Hits And Misses Of The Hot Mess Summer Of 2025 (Ep. 311)


Hits And Misses Of The Hot Mess Summer Of 2025 (Ep. 311)Episode Summary
This week on That Solo Life, hosts Karen Swim, APR, and Michelle Kane unpack this“Hot Mess Summer”—the surprising, cringey, and cautionary moments that shaped the season for PR and communications pros. From return-to-office whiplash and AI overpromises to social media pile-ons, brand missteps, and the pursuit of excellence in a rush-first culture, they offer candid insights and practical takeaways for solo practitioners navigating constant change.
Episode Highlights- 00:12–01:08 | Welcome back: Setting up the “Hot Mess Summer” theme for PR and marketing pros
- 01:29–02:32 | The world of work: RTO mandates, hiring freezes, and overestimating AI’s impact
- 02:33–03:41 | Planning in uncertainty: How economic jitters ripple through day-to-day comms work
- 03:53–05:04 | Social media fatigue: Declining nuance, instant outrage, and what it means for brands
- 05:04–06:22 | The vigilante effect: Why some users treat negativity as a hobby—and how to respond
- 06:32–07:17 | Slowing down to get it right: Replying with care in a rush-first culture
- 07:48–09:10 | Over-curation vs. authenticity: Balancing audience feedback with sound business decisions
- 09:16–10:12 | People-pleasing pitfalls: You can’t please everyone—stay true to mission and values
- 09:31–10:11 | Event aesthetics vs. meaning: Designing for impact, not just Instagram
- 10:12–11:05 | Community pile-ons: Why “take it to the business first” matters
- 11:05–12:08 | Complication creep: Tech, AI, and unnecessary hurdles for communicators
- 11:46–12:46 | Excellence still matters: How quality elevates audience experience
- 12:47–14:05 | Brand name changes gone sideways: Lessons from high-profile rebrands
- 14:39–15:53 | Risk hygiene: The case against bringing blankets to the movies (and other practical worries)
- 16:00–16:22 | Looking ahead: Manifesting a calmer, more prosperous fall for solos
- 16:19–16:35 | Join the convo: How to share your Hot Mess Summer stories
- Episode 300: How To Manage Sticky Situations In PR
- Entrepreneur: How to Set Boundaries With Your Clients Without Losing Business
That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.
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If this episode made you nod, laugh, or rethink your approach, don’t keep it to yourself—follow That Solo Life in your favorite podcast app, leave a 5-star review to help other solo pros find us, and share Episode 311 with a colleague. Got your own “Hot Mess Summer” story or a topic you want us to tackle? Send it to us at soloprpro.com. Your story might be featured in an upcoming episode!
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 read the notes at the end. Enjoy!
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 Kane, with Voice Matters, and my wonderful co-host, Karen Swim of Solo PR Pro. Hey Karen, how are you today?
Karen Swim, APR Hi, Michelle. I'm doing really good. How are you?
Michelle Kane
Yeah, can't complain. Summer's rolling along and it's been a summer. It has been a summer. I know some of the kids are back to school already, so some of our listeners are already in that new routine of things, which it always seems so mean to have it start this early in August as far as I know. But what can I say? But with that, our topic today is going to be a little fun, maybe a little cathartic, and perhaps you'll have some things you'll want to tell us about too, but we're going to talk about our theme is Hot Mess summer. What are some of the things that just made you go in either in the PR world out there in the big wide comms world, or maybe in your little circle? We know they happen.
Karen Swim, APR (01:23):
So many things. I mean, so many things. This summer really has been a hot mess. I'm going to say one of the things that's been a hot mess this year is just the world of work and way too many qualified, good people struggling to find jobs and way too many employers that have swung too far in the other direction of, I mean, I get the return to office mandates. I understand that. I understand taking away some of the remote work and being less hybrid than before, but some of the ways that employees are being treated are really horrifying while CEOs seem to be behave badly.
Michelle Kane (02:11):
So
Karen Swim, APR (02:12):
I would say that that's one thing about this hot mess of the summer is that the nervousness around the economy, the tariffs, cutbacks, overestimating, AI's, abilities to shrink your workforce, all of those things for real hot mess in the world of
Michelle Kane (02:31):
Work. Yeah, yeah. It seems sometimes, and I think often it's also the larger the entity, the more they aren't really in touch with the reality. Just thinking that the easy fix is going to do the job and like you say, you have competent people being treated horribly and then not for nothing. Sometimes people you deal with in your day-to-day, you're like, how are you still employed? It just seems to be messy all around. And I agree as well, the economy being what it is, and every day it's something new to go, oh, well now that's that, or is it that? Or is it that no business can plan with any solid certainty, so we're all sort of reacting, and I think that's trickling through even when you're trying to accomplish something and you're trying to get answers from people. Everyone's, whether we realize it or not, and no matter how hard we try not to be distracted by everything, it definitely seeps in and it's just like a constant static.
