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That Solo Life: Co-hosted by Karen Swim, founder of Words for Hire, LLC and owner of Solo PR Pro and Michelle Kane, founder of VoiceMatters, LLC, we keep it real and talk about the topics that affect solo business owners in PR and Marketing and beyond. Learn more about Solo PR Pro: www.SoloPRPro.com
Episodes
4 days ago
4 days ago
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
Monday Dec 22, 2025
Monday Dec 22, 2025
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!
Monday Dec 15, 2025
Monday Dec 15, 2025
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 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!
Monday Dec 08, 2025
Monday Dec 08, 2025
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.
Monday Dec 01, 2025
Monday Dec 01, 2025
That Solo Life, Episode 323: How to Identify, Land, and Retain Sponsorship Deals
Episode Summary
In this episode, Karen Swim, APR, and Michelle Kane welcome back Anetra Henry, founder of Anetra Henry Consulting. Anetra brings her expertise in nonprofit sponsorships to the table, guiding solo PR pros and communicators through each step of the sponsorship journey. The conversation covers the essentials: identifying aligned sponsors, developing sustainable strategies, managing relationships, and understanding the real costs and rewards of sponsorship. Whether you're new to sponsorship deals or want to deepen your approach, this episode is packed with insights, practical advice, and wisdom from the frontlines of nonprofit development and communications.
Episode Highlights
- [01:13] Anetra shares her career update and the relaunch of Anetra Henry Consulting, focusing on helping nonprofits secure sustainable revenue through corporate sponsorships.
- [03:32] Adjusting sponsorship strategies in the face of industry shifts and navigating workforce and philanthropy changes.
- [04:39] Why most nonprofits overlook ongoing sponsor relationships and the pitfalls of only thinking about annual galas.
- [05:08] Viewing corporate sponsorship as a reliable stream of income and integrating it into long-term planning.
- [06:05] The communicator’s role in sponsorship: leveraging storytelling and impact reports to retain and nurture sponsors.
- [09:10] Managing PR crises and evaluating potential sponsors: assessing reputational risk and the importance of thorough vetting.
- [14:30] The four most common sponsor “personality types” and how to work effectively with each: The Fisher, The Decisive, The Egocentric, and The Infiltrator.
- [19:39] Understanding the true cost of sponsorship management for nonprofits and associations—what every dollar really takes to earn.
- [22:57] Are nonprofits embracing AI? The current landscape and smart ways to use AI for prospecting and admin without losing a human touch.
- [26:09] Balancing the heart and business of nonprofit work: reminders for communicators and PR pros who serve mission-driven organizations.
- [28:47] Anetra's advice for listeners: take care of yourself, know your value, and support nonprofits while maintaining sustainable business practices.
- [28:48] How to connect with Anetra: her website, LinkedIn, and book for practical guidance on sponsorship success.
About Anetra Henry
Anetra Henry is the founder of Anetra Henry Consulting, where she helps nonprofits and associations secure strategic, sustainable corporate sponsorships. With over 20 years of experience in nonprofit growth, sponsorship strategy, and communication, Anetra partners with organizations to develop actionable plans that bolster revenue and impact. She is also the author of the “Sponsorship Success Guide,” designed for purpose-driven teams seeking reliable funding and practical tools. Please connect with Anetra on LinkedIn.
Related Episodes & Additional Information
- Get your copy of Anetra’s book: Sponsorship Success Guide
- Episode 254: The Work of Diversity, A Conversation with Anetra Henry
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 advice for solo PR pros navigating today’s dynamic professional landscape.
Enjoyed this episode? Let us know! Subscribe and leave us a five-star review on Apple Podcasts, Spotify, or your favorite platform. Share this episode with your colleagues, connect with Anetra for more support, and help us empower more Solo pros to thrive in their businesses and communities.
Monday Nov 17, 2025
Monday Nov 17, 2025
That Solo Life, Ep. 322: The Rise of Rage Farms and Coordinated Disinformation
Episode Summary
In this eye-opening episode, hosts Karen Swim, APR and Michelle Kane tackle the disturbing trend of "rage farms" and the growing industry of disinformation-as-a-service. Stemming from a recent article by Mark Schaefer, they explore how coordinated, anonymous online attacks are manufactured to create controversy, manipulate public opinion, and inflict real-world financial and reputational damage on brands.
