle discuss the factors to consider when contemplating a shift between solo work and traditional employment. Michelle emphasizes the need for self-motivation, financial preparedness, and a clear understanding of market demand when venturing into solo work. Karen stresses the significance of intentional networking and skill development for those considering a return to in-house positions.

Throughout the episode, the hosts emphasize the importance of aligning work with personal fulfillment and the freedom to pursue different paths based on individual needs and desires. They encourage listeners to share their experiences and questions, inviting engagement and feedback for future episodes.

Listeners are encouraged to visit the soloprpro.com website to connect with the hosts and share their stories. The episode concludes with a call to action for sharing and reviewing the podcast to support its growth and reach.

The episode is a great reminder that public relations professionals can build a career customized to their needs and aspirations, adjusting it along the way to fit the fluidity of their lives.

Episode Timeline

• 00:00:00 - Introduction and Midsummer Stride: Michelle and Karen discuss the midsummer season and ignore the back-to-school rush.
• 00:05:30 - Evolving Attitudes Towards Consulting: Karen reflects on the evolution of consulting from a stopgap measure to a career choice.
• 00:09:27 - Flexibility in Career Choices: Michelle and Karen emphasize the importance of flexibility in transitioning between solo work and in-house positions.
• 00:12:33 - Networking Strategies: Karen provides insights on networking strategies for transitioning between solo work and in-house positions.
• 00:15:23 - Pursuing Fulfillment: Michelle and Karen discuss the balance between pursuing fulfilling work and jobs that provide stability and benefits.

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Today’s episode of "That Solo Life," features an honest discussion about the challenges of the modern workforce and how Solo PR Pros can successfully navigate the toxicity and stress that has become all too prevalent.

Corporate employees are faced with overwhelming demands and pressures -from mandatory office returns to being burdened with more work and fewer people - the landscape is filled with challenges that impact not only employees but also independent consultants that serve these organizations.

Karen and Michelle emphasize the importance of self-care and setting boundaries in the face of workplace toxicity. They address the need to prioritize mental well-being, streamline work schedules, and find activities that bring joy and renewal. By focusing on doing good work and avoiding getting entangled in office politics, we can maintain a healthier balance and preserve our energy.

Throughout the episode, the hosts share personal experiences and insights on how to handle difficult situations with clients and colleagues. They stress the significance of recognizing what we can control and letting go of what we cannot, especially when faced with internal power struggles and conflicts.

Listeners are encouraged to prioritize their well-being, stay positive, and remain focused on their work amidst external stressors. 

Please join us for more discussions on "That Solo Life" and remember to share your stories and feedback with us at soloprpro.com. Thank you for tuning in, and until next time, take care and stay resilient in the face of life's challenges.

Episode Highlights

• Navigating Work Challenges : 00:00:52-00:01:24
• Challenges of Detachment : 00:01:39-00:01:49
• Strategies for Self-Care : 00:04:25-00:05:18
• Importance of Boundaries : 00:05:18-00:05:29
• Finding Joy and Renewal : 00:06:03-00:07:49
• Maintaining Focus on Good Work : 00:08:02-00:09:44
• Dealing with Toxicity : 00:10:05-00:10:36
• Setting Boundaries and Prioritizing Self : 00:11:05-00:11:16
• Maintaining Positive Attitude : 00:13:37-00:13:48

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In this episode of "That Solo Life," co-hosts Michelle Kane and Karen Swim, APR tackle the profound impact of words in communication, particularly for PR and marketing professionals. 

The conversation turns to the ethical considerations of communication, with both hosts highlighting the power and responsibility that come with crafting messages. They stress the significance of using words to inspire positive actions and foster connections, especially in a time marked by detachment and distrust in institutions. Karen and Michelle acknowledge the complexities faced by communicators in navigating a landscape where extremism and polarization are prevalent.

As the discussion unfolds, Michelle and Karen underscore the role of communicators in promoting inclusivity and equity through their messaging. They challenge the misconception that inclusive communication is a form of coddling, emphasizing that it requires skill and empathy to reach diverse audiences effectively. Despite the challenges posed by social media algorithms and societal divisions, the hosts express optimism about the transformative potential of ethical communication practices.

