Confidence, Capability and Why PR Needs More Collaboration
In This Episode
In this episode of That Solo Life, co-hosts Karen Swim, APR and Michelle Kane discuss the challenges and opportunities faced by solo PR practitioners. The key points in this episode include:
- Solo PR professionals can sometimes struggle with imposter syndrome and lack of confidence when comparing themselves to larger PR agencies.
- However, solo practitioners offer unique value, such as more personalized attention for clients and the ability to assemble specialized teams as needed.
- The PR industry should do more to embrace and empower solo and independent practitioners, rather than marginalizing them.
- There is a need for greater unity and collaboration across the broader communications industry to elevate the work of all PR professionals, regardless of their business model.
The conversation kicks off with a personal touch, as Karen shares her experience recovering from the flu, while Michelle expresses her gratitude for good health. The hosts acknowledge the unpredictable nature of the times we live in, setting the stage for a discussion about the unique struggles that solo practitioners encounter, particularly the pervasive issue of imposter syndrome.
The episode centers around an insightful article from PR Calvary that raises the question of whether PR freelancers have a confidence problem. Karen highlights the lack of a "center of gravity" for solo PR pros, contrasting the established reputation of large agencies with the often-overlooked contributions of independent practitioners. This comparison can lead to feelings of inadequacy, but the hosts emphasize that solo PR professionals bring valuable skills and perspectives to the table.
Michelle and Karen encourage listeners to embrace their strengths as solo practitioners. They discuss how clients often receive the attention of a team when working with larger agencies, while solo pros can offer personalized service and a tailored approach. The conversation shifts to the importance of owning perceived weaknesses, with Karen referencing Chip Griffin's advice to "stand tall in weakness." The hosts assert that being small is not a disadvantage; rather, it can be a unique asset that clients value.
As the discussion unfolds, Karen and Michelle advocate for greater collaboration between large agencies and solo practitioners. They envision a future where the industry embraces various working models and recognizes the contributions of independent professionals. The hosts express a desire for industry associations to unite in promoting the value of all communicators, regardless of their work structure.
The episode concludes with a powerful reminder for listeners to respect themselves and their work. Michelle encapsulates the message by encouraging everyone to "stand tall" and recognize their unique contributions to the field. The hosts invite listeners to share the episode and spread the positive energy, reinforcing the idea that working independently is a legitimate and respected career path.
Join us for this empowering conversation that aims to bolster the confidence of solo PR and marketing professionals, reminding us all that we are capable and deserving of success in our chosen paths.
Episode Timestamps
00:00:00 - Introduction and Personal Updates Michelle and Karen introduce themselves and share personal updates, including their thoughts on current events.
00:01:10 - Imposter Syndrome in Solo PR Discussion on imposter syndrome and the challenges solo PR professionals face in maintaining confidence.
00:02:29 - The Confidence Problem for PR Freelancers Exploration of an article discussing the lack of a central identity for solo PR pros compared to large agencies.
00:03:44 - Strengths of Solo PR Pros Karen emphasizes the unique strengths solo PR professionals bring to the table, including personalized attention and flexibility.
00:05:07 - Owning Your Strengths The importance of recognizing and owning perceived weaknesses as strengths in the solo PR landscape.
00:06:11 - Collaboration Between Agencies and Solos Discussion on the potential for collaboration and mutual benefit between large agencies and solo PR pros.
00:08:07 - The Need for Inclusivity in the Industry Michelle expresses the desire for greater inclusivity in industry events and recognition for all types of communicators.
00:10:21 - Frustrations with Industry Programming Karen shares frustrations about industry programming that often overlooks the needs of solo PR professionals.
00:11:45 - The Growing Trend of Independent Work Discussion on the increasing number of professionals working independently and the mainstream acceptance of this career path.
00:12:49 - Conclusion and Call to Action Encouragement for solo PR pros to stand tall in their unique strengths and to advocate for their place in the industry.
Resources:
- Do PR Freelancers Have A Confidence Problem — And Why?
