May 25, 2026
Why Now Is the Moment for Solo PR Pros
That Solo Life Episode 340: Why Right Now Is Your Moment as a Solo PR Pro
Episode Summary
In this episode, Karen and Michelle deliver a timely reminder that periods of disruption are not just a challenge for solo PR pros — they are an opening. As larger agencies navigate layoffs and major brands question whether their big agency retainers are actually serving them, seasoned independents are uniquely positioned to step in with what clients need most right now: senior-level expertise, direct access, speed, and no handoff. The co-hosts unpack the case for why this moment calls for a mindset upgrade — from service provider to peer executive — and share two practical, immediately actionable tips for leveling up your business development: auditing your positioning language and optimizing your digital presence for generative AI search (GEO). This is a compact, energizing episode packed with perspective and takeaways.
Episode Highlights
- [01:24] Why the Moment Is Now for Solo PR Pros: Layoffs at larger agencies and growing scrutiny of big agency retainers are creating real openings for solos and small agencies. Karen and Michelle are quick to note this isn't about celebrating anyone's misfortune — but they are clear that cycles of disruption have always created opportunity for senior independent practitioners, and this one is no different.
- [02:22] The Big Agency Relationship Doesn't Have to Be Either/Or: Karen reframes the conversation: solos aren't necessarily replacing big agencies — they can be the missing piece alongside them. Large brands often benefit from a global agency plus a smaller, more nimble partner focused on different things. Karen has been that partner. If you've played that role, it's a story worth telling explicitly in your business development conversations.
- [04:43] What Clients Are Actually Looking For Right Now: Michelle identifies the three things decision-makers are prioritizing: consistency (the same senior person, every time), senior access (a peer-to-peer relationship, not an account manager handoff), and speed (no one pivots faster than a solo). These aren't abstract differentiators — they're the exact pain points that drive clients away from large agencies. Build your talking points around them.
- [06:03] The Peer-to-Business Mindset Shift: One of the most important reframes in the episode: when you go solo, you don't just change your title — you become the executive of your own company. Karen pushes back on the tendency solos have to unconsciously slip into a subservient role with clients, treating them like a boss rather than a business partner. Clients are hiring your expertise and judgment. That's a peer relationship, and you have to own it.
- [07:43] Business Development Starts with Your Own Positioning: Michelle's practical challenge: go look at your LinkedIn profile, your website, and your email signature right now. Does the language reflect the senior, direct-access, expert-led story you just heard? If not, that's your first business development task. Develop a few clear talking points. Sharpen your elevator pitch. The story you tell about yourself is the foundation of every new client conversation.
- [08:54] GEO — Generative Engine Optimization — Is Not Optional Anymore: Karen's most tactical tip of the episode: optimize your website and bio for GEO, not just SEO. When potential clients — or their colleagues — ask an AI assistant to recommend a PR firm, your content needs to be the answer. That means writing your website copy in the language of the questions your ideal clients are actually asking. Karen's example: write for the $500M company looking for on-the-ground, senior-led PR support — and put those words on your site.
Resources & Additional Information
- Solo PR Pro membership community: soloprpro.com
- That Solo Life podcast website: thatsololife.com
- That Solo Life Episode 329: The New Alphabet of PR from AEO to PESO with Gini Dietrich
- PR News: Priceline’s Christina Bennett on Why GEO Is PR’s Moment to Shine
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 practical advice for solo PR pros navigating today's dynamic professional landscape.
Listen to all episodes and catch up on previous conversations at thatsololife.com.
Did this episode inspire you? If you found value in this conversation, please take a moment to leave us a review on your favorite podcast platform. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.
00:00 - Introduction & Hosts
00:36 - Memorial Day Remarks
01:30 - Why the Moment Is Now for Solo PRs
02:22 - Agency Landscape: Big Agencies vs Solos
03:55 - Who Does the Work? Be Transparent
04:50 - Solo Selling Points: Consistency, Senior Access, Speed
06:15 - Mindset Shift: Step Into the Executive Role
08:19 - Business Development Tips: Profiles, Elevator Pitch
09:10 - SEO/GEO Optimization and Visibility
11:57 - Wrap-up & Call to Action
That Solo Life Episode 340: Why Right Now Is Your Moment as a Solo PR Pro
Michelle Kane (00:13):
Hello, and thank you for joining us today for this episode of That Solo Life, the Podcast for PR pros and marketers who work for themselves. People like me, Michelle Kane with Voice Matters and my wonderful co-host, Karen Swim of Solo PR Pro. Hey Karen, how are you doing today?
