That Solo Life: The Solo PR Pro Podcast

That Solo Life Episode 343: What Solo PR Pros Need to Know About IP, AI Legal Risk and Building a More Valuable Agency Episode Summary Most solo practitioners have contracts. What they don't have is a strategy. Sharon Toerek, founder and principal of Legal+Creative | Toerek Law, and an intellectual property attorney whose entire practice serves independent marketing, advertising, PR, and creative services agencies, joins Karen and Michelle to make the case she has been making for years — and that most of us have never fully absorbed. Legal protection is not a cost center; it is a profit center. The frameworks you've built, the methodologies you've refined, the media lists you've curated, the processes you've quietly deployed for every client engagement are intellectual property. This means that many of them can be protected, packaged, and monetized. Sharon walks through her IP Triangle framework, breaks down the specific AI legal risks that every solo practitioner using AI tools needs to understand, and closes with the practical advice that runs through everything she does: focus on progress over perfection, start with one thing, and don't wait for the exit to start caring about what you've built.   Episode Highlights [04:25] Legal as a Profit Center, Not a Cost: Sharon reframes the entire conversation about legal investment. Most agency owners think about legal as defense — something you pay for when things go wrong. Sharon's argument is different: a well-negotiated client agreement directly impacts the revenue you capture from that relationship. Exclusivity should carry a premium. Payment terms are a negotiating lever, not a formality. And the intellectual property you've built has monetization potential that most solos have never explored. The mindset shift from legal-as-expense to legal-as-revenue-strategy is the foundation of everything that follows. [09:26] You Have IP You Don't Know About: Karen names the pattern that runs through the solo practitioner community: years of developed workflows, methodologies, and frameworks, quietly deployed in every client engagement, never formally recognized as assets. Sharon validates this and introduces the essential caveat: not all IP has equal economic value. The discipline is in the inventory — taking stock of what you have, assessing which of it is genuinely differentiating, and then deciding what to protect and how. [10:44] The IP Triangle: Brand, Content, Transactions: Sharon's framework for assessing and protecting agency IP has three points. Brand: the names, systems, methods, and proprietary products you've developed — protectable through trademark. Content: your media lists, content libraries, proprietary processes, anything that gives you a competitive advantage in your vertical — protectable through trade secret or copyright law, depending on whether it's public-facing. Transactions: the agreements that govern work flowing out of the agency (licenses, deliverables) and into it — critically, the contracts with freelancers and 1099 contractors that determine whether you actually own the work you paid for. Walk through all three. Do the inventory. Then figure out what it means for your pricing and packaging. [16:29] IP and the Exit Strategy Most Agency Owners Haven't Considered: Karen raises the question that matters to practitioners thinking about the next chapter: how should mid-to-late career agency owners be thinking about their IP right now? Sharon has seen agencies with a defined body of protected IP achieve business valuations significantly higher than comparable agencies without it. She has also seen owners who aren't ready to leave the work entirely create separate buyers for the client book and the intellectual property, keeping the asset they built while transitioning the day-to-day. The options multiply when you've done the work ahead of time. The time to start is not at the exit. [23:24] AI and the Two Legal Risk Areas Every Practitioner Needs to Understand: Sharon is direct: every conversation at her firm right now touches AI in some way. The risk landscape falls into two areas. First: intellectual property — who owns work created with AI, and who is liable if AI-generated content infringes a third party's rights. Second: data privacy and confidentiality — how easy it is to accidentally breach client confidentiality by feeding sensitive information into AI tools, and how exposed practitioners become when contractors use free AI accounts that train on every input. Both risks are manageable. Neither is optional to address. [24:30] What Needs to Be in Your Contracts Right Now: Sharon gets specific. Every client engagement agreement and every independent contractor agreement needs language covering: IP ownership for AI-generated work, IP infringement responsibility, and what happens to confidential client information when AI tools are used to process it. Beyond the contracts, she recommends an internal AI policy and a conversation guide for discussing AI use with clients before an engagement begins. The goal is alignment before the work starts, not damage control after. [29:23] Progress Over Perfection: Where to Start: Sharon closes with the advice that runs through everything she does: don't let the size of the opportunity paralyze you. If you haven't signed a new contract with a long-term client in five years, start there. If you know you have systems and methodologies worth protecting, start the inventory. Pick one thing, do it, then do another. The legal and financial advisors come later. Today, look at what you have and start making lists. About Sharon Toerek Sharon Toerek is the founder and principal of Toerek Law, known through her brand Legal+Creative, an intellectual property law firm whose practice is devoted exclusively to independent marketing, advertising, PR, and creative services agencies. She created the Agency Protection System and the AI Agency Legal Toolkit, a practical resource for navigating the fast-moving legal landscape around artificial intelligence. Sharon speaks regularly at industry events, including Inbound, Content Marketing World, and the Build a Better Agency Summit, and serves on the 4A's legal consultants panel. She is also the host of The Innovative Agency podcast, which covers innovation, business development, technology, and creativity for agency owners. You can connect with Sharon at legalandcreative.com or via LinkedIn. Resources & Additional Information The Agency Legal Audit Checklist: legalandcreative.com The Innovative Agency Podcast: The Innovative Agency on Apple Podcasts Solo PR Pro membership community: soloprpro.com Episode 242: Navigating the New Terrain of Labor Laws for Solo PR Pros Episode 220: Unveiling the Warsaw Principles: Ethical AI 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, President 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. Listen to all episodes and catch up on previous conversations at thatsololife.com. Did this episode inspire you? If you found value in this conversation, please take a moment to leave us a review at That Solo Life. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.