Karen Swim, APR (03:47):
I agree. I agree. I also think I, social media is a hot mess and there are parts of me that just want it all to go away and for us to go back to communicating without this particular channel because I believe that it's given people this license not to be human. So we don't read anymore. We no longer have the ability to think critically and to see nuances. Everything that's wrong is viewed as intentional and hate-filled when sometimes people genuinely make a mistake. So I just, it's been a mess this summer, and as communication professionals, we really have to check every box and dig deeper and make sure that everything that's coming out from our brands, from brand colors to lighting to symbols to words are not going to offend some group of people because it seems like everybody's offended by something.
Michelle Kane (05:03):
Yeah, it's so true. It's funny you mentioned that, and it is right. It's almost as though to some interacting on social media. It's like it's their vigilante opportunity. It's like, well, I must weigh in on this and I must, it's almost like their hobby. I'm just going to go be negative. I had to laugh. I posted on behalf of a client from an event this weekend and someone who attended had some feedback about how it went. He left his name and I forget if it was his email address, and I'm thinking, this wasn't gig, buddy. We're here. Isn't this I complaint? So I'm, well talk to me when it's our
Karen Swim, APR (05:58):
People. Were a hot mess mess this summer. Just say that people were a hot mess this summer. I don't know if it was the weather, the wildfires, the humidity, the storm, all of it. I don't know what it was, but my goodness, people, everybody needs to just take a chill pill as we used to say in the old days. Seriously, back
Michelle Kane (06:21):
In the day now, Karen, you've offended me. Sorry, we all, we just have to take a breath. We have to take a breath. I'm guilty of this too. I know when you're trying to respond to someone via email or something, you're like, I'm want to get back to you quickly. And even I'm like, you know what? I should have waited five minutes, 10 seconds to be able to provide a more robust, complete answer. And I think most of us are trying to do our best, but it's just, I don't know. It's definitely interesting times and it does make it challenging, especially if you are a comms person. I think because we're heightened to it. We're heightened to how things are said and how they might be perceived and so many cringe moments of, oh no, you didn't. Oh, no, no, no, no, no, no. Walk that back. Or You should have waited for whatever. I know I've come to protect myself by just thinking, okay, if I'm not in it, just going to pop some popcorn
Karen Swim, APR (07:45):
And I think stay out of it. I agree. I think that as communications professionals too, I think that we all see this and we're in this tricky time in culture where I believe that everything is so polished and so curated
Michelle Kane (08:10):
That
Karen Swim, APR (08:11):
We overthink to the point and we take user feedback sometimes a little bit too seriously, so people feel like they have the power, they have a voice, they have social media, they can fight back, they can cancel you, they can do video clips, they can destroy you, tear you down. I think about the restaurant owner in San Francisco who got into it with an influencer and the element of social media. I do think that that whole thing could have been, would've been handled a little bit differently. I think that as a result, he stepped away, completely lost his part of the business, had to step back. Apology. We are seeing this a lot. So I think that the more these things happen, users, our audiences feel more empowered. And I'm not saying that the empowerment is a bad thing, but I'm saying there's got to be a balance in making good business decisions,
(09:11):
Doing what you know is right and true to your business and pleasing people. Because if we're in this pleasing people mode, you try to please everyone. You're not going to please anyone. And I just feel like we're losing this ability to really show up as human beings in the world, the humanity. One of the things that I'm kind of tired of is overly curated events. I am so tired of people trying to please Instagram and the aesthetics of the photographs of an event rather than leaning into what is this event about? If you're getting married, is it not about committing to someone and the love that you're sharing and have people around you that are there for you and want to share in this special moment? Is it really about how it all looks on Instagram? Because what if you didn't even post pictures on social media? Would that change how you approached your wedding, your birthday, or whatever it
Michelle Kane (10:10):
Is? Yeah, it's so true. And as you say that, I think to different Facebook groups, community groups, how an innocuous comment can turn into a pile on, it's not our job to, that's not our job. If someone has a bad experience, I can appreciate you sharing it. And I have seen in many instances, and it's becoming more common, people saying, have you taken this directly to the business first before just blasting it on here? It's almost like this is the easy way out. This is the lazy way to feel a little bit better, but I don't really get to have to solve my problem. Well, that's not productive, but
Karen Swim, APR (10:53):
Also your post myco viral, so why don't you talk to the business when you can make a reel and be like, this business was horrible. Look at what I experienced today. And yeah, it's sometimes add AI and robots to this whole thing, and I feel like our jobs as communicators just continue to complicate it in ways that are not meaningful. We have the complication of technology and learning how to incorporate it and use it, and we have different complications, but this is something that I don't think that any of us should be forced to deal with and unfortunately people are just making it so hard for us to do our jobs and to do it with excellence. It's just so much more work these days.