Karen Swim, APR (00:28):
Hey, Michelle. I am doing fantastic. Thank you. How are you?
Michelle Kane (00:33):
Good. Not bad, not bad. I mean, not bad for a holiday because I'm not working today. Ha ha. When this episode hits, it will be Memorial Day and we definitely want to thank just have a moment. It's a somber holiday. Actually, just have a moment for all the fallen who truly sacrificed everything for us and how we're very fortunate that it gives us time to sit here and talk shop and giggle and all the other things of life. But we hope if you're listening to this on your holiday that this ... Well, I don't know that this is the only worky thing that your brain is touching today.
Karen Swim, APR (01:09):
I hope so too. And whenever you listen, even if it's past the Memorial holiday, we completely appreciate you. And while we honor our fallen heroes on this day, we also salute everyone who is served. We appreciate you.
Michelle Kane (01:24):
Absolutely. So let's get to it. Today it's an exciting topic. Well, they all are, right? Today we're going to talk about why the moment is now and why we as solo PR pros are uniquely positioned to get some new business. And I don't want to sound too gleeful about that because larger companies are shedding jobs, which we never want to see for anybody. But I think as a solo, I don't know, raise your hand if that's how you became a solo. So it happens in cycles and downturns and no one welcomes it per se, but it does present unique opportunities for those of us who are seasoned and senior and can really dig in and help clients get things done.
Karen Swim, APR (02:22):
Yeah. I think also there are some articles out there that I think PR Week wrote about this, that brands that have been locked into big agency retainers are also kind of looking around and asking who is actually doing their work. I always feel like I have to preface this because we are not a competitor to big brand agencies and we never want to bash them because they truly serve an important purpose in this industry. Sometimes your account really needs a global agency. It needs a big brand. However, what we have seen, what I've seen in my own experience over the years is that for really large companies, having a global agency plus having smaller agencies can truly be the secret sauce to success because you can focus them on different things and their efforts can align and work together really well. And I've actually been that person that's brought in bigger brands to work on accounts.
(03:34):
So it doesn't have to be an either or. But
(03:39):
I think that the bigger takeaway from that is when you're pitching yourself to clients, helping them to understand how your agency is structured and how the work is getting done is important. It's important for our agency, we're all senior led professionals and we always say when ... We've been asked this like, who does the work? We do. There's no handoff. The people that you're talking to, the people that you're meeting with are the people who actually are doing the actual work and are accountable for that work. So if that's your story, be sure to tell that story. And I would say that even if that's not your story and you are the strategic lead and you're not going to be doing the hands-on work, clients do want to meet the people and know who's behind the work and understand that transparency. So I think be ready to tell your story and own it.
(04:40):
How does work
Michelle Kane (04:41):
Get done
Karen Swim, APR (04:41):
In your company?
Michelle Kane (04:43):
Yeah. I think that's so true. And it does appear to be trending that way. Your industry decision makers, the people you're working with, they're looking for things like consistency. Well, if it's always us, that's consistent. Senior access, because let's face it, we want that same senior access with our clients. So it's almost a peer-to-peer situation.You've both been around a while in business, you know what's up. No one's really on so much of a learning curve in that space and speed. No one pivots like a solo. And also with the direct access, it's not like you're tossing it down several chains of command, which takes ... You need more lead time, of course, because it's probably more on people's plates and that can be perceived as slowness. I'm never a fan of ... I know in the past I've said in context, "Do you want it now or do you want it right?" We don't mean to sacrifice quality, but as a smaller business, we are able to, I think, be far more efficient
Karen Swim, APR (06:03):
Absolutely. There's not any fluff in what we do. And I think that that's a selling point. I love that you called out the peer-to-peer aspect because I think that for many solos, when you step off of that corporate treadmill and you go into business for yourself, that's one thing that sometimes it can take a little bit of time to settle in thinking of yourself as the executive of your company and not just adding the title founder or CEO, but really stepping into that role with confidence and understanding that when you're dealing with clients, it is a business to business relationship. You're a business, they're a business, you are not their employee. Sometimes we can shrink ours, right? And we can dim our light and put ourselves back into that subservient role as though they're our boss and they're not. They are hiring you for your expertise and advice and you are an executive.