That Solo Life Episode 342: What the 2026 USC Global Communications Report Says About PR Today Episode Summary Karen and Michelle open with a question that lands before the intro music fades: When was the last time a client approved a statement without pushback? The answer tells you everything about the communications environment right now and so does the report they spend this episode unpacking. The USC Annenberg Center for Public Relations 2026 Global Communications Report, titled A Quiet Shift, surveyed over 700 PR professionals, more than 1,000 members of the general public, and conducted one-on-one interviews with Fortune 500 chief communications officers. Karen and Michelle read it with the solo and independent practitioner in mind and pull three findings that are immediately relevant to how you counsel clients, frame messages, and navigate a landscape that has shifted more dramatically in two years than many expected. A fourth and fifth finding will be covered in a future episode, and in an exclusive YouTube behind-the-mic segment, the co-hosts announce at the close. Episode Highlights [03:01] The Perception Gap — You Feel It More Than Your Clients Do: The report identifies a meaningful gap between how PR professionals perceive the current environment and how the general public does. 81% of PR professionals say polarization is extremely or very high right now — but only 69% of the general public agrees. That 12-point gap has practical implications for how practitioners advise clients. Karen asks the key question: are you advising clients based on your own anxiety about the landscape, or are you exercising the restraint that meets your audience where they actually are? The solo advantage here is real — without agency layers and group dynamics amplifying collective anxiety, solos have more room to reality-test their instincts before they become strategy. [08:52] Corporate Social Advocacy Has Retreated — Sharply and Fast: The data on this one is stark. In 2023 and 2024, 89% and 85% of PR professionals respectively, said companies have a responsibility to advocate for social issues. By 2026, that number has dropped to 55%. The general public sits even lower at 42%. The drop took two years. For practitioners working with nonprofits, purpose-driven brands, or clients whose missions touch social issues, the wind is no longer at your back — but it hasn't stopped blowing. The shift is not uniform: 6 in 10 Gen Z and 7 in 10 millennial PR professionals still hold this belief. Understanding your client's audience generation is now essential to calibrating how hard to push on purpose-driven messaging. [14:55] The Content That Disappeared After the 2024 Election — and What Replaced It: Using exclusive data from Cometrics.io, the report analyzed LinkedIn posts from 6,317 C-suite executives at Fortune 500 companies across a six-month window before and after the November 2024 election. The volume of communication stayed the same. The topics shifted dramatically. AI and agents content rose 75%. Cybersecurity up 29%. Technology ethics up 27%. On the other side: LGBTQ+ content dropped 77%. Greenhouse gas content down 50%. Net zero down 44%. DEI content down 13% — though Karen and Michelle both note that number is likely understated by now. A separate Meltwater analysis of media coverage tracked the same pattern. The practical implication: if your clients have content in the declining categories, the framing strategy has to change. The story doesn't stop — but how you tell it does. [20:08] What Solo PR Pros Do With This Information: Karen and Michelle close with the practitioner application: if a client's content falls in the declining categories, you don't stop. You reframe. You spend more time at the strategy table. You adjust how the message lands without abandoning who the client is. Michelle's reminder: your voice as a practitioner is still your voice. You navigate circumstances — you don't abandon your position. And if a client's business includes a credible AI story, tell it. If they aren't, others are telling it for them. Coming up: Karen and Michelle will cover additional findings from the USC report in an exclusive behind-the-mic YouTube segment for deeper discussion. Resources & Additional Information USC Annenberg Center for Public Relations — 2026 Global Communications Report: A Quiet Shift: annenberg.usc.edu/cpr Cometrics.io: cometrics.io Meltwater: meltwater.com Solo PR Pro membership community: soloprpro.com That Solo Life podcast website: thatsololife.com 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, President 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. Listen to all episodes and catch up on previous conversations at thatsololife.com. Did this episode inspire you? If you found value in this conversation, please take a moment to leave us a review https://www.thatsololife.com/rate/. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.

