Aug. 31, 2026
Beat the Economy By Breaking into a New Industry
Episode Summary
Some industries are on fire right now, hiring, growing, and spending. And some are bone dry. If yours has gone quiet, you've probably already heard the advice to pivot. Karen and Michelle are not here to tell you that pivoting is possible. They're here to tell you how. Episode 354 is a practical guide to breaking into a new industry when your current one has stalled. This episode is for the practitioner who is sitting in a dry sector right now and needs real steps to take. Karen and Michelle start by busting the myth that skills plus reputation walk seamlessly across industries, clarify exactly what does and doesn't travel with you. The episode is tactical and includes: how to reframe your existing portfolio through a new industry's lens, how to land a flagship project without working for free, four pathways to first opportunities in a new vertical, the mistakes to avoid when you're tempted to cut your rates, a realistic 3-to-6-month timeline with honest caveats, and the one concrete step you can take today. Karen is clear from the start that she is not speaking theoretically; she has had to take some of these steps herself, and the advice reflects it.
Episode Highlights- [01:22] The Myth That Skills Plus Reputation Walk Across Industries Unchanged: Karen names the belief that gets a lot of solo practitioners into trouble: that PR is PR everywhere, and their skills and reputation can carry them into a new sector without friction. Michelle validates the partial truth that media relations instincts, crisis communications, executive positioning, and messaging discipline, those are your core muscles, and they do travel. What doesn't travel: industry vocabulary, regulatory landscape, buyer psychology, and the media relationships themselves. A healthcare reporter relationship means nothing in fintech. Plan for that rather than hoping otherwise.
- [02:22] Relationships Don't Transfer — But Skills Do, and That's Enough to Start: Michelle's framing is direct: don't count on your contacts to save you. What saves you is your own capability. You know how to build a message, craft it with precision, and hold the room under pressure. Karen's practical response to practitioners worried about starting over is that you are not starting from zero. Your portfolio still exists. Your experience and judgment still matter. The task is to reframe what you've already done through the lens of the new audience you want to reach, and to do the same with your LinkedIn, your bio, and your case studies, swapping out PR jargon for the new industry's language.
- [04:41] The Fastest Credential is One Flagship Project in the New Space: A single flagship project in your target industry outweighs years of history in your previous one. The question is how to get it without working for free. Karen's preferred path is a short-term embedded stint as a contractor with a PR practitioner or agency that already serves the industry you want to enter. You're not responsible for the whole strategy; you're not necessarily client-facing, but you're learning the landscape and building your portfolio at the same time, while getting paid. Karen's second preference is pitching a byline to a trade publication in the new industry. You don't need sector experience to have a point of view on communications and PR. That byline becomes proof of presence in the space.
- [06:29] Four Pathways to First Opportunities in a New Industry: Michelle and Karen walk through the four most practical routes. First: adjacent industry referrals. Look inside your existing network for one-degree-removed introductions. You are probably closer to your target industry than you think. Second: volunteer with a trade association in the industry. This builds knowledge, visible credibility, and relationships, and for APRs, volunteer hours count toward renewal. Third: offer to ghostwrite for someone already working inside the industry. You gain the knowledge as you write the piece and prove your capability in the process. Fourth: subcontract for an agency already serving that vertical, building your portfolio before going direct to clients.
- [11:14] Where the Money Is Flowing Right Now: Michelle names the sectors actively hiring communicators in 2026: AI, healthcare, energy, and climate. Traditional retail and some legacy media are not. Karen adds the nuance that even in sectors that are struggling overall — she cites tech specifically — there are portions of the sector where money still exists and is still being spent. The prescription: read financial publications, track where investment is flowing, follow the problems that are predicted and who is positioned to solve them. Broaden your view within sectors before assuming the whole sector is closed.
- [13:11] The Mistake Everyone Is Tempted to Make: Pivoting on Price Instead of Positioning: When you're new to a space and feel you need to prove yourself, the temptation is to undercut your rates. Karen is direct: do not do this. Clients who find you through price are not clients who value your judgment. What you can do instead is start with a smaller scope of work such as a three-month project, a productized offer, or a focused consultation. In this way, the engagement feels lower risk to the buyer without compromising your rate. Michelle's alternative: develop a sharp point of view on the industry's actual challenges, which signals that you belong there regardless of your history in the sector. Pivot on positioning, not on price.
- [15:51] Setting a Realistic Timeline and Not Getting Discouraged: Karen's honest assessment is that a realistic runway for breaking into a new industry is 3 to 6 months. In the current market, it could take a year or longer. The economy is moving in windows. There are periods where things open up, then something shifts, and clients pull back. Karen names this from personal experience, not theory. The practical implication is don't try to turn away from your current sector overnight. Work the new industry alongside what you're already doing, chip away consistently, and measure forward progress by inbound interest and repeat conversations rather than by contracts signed.
- [17:43] Speed It Up With In-Person Networking: Karen's tactical advice for shortening the timeline: if the target industry exists in your local area, find the in-person touchpoints. Local chamber of commerce, trade association meetings, industry mixers, and direct coffee requests to people inside companies you'd like to work with. Karen is careful to say don't use the phrase 'pick your brain' — instead, tell them honestly that you're interested in serving this industry and want to learn more about what they're facing. Follow up with a small, thoughtful thank-you. Face-to-face accelerates trust in a way that digital outreach does not.