In a call to action, the hosts encourage listeners to prioritize self-care and seek joy outside of their professional roles to maintain mental well-being. They emphasize the importance of community support among communicators and invite listeners to share their experiences and insights. The episode concludes with a reminder to share the podcast with fellow professionals and engage with the hosts on social media platforms.

Listeners are left with a renewed sense of purpose and a deeper appreciation for the impact of words in shaping narratives, fostering connections, and driving positive change in the world of communication. "That Solo Life" continues to serve as a platform for meaningful discussions and insights for PR pros and marketers navigating the evolving landscape of communication.

Episode Timeline:

• 00:03:24 - The Power of Words and Ethical Communication
• 00:06:06 - Impact of Detachment and Extremism on Communication
• 00:10:54 - Challenges in Communication Amidst Social Isolation
• 00:12:16 - Optimism and Commitment to Ethical Communication
• 00:14:24 - Recognizing the Importance and Responsibility of Communication
• 00:15:19 - Encouragement for Self-Care and Community Support

Episode Resources:

• Fortune Article: ​​Welcome to ‘The Great Detachment’: Workers are checked out—and so are their bosses
• Heat’s Impact on the Brain: 
  • How Heat Affects the Brain (NY Times)
  • How heat affects the mind (American Psychological Association

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Instability seems to be the new normal. The economy, political landscape, and climate are just a few of the many things that currently have us feeling like we are doing life on a wobble board. 

As PR professionals, we recognize the need to be proactive in safeguarding our businesses. Michelle and Karen emphasize the importance of future-proofing our skills and staying ahead of industry trends. Adapting to changing client needs and exploring new service offerings are key strategies to weathering uncertain times.

The conversation delves into the evolving landscape of journalism and media relations, highlighting the challenges faced by professionals in these fields. The discussion turns to the impact of sensationalism and the decline of ethical journalism on public trust and the industry as a whole.

Despite the challenges, listeners are encouraged to stay engaged and seek opportunities for growth and innovation. By staying informed, adapting to change, and focusing on serving our audiences, we can navigate through the current malaise in the PR world.

Episode Timeline:

00:00:18 - Introduction to the Podcast 00:01:05 - Acknowledging Instability in the World 00:03:49 - Importance of Proactivity in Business 00:05:10 - Importance of Upskilling and Future-Proofing 00:07:07 - Paying Attention to Industry Trends 00:08:26 - Embracing Change and Career Shifts

00:10:55 - Concerns about Journalism Integrity 00:12:15 - Impact of Decline in Creative Arts 00:13:07 - Encouragement to Share and Connect

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In this episode, Karen Swim and Michelle Kane, discuss the various challenges and changes that the post-pandemic era has brought to the PR industry.

The pandemic had a significant impact on in-person events and interactions. The hosts discuss how shifting priorities, increased workloads, and changing interests have made it challenging to plan and attend events, leading to a reevaluation of traditional event strategies.

Karen and Michelle also touch upon the shift in energy levels post-pandemic, noting how many individuals feel more fatigued and less productive despite technological advancements. The conversation evolves into a reflection on the demise of hustle culture and the newfound emphasis on work-life balance.

The hosts also address the decline in customer service standards, both in the PR industry and beyond, highlighting instances where businesses have failed to prioritize customer satisfaction and individualized service.

In a quick round-up of current news, Michelle and Karen discuss the University of Texas at Austin's decision to lay off its communications and marketing team, as well as upcoming regulatory changes. 

Episode Timeline:

• 00:02:24 - Challenges of Holding Events Post-Pandemic
• 00:04:39 - Impact of Pandemic on Energy Levels
• 00:06:57 - Shift in Work-Life Balance Post-Pandemic
• 00:09:18 - Reflections on Post-Pandemic Hustle Culture
• 00:11:05 - Decline in Customer Service Post-Pandemic
• 00:12:47 - Gen Z Job Seekers and Unusual Interview Practices
• 00:14:48 - Beneficial Owner Filing Requirement
• 00:16:18 - Layoffs at University of Texas at Austin
• 00:19:24 - Importance of PR Teams in Crisis Management

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The hosts discussed how the recent news of Justin Timberlake's DWI arrest highlighted how one misstep can bring up a person's entire history of mistakes. The incident serves as a reminder of the significance of vigorously researching individuals or organizations before committing to work with them or to work with your clients.