That Solo Life Episode 341: The Leap, the AI Edge and Authentic Leadership Episode Summary Kara Ryan spent 20 years of her career navigating corporate communications in some of the most regulated industries in the world - financial services, healthcare, and medical devices. In April of this year, she closed that chapter and opened Klyr Strategies, a solo communications advisory built upon the high-stakes moments that her clients face, such as product launches, leadership transitions, acquisitions, and IPO preparation. She joins Karen and Michelle just weeks into her solo journey, which makes this conversation something rare, equal parts seasoned practitioner wisdom and unfiltered, real-time solopreneur start-up experience. The conversation covers the financial math and mindset behind making the leap, the structural surprises that hit early, and how Kara's "advisor-led and AI-powered" approach works in practice — including why she's upfront with clients about using AI and how she keeps their data secure. She also shares her strongest professional conviction: that authenticity in leadership communication is a strategic discipline, not a personality trait, and that communicators are uniquely positioned to address it. This is a conversation for anyone who has done all the right things in corporate and still feels like something is missing.   Episode Highlights [02:29] The Slow Burn Decision to Go Solo: Kara always pictured working for herself — but it took 20 years, a turning-40 moment of reflection, and the realization that the job market wasn't going to rescue her to finally make the leap. She filed her LLC paperwork two years before she actually left, which says everything about how long the mental preparation can take. Her framing of "perceived security" resonated deeply with Karen and Michelle: the steady paycheck and benefits that feel like stability are increasingly anything but. [06:17] Why a Tough Job Market Is an Argument for Going Solo: Kara makes a counter-intuitive case: watching talented, experienced mid-to-senior communications professionals spend six, nine, or twelve months searching for their next role wasn't a reason to wait — it was a reason to move. She chose to create her own security rather than compete for a shrinking pool of roles. The calculus is different when you're in charge, but at least you're the one doing it. [09:11] The Real Surprises of Early Solo Life: Weeks in, the biggest surprise for Kara has been structure — in two senses. The rhythmic structure of corporate life (a desk, a schedule, a team) simply disappears, replaced by something more fluid and self-directed. And then there's business structure in the legal and financial sense: entity type, tax implications, and what it actually means to be both the employee and the employer. None of it is impossible, but none of it is as straightforward as it looks from the outside. [17:42] What "Advisor-Led and AI-Powered" Actually Means: Kara is intentionally transparent about using AI — it's front and center on her website and LinkedIn — because she wants clients to ask her about it. In practice, AI handles the research and monitoring work that would otherwise consume her mornings: a daily media scan, a customized briefing, a business development follow-up queue, all delivered before she sits down to work. She's not using AI to draft comms plans; she's using it to stress-test the ones she writes. The distinction matters, especially with clients in regulated industries where data security isn't optional. [22:25] Bring Comms to the Table Before the Decision Is Made: Kara's most consistent frustration from 20 years in corporate: communications professionals are brought in after the decision has already been made. The announcement is written. Now communicate it. But that's where the real opportunity is lost. Comms can inform the decision itself — reading the room, flagging what employees are already feeling, identifying timing conflicts in the news landscape — but only if practitioners are included early. It's not about ego. It's about outcomes. [25:17] Thinking About All the Audiences, Not Just the Obvious One: When a leadership transition is announced, the C-suite is often focused on one key audience — investors, say, or the board. Kara's job is to hold the full map: employees, customers, partners, media, and community. Each audience needs something different from the same moment. That multi-audience perspective is something communicators bring that AI and algorithms can't replicate, and it's one of the clearest arguments for bringing comms in before the decision, not after. [26:58] The Case for Communicating Less: A provocative take from someone whose business is communications: sometimes the most strategic thing you can do is recommend less of it. Kara has worked in organizations with hundreds of communications professionals and organizations with none — and the sky didn't fall in either place. What matters is the right message, from the right person, to the right audience. Blasting every channel because you have them is not a strategy. It's noise, and it trains people to tune you out. [38:18] Authenticity Is Kara's Signature Topic — and Her Strongest Conviction: After two decades of watching leaders transform at the podium — warm and candid in the hallway, robotic and on-script in front of an audience — Kara has landed on authenticity as her defining professional issue. Not because it's a buzzword, but because the gap between who a leader is and how they communicate creates a trust deficit that messages alone can't close. The good news: it's coachable. The harder truth: some leaders won't be coached, and sometimes the right answer is to find a different spokesperson for that moment.   About Kara Ryan Kara Ryan is the founder and principal of Klyr Strategies (pronounced "clear"), a communications advisory serving small to mid-size companies in the medical device and healthcare space. Kara spent 20 years in corporate communications, working across financial services and highly regulated healthcare environments, with deep expertise in the high-stakes moments that define organizations: product launches, leadership transitions, acquisitions, and IPO preparation. She is based in Orange County, California — a hub for medical device manufacturers — and brings boardroom-level experience to clients who are doing big things without an in-house communications team to support them. She describes her practice as advisor-led and AI-powered, is transparent with clients about how and why she uses AI tools, and takes data security seriously as a non-negotiable. Connect with Kara: Website: klyrstrategies.com LinkedIn: linkedin.com/in/kara-l-ryan   Resources & Additional Information Klyr Strategies: klyrstrategies.com Solo PR Pro membership community: soloprpro.com That Solo Life podcast website: thatsololife.com   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 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. Listen to all episodes and catch up on previous conversations at thatsololife.com. 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.