Karen and Michelle discuss the infamous Cracker Barrel rebrand incident as a prime example of how a small number of fake accounts can ignite a firestorm that appears to be a massive public outcry. They delve into the sinister motivations behind these campaigns, from profiting off stock market dips to sowing general discord. As PR professionals, it's crucial to understand that these are not random bots but calculated attacks. The hosts emphasize the responsibility of PR pros to prepare for these threats, the need for brands to pause before reacting to online outrage, and the importance of verifying information sources. This episode is a critical listen for any communicator navigating the modern digital landscape.
Episode Highlights
- [01:42] Introducing the concept of "rage farms," as detailed by Mark Schaefer.
- [03:39] The emergence of "disinformation-as-a-service" and coordinated, anonymous attacks.
- [04:14] Case Study: How the Cracker Barrel rebrand controversy was manufactured by a small number of accounts.
- [05:15] The financial motivations behind rage farms, including short-selling stocks.
- [06:36] Why brands should "take a beat" to investigate the source of online outrage before reacting.
- [07:55] The role social media platforms play and their lack of incentive to stop the spread of disinformation.
- [09:17] The importance of individual responsibility in not spreading unverified information.
- [12:51] A proactive strategy for PR pros: using AI to run crisis simulations and test messaging against disinformation campaigns.
Related Episodes & Additional Information
- Article by Mark Schaefer (As mentioned in the episode) - Rage Farms: The Hidden Industry Weaponizing Outrage Against Brands
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? Share it with a fellow PR pro who needs to hear it! Don't forget to subscribe to That Solo Life on your favorite podcast platform and leave us a review. Your support helps us continue to create valuable content for the solo community. Visit soloprpro.com to let us know what topics you want us to cover next.
Monday Nov 10, 2025
Monday Nov 10, 2025
That Solo Life Episode 321: What We're Reading for Focus, Laughs and Professional Development
Episode Summary
For busy PR and marketing professionals, finding time to read—whether for professional development or pleasure—can be a challenge. In this episode, hosts Karen Swim and Michelle Kane open up their own "to-be-read" piles to share the books currently on their stacks. They discuss a fascinating mix of titles covering everything from the impact of AI on customer behavior and social media's effect on our minds to the art of writing a funny speech and the power of mindset. This episode is packed with recommendations that will inspire you to think more deeply, understand your audience better, and even find humor in the everyday. If you're a book lover looking for your next great read or need some motivation to start that book you bought months ago, this conversation is for you.
Episode Highlights
- (01:05) - Why PR pros often have a stack of books they intend to read but struggle to find the time.
- (02:26) - Michelle's first pick: Belonging: The Key to Transforming and Maintaining Your Success by Mark Schaefer, which explores how AI is changing customer behavior.
- (03:52) - Karen shares her first book, Stolen Focus: Why You Can't Pay Attention—and How to Think Deeply Again by Johann Hari, and discusses the importance of deep work.
- (06:47) - For a dose of humor, Michelle recommends How to Write a Funny Speech by Carol Leifer and Rick Mitchell, highlighting the intelligence behind good comedy writing.
- (08:27) - Karen’s second recommendation, The Chaos Machine: The Inside Story of How Social Media Rewired Our Minds and Our World by Max Fisher, and its relevance for communicators.
- (10:27) - Michelle discusses Inner Excellence: The Proven System for Empowering Your Habits, Overcoming Your Mental Blocks, and Raising Your Lasting Level of Performance by Jim Murphy, a book made famous by Philadelphia Eagles player AJ Brown.
- (12:22) - Karen's final book is Do the New You: 6 Mindsets to Become Who You Were Created to Be by Steven Furtick, a faith-based guide to personal transformation.
- (14:00) - The hosts reflect on the common theme of mindset in their book choices and its importance for solo professionals.