- [19:58] The One Concrete Step to Take Today: Karen closes with a single, low-lift action: pick one adjacent connection in your existing network and ask for an introduction this week. Don't overthink it, don't plan the whole campaign first, don't wait until you've rewritten your website. Take one step. Michelle adds the Solo PR Pro community as a place to practice the pivot; the private forum is full of practitioners who know people across industries and are ready to make introductions.
Resources & Additional Information
- Sectors actively hiring communicators in 2026 (per the episode): AI, healthcare, energy, and climate communications.
- Solo PR Pro membership community — Solo PR Pro's private forum is specifically mentioned as a place to practice the pivot, make connections, and get introductions into new industries.soloprpro.com
- That Solo Life podcast website: thatsololife.com
That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent practitioners or microagenices. Hosted by Karen Swim, APR, President of Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and practical advice for solo PR pros navigating today's dynamic professional landscape. That Solo Life was recently recognized as one of the Top 33 Solopreneur Podcasts on the Web by Feedspot.
Listen to all episodes and catch up on previous conversations at thatsololife.com.
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That Solo Life Episode 354 - Beat the Economy By Breaking into a New Industry
[00:00:18] Karen Swim, APR: Welcome back to That Solo Life. I'm Karen Swim.
[00:00:21] Michelle Kane: And I'm Michelle Kane. Hey, Karen, I want to start with just something I've been thinking of and we've seen all around some of our listeners industries are on fire right now, which is in a good way, which is awesome, you know, hiring, spending, growing. But there are so many others that are absolutely bone dry.
[00:00:38] Karen Swim, APR: Who here's looking at you, tech sector. You're right. And if you're sitting in one of the dry ones, you probably already heard the advice to quote unquote, pivot. I think we're all tired of hearing that word. Which thanks. Yeah. That's helpful. That's so actionable.
[00:00:58] Michelle Kane: Yeah, yeah. Just pivot. So because we're we're not about that listeners today, we're not just here to tell you pivoting is possible. No, we're here to tell you how we're going to dig into that a little bit. What actually transfers, what doesn't. Let's talk about the real steps to break into a new industry when yours has gone quiet.
[00:01:22] Karen Swim, APR: Yeah, I like this. This is, I think this is one that everybody can benefit from. Even if you're in an industry that happens to be on fire. So why don't we start with one of the myths? So there are a lot of solo PR pros that think, you know, PR is PR everywhere and that their skills can just walk across industries with them.
[00:01:44] Michelle Kane: Yeah, yeah. And some of it does, you know, media relations instincts, crisis comms, executive positioning, messaging, discipline. I mean, that's your that's your core muscle. You carry that with you. That is portable.
[00:01:58] Karen Swim, APR: It absolutely is. The thing that you don't take with you is it's the industry vocabulary, right? It's the regulatory landscape and, you know, the buyer psychology. So a health care reporter relationship doesn't mean anything in fintech, not one single thing. That's not something you know, unfortunately you can take with you.
[00:02:22] Michelle Kane: True, true. And, you know, we have to be mindful of that, right? If let's say you're in the health working in healthcare PR, don't assume your media list is going to carry you into another sector. I mean, it might get you an intro to, hey, can you help me out? Who works this beat? Sure. But you know, you're probably going to have to rebuild almost from scratch. And, you know, and, and don't count on your contacts for saving you. What's going to save you is your own capability. You build it before you have to build it again. You know how to build a message And you know how to craft that message. So when the pressure's on you, you can hold the room.
[00:03:02] Karen Swim, APR: Yeah, I love that you made that distinction. It's skills transfer. Those do, but relationships don't. So then you have to plan for that. So we're not saying that that pivot is not possible. But let's dig into, you know, some approaches.
[00:03:18] Michelle Kane: Yeah. Yeah. Right. And you know, that brings us to our other point. You know, when you're, when your Rolodex. Oh, hello, dinosaur. When your contact list, Rolodex, whatever you call it these days isn't coming with you, you know, how do you signal that you belong in this new industry quickly? So it's like anything, it's kind of like when you started your business, right? I need to build my credibility now, even though I've been at this for umpteen years.
[00:03:45] Karen Swim, APR: Yeah. I think that you, you know, you kind of look at your existing portfolio and you reframe it, you know, through the new industry's lens and then you're not starting from zero. Because again, those were the skill sets. Your experience, your judgment, that does matter. And you probably do have a case study that is relevant. It's just described in a different way. So it's taking, you know, looking at things through the lens of an audience that you want to pivot to and reframing it through that lens.
[00:04:18] Michelle Kane: Yeah, absolutely. And you know, this extends to your LinkedIn, to your CV or resume, you know, just take a pass at it and, and translate it to the new industry that you might be targeting or do it for several industries. If you're targeting several industries, you know, why not take out any PR jargon and fold in the new industries language.