That Solo Life Episode 340: Why Right Now Is Your Moment as a Solo PR Pro Episode Summary In this episode, Karen and Michelle deliver a timely reminder that periods of disruption are not just a challenge for solo PR pros — they are an opening. As larger agencies navigate layoffs and major brands question whether their big agency retainers are actually serving them, seasoned independents are uniquely positioned to step in with what clients need most right now: senior-level expertise, direct access, speed, and no handoff. The co-hosts unpack the case for why this moment calls for a mindset upgrade — from service provider to peer executive — and share two practical, immediately actionable tips for leveling up your business development: auditing your positioning language and optimizing your digital presence for generative AI search (GEO). This is a compact, energizing episode packed with perspective and takeaways.   Episode Highlights [01:24] Why the Moment Is Now for Solo PR Pros: Layoffs at larger agencies and growing scrutiny of big agency retainers are creating real openings for solos and small agencies. Karen and Michelle are quick to note this isn't about celebrating anyone's misfortune — but they are clear that cycles of disruption have always created opportunity for senior independent practitioners, and this one is no different. [02:22] The Big Agency Relationship Doesn't Have to Be Either/Or: Karen reframes the conversation: solos aren't necessarily replacing big agencies — they can be the missing piece alongside them. Large brands often benefit from a global agency plus a smaller, more nimble partner focused on different things. Karen has been that partner. If you've played that role, it's a story worth telling explicitly in your business development conversations. [04:43] What Clients Are Actually Looking For Right Now: Michelle identifies the three things decision-makers are prioritizing: consistency (the same senior person, every time), senior access (a peer-to-peer relationship, not an account manager handoff), and speed (no one pivots faster than a solo). These aren't abstract differentiators — they're the exact pain points that drive clients away from large agencies. Build your talking points around them. [06:03] The Peer-to-Business Mindset Shift: One of the most important reframes in the episode: when you go solo, you don't just change your title — you become the executive of your own company. Karen pushes back on the tendency solos have to unconsciously slip into a subservient role with clients, treating them like a boss rather than a business partner. Clients are hiring your expertise and judgment. That's a peer relationship, and you have to own it. [07:43] Business Development Starts with Your Own Positioning: Michelle's practical challenge: go look at your LinkedIn profile, your website, and your email signature right now. Does the language reflect the senior, direct-access, expert-led story you just heard? If not, that's your first business development task. Develop a few clear talking points. Sharpen your elevator pitch. The story you tell about yourself is the foundation of every new client conversation. [08:54] GEO — Generative Engine Optimization — Is Not Optional Anymore: Karen's most tactical tip of the episode: optimize your website and bio for GEO, not just SEO. When potential clients — or their colleagues — ask an AI assistant to recommend a PR firm, your content needs to be the answer. That means writing your website copy in the language of the questions your ideal clients are actually asking. Karen's example: write for the $500M company looking for on-the-ground, senior-led PR support — and put those words on your site. Resources & Additional Information Solo PR Pro membership community: soloprpro.com That Solo Life podcast website: thatsololife.com That Solo Life Episode 329: The New Alphabet of PR from AEO to PESO with Gini Dietrich PR News: Priceline’s Christina Bennett on Why GEO Is PR’s Moment to Shine 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 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. Listen to all episodes and catch up on previous conversations at thatsololife.com. 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.

