In this episode, Gayle Falkenthal, APR, Fellow PRSA, owner of Falcon Valley Group and the only female Hall of Fame voting member of the Boxing Writers Association of America, joins Karen Swim, APR, and Michelle Kane to unpack what happened when Meta shut down her business page without warning, and more importantly, what every solo practitioner and their clients should take from it. The conversation covers platform over-reliance, AI moderation risks, the non-negotiable case for owned media, what Gayle observes about real-time content strategy from her ringside perch at major live events, and how she has built a specialized solo practice around doing exactly the work she is best at.