[00:04:41] Karen Swim, APR: Yeah. And then I think, you know, the real way that you can, you know, unlock, you know, this new industry for yourself is one flagship project in the new space that that outweighs years of history in the old one. Yeah. So, you know, how do you get that first project? So some people would say, well, you can do something pro bono. If you have to. I don't love that idea. The only way that I love that idea is if you are sustained economically and it's a short term thing that you really do feel the ROI would reward you enough to make up for, not dollars. I'm never a fan of doing stuff for free because you're working and and you should get paid. I love the idea, however, of maybe, you know, working yourself into some kind of a short term embedded stint. So maybe that's providing support as a contractor to that industry. So this is where you can use your relationships with other professionals in that industry. Maybe there's a PR pro that specializes in the industry you want to pivot to and you can offer to, you know, hey, could, could I work with you for, you know, a month because I'm wanting interested in this industry. I have these skill sets. So I, I believe that that's one of the best ways is to work along somebody that's already there. Maybe it's an agency that you, you know, have a relationship with. And they serve those kinds of clients. And again, you can come on as a contractor so that you're not, you know, responsible for the entire strategy. You're not client facing, but you can use your skill sets and build your portfolio. That to me, is one of my favorite ways.
[00:06:29] Michelle Kane: Yeah, yeah. And that, and that lets you really learn the lay of the land as well. And, and, you know, brings us to another point, you know, now you're going to build your visibility within this industry, right? Show up in the industry specific spaces, whether it's in person or online, you know, make intelligent comments on LinkedIn posts, you know, go to the trade events, pitch bylines to the trade publications, get known within the sphere again. We've all done this before. It's just in a different room, right? So then, you know, people might then be more inclined to say, oh yeah, you belong. You know, even this could happen even before you land a paying client. Who knows? But, you know, just work the space and get to know it.
[00:07:15] Karen Swim, APR: I love it. And you mentioned another favorite tactic of mine pitching a byline to a trade. So our dear friend Anna Eisenhauer once landed me an opportunity with a manufacturing trade publication. I have never worked in manufacturing, but I do know PR and communications, and I was able to write an informative article for that space. And so don't don't sleep on your experience and your skill set and being able to teach somebody in the industry that you want to pivot to through that lens. And again, it's about making it personal to them. And we're all smart. We know how to research. We know how to ask questions. We do this all the time. When we're onboarding new clients, we're up to speed very quickly because we can learn and absorb information. So challenges those industries are going through. I think sometimes we get caught up on the language they speak and the tools they use that we forget that across the board. Really, companies all have the same set of underlying goals and the challenges are really familiar. And, and honestly, I found it to be an asset. When you have experience outside of an industry because you bring another viewpoint on solving problems, you can be more creative because you can pull from from different categories rather than just that silo of one industry.
[00:08:41] Michelle Kane: Oh, absolutely. Absolutely.
[00:08:44] Karen Swim, APR: All right. So let's, let's dig into the tactics. Michelle, Where do these first opportunities actually come from?
[00:08:51] Michelle Kane: Right. You know, a lot of them, like we talked with that overflow. It can be adjacent industry referrals, right? You know, really delve into your existing network for, you know, any, funnily enough, I did have the opportunity to see Kevin Bacon and his brother Michael perform Friday night at Soldiers in Pottstown plug. So I said, are we all one degree removed from Kevin Bacon now? I don't know. Anyway, work your your network for these one degree removed introductions. You know, you might feel far away from this industry, but once you really look into your network, you're probably a lot closer than you think you are.
[00:09:31] Karen Swim, APR: I love that there was a that just made me laugh because it made me think of that old, old, old commercial, where's the beef? And so I think maybe we're all.
[00:09:42] Speaker 3: Saying that these days.
[00:09:43] Karen Swim, APR: Right? Where's the bacon?
[00:09:45] Speaker 3: Where's the bacon? Well it he was in Boston on Friday.
[00:09:48] Karen Swim, APR: You're Kevin Bacon. Let's find your Kevin. I, I think also, you know that you can volunteer with the trade association that that's an underrated tactic and that's true. Oh, hey, listen, all you API's out there who are needing credits, volunteering actually counts toward the renewal of your API. So.
[00:10:12] Michelle Kane: Oh, goodness.
[00:10:12] Karen Swim, APR: Yeah. But no, I think that that's a great way to get to know people, to get to know their language and also to feel good about giving back. I do think that you need to make sure that you're really clear on your volunteer hours so that you're not spending a lot of time, again, giving away time without having it be a direct benefit. So yeah, I think that that's pretty low risk. And, and you build the knowledge and the visible credibility at the same time.
[00:10:40] Michelle Kane: Totally, totally. And, you know, don't knock just plain old content creation, you know, offer to go straight for someone within the industry. You know, they have the knowledge. So you're gaining that as you write the piece and prove your worth. And, you know, eventually you'll become their go to for even strategy, you know, so that can be another pipeline to getting client work within this new sphere.
[00:11:02] Karen Swim, APR: Yeah, I love that. And one that we've already mentioned, subcontracting for an agency that already serves that vertical can definitely be a bridge before you go direct to clients yourself.
