That Solo Life: The Solo PR Pro Podcast
 

That Solo Life: The Solo PR Pro Podcast

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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

The Secrets that Filmmakers Know About Marketing That Most Business Owners Never Learn

3 hours ago

3 hours ago

That Solo Life Episode 344: The Secrets that Filmmakers Know About Marketing That Most Business Owners Never Learn with Jake Isham

Episode Summary

Jake Isham describes himself as an accidental marketer. He went to film school, realized he wasn't going back for a grad degree, and spent his 20s learning to build a business the hard way. He is the Chief Executive Officer of Creative Minds, a creative agency rooted in filmmaking and storytelling that helps entrepreneurs build personal brands through video content, photography, and a signature podcast model that takes clients out of the studio and into the environments where they actually come alive. 

In this episode, Jake joins Karen and Michelle to talk about his journey and the hard-won lessons along the way.  He breaks down how a filmmaker's lens changes the work he does for clients, why the Hero's Journey is a more useful brand-building framework than most marketing playbooks, how his on-location podcast model turns a client's hobby into a content engine, and the business development principle that he wishes someone had told him on day one: promote at a volume that feels impossible, measure the results six weeks later, and get 1% better every time.

 

Episode Highlights

  • [01:43] The Accidental Marketer Origin Story: Jake went to film school, considered grad school for about a semester, and decided he'd already spent four years doing what he was about to spend two and a half more years doing. What followed was a decade of figuring it out, freelancing, building, and course-correcting, guided by a piece of advice from his father.
  • [07:35] The Filmmaker's Lens: Why the Hero's Journey Is the Real Brand Framework: When everyone claims to tell stories, the differentiator is understanding what storytelling actually means. Jake draws the line between sharing an anecdote and structuring a narrative. payoff. He uses Joseph Campbell's Hero's Journey as a practical brand-building tool: who is your hero, who is your enemy, who are your allies, what are you standing for, what are you standing against. These are the questions that build a brand identity rather than a content calendar.
  • [10:24] Getting Clients Comfortable on Camera: Jake's superpower as a director is making people comfortable in front of a camera, and he leverages that in his work with clients.  He describes a client whose first shoot took four hours with a teleprompter. Their most recent shoot took one hour, no teleprompter, off the top of his head, and produced more usable content than the first session ever did. The skill is not just technical but the accumulated experience of working with actors, directing scenes, and creating the conditions for someone to be fully themselves.
  • [12:30] The Signature Series Podcast Model: Rather than building another studio podcast, Jake developed a signature format: take the client's hobby or genuine interest and build a location-based show around it. A golf enthusiast on the course. A client at their place of worship. The host is in an environment that makes them feel natural and engaged, which changes everything about how they show up on camera. 
  • [20:12] The Business Development Truth Nobody Tells Creative Entrepreneurs: When asked what he wishes someone had told him at the start, Jake doesn't hesitate: promote, promote, promote, promote. He describes watching a gym owner tell his mentor he had distributed 300 flyers. The mentor's response: I do 5,000 a day. The lesson is not that what you're doing is wrong. It is that you are almost certainly not doing it at anywhere near the volume required. Jake shared the experiment he used and the data that he relies on for business development success.  
  • [23:04] The Six-Week Lag: How to Measure Business Development Without Losing Your Mind: Jake has identified a consistent pattern in his own practice in which promotion activity produces income results approximately six weeks later. The implication is practical and clarifying. Don't judge a business development effort in the first six weeks. Measure from week six to week twelve. 
  • [26:52] The 1% Better Principle: Why You Don't Need to Leap to Progress: Jake co-hosts a filmmaking show called The Creative Lens. He shows his first episode as an example: his setup was visibly rough next to his co-host's polished rig. By episode eight or nine, the gap had closed — not through a single overhaul, but through consistent incremental improvement. One better backdrop. One better light. One more structured opening. He applies the same logic to business development: not 100 posts more, but one more post. Not a complete brand overhaul, but one sharper headline. Get 1% better. Then do it again.

 

About Jake Isham

Jake Isham is a filmmaker, photographer, and the owner and founder of Creative Minds, a creative agency focused on personal brand building through video content, photography, and signature podcast production. After film school and a brief flirtation with grad school, Jake spent his 20s learning how to build a business without a mentor and without a safety net — and has turned that hard-won experience into a practice that helps entrepreneurs show up authentically on camera and build content strategies that compound over time. He is also the co-host of The Creative Lens, a podcast about filmmaking, gear, and the business of visual storytelling. Jake is based in the Los Angeles area and works with entrepreneurs building personal brands at every stage.

Resources & Related Episodes

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. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.

Read more

What Solo PR Pros Need to Know About IP, AI Legal Risk and Building a More Valuable Agency

Monday Jun 15, 2026

Monday Jun 15, 2026

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

 

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.

Read more

What the 2026 USC Global Communications Report Says About PR Today

Monday Jun 08, 2026

Monday Jun 08, 2026

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

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.

Read more

The Leap, the AI Edge and Authentic Leadership

Monday Jun 01, 2026

Monday Jun 01, 2026

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.

Read more

Why Now Is the Moment for Solo PR Pros

Monday May 25, 2026

Monday May 25, 2026

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

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.

Read more

Why Smart Solos Are Watching These Five Trends Right Now

Monday May 18, 2026

Monday May 18, 2026

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

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.

Read more

One PR Pro Shows There is Purpose in the Press

Monday May 11, 2026

Monday May 11, 2026

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

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!

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How AI Impacts PR Agencies and Solos with Chip Griffin

Tuesday May 05, 2026

Tuesday May 05, 2026

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:



Resources & Additional Information

 

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.


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That Solo Life Returns with New Episodes

Monday Apr 27, 2026

Monday Apr 27, 2026

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:

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.

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Navigating Public Information Campaigns and Crisis Comms with Cyndee Woolley

Monday Feb 23, 2026

Monday Feb 23, 2026

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:

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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  • 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.
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