Feb. 10, 2025
What You Need to Know to Become a Solo PR Pro in 2025
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In This Episode
In this episode of That Solo Life, co-hosts Karen Swim and Michelle Kane dive into the evolving landscape of public relations and marketing for solo professionals. With the job market in flux, is starting a Solo PR Pro business realistic in 2025? Karen and Michelle tackle that question as they discuss the opportunities and challenges of making the leap to a Solo PR Pro career.
The co-hosts discuss the various factors that might lead someone to make the leap into self-employment. They emphasize that while the media landscape has changed significantly, the core skills of communication and storytelling remain invaluable. They encourage listeners to think strategically about their unique skill sets and how they can serve clients effectively.
Michelle and Karen discuss the importance of having a solid plan before making the transition. They caution against jumping into entrepreneurship out of frustration and stress the need for thorough research on potential markets, industries, and client needs. The hosts highlight the value of maintaining steady employment while preparing to start a business, as it provides a financial cushion and the opportunity to learn and network without the pressure of immediate income.
Throughout the episode, the hosts share practical tips on how to cultivate business relationships that can yield valuable insights and potential leads. The hosts remind listeners that consulting opportunities can arise from job postings and that networking is key to planting seeds for future business.
As the discussion progresses, Karen and Michelle touch on the necessity of adapting to new technologies, such as AI, while still honing traditional skills like writing. The hosts emphasize that being a successful solo professional requires not just expertise in PR but also the ability to run a business effectively.
Michelle and Karen also reflect on the natural evolution of their own businesses, encouraging listeners to embrace change and remain flexible in their career paths. They remind us that starting a business is a journey filled with learning experiences, and it's essential to give ourselves grace as we navigate the ups and downs.
In closing, listeners are invited to share the podcast with others who might benefit from our insights. With nearly 300 episodes under our belt, we are committed to providing valuable content for PR pros and marketers working independently. Join us as we continue to explore the world of solo entrepreneurship and empower each other to thrive in our careers. Thank you for tuning in to That Solo Life!
Episode Timeline00:00:00 - Introduction to That Solo Life
00:00:12 - The Journey of Solo PR Pros
00:01:10 - Navigating the Changing Media Landscape
00:02:00 - Opportunities for Solos in Today 's Market
00:03:36 - Finding Your Niche: Fishing Where the Fish Are
00:04:56 - The Importance of Planning Before Taking the Leap
00:06:12 - Researching Your Market and Skills
00:07:21 - Networking and Building Relationships
00:08:24 - The Value of Continuous Learning and Adaptation 0
0:09:42 - Embracing the Unknown in Your Solo Journey
00:11:53 - Evolving Your Business Over Time
00:14:16 - Trusting Your Instincts and Making the Leap
00:15:06 - Closing Remarks and Call to Action
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That Solo Life Episode 286: What You Need to Know to Become a Solo PR Pro in 2025
Michelle Kane [00:12]-[00:34]: 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? Hello, Michelle. I'm doing great. How are you doing? Good, good. Can't complain. I mean, what good does it do, right?
Karen Swim, APR [00:36]-[00:48]: We would complain, but we are PR pros. And instead of complaining, we spring into action. We make plans and we work our ways out of things because that's who we are.
Michelle Kane [00:49]-[01:27]: That is right, we are problem solvers and goal getters and that's kind of what we want to talk about today. It's been a while since we have talked about kind of like, how did we get here as solos? What's a way to start out as a solo PR pro if that's something that you might be thinking of? We know the job market is bizarre. I mean, there are openings, but there are also a lot of things happening in in-house and the agency world that it just makes it a time where many of you might be considering making the jump. So we're going to touch on the ABCs of becoming a solo.
Karen Swim, APR [01:28]-[01:59]: Yeah, it has been a long time since we talked about this and so many things have changed. So I'm sure that people have more questions today. We are seeing a very, very different media landscape than we did, you know, just even a year ago. And we are seeing corporations behave differently with their own employees and then with external hiring seems to be pretty soft. So is it still possible to succeed as a solo?
Michelle Kane [02:00]-[02:41]: Yes. As with anything, it may be different, but absolutely you can. I know I'm seeing it in my landscape. There are some companies that are just saying, oh, we can do marketing. Well, you don't really have any marketers, but we'll do it. you know, and eventually as you watch it, you go, yeah, you're going to need us eventually. But even though the landscape is changing, at its core, we are communicators, right? And that is not solely limited to gaining media placement. We are the ultimate town criers. And so there are opportunities within and certainly opportunities to be of service as your own business.
