That Solo Life: The Solo PR Pro Podcast

What We're Reading for Focus, Laughs and Professional Development

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

When You Feel Out of Sync with Your PR Career - Episode 320

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.

Succeeding at Business Development in a Tough Year

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

How the New Era of AI Search Impacts PR Pros - Episode 318

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.

Navigating the Noise: A PR Pro's Guide to Combating Misinformation

That Solo Life, Episode 317: Navigating the Noise: A PR Pro's Guide to Combating Misinformation

Episode Summary

In an era where online falsehoods can spread like wildfire, how can communications professionals protect their clients and their own brands? Hosts Karen Swim and Michelle Kane tackle the critical issue of misinformation and disinformation head-on. Triggered by a report revealing that nearly 45% of social media posts about the Cracker Barrel logo controversy were from bots, this episode explores the modern PR pro's responsibility in a world of digital deception. Karen and Michelle discuss the importance of fact-checking before reacting, the professional imperative to guide clients through online scams and brand misrepresentation, and why every communicator must become a savvy digital detective. Learn practical tips for verifying information, strategies for equipping audiences with the truth, and why taking a moment to "dig deep" is the most powerful tool in your communications arsenal.

Episode Highlights

• [01:45] The astonishing statistic that 44.5% of posts on X about the Cracker Barrel logo were from potential bots, highlighting the scale of online disinformation.
• [03:08] The "check your rage" rule: Why it's crucial for comms pros to pause and verify facts before sharing or commenting on hot-button issues.
• [04:41] Personal responsibility for your brand: Balancing timely commentary with the need for accuracy and skepticism.
• [05:24] The importance of continuous professional development in spotting fake images, videos, and out-of-context quotes.
• [06:52] A proactive approach for brands: Equipping your audience with tools to identify official communications and avoid scams.
• [07:41] The rise of sophisticated job scams on trusted platforms like LinkedIn and how to protect yourself and your clients.
• [09:51] The defensive role of a PR pro: Actively monitoring for brand misrepresentation and owning the narrative to squash falsehoods quickly.
• [11:47] The final word of advice for navigating online interactions: Always "dig deep" before trusting information or individuals you encounter on the internet.

Related Episodes & Additional Information

• PR Daily Article on Cracker Barrel Bot Activity (Note: Specific article link not provided in audio)
• FactCheck.org - A nonpartisan, nonprofit project of the Annenberg Public Policy Center.
• PRSA Voices for Everyone - Resources for combating misinformation and disinformation.

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 solo pro who needs to hear it. For more resources, community, and support on your solo journey, visit us at soloprpro.com. Be sure to subscribe to "That Solo Life" on your favorite podcast platform so you never miss an episode, and leave us a review—we'd love to hear from you

Gen Alpha's Surprising Influence on Your PR Strategy

That Solo Life, Episode 316: Gen Alpha's Surprising Influence on Your PR Strategy

Episode Summary

In this episode, hosts Karen Swim and Michelle Kane dive into a fascinating study about Generation Alpha—today's kids and teens aged 0-15. You might think your target audience is the adults with the wallets, but this new generation is wielding surprising economic power, influencing major family purchases from cars to technology. Karen and Michelle explore what this shift means for PR and communications professionals. They discuss how to adapt your messaging to acknowledge this younger, content-savvy audience without alienating the primary buyers. The conversation underscores the importance of crafting authentic, high-quality, and personal content that resonates with Gen Alpha's values, treating them as influencers rather than just children. Tune in to learn how to future-proof your PR strategy by understanding the decisive role this generation plays in today's purchasing decisions.

Episode Highlights

• [00:56] Introduction to the PR News Online study on Generation Alpha's economic influence.
• [01:49] Discussion on how Gen Alpha is shaping B2C and even B2B purchasing decisions in areas like technology and vacations.
• [03:01] The challenge for communicators: How to craft messaging that appeals to Gen Alpha's interests without directly targeting them.
• [04:26] The fine line between being inclusive of younger audiences and creating "kid branding" that can quickly become a turn-off.
• [05:06] Why Gen Alpha prioritizes authentic, quality content over sheer fame, and what this means for brands and creators.
• [06:42] The importance of personalizing communications to feel like a "For You Page" (FYP) to connect with modern audiences.
• [08:11] How to balance your messaging to acknowledge the multiple influencers in a family's purchasing cycle, including kids who introduce parents to new brands.
• [09:43] The long-term benefit of building brand relationships with consumers from a much earlier age.
• [10:43] A look at the future: How Gen Alpha's focus on critical thinking and facts could reshape the communication landscape.

Related Episodes & Additional Information

• USC Annenberg and ACC Study. Gen Alpha: Mini, Mighty, and Market Ready

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.

 

Loved this episode? Don't keep it to yourself! Share it with a fellow PR pro and be sure to subscribe on your favorite podcast platform so you never miss an insight. We’d also love it if you could leave us a review; even a sentence or two will make a difference!