That Solo Life Episode 339: Why Smart Solos Are Watching These Five Trends Right Now Episode Summary Karen and Michelle are back with one of their favorite formats — a roundup of what's happening in the world right now and what it means for solo and small agency PR, communications, and marketing professionals. From the growing opportunities in internal communications to a telling shift in how and where people place their trust, the co-hosts cover five timely topics shaping the landscape for independent practitioners. The conversation is grounded, practical, and delivered with the candor and warmth that listeners have come to expect — including a solid reminder that measurement isn't going anywhere, social media strategy is getting smarter (not louder), and community may be the most underrated channel in your toolkit right now. Episode Highlights [01:22] Internal Comms Is an Opportunity Worth Claiming: Internal communications has long been part of the broader comms picture, but many solos have treated it as someone else's territory. Karen and Michelle make the case for why that should change. When companies lack strong internal comms, external clarity suffers — and that's where solos can step in to add real strategic value. As Karen puts it: you cannot have external clarity with internal confusion. [05:35] Trust Is Getting Smaller and More Local: The latest Edelman Trust Barometer data points to a meaningful cultural shift: amid economic anxiety, geopolitical tension, and AI disruption, people are narrowing their trust to smaller, more familiar circles. For solo PR pros, this is a signal worth acting on. Leaning into local relationships, nurturing offline connections, and building genuine community may matter more right now than any amount of digital thought leadership. [09:11] Measurement Is Still Non-Negotiable: Measurement continues to be a source of stress across the industry — but Karen reframes it: it doesn't have to mean complicated dashboards. It means connecting your strategies to what actually matters to your clients, tracking impact rather than just activity, and being able to have honest conversations when outcomes fall short. Solos who are fluent in measurement have a genuine competitive edge — and there are excellent free resources to help build that fluency. [12:20] Social Strategy Is About Intention, Not Volume: The era of 'post more' is over. Pew Research and broader industry data are confirming what communicators have known for a while: what matters is why you're on a platform, not how often. Karen and Michelle encourage solos and their clients to audit their social presence every six months — who are you actually reaching, and is this platform still the right place to reach them? Chasing algorithms isn't a strategy. [14:58] Community Is a Communications Channel: Pew Research highlights a growing trend: people are turning to niche online communities — like Reddit — to find answers that broad searches and AI can't provide. For PR pros, this is a reminder that community building is a long game, but one with serious returns. The fundamental truth still holds: people buy from people they know, like, and trust — and that means amplifying real voices and real customer experiences, not just polished messaging.   Resources & Additional Information Edelman Trust Barometer: edelman.com/trust/trust-barometer Katie Payne's Measurement Resources: kdpaine.blogs.com AMEC (International Association for Measurement and Evaluation of Communication): amecorg.com Pew Research Center: pewresearch.org Solo PR Pro membership community: soloprpro.com That Solo Life podcast website: thatsololife.com 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 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. Listen to all episodes and catch up on previous conversations at thatsololife.com. 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 338: One PR Pro Shows There is Purpose in the Press  With Candice Smith, MEd, Founder & Chief Strategist @ French Press Communications    Episode Summary Running an independent public relations business requires more than just excellent communication skills. You need a solid strategy, a growth mindset, and a commitment to continuous learning. In episode 338 of That Solo Life, hosts Karen Swim, APR and Michelle Kane sit down with Candice Smith, MEd, to explore how educational frameworks can transform your solo practice. Candice brings a unique perspective to the table, blending her background in education with extensive experience in communications. We discuss the importance of structuring your business to support both your personal goals and your clients' success. The conversation covers practical ways to implement better systems, the value of defining your core services, and how to position yourself as an authority in your niche. Whether you are just starting your independent journey or looking to scale your existing practice, this episode provides actionable advice to help you build a sustainable business. Candice shares her proven strategies for managing client expectations and creating workflows that save time and reduce stress. We also dive into the psychological aspects of running a solo business, addressing how to overcome self-doubt and step fully into your role as a trusted consultant. Episode Highlights [02:15] How Candice applied her Master of Education background to the public relations sector. [08:30] Using instructional design principles to improve your PR client onboarding process. [15:45] Proven strategies for defining your core services and establishing healthy boundaries. [24:20] Overcoming self-doubt and positioning yourself as a premium communications consultant. [32:10] The specific systems Candice uses to streamline her daily workflow and boost productivity. About Candice Smith, MEd Candice Smith, MEd, is a strategic communications professional who leverages her educational background to help brands and practitioners tell better stories. With a deep understanding of how people learn and process information, she builds compelling public relations campaigns and helps fellow solo professionals refine their business systems. You can connect with Candice and learn more about her work on LinkedIn. Related Episodes & Additional Information Episode 325: Structuring Your Solo PR Business for Sustainable Growth Episode 312: Going Big by Going Small Resource: Solo PR Pro Premium Membership 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. Take the Next Step in Your Solo Journey If you found value in this conversation, we encourage you to subscribe to That Solo Life on your favorite podcast platform and leave us a review. To connect with a supportive network of like-minded independent practitioners, visit  soloprpro.com/join and join our community today. Your thriving solo business awaits!