Karen and Michelle emphasize the need for due diligence in researching the history and reputation of any person or organization before entering into a relationship. This also applies to any information that you might share from a third party such as quotes or data studies. PR Pros must be fully informed to protect their consultantices. and clients.

Throughout the episode, the hosts stress the value of preparation and being proactive in anticipating any potential issues that may arise from working with certain clients or partners. Karen and Michelle share personal experiences of discovering problematic histories of individuals they previously supported and the importance of learning from those instances.

Additionally, the hosts discuss the benefits of seeking insights from PR colleagues or industry peers when vetting prospects, as they can provide valuable information and warnings based on their experiences. 

Episode Timeline:

• 00:00:00 - Introduction and Weather Chit-Chat
• 00:01:26 - Importance of Vetting Prospects
• 00:02:03 - Learning from Justin Timberlake 's DWI Incident
• 00:03:21 - Being Prepared for Potential Fallout
• 00:04:39 - Second Chances and Being Informed
• 00:06:11 - Impact of Unprepared Responses in Media
• 00:07:20 - Reflecting on Past Mistakes in Sharing Information
• 00:08:18 - Seeking References and Insights from PR Colleagues
• 00:09:46 - Evaluating Opportunities and Self-Reflection
• 00:11:17 - Role of PR in Guarding Against Risk
• 00:11:43 - Wrapping Up and Summer Plans

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Anetra Henry, Senior Director of Strategic Initiatives at the Institute for Public Relations joins Karen Swim, APR and Michelle Kane on today’s episode of “That Solo Life.” Anetra is a passionate storyteller and strategic messaging guru, known for her expertise in research and advocacy for diversity and inclusion.

The episode delved into a recent study, led by Anetra, "Collaborators for Change," which focused on the relationship between Chief Communications Officers (CCOs) and Chief Diversity Officers (CDOs) in organizations. Anetra shared the spark that led to the research, highlighting the importance of understanding how these executives work together, especially during times of crisis.

Anetra discussed the obstacles faced during the study, including challenges in recruiting CDOs due to external factors like legislation targeting diversity initiatives. She emphasized the need for empathy and understanding in conducting the interviews, as participants shared personal stories and fears about the future of their work.

The conversation also touched on key takeaways from the study, such as the importance of clear communication between CCOs and CDOs, the impact of diversity fatigue, and the need for organizations to define and prioritize diversity, equity, and inclusion initiatives.

Anetra shared her personal reflections on conducting the study, highlighting the emotional impact of hearing participants' stories and fears. She emphasized the importance of empathy and the need for continued efforts in diversity and inclusion work.

Looking ahead, Anetra expressed hope for the future of CDOs, emphasizing the importance of continued progress and rebranding of diversity initiatives. She discussed potential future studies and the need for ongoing support and advocacy for diversity and inclusion in organizations.

This episode provided valuable insights into the complex relationship between CCOs and CDOs, highlighting the challenges and opportunities in advancing diversity and inclusion efforts within organizations. 

About Anetra Henry

Anetra Henry is not your typical public relations and marketing professional. She's a passionate storyteller and strategic messaging guru. As the Senior Director of Strategic Initiatives at the Institute for Public Relations (IPR), she continues to make waves with her expertise and contributions to research.

Anetra's influence extends beyond her role at IPR. She's a sought-after speaker at industry conferences and events, where she shares her insights and expertise. Through her published articles, thought leadership pieces, and active participation in industry forums, she consistently contributes to the advancement of the field. Her dedication to excellence doesn't stop at the office door. She's a tireless advocate for diversity and inclusion, working hard to create opportunities for underrepresented voices and championing initiatives that foster inclusivity.

