May 12, 2025

The Can Do Spirit of PR Practitioners Crosses Generations

The Can Do Spirit of PR Practitioners Crosses Generations
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The Can Do Spirit of PR Practitioners Crosses Generations
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That Solo Life Episode 299Episode Title

The Can Do Spirit of PR Practitioners Crosses Generations

Episode Summary

The hosts, Karen Swim, APR, of Solo PR Pro, and Michelle Kane of VoiceMatters, discuss key findings from the USC Annenberg Global Communication Report for 2025, focusing on Gen Z’s growing presence in the workforce and what that means for public relations professionals.

Key takeaways include:

  • Flexibility prioritized over pay: Nearly half of Gen Z employees value workplace flexibility more than higher salaries, suggesting shifting work-life balance priorities.
  • Concerns over AI's impact: A significant portion of Gen Z is worried about AI diminishing entry-level job opportunities, highlighting the need for AI skills development.
  • Generational perceptions: A fascinating generational divide exists regarding political and social awareness, with each group believing they are the most informed.
  • Hybrid work benefits: The hosts advocate for hybrid work not only as a productivity tool but also as a way to encourage intergenerational mentorship and develop soft skills.
  • The PR industry’s optimistic outlook: Despite challenges like evolving technology and the hybrid landscape, 74% of PR professionals report a positive outlook for the sector.

Karen and Michelle also explore how these findings tie back to independent professionals, emphasizing the importance of flexibility, adaptation, and mentorship in today’s workforce.

Episode Highlights 1. Flexibility Over Pay:

Gen Z is reimagining priorities, highlighting the value of flexible schedules over strictly financial incentives. Karen and Michelle explore how this impacts public relations and solo professionals.

2. The AI Factor:

The hosts discuss Gen Z's concerns about AI in the workplace, citing the importance of staying ahead of trends, acquiring new skill sets, and leveraging AI as a tool rather than fearing it as a replacement.

3. Hybrid Work and Mentorship:

Hybrid work models provide opportunities for not only business productivity but also intergenerational learning. Karen and Michelle explain how being physically present for mentorship can bridge generational gaps and help develop critical soft skills.

4. Optimism in the PR Industry:

Despite disruptions, PR professionals maintain an optimistic outlook. The hosts celebrate this shared resilience and problem-solving spirit that defines the PR community.

Related Episodes & Additional Resources
  • USC Annenberg Global Communication Report 2025
  • Solo PR Pro resources for independent professionals here.
Timestamps

00:00:00 - Introduction to That Solo Life Podcast
00:00:28 - The Impact of Gen Z on the Workforce
00:01:41 - Workplace Flexibility and Generational Perspectives
00:02:53 - Balancing Work and Life: A New Approach
00:04:17 - The Hybrid Workplace: Benefits and Challenges
00:06:30 - AI's Influence on Job Opportunities for Gen Z
00:07:40 - The Importance of Mentorship Across Generations
00:09:35 - Generational Differences in Knowledge and Awareness
00:11:46 - Reflections on Past Experiences and Current Realities
00:13:06 - Optimism in the PR Industry's Future
00:14:15 - Conclusion and Resources

Host & Show Info

That Solo Life is a podcast for public relations, communication and marketing professionals that work as independent and small hosted by Karen Swim, APR and Michelle Kane. Karen is the founder of Words For Hire, a PR agency that specializes in B2B, Technology and Healthcare, and the President of Solo PR, a community dedicated to independent practitioners in public relations, communications and related fields. Michelle Kane is the Principal of VoiceMatters, a company that offers PR, Communications Consulting, Editorial and Voiceover Services.