[00:11:14] Michelle Kane: Yeah, yeah. And you know, right now we can list off. I'm like, I don't know, you said tech isn't. But definitely as it relates to AI, certainly healthcare, energy, climate, they're all hiring communicators right now, traditional retail and some legacy media not so much. So you know, but as we know, this map is not permanent. The target is ever moving. So we just need to, you know, keep our eyes open, stay up with things and go after what's hot.
[00:11:44] Karen Swim, APR: I mean, I also want to point out that sometimes within a sector, there are portions of it that may not be thriving, but broaden your viewpoint within sectors that you serve as well. And this is where, you know, reading, you know, financial magazines, you know, going through trends, looking at where the money is flowing, looking at the problems that are predicted and who's going to be solving those problems that are going to be in high demand is, is worthwhile. Because, you know, I side I technology because it really is, you know, we've seen massive layoffs for a couple of years. We're seeing this shaking of the landscape because of AI. I mean, there's just so many things going on. People do still have money within the tech sector. They may not all be spending it, but there's money. But again, broaden. So if you've only served, you know, a very specific category of an industry. Look broader and see if there are other ways that you can branch out. Look at who your clients work with or who they're talking about. I mean, you know, their clients might be another avenue for you. So you know it. We really have to do that to protect our businesses right now.
[00:13:05] Michelle Kane: Definitely, definitely. All right. Let's dig into the mistakes to avoid sorry, Karen.
[00:13:10] Speaker 3: Yeah.
[00:13:11] Karen Swim, APR: I would say one mistake is pivoting on price instead of positioning.
[00:13:18] Michelle Kane: Yeah. It's so tempting though, right. You're new to the space. You feel like you have to prove yourself like anything. So you feel like, oh, no, I have to undercut my pricing to get the work. Try really hard not to do.
[00:13:29] Karen Swim, APR: Yeah. What you can do, however, is sit down and think about, is there something, a smaller scope of work that I can use to break into. So maybe it's a project, maybe it's a three month project that let somebody get to know you. Maybe it's productizing something that you're already doing and offering it to that market. Maybe it's breaking in with some consultations where you're not doing the tactical, but you're focusing on being, you know, the person that can provide some solutions and a roadmap forward. So yes, smaller budget, but it doesn't mean that you're getting paid less than your value. It just means that you're starting out with a smaller scope of work.
[00:14:14] Michelle Kane: Yeah, yeah. So, you know, pivot on your positioning instead, right? Maybe develop a sharp point of view, you know, based on the industry's actual challenges. You know, that's what'll make you stand out and make someone not so much think that you're new to the scene.
[00:14:35] Karen Swim, APR: Yeah, I mean, we, we've said this a lot, but it's, it's, it's worthwhile to repeat it. That pricing is actually strategic. If you are too low, then you'll get clients that are shopping on price, not on judgment. And, and that doesn't make anyone happy. It really, honestly doesn't. And, and if you think about how people think of things that they didn't pay a lot for or that came at no price, they do not value that at all. And so you don't want to cheapen your skill set. And I get it. It's so tempting when times are rough. You just, you know, you there's something within some humans that are like, I just have to clot anything and I don't care what they pay me, but don't do that.
[00:15:21] Michelle Kane: Right? Right. No, it's so true, so true. All right, so let's set this up at a realistic timeline, right? Let's set some real expectations because as we all know, these clients don't come overnight. It's often a slow burn, as I say.
[00:15:39] Karen Swim, APR: Don't we wish that that was true, though? Don't you wish that there was that nice little button that we could all push like ding! Where's AI when you really need it to work?
[00:15:46] Speaker 3: Seriously, AI.
[00:15:48] Michelle Kane: Bring me. Bring me your people.
[00:15:49] Speaker 3: Right, right.
[00:15:51] Karen Swim, APR: Exactly. So I honestly think that a realistic runway is probably 3 to 6 months. And, and depending on the industry, it could take longer. Remember the times that we're in as well, that things are a little kooky right now and they're all over the board. And so I have personally found that we have these like these windows where it seems like things are opening up again, and then something happens in, in the market and then all of a sudden people pull back. So don't get discouraged. But again, this is something that you really have to invest yourself in and understand. I've got to chip away at it. It doesn't mean that you're you can just, you know, turn away on a dime from what you're doing now to something new. You're working it in, right? And you're building, building, building. So you've got to have a long term view on this. It might take a year, I hope, 3 to 6 months, but it could take a lot longer. So prepare for that and don't give up. Don't be discouraged. You can make it happen.
[00:16:53] Michelle Kane: Yeah. And that's why it makes sense to start early, right. You know, and, and just being cognizant of the signs either way. Right? So if you're, if you're getting inbound interest, you're having repeat conversations, then in this new space, then what you're doing is clearly working, you know, and at the same time, if in six months you've got nothing going on, all right, then it's time to reassess either your tactics or maybe the industry you've chosen. You know, it's okay. Just just take a look at what you're doing. And if, as you said, Karen, like slowly working this in. So let's say you don't want to upend everything you've got out there about yourself, you know. Create a landing page specific to the industry and make it sort of like a micro website of yourself.