Karen Swim, APR [02:43]-[03:46]: Completely agree. It's, um, on one of my posts on LinkedIn, a PR pro we were, it was a post about the media landscape and not chasing after the big mastheads, but, you know, going after, you know, where the audiences and, and one of, um, the PR pros, and I'm sorry, I can't remember who made this comment and I don't want to go off camera to look, but it's on my LinkedIn. She reminded me of something that Jon Goldberg used to always say. She tells her clients to fish where the fish are. And it's, it's true. I think that sometimes, you know, right now we are seeing a softening of external hiring. But that doesn't mean that there's not another pond that you can cast your reel into. So yes, it is. I agree with you, Michelle. It's very possible to succeed as a solo today. It's very possible to still make a great income to surpass what you're making in a corporate job. You just have to cast your line in the right pond.
Michelle Kane [03:47]-[04:54]: It's so true. So very true. And sometimes it's, I'm not saying it's easy. I'm not saying that it's always a clear path because certainly it's not. But I think there are opportunities out there. I remember saying this way back when social media was new and all the new shiny opportunities that brings, but it's something that's still true. Every company, every organization has the opportunity to be a quote unquote media company. Now that doesn't mean that you start your own newspaper. What it means is every entity out there can own their own communication paths. Like thanks to social and other and email marketing, you own your narrative and we are needed. And I know that can also be challenging at times for entities to come to that realization, but they generally do. And so what we have to offer, knowing how to craft a story, knowing how to get attention for things, it's, it's needed. So just hold on to that if you're thinking of starting out.
Karen Swim, APR [04:56]-[07:20]: I agree. It's about understanding what are your specialized skill sets? And I think the biggest thing that I would say is have a plan. You don't want to just make the leap because you're frustrated or because you decided that you'd rather kind of direct your own career. Those are, that's a great starting point to be inspired to take that next step in your career to start your own business, but be prepared and this means being prepared with a strategy of how you'll market your business, being prepared with who will you serve. Doing some research around that. A lot of times when people are researching and starting a business, I find that they start with all the shiny stuff. They start with the logo and the website and the branding. But none of those things matter if you don't have a clear path to sustainable work.
Do some research there. What industries are really thriving? Who is really hiring external contractors? What are they hiring for? What are the key differentiators that they're looking for? What problems are they trying to solve? How do your skill sets align? Are there areas of weakness that you need to sharpen before going out on your own? Because having a job is in your favor right now. If you have steady employment, it gives you the opportunity to put away a lot of cash so that you have a cushion to guard against the ups and downs because the ups and downs are going to come whether you have been in business two years or 22. It also gives you an opportunity to learn what you need before you are putting anything at risk. So take time, make a plan that encompasses all of those things. And don't be afraid to talk to people, talk to other companies about that hire, because there's no risk to you. What can they say? No, I don't want to talk to you. No, I don't want to hop on a call or I don't want to meet you for a cup of coffee. You're not asking them to hire you now because you have a job. You're doing your research. You're laying the groundwork and using that opportunity of having a steady income to make real plans because you can't just hop out there and think it's all going to happen.
Michelle Kane [07:21]-[08:23]: That's so true. And it's, it's interesting when you say, you know, speaking with people at other companies. You know, one way to even cultivate business is to continue to look at job openings. Because, you know, there are some times where you could flip that into a consulting client. You know, it's like, oh, well, have you ever considered using, you know, outside help for these services? Because, you know, many times, companies can be sold on the fact that, oh, wait a second. I don't have to buy your health insurance. I don't have to pay to, you know, because employees can be seen as being expensive. So there are opportunities all around. So it doesn't hurt to make those contacts at the outset in an industry that you're interested in. even if they don't have those positions, because then when they present themselves, you may come to mind. It's all about planting the seeds, and oh my goodness, so much of it can be slow burn.
Karen Swim, APR [08:24]-[11:17]: Absolutely. And if you work in-house, I definitely encourage you to look at the skills that are being sought after and making sure that your skills are up to date. We may say that we have AI and so you don't need to be a great writer. I disagree. You still need to be a great writer. You need to be a great writer in order to use AI effectively.
And you need to, and you need to know how to use AI strategically. You need to know some of the advanced techniques. How can you use this in your workforce planning, in your workflow planning, rather? How can you use it for deeper research? And how can you use it to do tasks a little bit faster than you can. So look beyond just, hey, I'm going to have AI draft this piece of content for me, because that's just scratching the surface.
But look at, you know, why are people hiring? Talk to CMOs, because typically the CMO is going to be your contact at clients. So what are they looking for? Why did they hire particular agencies? And again, It's really comfortable to be in a fact-finding mode when you have a job because you're able to have these conversations with an open mind. Sometimes when people are having these conversations and they're looking for work, there's a hint of desperation. And you miss things. You miss things that can be helpful to you moving forward. And so you're not in that position. You are gathering information, and you're using this information to develop a good plan. And you can even share that, like, hey, I'm making plans to start my own business, and I'd love to have information. I want to assure that I'm prepared.