Counting the Cost of Transparency in a Rage-Filled World

That Solo Life, Episode 315: Counting the Cost of Transparency in a Rage-Filled World

Episode Summary

In a world that demands brand transparency, is it possible to be too open? This week, Karen and Michelle discuss the complex landscape of modern communication, where the call for brands to be transparent can sometimes lead to backlash. They explore the challenges PR pros face in a culture lacking nuance, where every statement is scrutinized and outrage is just a click away. Learn how to advise clients on when to speak up, when to stay silent, and how to navigate the pressure to weigh in on every social issue. This episode provides strategic advice for helping brands remain authentic and effective without falling into the transparency trap, all while protecting your own mental health.

Episode Highlights

• [01:18] Introduction to today's topic: The cost of transparency for brands.
• [02:21] Why the trend of full transparency can be costly for organizations and individuals in today's culture.
• [03:37] Discussing the public's tendency to immediately question a brand's motives and the lack of critical thinking.
• [05:21] The heroic role of communicators in lowering the temperature and bringing rationality to volatile situations.
• [06:05] Navigating the communication challenges presented by different generational perspectives and expectations.
• [07:15] How social media algorithms profit from rage and how that impacts brand communications.
• [09:00] The importance of being strategic with personal and CEO branding—deciding what hill you want to die on.
• [10:06] The difference between having brand values and feeling the need to have a voice in every public conversation.
• [12:12] The dangers of "cancel culture" and the high personal stakes for individuals who share opinions online.
• [13:12] A reminder that brands are not entitled to 100% of your attention or required to comment on every world problem.
• [14:35] Shifting the focus from having an opinion to taking meaningful action that supports your audience, like providing resources during a crisis.
• [15:34] Why nuance and genuineness are replacing the era of full transparency.
• [16:43] The power of being helpful and honest, rather than feeling pressured to weigh in on everything.

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 miss another conversation! Subscribe to "That Solo Life" on your favorite podcast platform today.

We'd love to hear your thoughts and experiences. Join the conversation by visiting SoloPRPro.com and follow Solo PR Pro on all major social media platforms to stay connected with our community.

Communicating in the Era of Everyday is a Crisis

That Solo Life, Episode 314: Communicating in the Era of Everyday is a Crisis

Episode Summary

In today's highly charged environment, even the most innocent business decision can spark a public relations crisis. For solo PR practitioners, staying ahead of potential firestorms is more crucial than ever. In this episode, hosts Karen Swim and Michelle Kane discuss practical strategies for helping clients navigate the minefields of public perception. They explore why it's essential to be the "little black cloud" that keeps clients aware of current events and public sentiment, even when clients are siloed in their own industries. Learn how to proactively prepare for controversy, from price increases to rebranding efforts, by developing a playbook, using AI for efficient research, and maintaining open lines of communication with the C-suite. Discover how building a foundation of trust and community with your publics can be your greatest asset when a crisis inevitably hits.

Episode Highlights

• [00:51] How to help clients navigate decisions, from the mundane to the major, in a world where public perception is highly sensitive.
• [02:05] Recognizing that all sides of a polarized public are part of your audience and the challenge this presents for communicators.
• [03:51] Using AI and other tools to efficiently monitor trends and public sentiment without getting overwhelmed.
• [04:37] A practical tip: creating a weekly "pulse check" newsletter for clients to gauge their perspectives on trending topics and build a bank of potential responses.
• [06:13] The importance of knowing what's happening on social media to anticipate potential reactions to your client's actions.
• [07:22] Why it's critical for PR pros to have a direct line to the C-suite to proactively prepare for potentially controversial business plans.
• [07:49] A real-world example: how to start preparing now for a future price increase to mitigate backlash.
• [11:02] The power of de-escalation and nurturing community relationships on a daily basis, not just during campaigns.
• [11:44] Drawing lessons from the classic Tylenol case study on how establishing trust can pay dividends for decades.

Related Episodes & Additional Information

In this episode, Karen and Michelle discuss the importance of being prepared for any situation. While no specific resources were mentioned, staying informed is key. We recommend using tools like Google Alerts or other media monitoring services to keep a pulse on trends relevant to your clients.

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. Head over to SoloPRPro.com to join the conversation, and be sure to subscribe and leave us a review on your favorite podcast platform. Your feedback helps us grow and support more solo practitioners just like you.

Strategies for Securing New PR Business in 2025

That Solo Life Episode 313: Strategies for Securing New PR Business in 2025

Episode Summary

Karen and Michelle dive into optimistic data about the global growth of the PR industry and share strategic insights for solo practitioners looking to finish 2025 strong. Drawing from recent industry research, they explore emerging trends, niche specialization opportunities, and practical business development tactics that can help independent PR pros break through current market challenges and position themselves for future success.