Episode Timeline

• Introduction of Anetra Henry : 00:00:14
• Spark for the Collaborators for Change Study : 00:02:21
• Obstacles Faced in Conducting the Study : 00:04:21
• Key Takeaways from the Study : 00:09:35
• Insights into What 's Working and Recommendations for Improvement: 00:15:10
• Personal Impact of Conducting the Research : 00:28:28
• Future of Chief Diversity Officers : 00:34:30
• Possibility of Longitudinal Study : 00:41:06
• Closing Remarks and Thank You : 00:43:19

Resources:

• Download: Collaborators for Change Study
• The Costly Business of Discrimination

Enjoyed the episode? 

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Say Thanks to Anetra Henry!

If you liked this episode with Anetra Henry, please say thanks on LinkedIn or Instagram.

Listen to the episode on our website, Apple Podcasts, Spotify, Amazon Music, or on your favorite podcast platform. You can also watch the interview on YouTube here.

Karen emphasizes the tendency of PR professionals to prioritize client success over their own business metrics. She stresses the importance of tracking financial metrics to identify the most profitable clients and types of work. The discussion shifts to the need for measuring time spent on tasks to determine efficiency and profitability accurately.

The hosts discuss the pitfalls of focusing on the wrong metrics, referencing a study on B2B marketers who invested in the wrong areas due to misaligned measurements. They stress the importance of creating a sense of community and fostering word-of-mouth referrals for business growth. Michelle and Karen underscore the need for PR professionals to measure their efforts in writing, pitching, and media relations to enhance skill sets and improve success rates.

The episode concludes with a call to action for listeners to incorporate regular measurement practices into their solo PR businesses. 

Episode Timeline:

• 00:01:10 - Importance of Measuring Tactics in Business
• 00:02:51 - Tracking Financial Metrics and Time Allocation
• 00:04:30 - Importance of Measuring for Mastery
• 00:05:26 - Focusing on the Right Metrics for Growth
• 00:07:27 - Creating Community and Word of Mouth
• 00:08:26 - Importance of Regular Measurement Practices
• 00:09:03 - Improving Success Rate and Time Management
• 00:10:36 - Pledging to Incorporate Measurement Practices
• 00:11:19 - Encouragement for Listener Engagement

Resources:

• RescueTime: The Most Productive Part of the Day
• Sword and the Script: Pair of surveys show why B2B tech needs to work on their customer marketing efforts

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

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The hosts discuss the need for more conscientious messaging, honoring the historical context of holidays. Karen and Michelle reflect on the role of PR professionals in preserving the spirit of important holidays and their role in protecting the essence of celebrations beyond commercialization. They reflect on how holidays like St. Patrick's Day and Cinco de Mayo have been reduced to mere drinking festivities, losing sight of their cultural significance.

This episode serves as a poignant reminder to PR professionals and marketers to approach holiday messaging with sensitivity, respect, and a deeper understanding of the historical and cultural significance behind each celebration. Through their insightful discussion, Michelle and Karen underscore the importance of upholding traditions and honoring the true meaning of holidays in our communications.

Episode Timeline:

00:00:00 - Introduction and Discussion on Memorial Day Messaging 00:05:30 - Importance of Honoring Fallen Soldiers 00:08:06 - Examples of Proper Memorial Day Messaging 00:09:20 - Call to Action for PR Professionals to Protect Holiday Celebrations 00:10:45 - Discussion on St. Patrick's Day and Cinco de Mayo Traditions 00:11:18 - Reminder for Considerate Fourth of July Celebrations

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Looking for more insights and support for your solo PR biz?  Head over to Solo PR Pro and become part of our community. Don't forget to sign up for our newsletter for the latest tips and trends.

Karen and Michelle reflect on the collective exhaustion felt by many in 2024, highlighting the ongoing effects of the pandemic and the relentless stream of stressors that continue to weigh on people. They emphasize the importance of recognizing and addressing burnout, citing articles that discuss how work environments can contribute to physical and mental health issues.

The conversation shifts to the changing landscape of work post-pandemic, with Karen and Michelle acknowledging the need for individuals to reassess their priorities and boundaries. They explore the challenges of returning to office work, the impact of technological advancements, and the importance of self-care practices in maintaining resilience.

