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

  1. 23H AGO

    Navigating Public Information Campaigns and Crisis Comms with Cyndee Woolley

    Episode 335: Navigating Public Information Campaigns and Crisis Comms with Cyndee Woolley Episode Summary In this episode of That Solo Life, hosts Karen Swim, APR, and Michelle Kane are joined by Cyndee Woolley, MBA, APR, President and Founder of C2 Communications. Together, they dive deep into the nuanced world of public information campaigns and crisis communications for local communities. While national headlines often grab the most attention, Cyndee explains why decisions made at county commission meetings and in local municipalities often have a more direct impact on our daily lives. Cyndee shares her extensive experience working with organizations like Waste Management and mosquito control districts to turn dry, often misunderstood topics into engaging community stories. From "bear-resistant carts" to turning landfill gas into energy, she illustrates how strategic messaging can cut through the clutter. The conversation also tackles the critical importance of crisis communications for small businesses and local leaders. Cyndee offers candid advice on why "owning it" and apologizing is often the best strategy when trust is broken, and why every PR pro needs to pass the "Mom Test" before releasing a statement. Whether you are a solo PR pro looking to better serve local clients or a communicator interested in the power of community engagement, this episode is packed with actionable insights on building trust and activating audiences. Episode Highlights [02:01] Public Information Campaigns: Cyndee discusses the challenges of getting communities to understand government services and how local decisions impact daily life more than national ones. [03:38] The Recycling Reality: Insight into the misinformation surrounding recycling and how tours and transparency can change public perception. [06:39] Creative Storytelling: How Cyndee used "bear-resistant carts" and landfill gas-to-energy stories to engage the public in waste management topics. [08:10] Crisis Communications for Small Business: Why even small organizations need a plan for when—not if—a crisis occurs, from employee misconduct to leadership failures. [12:12] The Power of the Apology: A look at real-world examples where refusing to apologize prolonged a crisis, versus how owning mistakes can help rebuild trust. [14:51] The "Mom Test": A simple but powerful metric for decision-making in crisis management—would your mom be proud of the action you are taking? [21:47] Case Study - Mosquito Control: How the Zika crisis transformed a quiet organization into a proactive communicator by opening doors to community leaders. [26:50] Activating Audiences: Why tangible, meaningful involvement (like planting gardens) beats passive information consumption every time. About Cyndee Woolley Cyndee Woolley, MBA, APR, is the President and Founder of C2 Communications. She has built her career on the principle that effective communication requires more than just data—it demands strategic messaging that resonates authentically. Cyndee specializes in community outreach and public information campaigns, helping organizations navigate complex challenges and build lasting trust with their stakeholders. She is a passionate advocate for the profession and a "giant nerd" when it comes to learning new story angles and tools. Connect with Cyndee: LinkedIn Profile Website: C2-com.com Host & Show Info That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape. Stay Connected: Subscribe to the Podcast: Don't miss an episode! Subscribe on your favorite podcast platform to get the latest tips and tricks for your solo PR journey. Join the Community: Visit Solo PR Pro for resources, networking, and support designed specifically for independent communicators. Enjoyed this episode? Please leave us a review and share it with a colleague!

    31 min

  2. FEB 16

    Why PR Pros Urge Brands to Put People Before Processes

    Episode Summary In a world increasingly driven by data, frameworks, and efficiency, are we losing the human element in public relations? This week, hosts Karen Swim and Michelle Kane tackle the critical need for brands to prioritize people over processes. They explore how the over-reliance on analytics, scripts, and rigid systems can lead to poor customer experiences and stifle professional growth. From the frustrations of automated service lines to the undervaluing of professional instinct and critical thinking, this episode is a passionate call for PR and communications pros to champion a more people-first approach in their strategies. Episode Highlights [01:39] The "Read the Room" Imperative: Why it's essential for PR professionals to craft messaging that respects the audience and current circumstances, ensuring we don't lose sight of the people we serve. [02:24] People as an Afterthought: A discussion on the troubling trend where frameworks, efficiency, and bottom lines overshadow the human connections that public relations is built on. [05:03] The Limits of Data: While data is important, it isn't everything. The hosts use a baseball analogy to illustrate the importance of gut instinct and human experience in decision-making. [07:01] The Decline of Critical Thinking: How rigid frameworks and an obsession with efficiency are hindering the development of critical thinking skills for both seasoned and emerging professionals. [08:49] The Practitioner's Dilemma: Navigating the conflict between people-led PR training and being measured by numbers, quotas, and processes that often ignore the human impact. [10:07] Lived Experience is Valuable: The importance of on-the-ground knowledge and why ignoring local insights in favor of broad data can lead to misguided strategies. [12:16] Critical Thinking Isn't Dead, It's Devalued: A powerful argument that smart people with innovative ideas are often unheard because organizations fail to make room for human intellect and nuance. Related Episodes & Additional Information For more resources and discussions tailored to independent PR professionals, explore the community and articles available at SoloPRPro.com. Host & Show Info That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.   Did this conversation resonate with you? Share this episode with a fellow PR pro who champions a people-first approach. Subscribe to "That Solo Life" on your favorite podcast platform and leave us a review to help others find the show.

