That Solo Life: The Solo PR Pro Podcast

The Leap, the AI Edge and Authentic Leadership

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.

Why Now Is the Moment for Solo PR Pros

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.

Why Smart Solos Are Watching These Five Trends Right Now

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.

One PR Pro Shows There is Purpose in the Press

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!

How AI Impacts PR Agencies and Solos with Chip Griffin

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

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.

Navigating Public Information Campaigns and Crisis Comms with Cyndee Woolley

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!

Why PR Pros Urge Brands to Put People Before Processes

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

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.

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Why AI Search Optimization Matters for PR - Episode 332

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.