(07:10):
And so I like that you said that. It's a good reminder.
Michelle Kane (07:14):
Yeah. Well, it's because I need to remind myself so often because depending on the size of the company, our peer CEOs come with all the trappings of the job, the large building, the assistants, the team, the people. And here we are, we just put on pants for the day.
Karen Swim, APR (07:38):
Or
Michelle Kane (07:38):
Skirts
Karen Swim, APR (07:38):
For dresses.
Michelle Kane (07:39):
Yeah, exactly. I mean,
Karen Swim, APR (07:41):
Whatever your jam is.
Michelle Kane (07:43):
Yeah. And especially because I know one of my local chambers, they have what they call owners events where if you're the owner and the lead of the company, you're invited and I'm in that room and I sit there and I'm like, "Heck yeah, I am. How about it? " So a lot of it is that mental mind shift, which is, for me, it's not one and done. It's a constant reminder because service is our product. Yeah, it's definitely something we have to consistently work on. But here's the exciting thing, how can you start to use this concept in your business development, right? One way is to check your LinkedIn profile or check how you talk about yourself on your website or everything you put out, your email signature. In fact, I'll look at mine after this. Lean into that you get direct access with a seasoned professional, senior-led business, develop a few talking points, hone your elevator pitch to reflect those selling points.
Karen Swim, APR (08:54):
Yeah. And here's another tip. We do this for clients and I was reminded that I wasn't doing this for myself. So I want to pass that on because whenever I learn something, I'm excited to share it in case somebody else out there is like me. Solos, I believe, are pretty savvy about GEO, generative engine optimization. When you are writing your bio for your website or writing the language on your site or talking about your company, consider optimizing it for GEO because think about the questions that people type when they're looking. So you need to put those questions right in your site.
(09:46):
You're a $500 million company who is looking for on the ground creative, senior led PR support. That was really clunky, but you get my meaning, like you put the questions as part of your copy that people are actually searching for because I do think it's important to not just ... Sometimes you're like, "Oh, do thought leadership. I'll do referrals." But you've got to push all the buttons. And that means getting yourself surfaced in visibility because we know for a fact that it's not just the e-commerce world where people are shopping through multiple platforms and channels. People are shopping for services through multiple channels and platforms too. So it's not just getting a name from somebody or going into a group and asking for a referral. Sometimes it is asking Claude, "Who is the PR agency in this area that does this or who is really good at that?
(10:53):
" So there's different touchpoints. So you want to optimize your own marketing efforts in the same way that we would advise our clients to do that. Again, I am the first to raise my hand and say, "Yeah, I've been bad about that. " But when it was brought to my attention, I'm like, "Yeah, good point." And I want to pass that along because we all want to up-level our business development, particularly in the season when it's harder and longer to close business, not impossible, but it just takes more work.
Michelle Kane (11:35):
Definitely, definitely. And I'm guilty the same way. We so often get stuck in, not stuck, but we're doing the work and we put working on ourselves in the back burner and even expressing all the things we're capable of doing gets overshadowed by focusing on the things we are doing. So we hope this has been a dash of inspiration to you and if it is, please do share it around, hit us up with some reviews because that would really help us too. We're not only working on our own businesses, but we're working on helping that solo life help even more people so you can be a part of that. So until next time, thank you for listening to “That Solo Life.”
###
Transcribing live conversations can be tricky so please be forgiving of any typos or errors that you find. Love something here and want to share? Great, please keep reading!