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That Solo Life, Episode 299: The Can Do Spirit of PR Practitioners Crosses Generations
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):
Hello, and 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, here we are.
Karen Swim, APR (00:28):
Hi Michelle. We are here, and I'm so glad. How are you doing today?
Michelle Kane (00:33):
Doing well, doing well. Can't complain. Can't complain. Can't believe we're in the fifth month of the year already. Yikes. I guess this is a good thing. It's going fast.
Karen Swim, APR (00:44):
It's the slowest fastest year ever.
Michelle Kane (00:47):
Yes. That's the truth. Oh my gosh. Well, we've got a fun topic to dig in on today. The USC Annenberg, their School for Communication and Journalism, has their global communication report for 2025. And there's certainly interesting things going on in this, and I don't know, some things that I nod my head and go, yeah, okay, but as Gen Z becomes more of a population in the workforce, it is interesting to see what they're thinking about our world.
Karen Swim, APR (01:26):
It is, I think the multi-generational workforce is so fascinating, and
Michelle Kane (01:32):
Obviously
Karen Swim, APR (01:33):
It affects those of us who don't work in traditional jobs but are self-employed because we also have to interact with all of these generations, and everyone comes from a different perspective. And so learning what's important to them and how they perceive work and the future of work is really interestings mean.
Michelle Kane (01:55):
Yeah. In fact, it was interesting, one of the things that came out of this was that divide about workplace flexibility mean we know that the kids and rightfully so, are looking for more flexibility, and they don't care if it means they get paid a little less, although these days it's not so good. But yeah, they said nearly half of Gen Z would rather have more flexibility even if that impacted the level of the pay. And I have to say that's probably a far healthier way to live if you can do it. I agree. I agree. The hamster trail we've been on,
Karen Swim, APR (02:36):
I agree, and I know that older generations sometimes attack the work ethic of Gen Z and see them as not having the commitment to hard work, but I think it's important for us to take a step back and to realize that in previous generations, hard work was not just a choice, it was a necessity. Things were very different. And so we have to look at things in context. So I think that this is so interesting though that they pride that balance so much that the money thing is not a factor for them, and that that's a really interesting insight.
Michelle Kane (03:21):
Yeah, it's so true what you say, and I think me being Gen X, you had those elders around you of no, no, no work, work, work. Because in our day, if we didn't have shoes kind of thing, and that was real for them. So I know for myself, I'm trying to unlearn it a little bit and realize, oh wait, and I don't think that means for Gen ZI don't think that means for them that they're showing up halfway when they do show up. I mean, I know we've trust, I've muttered the whole notion of everyone needs to go to an office bootcamp to know what's what. But I think those that are committed to their work and their profession, they will show up for it, but they'll also know I'm not going to die for this. And in a way that in of itself is a little luxurious, but it's also refreshing.
Karen Swim, APR (04:13):
I agree. And it's funny that you use that word luxurious because I think that it's also that they have grown up in this era where their reality is, look, housing prices are out of our reach. There are so many things that our parents really value that we just can't afford. And so we are going to make the most of our life on a daily basis rather than waiting for that pot of gold at the end of retirement. And honestly, I do completely agree with that perspective. Let's all live life now and enjoy it and enjoy it fully and not put everything on hold until we're done working.
Michelle Kane (04:57):
I agree. I agree. Because none of that is guaranteed for sure. There's just no way. Another similar outcome of this was also, and I don't want to make this about the Gen Zers per se, but they're far more into the hybrid workplace, which I know many of. Well, let's face it, solos we work alone. So I think we were among those least affected by the pandemic because we've already doing it. But I think that definitely was a factor in helping people in PR realize, yeah, you know what? I can do this pretty much literally from anywhere, get me a strong wifi signal and a device, and I'm off. And as we see, there's been a lot of pushback and corporations wanting people back in the office. I was having a conversation with a colleague recently whose business was saying, come back in the office. I said, oh yeah, so you can not spend the $20 for lunch that you normally wouldn't spend because you brought your lunch. I mean, I understand it, but come on.
Karen Swim, APR (06:08):
Yeah. But it is interesting that they say hybrid, so not fully remote, but hybrid. I think that that's a good thing. As much as this is an unpopular opinion, because one of the other things that came out of this survey is the impact of AI on the next generation. And it talked about really because Gen Z is very, 25% of them are concerned that AI is going to reduce their entry level job opportunities. That's true. The use of AI also requires different skillsets. But one thing that I think that how this ties together is that Gen Z still needs mentorship, and it's a lot easier to do that mentoring in person. So when you have hybrid where you are in the office with different personality types, with different generations, you have an opportunity to learn from others and to develop those soft skill sets, you learn how to communicate across the divide. You learn all of those social cues that you do not get via a Zoom or a teams meeting. So I honestly am for hybrid. I would never want to be in an office five days a week. But in some industries, I understand why employers are like, listen, we are better when we are in the office working together, collaborating as a team.
Michelle Kane (07:46):
Yeah, yeah. No, I agree. Because as much as I love to just be head down and get it done, you don't realize how much you miss the in-person interaction until you get back around it.
Michelle Kane (08:01):
