That Solo Life: The Solo PR Pro Podcast

Teaching Clients The Value Of Patience In PR - Episode 331

Teaching Clients The Value Of Patience In PR

Episode Summary

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

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

Episode Highlights

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

Related Episodes & Additional Information

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

Host & Show Info

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

Enjoyed this episode?
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How Solo PR Pros Can Use RFPs To Land New Business - Episode 330

How Solo PR Pros Can Use RFPs To Land New Business

Episode 330

Episode Summary

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

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

Episode Highlights

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

Related Episodes & Additional Information

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

Host & Show Info

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

 

Ready to take your solo business to the next level in 2026?
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The New Alphabet of PR - From AEO to PESO

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

Episode Summary

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

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

Episode Highlights

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

About Gini Dietrich

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

Related Episodes & Additional Information

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

Host & Show Info

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

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

The Power of Purpose-Driven Branding with Cat Holt

That Solo Life Episode 328: The Power of Purpose-Driven Branding with Cat Holt

Episode Summary

This week, Karen and Michelle are joined by Catherine "Cat" Holt, a seasoned marketing executive with over 25 years of experience building major US brands. Cat shares her journey from the corporate world to founding her own company, driven by a desire to help businesses create purpose-driven cultures. She offers a masterclass on aligning a company's internal values with its external brand message to build a strategic business asset. The conversation also explores how women in their 40s are reshaping their careers, the democratizing power of AI in communications, and the critical importance of women supporting each other to foster community and shared success.

Episode HighlightsCa

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

About Catherine Holt

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

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

Resources & Additional Information

Cat Holt Website: Coologee, Inc.

Cat Holt Newsletter: Brand is Business

Host & Show Info

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

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

That Solo Life Looks Back at 2025

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

A Holiday Wish List for PR Pros

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!

Why PR Pros Need To Master Telling Their Own Story

That Solo Life, Ep. 325: Why PR Pros Need To Master Telling Their Own Story

Episode Summary

In this episode, hosts Karen Swim and Michelle Kane dive into how the rapid rise of AI is transforming the PR landscape. They discuss why it’s more vital than ever for solo PR pros to assert their unique value and own their professional narrative. The conversation covers the importance of personal branding, communicating your actual impact to clients, and leveraging your expertise in an era when technology is reshaping the industry. Listeners will gain actionable advice on standing out, building authority, and telling stories that reflect the real depth of public relations work.

Episode Highlights

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

Like this episode? Don’t miss these popular episodes from That Solo Life:

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

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

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

Host & Show Info

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

 

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

Celebrating and Leveraging Your Milestone Moments - Smart Talk Series Replay

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.

How to Identify, Land and Retain Sponsorship Deals

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.

The Rise of Rage Farms and Coordinated Disinformation

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.