    13 min

  3. FEB 9

    Silent Risk: How Corporate Citizenship Navigates the Storm of Social Upheaval

    Silent Risk: How Corporate Citizenship Navigates the Storm of Social Upheaval Episode Summary In today’s polarized and fast-moving world, organizations often struggle with determining when to speak up and when to stay silent. In this episode of That Solo Life, Karen Swim, APR and Michelle Kane tackle the complex issue of corporate communication during times of social unrest and public crisis. They explore the critical difference between advocacy and activism, and why ignoring major events can sometimes be riskier than taking a stance. The discussion delves into how internal audiences—your employees—are often the most impacted by a company's silence. Karen and Michelle provide practical advice for PR pros and communicators on guiding clients through these tricky waters, emphasizing that while you don't need to comment on every headline, you must always advocate for the humanity and safety of your people. Tune in for a thoughtful conversation on navigating the nuance of corporate responsibility in modern times. Episode Highlights [01:53] Introduction to the topic: Navigating corporate silence during times of unrest. [03:08] The shift during COVID: How expectations for corporate citizenship have evolved. [04:26] Identifying your first audience: Why employees matter most when deciding to speak out. [05:26] Advocacy vs. Activism: Understanding the distinction and why every company needs to engage in advocacy. [06:53] The impact of local events: How safety concerns affect employee morale and mental health. [08:41] The bottom line: Why employee well-being is directly tied to profit and organizational health. [12:28] Back to basics: Using ethical principles and core values as a decision-making prism. [15:19] Empowering employees: How autonomy builds trust and stronger customer service. [19:26] The PR pro as "Risk Translator": Our role in guiding leadership through uncertainty. [20:58] Self-care for communicators: The importance of refilling your own cup so you can lead with clarity. Related Episodes & Additional Information PR News Article: Silence, Statements or Stands: What the Minnesota ICE Crisis Reveals About Corporate Activism PR News Article: Silence Used to Feel Safer. It Isn’t Always. Not Anymore. Solo PR Pro Website:soloprpro.com Host & Show Info That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape. Enjoyed this episode? Don't navigate the solo life alone! Subscribe to That Solo Life on your favorite podcast platform so you never miss an insight. If you found value in today's discussion, please leave us a review and share this episode with a colleague who needs to hear it. Join the conversation and connect with your community at soloprpro.com.

    23 min

  4. FEB 2

    Why AI Search Optimization Matters for PR - Episode 332

    That Solo Life, Episode 332: Why AI Search Optimization Matters for PR Episode Summary In this episode, Karen and Michelle are joined by Doug Simon, CEO of D S Simon Media, to explore the transformative impact of artificial intelligence on the public relations landscape. Doug shares invaluable insights on how AI is fundamentally changing content discoverability and why PR professionals, especially solo practitioners, must adapt to stay relevant. He discusses the shift to AI-powered search, the importance of optimizing content to answer audience questions, and how this new reality validates the long-standing PR principle of human-centric communication. Tune in to learn practical strategies for leveraging AI, insights from a recent survey of TV producers, and why your brand's own experts may be your most powerful spokespeople in the age of AI. Episode Highlights [04:16] The Transformative Role of AI in PR: Doug explains that leveraging AI is no longer optional but a requirement for modern PR. He discusses how AI impacts everything from content creation and research to enhancing brand discoverability. [06:24] AI as a Force Multiplier for Solos: Learn how solo practitioners can use AI as a powerful "intern" to extend their capabilities, from brainstorming and content drafting to design and strategy. [08:20] Optimizing Content for AI Search: The key to discoverability is answering the questions your audience is asking. Doug shares a case study with the Fragrance Foundation on how to identify these questions and integrate them into your PR and content strategy. [11:04] What TV Producers Want: Doug reveals preliminary findings from his company's survey on how TV producers are using AI. A key stat: 62% are more likely to run a story if it's optimized for AI search. [17:14] AI Validates Human-Centric Storytelling: The hosts and Doug discuss the irony that AI is forcing brands to communicate more humanly—ditching jargon and focusing on authentic storytelling that answers real questions. [19:01] The Power of Internal Spokespeople: Discover why, in the age of AI, using your organization's own experts for media campaigns can be more effective than hiring third-party influencers, leading to more earned media and stronger brand association. [22:27] A Final Word for Solos: Doug encourages solo practitioners to take a moment to recognize their accomplishments before diving back into the work of helping their clients succeed. About Doug Simon Doug Simon is the founder and CEO of the award-winning firm, D S Simon Media. A recognized innovator in broadcast public relations, his company created the industry's first AI-powered broadcast media tour. With a background that includes working at NBC Sports and becoming an "accidental entrepreneur" on July 4, 1986, Doug has been at the forefront of media communications for nearly four decades. He is a frequent speaker and expert on the intersection of AI, media, and public relations. Related Episodes & Additional Information Connect with Doug Simon on LinkedIn Email Doug: DougS@DSSimonMedia.com Learn more about D S Simon Media Episode 329: The New Alphabet of PR: From AEO to PESO Host & Show Info That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape. We hope this episode was valuable! Please subscribe, leave a review, and share it with a fellow solo pro.

    24 min

  5. JAN 26

    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? Don't forget to subscribe to the podcast so you never miss an insight! If you found value in today's discussion, please leave us a review and share this episode with a colleague who needs to hear it. Your support helps us continue to bring you the best advice for your solo journey.

    15 min

  6. JAN 19

    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? Don't navigate this journey alone! Subscribe to the Solo PR Pro Youtube channel for That Solo Life episodes and actionable tips and insights. If you found value in today’s discussion about RFPs, please leave us a review and share this episode with a fellow communication professional.

    15 min

  7. JAN 12

    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

    20 min

  8. JAN 5

    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.

    37 min
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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

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