And like you say, I'm not saying I'd want it every day, but it is refreshing and it's not even something that's planned as far as we are going to have this meeting and plan this collaboration. No, it just happens as you riff off each other and some of those things can only happen in person. And like you're saying, even the social cues, because my goodness, look at the way our society is going. They're saying Gen Z kids, they don't go out. They don't drink as much alcohol. They'd rather hole up. And I'm not doubting them. I'm just like, whoa. I even think my lovely little Gen X world of would there be a dance and on air today? No. Do these kids go out to dance and you're thinking, oh my gosh,
Karen Swim, APR (08:47):
It's true. But they came of age during a more isolated time, and we have to remember that even prior to the pandemic, we had really started to move away from community and those huge social circles. So yeah, I do think that the office could be a solution to solving some of the problems of society today because you learn to be with people by being with people, and you learn things from other people and good, bad, and ugly. It's wonderful as a solo that we mostly get to choose clients that we really like, but even we have to deal with difficult personalities that comes from dealing with difficult personalities and not shy away from it and not able to run, but having to be planet because this is your job and this is your work and learning how to navigate those situations. And I poor Gen Z, I do feel that they're getting the short end of the stick on mentoring in general.
Michelle Kane (09:53):
Yes, agree. Agree. Simply because if you're not around it or you don't have access to a pathway to it, that's where I am grateful. I'll give a shout out to my Philly PR association. Yay. PPRA, they recently devised a mentorship program and reaching out to local students. And I have to say too, the way technology has taken leaps since I was in college, oh my goodness, the things that the students get to do now is so much more formidable. And I think that helps them get a leg up as well, and hopefully carry them into that next step of trying to seek out mentorship even if it's not apparent to them, if that makes sense.
Karen Swim, APR (10:41):
I agree. And there is reverse mentorship. There are certainly things that we gain from the younger generation as well. So having this all together in offices is not a bad thing. It really is interesting though that the differences in the generations by the study of what we think about ourselves. So it's says that each generation thinks that they're the most informed on political, social, and current events. And that's so fascinating to me because I think older generations, we sometimes say things and Gen Z is like, what are you even talking about right now? They don't get our historical references.
Michelle Kane (11:30):
True.
Karen Swim, APR (11:32):
And some of our historical references really are relevant to current political, social, and current events. And so we feel like we have richer contacts, but they don't even know that contacts, they just know what's happening now. But they think that they're more informed.
Michelle Kane (11:50):
Yeah, yeah. Well, we were saving the world of that age too. We have all the answers come on now.
Karen Swim, APR (11:56):
Of course, I'm glad that they don't know all the things that we know and have not experienced all of those things yet, because there will come a time in their life when they'll get to be where we are, but let them enjoy some of their lack of knowledge in areas. I am here for it. You mean it's
Michelle Kane (12:15):
Not normal that we watched the Challenger explode in study hall and just went right back to class? It's
Karen Swim, APR (12:20):
Not, it's we're just built different. We are built different, but they have no trauma. We're fine. I can't imagine having grown up in a school environment where we were doing shooter drills. That's horrifying to me.
Michelle Kane (12:36):
Amen. Yeah, no, I can't imagine even our darkest of humors. The closest we came in my high school was there was a bomb threat. So they evacuated the building, they evacuated our brick building, having us merely stand across the street in the parking lot. And I even remember turning to a classmate and saying, so if this thing blows, you can't tell me the bricks aren't going to flying.
Karen Swim, APR (12:59):
Of course, you did,
Michelle Kane (13:08):
But did I move? No, of course. I stood there. I'm like, all right, whatever. Oh yes. What can I say?
Karen Swim, APR (13:15):
Why does this not surprise me, Michelle,
Michelle Kane (13:17):
Sorry. Insight into my workflow
Karen Swim, APR (13:21):
Mean, and as always, this focus on, obviously this is from the School of Communications, so it's global communications, but I think a good point to end our talk on this study is one thing that came through, and this is us, this is our profession. 74% of PR professionals maintain a positive outlook on the industry's future
Michelle Kane (13:47):
Isn't amazing.
Karen Swim, APR (13:48):
That brings me such joy in the midst of everything that we're dealing with in communications, in the media landscape, in the world. We are, God bless us, just a bunch of optimists who have to look at the what if scenarios on a regular basis. But we are optimistic and I love
Michelle Kane (14:10):
That. Yeah, we are the can-do profession. And I say that without any irony. I mean, I hope you're out there. It's nodding your heads right, because if there are any professions out there where you're presented with a challenge and you just say, all right, okay, how am I going to power through this? We will make this work because it is going to happen. So I did love that. That really did give me a boost to read that despite all of the chaos of around us, we still have optimism despite whatever AI brings, despite the disparity as a profession, we still have a bright outlook on things. Realistic of course, but a bright outlook. I think that's great.
Karen Swim, APR (14:57):
Absolutely. And of course, we will have a link to where you can download the full report for yourself in the show notes as well as links to resources and information about Solo PR Pro and where to find us. So please check those out. We do show notes for every episode, sometimes short, sometimes long, but always with just the information that you need.
Michelle Kane (15:22):
And if there's ever something you'd like us to tackle on this podcast, please let us know. Hit us up@solopro.com. And until next time, thanks for listening to that solo Life.

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