Throughout the episode, Karen and Michelle offer practical tips for managing stress and prioritizing well-being. They emphasize the significance of self-care routines, healthy eating habits, and coping mechanisms such as deep breathing and mindfulness. The hosts encourage listeners to set boundaries, prioritize their mental and physical health, and recognize the value of saying no to commitments that do not align with their well-being.

As the episode concludes, Karen and Michelle underscore the importance of self-awareness and self-compassion in navigating the complexities of modern life. They challenge listeners to prioritize their own needs and to approach each day with a sense of balance and grace. The hosts invite feedback from the audience and share resources available on the Solo PR Pro website to support listeners in building their businesses and maintaining personal well-being.

Tune in to "That Solo Life" for insightful discussions, practical tips, and inspiring conversations on navigating the challenges of solo entrepreneurship and finding balance in a fast-paced world.

Episode Highlights:

 00:01:19 - Global Fatigue and Burnout 00:04:01 - Shift in Work Dynamics 00:05:27 - Uncertainty and Event Attendance 00:09:48 - Frustrations with Corporate Expectations 00:10:09 - Self-Care and Well-being Practices 00:12:02 - Managing Energy and Reactions 00:13:09 - Embracing Grace and Understanding Sensitivities 00:16:05 - Setting Boundaries and Prioritizing Self-Care 00:17:05 - Finding Balance and Self-Awareness 00:18:09 - Encouragement to Prioritize Self-Care and Share the Podcast

Resources:

• National Institute of Mental Health - Support and Resources
• 988 Suicide & Crisis Lifeline - Online Chat
• Job burnout: How to spot it and take action
• Work Burnout: How It Affects Your Mental Health

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Looking for more insights and support for your solo PR biz?  Head over to Solo PR Pro and become part of our community. Don't forget to sign up for our newsletter for the latest tips and trends.

Publicists have recently been in the spotlight, from the Oscars to various articles highlighting their work. This recognition serves as a reminder for solo PR professionals like us to also focus on promoting ourselves, not just our clients.

Karen and Michelle delve into the importance of personal branding and how it can impact our businesses. While some may feel uncomfortable with self-promotion, they emphasize the need to market your skills and expertise in order to attract clients and stand out in a competitive industry.

The discussion offers  practical tips for building a personal brand, from updating headshots to engaging on platforms like LinkedIn. We stress the value of sharing our knowledge and experiences, whether through writing articles, speaking engagements, or social media posts.

In this episode of "That Solo Life," Karen and Michelle dive into the common struggle of "reviewer's remorse" that many PR pros, marketers, and communicators face when working with clients. They discuss the frustration of finalizing a project, only to have last-minute changes or new reviewers throw a wrench into the process.

They  emphasize the importance of establishing a clear review process with clients, setting expectations early on, and limiting the number of reviewers to essential personnel. They also highlight the significance of trust between the client and the solo PR professional, ensuring that the end goal and messaging align seamlessly.

Throughout the episode, the hosts stress the need for open communication, patience, and understanding when dealing with clients experiencing reviewer's remorse. Karen and Michelle discuss the need to provide practical tips, such as creating a document workflow process, setting clear review criteria, and allowing sufficient time for discussion and revisions.

With personal anecdotes and insights, the episode aims to help fellow solo professionals streamline their review processes, minimize last-minute changes, and build stronger relationships with their clients. Tune in and let’s navigate the complexities of client feedback and strive to deliver the best possible outcomes in our solo careers. 

Episode Highlights:

00:01:19 - Reviewers' Remorse Discussion

00:04:09 - Minimizing Reviewers' Remorse Occurrence

00:07:04 - Digging for Core Issues

00:10:27 - Importance of Trust in the Review Process

00:11:29 - Considerations for Printed Pieces

00:11:52 - Limiting Number of Reviewers

00:13:18 - Streamlining Feedback and Input

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Looking for more insights and support for your solo PR biz?  Head over to Solo PR Pro and become part of our community. Don't forget to sign up for our newsletter for the latest tips and trends.