That Solo Life Episode 337: How AI Impacts PR Agencies and Solos with Chip Griffin Part 2 of a crossover episode. Part 1 aired on Chip Griffin's podcast, Chats with Chip. Episode Summary 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.   Episode Highlights [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.   About Chip Griffin 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/ Resources & Additional Information 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   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 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.

That Solo Life Returns with New Episodes Episode Summary That Solo Life hosts, Karen Swim, APR, and Michelle Karen return from a much-needed hiatus to kick off a brand-new season of That Solo Life! In this episode, they discuss why taking a pause is vital for solo practitioners and how you can better care for yourself. The hosts explore what it means to be a solo business owner right now and why we must look at our lives holistically. From managing "super adult" issues like raising kids and caring for aging parents to battling burnout in a fast-paced media landscape, they share honest advice on protecting your energy. You will learn why it is perfectly fine to pivot, reinvent your business, and redefine what productivity means for you today. 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.

Episode 335: Navigating Public Information Campaigns and Crisis Comms with Cyndee Woolley Episode Summary In this episode of That Solo Life, hosts Karen Swim, APR, and Michelle Kane are joined by Cyndee Woolley, MBA, APR, President and Founder of C2 Communications. Together, they dive deep into the nuanced world of public information campaigns and crisis communications for local communities. While national headlines often grab the most attention, Cyndee explains why decisions made at county commission meetings and in local municipalities often have a more direct impact on our daily lives. 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. Episode Highlights [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. About Cyndee Woolley 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 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. 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!

Episode Summary In a world increasingly driven by data, frameworks, and efficiency, are we losing the human element in public relations? This week, hosts Karen Swim and Michelle Kane tackle the critical need for brands to prioritize people over processes. They explore how the over-reliance on analytics, scripts, and rigid systems can lead to poor customer experiences and stifle professional growth. From the frustrations of automated service lines to the undervaluing of professional instinct and critical thinking, this episode is a passionate call for PR and communications pros to champion a more people-first approach in their strategies. Episode Highlights [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. Related Episodes & Additional Information For more resources and discussions tailored to independent PR professionals, explore the community and articles available at SoloPRPro.com. 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.   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.

Silent Risk: How Corporate Citizenship Navigates the Storm of Social Upheaval Episode Summary In today’s polarized and fast-moving world, organizations often struggle with determining when to speak up and when to stay silent. In this episode of That Solo Life, Karen Swim, APR and Michelle Kane tackle the complex issue of corporate communication during times of social unrest and public crisis. They explore the critical difference between advocacy and activism, and why ignoring major events can sometimes be riskier than taking a stance. 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. Episode Highlights [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. Related Episodes & Additional Information 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 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 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.