You are more than welcome to share the transcript (up to 500 words) in media articles (e.g., PR News, O’Dwyers), on your personal website, in a non-commercial article or blog post (e.g., Substack), and/or on a personal social media account for
Michelle Kane (00:13):
Hello, and thank you for joining us today for this episode of That Solo Life, the Podcast for PR pros and marketers who work for themselves. People like me, Michelle Kane with Voice Matters and my wonderful co-host, Karen Swim of Solo PR Pro. Hey Karen, how are you doing today?
Karen Swim, APR (00:28):
Hey, Michelle. I am doing fantastic. Thank you. How are you?
Michelle Kane (00:33):
Good. Not bad, not bad. I mean, not bad for a holiday because I'm not working today. Ha ha. When this episode hits, it will be Memorial Day and we definitely want to thank just have a moment. It's a somber holiday. Actually, just have a moment for all the fallen who truly sacrificed everything for us and how we're very fortunate that it gives us time to sit here and talk shop and giggle and all the other things of life. But we hope if you're listening to this on your holiday that this ... Well, I don't know that this is the only worky thing that your brain is touching today.
Karen Swim, APR (01:09):
I hope so too. And whenever you listen, even if it's past the Memorial holiday, we completely appreciate you. And while we honor our fallen heroes on this day, we also salute everyone who is served. We appreciate you.
Michelle Kane (01:24):
Absolutely. So let's get to it. Today it's an exciting topic. Well, they all are, right? Today we're going to talk about why the moment is now and why we as solo PR pros are uniquely positioned to get some new business. And I don't want to sound too gleeful about that because larger companies are shedding jobs, which we never want to see for anybody. But I think as a solo, I don't know, raise your hand if that's how you became a solo. So it happens in cycles and downturns and no one welcomes it per se, but it does present unique opportunities for those of us who are seasoned and senior and can really dig in and help clients get things done.
Karen Swim, APR (02:22):
Yeah. I think also there are some articles out there that I think PR Week wrote about this, that brands that have been locked into big agency retainers are also kind of looking around and asking who is actually doing their work. I always feel like I have to preface this because we are not a competitor to big brand agencies and we never want to bash them because they truly serve an important purpose in this industry. Sometimes your account really needs a global agency. It needs a big brand. However, what we have seen, what I've seen in my own experience over the years is that for really large companies, having a global agency plus having smaller agencies can truly be the secret sauce to success because you can focus them on different things and their efforts can align and work together really well. And I've actually been that person that's brought in bigger brands to work on accounts.
(03:34):
So it doesn't have to be an either or. But
(03:39):
I think that the bigger takeaway from that is when you're pitching yourself to clients, helping them to understand how your agency is structured and how the work is getting done is important. It's important for our agency, we're all senior led professionals and we always say when ... We've been asked this like, who does the work? We do. There's no handoff. The people that you're talking to, the people that you're meeting with are the people who actually are doing the actual work and are accountable for that work. So if that's your story, be sure to tell that story. And I would say that even if that's not your story and you are the strategic lead and you're not going to be doing the hands-on work, clients do want to meet the people and know who's behind the work and understand that transparency. So I think be ready to tell your story and own it.
(04:40):
How does work
Michelle Kane (04:41):
Get done
Karen Swim, APR (04:41):
In your company?
Michelle Kane (04:43):
Yeah. I think that's so true. And it does appear to be trending that way. Your industry decision makers, the people you're working with, they're looking for things like consistency. Well, if it's always us, that's consistent. Senior access, because let's face it, we want that same senior access with our clients. So it's almost a peer-to-peer situation.You've both been around a while in business, you know what's up. No one's really on so much of a learning curve in that space and speed. No one pivots like a solo. And also with the direct access, it's not like you're tossing it down several chains of command, which takes ... You need more lead time, of course, because it's probably more on people's plates and that can be perceived as slowness. I'm never a fan of ... I know in the past I've said in context, "Do you want it now or do you want it right?" We don't mean to sacrifice quality, but as a smaller business, we are able to, I think, be far more efficient
Karen Swim, APR (06:03):
Absolutely. There's not any fluff in what we do. And I think that that's a selling point. I love that you called out the peer-to-peer aspect because I think that for many solos, when you step off of that corporate treadmill and you go into business for yourself, that's one thing that sometimes it can take a little bit of time to settle in thinking of yourself as the executive of your company and not just adding the title founder or CEO, but really stepping into that role with confidence and understanding that when you're dealing with clients, it is a business to business relationship. You're a business, they're a business, you are not their employee. Sometimes we can shrink ours, right? And we can dim our light and put ourselves back into that subservient role as though they're our boss and they're not. They are hiring you for your expertise and advice and you are an executive.