It’s a balancing act! Karen Swim, APR, of Solo PR, and Michelle Kane, of Voice Matters dive into the challenging topic of addressing current social and political conflicts in the workplace. The episode opens with a discussion about the ongoing Israeli-Gaza conflict and the protests happening across the United States, setting the stage for a conversation on how communication professionals can guide their clients through navigating these complex issues.

The conversation also touches on the evolving role of public relations professionals in shaping conversations and promoting sanity in communication. Throughout the episode, we highlight the importance of maintaining open dialogue, fostering mutual respect, and creating safe spaces for discussions on contentious issues. 

As you listen, we hope that you will gain valuable insights and practical advice to help you face the complexities of addressing social and political conflicts in today's world.

Episode Highlights:

• 00:01:05 - Addressing Current Conflicts : Discussion of the Israeli-Gaza conflict and protests in the United States.
• 00:02:33 - Navigating Conversations in the Workplace : What PR Pros can do to guide clients through addressing conflicts in the workplace.
• 00:05:19 - Misinterpretation of Company Statements : Discussion on how people interpret company statements and the need for clear communication.
• 00:08:48 - Importance of Context in Communication : The hosts emphasize the importance of context in communication and avoiding misinterpretations.
• 00:11:55 - Living Out Mission, Vision, and Values : Michelle and Karen stress the importance of companies aligning actions with their mission, vision, and values.
• 00:13:55 - Asserting Professional Counsel : The hosts encourage communication professionals to assert themselves and provide professional counsel in challenging situations.

Resources:

• Cultural Intelligence in Communications

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Looking for more insights and support for your solo PR biz?  Head over to Solo PR Pro and become part of our community. Don't forget to sign up for our newsletter for the latest tips and trends.

Today’s  conversation is sparked by an email from Peter Shankman, the founder of the original "Help a Reporter Out" platform, which was eventually sold to a large corporation. Shankman has now launched a new platform called "Help Every Reporter Out," and in his announcement he shared his “back to basics” inspiration and how it led him to return to something he was no longer doing.

As PR professionals, we often find ourselves constantly reinventing our workflows, tools, and client work in an effort to keep up with the ever-evolving industry. But new is not always better. Sometimes returning the old things can improve not only how we do our jobs but how we feel about them. 

We delve into the topic of technology, staying true to our natural skill sets and passions in our careers, and how the basics include having a supportive community of fellow professionals. 

Episode Highlights:

• [00:00:18] - Old but new. The value of getting back to basics and the importance of realigning and retooling.
• [00:02:09] - Be a hero.  How Peter Shankman, Help Every Reporter Out inspired us to be a hero to ourselves by focusing on our areas of expertise.
• [00:05:04] - Reevaluating Tools and Subscriptions. All the shiny new tools hold so much promise and you can accumulate a pile of clutter. 
• [00:09:35] - Recognizing Natural Skillsets. It is important to recognize and focus on your natural skillsets and passions in order to maintain satisfaction and success in a career.
• [00:10:29] - Scaling Back for Success. Karen and Michelle discuss the idea of scaling back team members or business models to maintain a manageable workload and find fulfillment in solo work.

Resources:

• Help Every Reporter Out (HERO) - free sign-up for PR Pros and Journalists
• Back to basics in your business model -From Solo PR to Agency and Back Again

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Looking for more insights and support for your solo PR biz?  Head over to Solo PR Pro and become part of our community. Don't forget to sign up for our newsletter for the latest tips and trends.

"That Solo Life" podcast hosts  Karen Swim, APR and Michelle Kane sit down with Cayce Myers, Ph.D., LL.M., J.D., APR,  an experienced public relations professional and author. In this episode, Myers discusses his latest book, "The Rules of Public Relations, Legal and Ethical Issues and Contemporary Practice," which tackles the intersection of public relations, law, and ethics.

Myers emphasizes the importance of understanding the legal implications of PR crises and the need for transparency when using artificial intelligence (AI) in PR. He stresses that PR professionals have a responsibility to navigate the challenges of disinformation and misinformation during election years. Brands are advised to align their communication strategies with their mission, vision, and values.

Throughout the episode, Myers draws from his extensive experience in the field to offer valuable insights into the ever-changing landscape of PR. 