That Solo Life, Episode 332: Why AI Search Optimization Matters for PR Episode Summary In this episode, Karen and Michelle are joined by Doug Simon, CEO of D S Simon Media, to explore the transformative impact of artificial intelligence on the public relations landscape. Doug shares invaluable insights on how AI is fundamentally changing content discoverability and why PR professionals, especially solo practitioners, must adapt to stay relevant. He discusses the shift to AI-powered search, the importance of optimizing content to answer audience questions, and how this new reality validates the long-standing PR principle of human-centric communication. Tune in to learn practical strategies for leveraging AI, insights from a recent survey of TV producers, and why your brand's own experts may be your most powerful spokespeople in the age of AI. Episode Highlights [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. About Doug Simon 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. Related Episodes & Additional Information 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 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. We hope this episode was valuable! Please subscribe, leave a review, and share it with a fellow solo pro.

Teaching Clients The Value Of Patience In PR Episode Summary In this episode of That Solo Life, Karen Swim and Michelle Kane tackle a common frustration for PR professionals: managing unrealistic client expectations. We have all heard the requests to "make it go viral" or "get us on the Today Show" immediately. While these aren't bad goals, they are often the wrong strategy for sustainable business growth. 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. Episode Highlights 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. Related Episodes & Additional Information 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. 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 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.

How Solo PR Pros Can Use RFPs To Land New Business Episode 330 Episode Summary 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. Episode Highlights [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. Related Episodes & Additional Information 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. 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 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.

That Solo Life, Episode 329: The New Alphabet of PR - From AEO to PESO Episode Summary 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

That Solo Life Episode 328: The Power of Purpose-Driven Branding with Cat Holt Episode Summary This week, Karen and Michelle are joined by Catherine "Cat" Holt, a seasoned marketing executive with over 25 years of experience building major US brands. Cat shares her journey from the corporate world to founding her own company, driven by a desire to help businesses create purpose-driven cultures. She offers a masterclass on aligning a company's internal values with its external brand message to build a strategic business asset. The conversation also explores how women in their 40s are reshaping their careers, the democratizing power of AI in communications, and the critical importance of women supporting each other to foster community and shared success. Episode HighlightsCa [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. About Catherine Holt 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/ Resources & Additional Information Cat Holt Website: Coologee, Inc. Cat Holt Newsletter: Brand is Business 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. 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.

That Solo Life, Episode 327: That Solo Life Looks Back at 2025 Episode Summary As 2025 comes to a close, it's the perfect time to reflect on the trends, challenges, and bright spots that defined the year for communications professionals. In this special year-end episode, hosts Karen Swim and Michelle Kane look back at their favorite moments from the podcast and the industry. They discuss the rapid evolution of AI from a shiny new object to a practical tool, highlighting the returning emphasis on the human element in communications. The conversation also addresses the rise of new social platforms like Threads, the power of community in overcoming adversity, and the growing trend of PR pros sharing their knowledge and experience more openly. Join them for a thoughtful recap of the year's key lessons and a hopeful look forward to what 2026 may bring for solo practitioners. Episode Highlights [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. Related Episodes & Additional Information 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 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. 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

That Solo Life, Episode 326: A Holiday Wish List for PR Pros Episode 326 Summary 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!

That Solo Life, Ep. 325: Why PR Pros Need To Master Telling Their Own Story Episode Summary In this episode, hosts Karen Swim and Michelle Kane dive into how the rapid rise of AI is transforming the PR landscape. They discuss why it’s more vital than ever for solo PR pros to assert their unique value and own their professional narrative. The conversation covers the importance of personal branding, communicating your actual impact to clients, and leveraging your expertise in an era when technology is reshaping the industry. Listeners will gain actionable advice on standing out, building authority, and telling stories that reflect the real depth of public relations work. Episode Highlights [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. Like this episode? Don’t miss these popular episodes from That Solo Life: 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 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.   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!

That Solo Life, Episode 324: Celebrating and Leveraging Your Milestone Moments Episode Summary This special bonus episode of "That Solo Life" features a rebroadcast from the Smart Talk Series, where host Melissa Vela-Williamson interviews our very own Karen Swim. Dive into a powerful conversation about the importance of celebrating personal and professional milestones. Karen shares insights from her unique career journey, which started in healthcare and sales before she found her calling in public relations. The discussion explores how to reframe challenges, like the COVID-19 pandemic, as "Black Swan" events that can open doors to fresh starts and significant growth. Listeners will learn actionable strategies for building a solution-oriented mindset, the importance of self-promotion, and why every solo practitioner needs to recognize their own value. This episode is packed with real talk and practical advice for navigating your career with confidence and optimism. Episode Highlights (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. Related Episodes & Additional Information 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. 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. 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.