[00:17:43] Karen Swim, APR: And, you know, here's one thing that I think can speed that up. Honestly, if you have that industry in your local area, look for opportunities to do in-person networking. I think we're going back to that. People are finding value once again in the face to face. So I do think that that can expedite things when you're trying to do it all digitally. Can it work? It can. But I do think that it's a longer time frame when you can look people in the face and you can chat with them. It's a very different experience. So, you know, here's that moment again where you might want to think about, you know, should I go ahead and join my local chamber of commerce? Are there, you know, trade associations related to where I want to go that are having a local meeting? Are there network mixers that are bringing together people in industries that I'm interested in. Or maybe it's just that good old fashioned reaching out to somebody who works in one of the companies that you'd love to work with, and having a face to face meeting and letting them know that, hey, you know, I would love to get together for coffee and, you know, see if they'll talk to you. Or maybe it starts out with a Zoom call first, you know, hey, would you mind hopping on a Zoom call with me for 20 minutes? I'd love to, you know, learn more about what your industry is going through. You know, it's an industry I'm interested in serving. Would love to chat. Would you be open to that? I mean, people, people are don't use the phrase pick your brain because you're not really asking for something for free. You can follow it up with a nice little, you know, gift card. Doesn't have to be expensive, but talk to people if you can, if you can make it face to face, whether it's, you know, video, but preferably in person, I think that you you definitely can make that timeline, you know, a lot shorter.
[00:19:37] Michelle Kane: Yeah, I mean, it's I mean, that's what working your network is all about growing your network. I mean, gosh, it brings me back to olden times of, you know, job hunting, fresh out of college. It's like the informational interview. They may not be hiring, but they'll give you a half hour. It's there's a through line there. And you know what? It's, it's still out there because it works.
[00:19:58] Karen Swim, APR: I completely agree. And, and, you know, let's not forget, you know, this in this day and age, if you have a platform, you know, maybe you do a column. So interview somebody from an industry that you want to serve, maybe you have a podcast, ask somebody to be a guest and talk. I mean, there are other ways to, you know, build those connections and relationships. And so I think the task today, you know, if you are in a dry industry or if you foresee the future, and I, I hope that you're looking ahead, although I know, listen, the past couple years have have just upended a lot of us. I'm right there with you. I've had so much turnover and so many things. And it's it's just been tough. So I I'm not saying this theoretically, I fully understand what you're going through and have had to take some of these steps as well. So one concrete step that you can take today is to pick an adjacent connection in your network and ask for an introduction this week. That's, that's super easy. That's a low lift. Just take a step. Don't think about the whole thing. Don't overthink it. Take one step today.
[00:21:06] Michelle Kane: Yeah. So true. And you know, if you want to do a dry run and practice your pivot, you know, with like minded people, that's what the solo PR pro membership is all about that the private forum, which I, I, you know, the world's grandest staff meeting of solos come into that safe space, you know, and you might even get an introduction from that too, because our solos know lots of people. So, you know, definitely work our network as well. That's what we're here for.
[00:21:36] Karen Swim, APR: I love that, that's so true. So we want to thank you for joining us again on that Solo Life, the podcast for independent PR pros, communicators, micro agencies and those working in adjacent fields. We do not take your time for granted, and we're so thankful that you listen to our podcast, and we hope that you really found something of value, as Michelle always reminds you every week, and that you will like, share, and subscribe.
[00:22:05] Michelle Kane: Yay! No guilt. Bye, everyone.
[00:00:18] Karen Swim, APR: Welcome back to That Solo Life. I'm Karen Swim.
[00:00:21] Michelle Kane: And I'm Michelle Kane. Hey, Karen, I want to start with just something I've been thinking of and we've seen all around some of our listeners industries are on fire right now, which is in a good way, which is awesome, you know, hiring, spending, growing. But there are so many others that are absolutely bone dry.
[00:00:38] Karen Swim, APR: Who here's looking at you, tech sector. You're right. And if you're sitting in one of the dry ones, you probably already heard the advice to quote unquote, pivot. I think we're all tired of hearing that word. Which thanks. Yeah. That's helpful. That's so actionable.
[00:00:58] Michelle Kane: Yeah, yeah. Just pivot. So because we're we're not about that listeners today, we're not just here to tell you pivoting is possible. No, we're here to tell you how we're going to dig into that a little bit. What actually transfers, what doesn't. Let's talk about the real steps to break into a new industry when yours has gone quiet.
[00:01:22] Karen Swim, APR: Yeah, I like this. This is, I think this is one that everybody can benefit from. Even if you're in an industry that happens to be on fire. So why don't we start with one of the myths? So there are a lot of solo PR pros that think, you know, PR is PR everywhere and that their skills can just walk across industries with them.
[00:01:44] Michelle Kane: Yeah, yeah. And some of it does, you know, media relations instincts, crisis comms, executive positioning, messaging, discipline. I mean, that's your that's your core muscle. You carry that with you. That is portable.
[00:01:58] Karen Swim, APR: It absolutely is. The thing that you don't take with you is it's the industry vocabulary, right? It's the regulatory landscape and, you know, the buyer psychology. So a health care reporter relationship doesn't mean anything in fintech, not one single thing. That's not something you know, unfortunately you can take with you.