Episode Highlights

• PR Industry Growth Statistics (02:10) - Discussion of global PR industry expansion and what it means for solo practitioners
• Content Creation as Core Offering (03:06) - 76% of PR agencies now emphasize content strategy and creation services
• The Rise of Niche Specialization (04:18) - 37% of agencies focus on specialized industries like fintech and health tech
• Strategic Industry Targeting (05:40) - Identifying high-growth sectors with future potential, including infrastructure and healthcare
• Pricing Psychology (09:25) - Why charging more can actually win you more business
• Networking Beyond PR Circles (10:28) - Breaking out of industry echo chambers to find new opportunities
• Local Government Connections (11:18) - Building relationships with municipal leaders and borough managers
• Overcoming Business Development Fatigue (12:47) - Managing exhaustion while staying proactive in challenging times

Key Takeaways

• The PR industry is growing globally, even if it doesn't feel that way locally
• Specializing in niche industries offers competitive advantages
• Infrastructure projects present untapped opportunities for PR pros
• Higher pricing often signals higher value to potential clients
• Networking outside the PR industry can yield unexpected opportunities
• Your skills are transferable across industries - don't limit yourself
• Small, consistent changes to your business development approach can yield big results

Related Episodes & Additional Information

Resources Mentioned:

• PR Lab: 150+ PR Statistics You Need to Understand the Industry in 2025
• That Solo Life, Episode 215: From Barriers to Bridges with Mary Ellen Miller  

Industries to Watch:

• Health technology and healthcare
• Financial technology (fintech)
• Infrastructure and public works
• Municipal and government communications

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 transform your solo practice? Don't let this episode's insights go to waste! Take action today by identifying one new industry or networking opportunity you can explore this month. Whether it's attending a targeted industry event or meetup, connecting with your local government officials, or raising your rates, small steps lead to significant breakthroughs.

Subscribe to That Solo Life on your favorite podcast platform and never miss an episode packed with practical strategies for independent PR professionals. Have questions or success stories to share? Reach out to the hosts at soloprpro.com - they'd love to hear from you!

Going Big by Going Small: Hidden Gold for PR Pros

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

Episode Summary

In this episode of That Solo Life, hosts Karen Swim, APR and Michelle Kane delve into the untapped potential of three underutilized and niche social media platforms that PR professionals may be overlooking. Drawing parallels to finding forgotten treasures in your closet, they discuss how platforms like Discord, Substack Chat, and other intimate community spaces offer quality engagement over quantity metrics. The hosts emphasize the power of niche communities, employee brand ambassadors, and micro-influencers in creating meaningful connections with targeted audiences.

Episode Highlights

[00:30-01:20] Setting the Stage: The Forgotten Gems

• Michelle introduces the concept of "rediscovering" overlooked social platforms
• The connection between finding forgotten items in your closet and discovering underused platforms

[01:40-02:18] The Problem with Major Platforms

• Discussion of why big social media platforms are becoming problematic
• The need to shift thinking toward smaller, more intimate spaces

[02:32-03:05] Platform Examples and Content Quality

• Specific mention of Discord and Substack Chat as underused platforms
• How Substack offers more substantive, content-based engagement

[03:27-04:39] The Power of Niche Communities

• Key statistics: 88% of Americans engage in niche communities
• 45% of Gen Z, Millennial, and Gen X feel more connected to niche communities than mainstream culture
• Focus on "niche over numbers" - quality interaction vs. quantity

[05:40-06:25] Case Study: Rooted Plant Company

• Example of how a plant company uses Discord to build community
• Establishing thought leadership through answering plant care questions

[06:38-08:29] Employee Brand Ambassadors Strategy

• Turning employees into internal influencers and brand ambassadors
• The importance of authentic employee engagement and internal communications
• Using tools like Slack's "random channel" for team connection

[10:29-11:29] Post-COVID Community Evolution

• How the pandemic shifted people toward smaller, more intimate gatherings
• The cultural need for building community and finding tribes

[11:36-12:34] Real-World Community Example

• Karen's experience with "Vegan Detroit" Facebook group
• How micro-influencers within niche communities drive business results

Related Episodes & Additional Information

• That Solo Life, Episode 306: "Where the Wild Things Are - Rethinking Social Media in 2025" 
• The Social Scene Podcast: "Navigating Social Media Strategies in 2025" 
• That Solo Life, Episode 301: "The Need for Thoughtful Engagement in an Age of Clickbait" 
• Episode 284: "How PR Pros Can Use an Audit to Unlock Social Media Success"

Additional Resources:

• Axios: "Gen Z's drive toward niche pushes brands to change strategy" 

 

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 discover your next breakthrough platform? Don't let these valuable insights sit on the shelf! Subscribe to That Solo Life wherever you get your podcasts, and leave us a review to help other solo PR pros find the show. Have questions about niche platforms or success stories to share? We'd love to hear from you at soloprpro.com. Remember: sometimes the best opportunities are hiding in plain sight - just like that perfect piece of clothing you forgot was in your closet.