Resources & Additional Information
Books Mentioned in This Episode:
- How AI Changes Your Customers - Mark W. Schaefer
- Stolen Focus: Why You Can't Pay Attention—and How to Think Deeply Again - Johann Hari
- How to Write a Funny Speech... - Carol Leifer and Rick Mitchell
- The Chaos Machine - Max Fisher
- Do the New You: 6 Mindsets to Become Who You Were Created to Be - Steven Furtick
- Inner Excellence - Jim Murphy
- Kami Huyse - Follow Kami Huyse on LinkedIn for more great insights and recommendations.
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 advice for solo PR pros navigating today’s dynamic professional landscape.
What book are you currently reading or what’s at the top of your stack? We want to hear from you! Visit SoloPRPro.com to share your recommendations. And if you found value in this episode, please share it with a fellow PR pro and leave us a review on your favorite podcast platform. Your support helps us reach more listeners just like you
Monday Nov 03, 2025
Monday Nov 03, 2025
That Solo Life, Episode 320: When You Feel Out of Sync with Your PR Career
Episode Summary
In this episode, hosts Karen Swim, APR of Solo PR Pro and Michelle Kane of Voice Matters, take a moment to discuss a crucial topic for every solo practitioner: self-reflection. They explore the growing feeling among communications professionals that something is missing, even if they love their work. This conversation explores the importance of pausing to evaluate what you truly want from your career and life, particularly in an environment where everything is changing. From leaning into discomfort to the power of community, Karen and Michelle share personal insights and inspiration to help you align your business with your personal fulfillment and plan for the future from a place of strength.
Episode Highlights
- [01:22] The challenge for solo pros to hit the pause button and focus on their own needs and business direction.
- [02:26] A common theme in the industry: professionals feeling unfulfilled and seeking a change or a better life-work balance.
- [03:32] Why it's natural and healthy to explore different interests within your career and the importance of scheduling time for self-reflection.
- [04:36] How major life events and global challenges are shifting perspectives on what truly matters, prompting a re-evaluation of personal values and purpose.
- [05:33] The power of leaning into discomfort, exploring your feelings, and finding support and inspiration from community, like women's conferences.
- [06:21] Michelle shares key takeaways from the "Power Your Potential" women's conference, including sessions on people-pleasing and advocating for yourself.
- [09:06] The conversation connects personal foundation to business clarity, visioning, and goal setting.
- [10:11] Navigating economically challenging times can also be an opportunity for a more fulfilling life by leaning into a "season of less" to grow personally.
- [12:17] How examining your life and business during tough times can help you plan from a place of strength and make better decisions.
- [13:19] A discussion on ditching the "hustle hard" culture for a healthier, more sustainable approach to work and life.
- [15:48] Acknowledging that your professional interests evolve, and now is a perfect time to re-examine what you love to do in the face of industry changes.
Related Episodes & Additional Information
In this episode, Michelle mentions attending the Power Your Potential Women's Conference, presented by the Chamber of Commerce for Greater Montgomery County.
- Solo PR Pro Blog: Working, Wounded and Weary and Why It Matters
- That Solo Life: Managing Uncertain Times with Chip Griffin
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.
Love what you heard? Don't miss another episode! Subscribe to That Solo Life on Apple, Spotify, or YouTube to get the latest insights and inspiration for your solo journey.
Monday Oct 27, 2025
Monday Oct 27, 2025
TSL 319: Succeeding at Business Development in a Tough Year
Episode Summary
In a challenging economic climate, consistent business development is more crucial than ever for solo PR and marketing professionals. Hosts Karen Swim and Michelle Kane dive into practical strategies to refresh your approach and build a strong pipeline for the coming year. This episode moves beyond basic tips, exploring how to leverage AI as a strategic partner, the importance of going back to fundamentals, and the daily habits that separate thriving consultants from those just surviving. Learn how to define your ideal client, track your efforts, and adopt a problem-solver mindset to make your business development efforts both effective and enjoyable.
Episode Highlights
- [01:03] The Current Challenge: Business development has become an uphill battle in the uncertain 2025 economy.
- [03:15] Back to Basics: The importance of creating a strategic plan for your business development with measurable, time-based SMART goals.