- Small Agency Growth Alliance Newsletter (Sign up here)
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Michelle Kane (00:12):
Thank you for joining us for this episode of That Solo Life, the podcast for PR pros and marketers who work for themselves, people like me, Michelle, with voice Matters, and my wonderful friend and co-host Karen Swim of Solo PR Pro, the Hive for all independent solos. Hi Karen, how are you doing today?
Karen Swim, APR (00:32):
Hi, Michelle. I am still recovering from the flu, but good, how are you?
Michelle Kane (00:36):
I am gratefully not recovering from the flu, knock on wood yet. Just trying to, I think we're all just trying to keep our heads above water sane in these wacky times.
Karen Swim, APR (00:47):
Yeah, for sure.
Michelle Kane (00:48):
Who knows what will have transpired by the time this airs in a couple of weeks. I could put on my Carmac the magnificent hat and hopefully say that when I say Go Barnard's, it'll have been a good thing and won't make some of us sad. But anyway, that's not what we're here to talk about. We're here to talk about us as wonderful solo PR and marketing practitioners, and I know I suffer from it. Just sometimes that imposter syndrome or sometimes especially if you do work on your own day in, day out, you can start to chip away at your own confidence, which we just want to push back at that a little bit. I know it's usually unfounded. It is. Sometimes as a result of those, we work around, you see things happening and you think, but that's not how we do it. But it happens anyway. It's just a lot of circumstances that can bring us there. So we are here today to bolster us all and help us realize, no, we are good at what we do and people should work with us. Well,
Karen Swim, APR (02:07):
I found it interesting. There's an article that's kind of made its way around the internet from PR Calvary and it's talking about PR freelancers and asking the question, do they have a confidence problem? But one of the observations in this article that I think is spot on is that we really don't have a center of gravity. So there's big agencies, PR, when we talk about PR and we talk about the best of the best, it's all anchored in big brand agency names and these institutions that have been around. And then you have all of these freelancers that we're all solo PR pros. And so there's not a central solo PR pro agency other than, we're not an agency but a community. And so when you're looking at your work and yourself in comparison to all of these giant institutions, there can be this question of where do you really fit in that and how do your skillsets compare because you're comparing your micro agency to these giants.
Michelle Kane (03:20):
Right? And I think that's sometimes where we can trip ourselves up because while we do the same general work,
(03:32):
It's not quite the same. And we're also up against the perception of that reality and also just the fact that communications, corporate communications B2B, B2C, it needs a professional touch and it needs someone who has studied how to do this. So I think for all of those reasons, sometimes we can just get in this mind cycle of, oh my gosh, I can't compete with these big agencies. But yeah, you can because let's think about it. If a client goes to a large agency, a larger agency, they're not getting every single employee in that agency. They're not getting that agency's full 100% attention. They're getting the attention of a team, well, what does your business offer? Even if it is just you. It's just me. But I am very straightforward with, I pulled together the team of experts for whatever needs to be accomplished. So it's really not that different.
Karen Swim, APR (04:46):
I agree. And I think that we as solo PR pros are going to have to really take control of this conversation and help the industry as well as clients to understand our place in this universe of communications. We are not the same as the large agencies. And that's not a negative, it's just a difference. There is a differentiation between what we offer, what we do, and what they offer and what they do. And there is a place for each of us, but it shouldn't be competitive, in my opinion. One of the things that Chip Griffin said in his Small Growth Alliance newsletter that I liked, he talked about standing tall in your weakness. And so he talks about the things that we perceive as a weakness own them, unless of course it's a true weakness in your skillset, but we can sometimes see it as a weakness that we're small. That's not a weakness, it's a strength and you need to own it, and you need to be able to stand in it and to really demonstrate why that's a value, why it's an asset. And I think that these days particularly, there are definitely clients that place value on the team rather than the brand name.
(06:06):
And I think you have to focus in on that. Your strength is your team.