Michelle Kane (11:47):
And that's a whole other thing. The excellence. I sometimes find myself asking, do people care about that anymore? And I'm not talking about being so extreme and uptight, and if it's not perfect, forget it. But the excellence, yeah, and I don't mean that perfect being the enemy of good. I don't mean in that way, but it's like, yeah, you know what? You may not think at face value that doing something to its highest potential is worth it, but the way you experience either if it's the written word or an event, because excellence was the goal, your experience is going to be better and you probably don't even notice it. That's the thing. And I know that's a difficult thing, at least for me to articulate on a Monday morning, but it's like it matters doing something right matters. I
Karen Swim, APR (12:46):
Agree.
Michelle Kane (12:47):
Yes. I'm a curmudgeon today.
Karen Swim, APR (12:49):
I mean, speaking of excellence, can we talk about the MS NBC name change? We get that you're spinning off from NBCUniversal, but calling yourself ms. Now you could have spent a little more thought on that because when I see ms, I immediately think Multiple sclerosis MS. Now does not sound like what I think it's supposed to sound like to everybody. You just dropped some letters and nobody stepped back and said, huh, this might not be the best new name moving forward.
Michelle Kane (13:23):
Right? Right. Oh, actually that would've been a better name Ms. Moving forward.
Karen Swim, APR (13:30):
I mean, I dunno who was in the room that made that decision like, oh, we're just going to drop NBC from our name.
Michelle Kane (13:39):
Well, and honestly, how much time was devoted to that decision making? Right. Did we think it merited any real thought or we just fast, fast, fast. Can
Karen Swim, APR (13:47):
You survey your audience? Did you do, I mean was there any RPI in this whole thing? Was there any, because it feels like it wasn't, it feels like you just dropped some letters and said,
Michelle Kane (14:01):
Alright, does the Q factor not matter anymore? Oh, okay.
Karen Swim, APR (14:05):
Whatever. It does not.
Michelle Kane (14:08):
Well, it's almost like HBO max. We're now Max. Well now we're back to HBO max. It's like,
Karen Swim, APR (14:17):
Yeah, which whatever. Could it explain, are the people behind these decisions as disillusioned as viewers in that particular industry? Possibly. Are we all just sad and
Michelle Kane (14:31):
Tired that could very well be USA? Are you okay? No, I'm going to take my blanket and go to the movies. Well, that's a whole other thing. What is that about? Anyway? You get chilly. Wouldn't you rather be cold? I don't know.
Karen Swim, APR (14:53):
Again, the PR person in us thinks bringing a blanket to the movies means that there's more of a risk of transporting bedbugs, which has definitely been a problem with movie theaters in the past. So I don't necessarily want go to a movie theater that where people are bringing things that, I dunno where they came from and I dunno how they're being cleaned. And I don't know if you're bringing things to theater, I'm already a out about public places in general. So for me, should you really be bringing that blanket in here?
Michelle Kane (15:32):
And to me it's just one more thing to manage. Look, it's enough to hold my drink and my popcorn. Okay,
Karen Swim, APR (15:41):
Am I the only one that's checking the floor and things around me and making sure that I'm not taking anything home that I didn't want to take home from the movies? This is probably why I don't go to the movies anymore.
Michelle Kane (15:57):
So it has been a bit of a hot mess. Summer here's hoping this doesn't carry into hot mess. Fall.
Karen Swim, APR (16:04):
No fall is going to be beautiful. The weather's going to be perfect. Work is going to open up for all of us, and we are going to be living our best lives. That's my prediction. Let's make that a reality fall.
Michelle Kane (16:17):
There we go. Let's all do it. And we want to hear your hot mess summer stories. Hit us up at solopro.com because we'd love to share it here. And if you did get a giggle or a benefit or nodded your head at all, please do share this episode around. And until next time, thanks for listening to That Solo Life.
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