[00:02:22] Michelle Kane: True, true. And, you know, we have to be mindful of that, right? If let's say you're in the health working in healthcare PR, don't assume your media list is going to carry you into another sector. I mean, it might get you an intro to, hey, can you help me out? Who works this beat? Sure. But you know, you're probably going to have to rebuild almost from scratch. And, you know, and, and don't count on your contacts for saving you. What's going to save you is your own capability. You build it before you have to build it again. You know how to build a message And you know how to craft that message. So when the pressure's on you, you can hold the room.
[00:03:02] Karen Swim, APR: Yeah, I love that you made that distinction. It's skills transfer. Those do, but relationships don't. So then you have to plan for that. So we're not saying that that pivot is not possible. But let's dig into, you know, some approaches.
[00:03:18] Michelle Kane: Yeah. Yeah. Right. And you know, that brings us to our other point. You know, when you're, when your Rolodex. Oh, hello, dinosaur. When your contact list, Rolodex, whatever you call it these days isn't coming with you, you know, how do you signal that you belong in this new industry quickly? So it's like anything, it's kind of like when you started your business, right? I need to build my credibility now, even though I've been at this for umpteen years.
[00:03:45] Karen Swim, APR: Yeah. I think that you, you know, you kind of look at your existing portfolio and you reframe it, you know, through the new industry's lens and then you're not starting from zero. Because again, those were the skill sets. Your experience, your judgment, that does matter. And you probably do have a case study that is relevant. It's just described in a different way. So it's taking, you know, looking at things through the lens of an audience that you want to pivot to and reframing it through that lens.
[00:04:18] Michelle Kane: Yeah, absolutely. And you know, this extends to your LinkedIn, to your CV or resume, you know, just take a pass at it and, and translate it to the new industry that you might be targeting or do it for several industries. If you're targeting several industries, you know, why not take out any PR jargon and fold in the new industries language.
[00:04:41] Karen Swim, APR: Yeah. And then I think, you know, the real way that you can, you know, unlock, you know, this new industry for yourself is one flagship project in the new space that that outweighs years of history in the old one. Yeah. So, you know, how do you get that first project? So some people would say, well, you can do something pro bono. If you have to. I don't love that idea. The only way that I love that idea is if you are sustained economically and it's a short term thing that you really do feel the ROI would reward you enough to make up for, not dollars. I'm never a fan of doing stuff for free because you're working and and you should get paid. I love the idea, however, of maybe, you know, working yourself into some kind of a short term embedded stint. So maybe that's providing support as a contractor to that industry. So this is where you can use your relationships with other professionals in that industry. Maybe there's a PR pro that specializes in the industry you want to pivot to and you can offer to, you know, hey, could, could I work with you for, you know, a month because I'm wanting interested in this industry. I have these skill sets. So I, I believe that that's one of the best ways is to work along somebody that's already there. Maybe it's an agency that you, you know, have a relationship with. And they serve those kinds of clients. And again, you can come on as a contractor so that you're not, you know, responsible for the entire strategy. You're not client facing, but you can use your skill sets and build your portfolio. That to me, is one of my favorite ways.
[00:06:29] Michelle Kane: Yeah, yeah. And that, and that lets you really learn the lay of the land as well. And, and, you know, brings us to another point, you know, now you're going to build your visibility within this industry, right? Show up in the industry specific spaces, whether it's in person or online, you know, make intelligent comments on LinkedIn posts, you know, go to the trade events, pitch bylines to the trade publications, get known within the sphere again. We've all done this before. It's just in a different room, right? So then, you know, people might then be more inclined to say, oh yeah, you belong. You know, even this could happen even before you land a paying client. Who knows? But, you know, just work the space and get to know it.
[00:07:15] Karen Swim, APR: I love it. And you mentioned another favorite tactic of mine pitching a byline to a trade. So our dear friend Anna Eisenhauer once landed me an opportunity with a manufacturing trade publication. I have never worked in manufacturing, but I do know PR and communications, and I was able to write an informative article for that space. And so don't don't sleep on your experience and your skill set and being able to teach somebody in the industry that you want to pivot to through that lens. And again, it's about making it personal to them. And we're all smart. We know how to research. We know how to ask questions. We do this all the time. When we're onboarding new clients, we're up to speed very quickly because we can learn and absorb information. So challenges those industries are going through. I think sometimes we get caught up on the language they speak and the tools they use that we forget that across the board. Really, companies all have the same set of underlying goals and the challenges are really familiar. And, and honestly, I found it to be an asset. When you have experience outside of an industry because you bring another viewpoint on solving problems, you can be more creative because you can pull from from different categories rather than just that silo of one industry.
[00:08:41] Michelle Kane: Oh, absolutely. Absolutely.
[00:08:44] Karen Swim, APR: All right. So let's, let's dig into the tactics. Michelle, Where do these first opportunities actually come from?
[00:08:51] Michelle Kane: Right. You know, a lot of them, like we talked with that overflow. It can be adjacent industry referrals, right? You know, really delve into your existing network for, you know, any, funnily enough, I did have the opportunity to see Kevin Bacon and his brother Michael perform Friday night at Soldiers in Pottstown plug. So I said, are we all one degree removed from Kevin Bacon now? I don't know. Anyway, work your your network for these one degree removed introductions. You know, you might feel far away from this industry, but once you really look into your network, you're probably a lot closer than you think you are.