(07:10):
And so I like that you said that. It's a good reminder.
Michelle Kane (07:14):
Yeah. Well, it's because I need to remind myself so often because depending on the size of the company, our peer CEOs come with all the trappings of the job, the large building, the assistants, the team, the people. And here we are, we just put on pants for the day.
Karen Swim, APR (07:38):
Or
Michelle Kane (07:38):
Skirts
Karen Swim, APR (07:38):
For dresses.
Michelle Kane (07:39):
Yeah, exactly. I mean,
Karen Swim, APR (07:41):
Whatever your jam is.
Michelle Kane (07:43):
Yeah. And especially because I know one of my local chambers, they have what they call owners events where if you're the owner and the lead of the company, you're invited and I'm in that room and I sit there and I'm like, "Heck yeah, I am. How about it? " So a lot of it is that mental mind shift, which is, for me, it's not one and done. It's a constant reminder because service is our product. Yeah, it's definitely something we have to consistently work on. But here's the exciting thing, how can you start to use this concept in your business development, right? One way is to check your LinkedIn profile or check how you talk about yourself on your website or everything you put out, your email signature. In fact, I'll look at mine after this. Lean into that you get direct access with a seasoned professional, senior-led business, develop a few talking points, hone your elevator pitch to reflect those selling points.
Karen Swim, APR (08:54):
Yeah. And here's another tip. We do this for clients and I was reminded that I wasn't doing this for myself. So I want to pass that on because whenever I learn something, I'm excited to share it in case somebody else out there is like me. Solos, I believe, are pretty savvy about GEO, generative engine optimization. When you are writing your bio for your website or writing the language on your site or talking about your company, consider optimizing it for GEO because think about the questions that people type when they're looking. So you need to put those questions right in your site.
(09:46):
You're a $500 million company who is looking for on the ground creative, senior led PR support. That was really clunky, but you get my meaning, like you put the questions as part of your copy that people are actually searching for because I do think it's important to not just ... Sometimes you're like, "Oh, do thought leadership. I'll do referrals." But you've got to push all the buttons. And that means getting yourself surfaced in visibility because we know for a fact that it's not just the e-commerce world where people are shopping through multiple platforms and channels. People are shopping for services through multiple channels and platforms too. So it's not just getting a name from somebody or going into a group and asking for a referral. Sometimes it is asking Claude, "Who is the PR agency in this area that does this or who is really good at that?
(10:53):
" So there's different touchpoints. So you want to optimize your own marketing efforts in the same way that we would advise our clients to do that. Again, I am the first to raise my hand and say, "Yeah, I've been bad about that. " But when it was brought to my attention, I'm like, "Yeah, good point." And I want to pass that along because we all want to up-level our business development, particularly in the season when it's harder and longer to close business, not impossible, but it just takes more work.
Michelle Kane (11:35):
Definitely, definitely. And I'm guilty the same way. We so often get stuck in, not stuck, but we're doing the work and we put working on ourselves in the back burner and even expressing all the things we're capable of doing gets overshadowed by focusing on the things we are doing. So we hope this has been a dash of inspiration to you and if it is, please do share it around, hit us up with some reviews because that would really help us too. We're not only working on our own businesses, but we're working on helping that solo life help even more people so you can be a part of that. So until next time, thank you for listening to “That Solo Life.”
###
Transcribing live conversations can be tricky so please be forgiving of any typos or errors that you find. Love something here and want to share? Great, please keep reading!
You are more than welcome to share the transcript (up to 500 words) in media articles (e.g., PR News, O’Dwyers), on your personal website, in a non-commercial article or blog post (e.g., Substack), and/or on a personal social media account for