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. 1D AGO

    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.

    15 min

  2. NOV 10

    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

    15 min

  3. NOV 3

    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.

    17 min

  4. OCT 27

    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

    15 min

  5. OCT 20

    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.

    11 min

  6. OCT 13

    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

    13 min

  7. OCT 6

    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!

    13 min

  8. SEP 29

    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.

    17 min
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About

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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