- [05:28] Redefining Your Goals: Why it's critical to re-evaluate what you want from your business, the industries you want to serve, and the type of work you enjoy.
- [06:20] Using AI as a Strategic Partner: How to use AI for more than just content ideas. Use it to research industries, identify trends, perform SWOT analyses, and build detailed buyer personas.
- [08:15] The Power of Daily Habits: Commit to spending a small amount of time, like 45 minutes, every single day on business development tactics.
- [08:48] Tracking Your Success: Analyze your past successes to understand what works. Identify the characteristics of your ideal clients and what made them choose you.
- [10:31] The "One More" Rule: When you think you've done enough for the day, make one more call or send one more email. Persistence is key.
- [12:21] Sales is Just a Conversation: A mindset shift to view sales not as a pushy tactic, but as a conversation where you are a problem solver.
- [14:22] Get Out of Your Bubble: The necessity of networking outside of the PR industry to connect with and understand the clients you want to serve.
Related Episodes & Additional Information
This episode builds on themes of business growth and strategy. For more insights, check out our previous episodes on client management and positioning your brand.
- That Solo Life, Episode 313: Strategies for Securing New PR Business in 2025 .
- That Solo Life, Episode 275 : Get Proactive with Acquiring New Clients
- That Solo Life, Episode 278: Key Lessons from Tiny Businesses that Made Big Moves
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're interested in learning about the steps you're taking to revamp your business development! Connect with us at soloprpro.com.
If you found this episode valuable, please share it with another PR pro who could use the encouragement. Don't forget to subscribe to "That Solo Life" on your favorite podcast platform so you never miss an episode, and leave us a review to help others find the show
Monday Oct 20, 2025
Monday Oct 20, 2025
TSL 318: How the New Era of AI Search Impacts PR Pros
Episode Summary
The world of search is constantly evolving, with the rise of AI introducing significant changes that communication professionals can't ignore. In this episode, hosts Karen Swim, APR, and Michelle Kane explore the latest shifts in search, focusing on how AI is creating a more personalized—and potentially limited—search experience. They discuss the pros and cons of features like favoriting publishers and how AI can create echo chambers. However, the conversation also highlights a powerful truth: foundational, "old-school" PR tactics are more crucial than ever. Tune in to learn why building direct connections with your audience through newsletters, social media, and targeted outreach is your best strategy for success in the AI era.
Episode Highlights
- [01:28] The only constant in search is change, but recent AI developments are creating a new landscape for PR and marketing pros.
- [03:17] How AI-generated results now dominate the top of search pages and simple ways to adapt your client's content, like using Google Business Profile FAQs.
- [04:06] The importance of framing your content to answer questions, as modern search is conversational. Data-driven content is a key to winning in the AI search era.
- [04:47] A look at Google's new feature allowing users to favorite publishers, creating a personalized but potentially narrow search experience.
- [06:24] The double-edged sword of AI: while it offers convenience, it can also create echo chambers that limit discovery and exposure to new information.
- [08:19] An optimistic take for communicators: tried-and-true tactics are more effective than ever.
- [08:29] Why newsletters, social media, and direct-to-audience strategies are essential for cutting through the noise.
- [09:14] The value of going direct to industry publications instead of relying solely on wire services to reach your target audience.
- [10:03] The ultimate reminder: Don't build on rented land. Focus on the digital real estate you own and control.
Additional Information
This episode builds on the core principles of strategic communications. While we navigate new technologies like AI, the fundamentals of knowing your audience and building relationships remain paramount. The strategies discussed reaffirm the importance of owning your channels and communicating directly with your stakeholders.
- Neil Patel: AI Isn't Search. It's a Gatekeeper.
- Search Engine Land: Google’s Robby Stein on AI Mode, GEO, and the future of Search
- Social Media Today: Google Adds AI Features To Search, New Search Ads Controls
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.
Found this conversation valuable? Don't keep it to yourself! Share this episode with a fellow PR pro who needs to hear it.
We'd love to hear your thoughts on this topic. Join the conversation and explore a community of your peers at soloprpro.com. Let us know your questions or ideas for future topics—we're listening! Want to be a guest or partner with That Solo Life, email us at info@soloprpro.com.