[00:09:31] Karen Swim, APR: I love that there was a that just made me laugh because it made me think of that old, old, old commercial, where's the beef? And so I think maybe we're all.
[00:09:42] Speaker 3: Saying that these days.
[00:09:43] Karen Swim, APR: Right? Where's the bacon?
[00:09:45] Speaker 3: Where's the bacon? Well it he was in Boston on Friday.
[00:09:48] Karen Swim, APR: You're Kevin Bacon. Let's find your Kevin. I, I think also, you know that you can volunteer with the trade association that that's an underrated tactic and that's true. Oh, hey, listen, all you API's out there who are needing credits, volunteering actually counts toward the renewal of your API. So.
[00:10:12] Michelle Kane: Oh, goodness.
[00:10:12] Karen Swim, APR: Yeah. But no, I think that that's a great way to get to know people, to get to know their language and also to feel good about giving back. I do think that you need to make sure that you're really clear on your volunteer hours so that you're not spending a lot of time, again, giving away time without having it be a direct benefit. So yeah, I think that that's pretty low risk. And, and you build the knowledge and the visible credibility at the same time.
[00:10:40] Michelle Kane: Totally, totally. And, you know, don't knock just plain old content creation, you know, offer to go straight for someone within the industry. You know, they have the knowledge. So you're gaining that as you write the piece and prove your worth. And, you know, eventually you'll become their go to for even strategy, you know, so that can be another pipeline to getting client work within this new sphere.
[00:11:02] Karen Swim, APR: Yeah, I love that. And one that we've already mentioned, subcontracting for an agency that already serves that vertical can definitely be a bridge before you go direct to clients yourself.
[00:11:14] Michelle Kane: Yeah, yeah. And you know, right now we can list off. I'm like, I don't know, you said tech isn't. But definitely as it relates to AI, certainly healthcare, energy, climate, they're all hiring communicators right now, traditional retail and some legacy media not so much. So you know, but as we know, this map is not permanent. The target is ever moving. So we just need to, you know, keep our eyes open, stay up with things and go after what's hot.
[00:11:44] Karen Swim, APR: I mean, I also want to point out that sometimes within a sector, there are portions of it that may not be thriving, but broaden your viewpoint within sectors that you serve as well. And this is where, you know, reading, you know, financial magazines, you know, going through trends, looking at where the money is flowing, looking at the problems that are predicted and who's going to be solving those problems that are going to be in high demand is, is worthwhile. Because, you know, I side I technology because it really is, you know, we've seen massive layoffs for a couple of years. We're seeing this shaking of the landscape because of AI. I mean, there's just so many things going on. People do still have money within the tech sector. They may not all be spending it, but there's money. But again, broaden. So if you've only served, you know, a very specific category of an industry. Look broader and see if there are other ways that you can branch out. Look at who your clients work with or who they're talking about. I mean, you know, their clients might be another avenue for you. So you know it. We really have to do that to protect our businesses right now.
[00:13:05] Michelle Kane: Definitely, definitely. All right. Let's dig into the mistakes to avoid sorry, Karen.
[00:13:10] Speaker 3: Yeah.
[00:13:11] Karen Swim, APR: I would say one mistake is pivoting on price instead of positioning.
[00:13:18] Michelle Kane: Yeah. It's so tempting though, right. You're new to the space. You feel like you have to prove yourself like anything. So you feel like, oh, no, I have to undercut my pricing to get the work. Try really hard not to do.
[00:13:29] Karen Swim, APR: Yeah. What you can do, however, is sit down and think about, is there something, a smaller scope of work that I can use to break into. So maybe it's a project, maybe it's a three month project that let somebody get to know you. Maybe it's productizing something that you're already doing and offering it to that market. Maybe it's breaking in with some consultations where you're not doing the tactical, but you're focusing on being, you know, the person that can provide some solutions and a roadmap forward. So yes, smaller budget, but it doesn't mean that you're getting paid less than your value. It just means that you're starting out with a smaller scope of work.
[00:14:14] Michelle Kane: Yeah, yeah. So, you know, pivot on your positioning instead, right? Maybe develop a sharp point of view, you know, based on the industry's actual challenges. You know, that's what'll make you stand out and make someone not so much think that you're new to the scene.
[00:14:35] Karen Swim, APR: Yeah, I mean, we, we've said this a lot, but it's, it's, it's worthwhile to repeat it. That pricing is actually strategic. If you are too low, then you'll get clients that are shopping on price, not on judgment. And, and that doesn't make anyone happy. It really, honestly doesn't. And, and if you think about how people think of things that they didn't pay a lot for or that came at no price, they do not value that at all. And so you don't want to cheapen your skill set. And I get it. It's so tempting when times are rough. You just, you know, you there's something within some humans that are like, I just have to clot anything and I don't care what they pay me, but don't do that.
[00:15:21] Michelle Kane: Right? Right. No, it's so true, so true. All right, so let's set this up at a realistic timeline, right? Let's set some real expectations because as we all know, these clients don't come overnight. It's often a slow burn, as I say.