Michelle Kane (06:11):
I agree. I agree. Full stop. And there really should be little difference between Yes. Might a larger agency have more connections? Yeah, possibly. But I keep thinking to what I've seen mentioned a lot lately. I think even outside of our industry, just as people, we can talk ourselves into the fact that everybody knows so much more than we do. But just remember most of the time when you get in these rooms, they're not that smarter than you. They're not that much smarter than you are quite well capable in your own right. I mean, clearly you've made it this far. If you're listening to this, you've either started your own business or you're at the point in your career where you think you are capable of doing it. So trust that. Trust that, and don't let go of it because it's going to lead you to success. So I think a lot of it, and only the YouTubers viewers are going to be able to see this, but I'll never forget the first time I worked with a business coach, she goes, most of your problems are here. And she waved her hands next to her head and I'm like, oh my gosh, she's right. It's true.
(07:36):
It's in my own head.
Karen Swim, APR (07:38):
I mean, what I would love to see is I would love to see our industry, our collective industry, truly embrace various models of working and to really not make independence an afterthought in their conferences, in their programming. So often it's very one-sided because I believe that large agencies and solo PR pros really can benefit one another. And we have a lot of information that we can share and we can help to sharpen one another's skillsets. It's true that sometimes large agencies get to work on what seems these dream projects just because of the sheer size and some of the sizes of the accounts that they get to work on because they have the resources to do that.
Michelle Kane (08:29):
And
Karen Swim, APR (08:29):
It could just seem like, wow, it can feel outside of what we might be capable of doing. But I want us all to remember when we did work in traditional jobs and you think about your role in your company and the job that you had to do, it was pretty narrowly focused. Now as a solo PR you have expanded your professional skillset beyond what may be typical in this profession, and it's given you an opportunity to try things that maybe you would not have been able to try to approach problem solving in a completely innovative way. And I would not dismiss that value that you bring to the table. But again, I feel like again, that we need to talk to one another more and to embrace both sides of how we work and understand that they have something to teach us from the way that they do business and we have something to teach them. And that there's room for all of us.
Michelle Kane (09:43):
Couldn't agree more, couldn't agree more. And this could be pie in the sky thinking, but it would be so nice just to see all of our various associations, not merge, but just unite in a common goal to move forward the profession of communications. Let's get the AMA, PPRA, PRSA- out there, IABC. Wouldn't it be nice to just have on a higher level, like, Hey, let's do a PSA campaign about what we do as trusted advisors.
Karen Swim, APR (10:18):
I agree. We don't often get embraced. We get siloed. And that is frustrating to me. And then when we try to embrace the programming that's aimed at communicators, so often, it only is aimed at one segment of communicators. And that's a continued source of frustration for me
(10:47):
To walk into these spaces where I'm supposed to learn and then to see that it really doesn't even fit the way that I work. And the knowledge is so far behind what I do that it's not even helpful. So I'd like for us not to be shoved off into a couple of tracks, but there to be this inclusivity around all of us that embraces, and it shouldn't matter. I mean, even awards and recognition, they're often so centered in you having a corporate job or surveys. When they survey our industry, it's just like, okay, none of this applies to me.
Michelle Kane (11:23):
Yeah, I'll make it maybe three, four questions in then I'm like, close the window.
Karen Swim, APR (11:27):
Yes, yes. 100%.
Michelle Kane (11:30):
Yeah. No, it's true. It's true. But I think that too can spur us on and be an inspiration to try and make things better because we are a growing vocal group.
Karen Swim, APR (11:46):
The amount of people that work independently across professions has grown dramatically over the years and will continue to grow. And this, I think that we can firmly say, and we've been able to say this for many years, that working for yourself is a mainstream way of working. This is not the stuff of the hippies, the surfer dudes. It is a mainstream step in your career, and it's one that you can step into and step out of. And so I think that we have to do a better job of vocalizing our place in this industry, taking part in things and making our peers aware of the nature of our jobs and that have them to start to give us the respect too. But we have to respect ourselves. And as our friend Chip wisely says, stand tall in your weakness. It's not your weakness at all. It's actually your superpower.
Michelle Kane (12:47):
Wow. I can't add anything to that. So let's end on that wonderful note. Let's all get out there and stand tall and talk ourselves up. So I hope you found this worthwhile. Sorry, why am I tripping over my words? Who knows? Maybe I'm still in awe of what you said. We thank you for joining us for this episode, and if you did find it helpful, please share it around, especially with the good mojo we're producing here today. Let's go out and get that business and grow your business. And until next time, thanks for listening to That Solo Life.