Whether you're a seasoned PR professional or just starting out in the industry, this episode is packed with practical advice and thought-provoking conversations about the legal and ethical challenges surrounding public relations. Don’t miss out on this fascinating discussion!

Cayce Myers is a professor of public relations and director of graduate studies at the School of Communication at Virginia, where he researches and teaches about the legal, regulatory, and ethical aspects of public relations. As a lawyer who also holds a Ph.D. in mass communication, Myers has authored five books and sixty publications including peer-reviewed articles, book chapters, law review articles, and trade press pieces, covering topics such as public relations history, strategy, political campaigns, and related laws and policies. His newest publication, "The Rules of Public Relations," delves into the current laws and ethical challenges in the field of PR practice. The release is scheduled for this July.

• [01:58] Risk and reputation. Lawyers and communicators view crises through a different lens, but do not have to be in opposition. 
• [06:37] Oh my AI. The murkiness of AI and what PR pros need to navigate this new technology.
• [11:27] I’ll just wait it out. PR Pros are reluctant to use AI, fearing it could create issues.
• [14:29] Embracing the future. The bright future of PR and what companies need to know when they hire younger workers.
• [18:56] The politics of it all. Elections, elections all over the globe and the impact on PR pros in 2024.

Resources:

• The Rules of Public Relations: Legal and Ethical Issues in Contemporary Practice (Publisher) (Use RLFANDF25 to save 25% off print book )
• The Rules of Public Relations: Legal and Ethical Issues in Contemporary Practice (Amazon)

Enjoyed the episode? 

Please leave a review here - even a sentence helps. Share and tag us (@SoloPR, @SoloPRPro) on social media so that we can thank you personally! Your support helps us keep bringing you insightful content every week. Thank you for tuning in!

Looking for more insights and support for your solo PR biz?  Head over to Solo PR Pro and become part of our community. Don't forget to sign up for our newsletter for the latest tips and trends.

Say Thanks to Cayce Myers! 

If you liked this episode with Cayce Myers, please say thanks on LinkedIn and follow his author page on Amazon.

Listen to the episode on our website, Apple Podcasts, Spotify, Amazon Music, or on your favorite podcast platform. You can watch the interview on YouTube here.

In this episode hosts, Karen Swim of Solo PR Pro, and Michelle Kane from Voice Matters delve into the topic of avoiding generation gaps and cultural miscommunications.

In our discussion, we highlight how the emergence of a multigenerational workforce and multicultural society has made communication more complex. Together, we explore examples of misunderstood terminology, redefined norms, and quickly shifting cultural contexts. All of which could potentially influence the reception of our messages and client communications.

We also bring to the table the reality that not everyone has the same bank of references or base of knowledge. The universality of business references, iconic books, or even pop culture references is no longer a given. We navigate this landscape by encouraging PR professionals to provide context, or use universally understood language, thus facilitating clear and effective communication.

We also examine political influences, shedding light on how political parties or global events can assign new meanings to well-known terms, creating potential pitfalls for those unaware. We encourage communicators to be savvy, removing barriers, biases, and assumptions to truly connect with diverse audiences.

Closing the conversation, we impress upon our audience that everything communicates – the things we say and do (or don't do), often carry a message. PR professionals and communicators need to be involved in all sectors of an organization, as their insights could safeguard against reputation damage.

• The modern communicator’s conundrum.  We can never assume that words have a universal meaning. It is important to check everything.
• Multi-generations and the mix-ups that can happen.Each generation has shaped language in their own way. PR Pros have to be careful to ensure that they are saying what they mean to say across all generations.
• The predicament of politics. How politics has influenced the way we communicate.
• Why PR needs a seat at the table. Why PR should never be siloed in companies.

More on this topic:

• Managing Across Generations 
• Talking About My Generation

Call to Action: Looking for more insights into the PR world? Head over to Solo PR Pro and become part of our community. Don't forget to sign up for our newsletter for the latest tips and trends. --- Enjoyed the episode? Give us a rating and share the episode with a colleague. Your support helps us keep bringing you insightful content every week. Thank you for tuning in!