[00:15:39] Karen Swim, APR: Don't we wish that that was true, though? Don't you wish that there was that nice little button that we could all push like ding! Where's AI when you really need it to work?
[00:15:46] Speaker 3: Seriously, AI.
[00:15:48] Michelle Kane: Bring me. Bring me your people.
[00:15:49] Speaker 3: Right, right.
[00:15:51] Karen Swim, APR: Exactly. So I honestly think that a realistic runway is probably 3 to 6 months. And, and depending on the industry, it could take longer. Remember the times that we're in as well, that things are a little kooky right now and they're all over the board. And so I have personally found that we have these like these windows where it seems like things are opening up again, and then something happens in, in the market and then all of a sudden people pull back. So don't get discouraged. But again, this is something that you really have to invest yourself in and understand. I've got to chip away at it. It doesn't mean that you're you can just, you know, turn away on a dime from what you're doing now to something new. You're working it in, right? And you're building, building, building. So you've got to have a long term view on this. It might take a year, I hope, 3 to 6 months, but it could take a lot longer. So prepare for that and don't give up. Don't be discouraged. You can make it happen.
[00:16:53] Michelle Kane: Yeah. And that's why it makes sense to start early, right. You know, and, and just being cognizant of the signs either way. Right? So if you're, if you're getting inbound interest, you're having repeat conversations, then in this new space, then what you're doing is clearly working, you know, and at the same time, if in six months you've got nothing going on, all right, then it's time to reassess either your tactics or maybe the industry you've chosen. You know, it's okay. Just just take a look at what you're doing. And if, as you said, Karen, like slowly working this in. So let's say you don't want to upend everything you've got out there about yourself, you know. Create a landing page specific to the industry and make it sort of like a micro website of yourself.
[00:17:43] Karen Swim, APR: And, you know, here's one thing that I think can speed that up. Honestly, if you have that industry in your local area, look for opportunities to do in-person networking. I think we're going back to that. People are finding value once again in the face to face. So I do think that that can expedite things when you're trying to do it all digitally. Can it work? It can. But I do think that it's a longer time frame when you can look people in the face and you can chat with them. It's a very different experience. So, you know, here's that moment again where you might want to think about, you know, should I go ahead and join my local chamber of commerce? Are there, you know, trade associations related to where I want to go that are having a local meeting? Are there network mixers that are bringing together people in industries that I'm interested in. Or maybe it's just that good old fashioned reaching out to somebody who works in one of the companies that you'd love to work with, and having a face to face meeting and letting them know that, hey, you know, I would love to get together for coffee and, you know, see if they'll talk to you. Or maybe it starts out with a Zoom call first, you know, hey, would you mind hopping on a Zoom call with me for 20 minutes? I'd love to, you know, learn more about what your industry is going through. You know, it's an industry I'm interested in serving. Would love to chat. Would you be open to that? I mean, people, people are don't use the phrase pick your brain because you're not really asking for something for free. You can follow it up with a nice little, you know, gift card. Doesn't have to be expensive, but talk to people if you can, if you can make it face to face, whether it's, you know, video, but preferably in person, I think that you you definitely can make that timeline, you know, a lot shorter.
[00:19:37] Michelle Kane: Yeah, I mean, it's I mean, that's what working your network is all about growing your network. I mean, gosh, it brings me back to olden times of, you know, job hunting, fresh out of college. It's like the informational interview. They may not be hiring, but they'll give you a half hour. It's there's a through line there. And you know what? It's, it's still out there because it works.
[00:19:58] Karen Swim, APR: I completely agree. And, and, you know, let's not forget, you know, this in this day and age, if you have a platform, you know, maybe you do a column. So interview somebody from an industry that you want to serve, maybe you have a podcast, ask somebody to be a guest and talk. I mean, there are other ways to, you know, build those connections and relationships. And so I think the task today, you know, if you are in a dry industry or if you foresee the future, and I, I hope that you're looking ahead, although I know, listen, the past couple years have have just upended a lot of us. I'm right there with you. I've had so much turnover and so many things. And it's it's just been tough. So I I'm not saying this theoretically, I fully understand what you're going through and have had to take some of these steps as well. So one concrete step that you can take today is to pick an adjacent connection in your network and ask for an introduction this week. That's, that's super easy. That's a low lift. Just take a step. Don't think about the whole thing. Don't overthink it. Take one step today.
[00:21:06] Michelle Kane: Yeah. So true. And you know, if you want to do a dry run and practice your pivot, you know, with like minded people, that's what the solo PR pro membership is all about that the private forum, which I, I, you know, the world's grandest staff meeting of solos come into that safe space, you know, and you might even get an introduction from that too, because our solos know lots of people. So, you know, definitely work our network as well. That's what we're here for.
[00:21:36] Karen Swim, APR: I love that, that's so true. So we want to thank you for joining us again on that Solo Life, the podcast for independent PR pros, communicators, micro agencies and those working in adjacent fields. We do not take your time for granted, and we're so thankful that you listen to our podcast, and we hope that you really found something of value, as Michelle always reminds you every week, and that you will like, share, and subscribe.
[00:22:05] Michelle Kane: Yay! No guilt. Bye, everyone.