I will also tell you, though, don't overprepare. Don't spend two years researching, finding a plan. I promise you it will not make it any easier if you overthink and over-research. You will simply become a solo, and you still will feel like your head is spinning for at least the first year. There's so many things that you can't think about, that you didn't know that you would encounter, that you're going to learn along the way. And no matter how prepared you are, something will always make you question. I see this all the time, too. And I know from personal experience, you just don't know what you don't know. And it will be exhilarating, exciting, but still overwhelming. And so it's like getting married. You can study it. You can read the books. You can take the test. You can go through the marital counseling. And then you get married, and you wake up, and you go, so you're not going home? You live here now.
Michelle Kane [11:19]-[11:31]: I have friends that happened to that just remembered. She said the day after they got married, she woke up and she went, oh my gosh, you're going to be here forever.
Karen Swim, APR [11:34]-[11:51]: And then comes the work of working out a relationship for the rest of your life. Well, jumping into being your own business is much like that. There's so many things that you never thought to learn that you will learn. Because it's not just about doing the work, it's actually running a business, which is a whole other skill set.
Michelle Kane [11:53]-[12:51]: And, you know, and keeping in mind too, your business is going to change. I mean, my business doesn't, I mean, at its core, yes, it's communications. But when I look back to how I presented myself when I started, you know, it's, it's like looking at your junior high yearbook, you're cringing. I'm like, Oh, yeah. But I mean, but that's normal in our careers, whether you're working in-house or having your own business. So, you know, I agree, Karen. It's like, get comfortable with being uncomfortable. That's right. But it's so true. And right. Don't overprepare. There's going to be a ton you don't know. And that's OK, because everyone has their specialty. And so, you know, get to that. Just get to that point of kind of balance, right? Where you're like, okay, I think I'm ready to kind of strike out on my own and I may not have it all together, but that's okay.
Karen Swim, APR [12:52]-[14:15]: I love that you brought up how different your business looks, because mine does too. And that's a great reminder for people. I always tell people starting a career, it's OK. Do what you want to do now, but realize that you have the power to change your career. You can do an absolute pivot. You're not stuck. You're not making a choice that has to last a lifetime. And I think sometimes we put that weight on ourselves. We make a choice, and that's it. This is how we have to do things forever. Well, that also applies to starting your own business. Just because you start a business one way does not mean that you cannot evolve, adapt, or completely change. There are people that have been in PR and because of their work experiences, they have naturally gravitated to other areas. Sometimes they end up not being in PR, but serving the PR industry or creating something out of a need that they saw. So it's really okay. I mean, give yourself the grace of having a relaxed approach while still being strategic and realizing that, you know what, if things change, that's okay. You'll be equipped to handle it. You're not, you know, this choice is not something that you're stuck with.
Michelle Kane [14:16]-[15:05]: I agree. I agree completely. And that's, I think that's true in any path we take. It's no longer the days of, you know, our parents or grandparents where you get the job and you just stay in it forever, which, hey, nothing wrong with that. But it's just not really realistic anymore. And even I would say, you know, when I was coming out of college, I did have that stress of, well, I can't take that position because then I'll be pigeonholed. It's so not true anymore. You know, that may have been somewhat true then, but not now, not now. So we know if you're listening to this, we know you're, you're savvy and we know you're smart and we know that you know in your gut what is right for you. So trust that, do your research, make a plan and go for it.
Karen Swim, APR [15:06]-[15:45]: And speaking of go for it, please don't keep us a secret. If you like this podcast, please, please, please do take a moment and share a link with someone that you care about. Share a link with clients, share it with other communication professionals. We are getting close to 300 episodes. And so we truly have not pivoted away from this labor of love. We've played and we are going the distance because we love spending this time with all of you. But we love to welcome more people into our listening family. So please, please, please do share with others.
Michelle Kane [15:45]-[15:59]: Please do. We keep these episodes next size so you can listen to them while you're on a walk or just taking a break. And so we do appreciate you for spending time with us today. And until next time, thanks for listening to That Solo Life.
Michelle Kane [00:12]-[00:34]: 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? Hello, Michelle. I'm doing great. How are you doing? Good, good. Can't complain. I mean, what good does it do, right?
Karen Swim, APR [00:36]-[00:48]: We would complain, but we are PR pros. And instead of complaining, we spring into action. We make plans and we work our ways out of things because that's who we are.
Michelle Kane [00:49]-[01:27]: That is right, we are problem solvers and goal getters and that's kind of what we want to talk about today. It's been a while since we have talked about kind of like, how did we get here as solos? What's a way to start out as a solo PR pro if that's something that you might be thinking of? We know the job market is bizarre. I mean, there are openings, but there are also a lot of things happening in in-house and the agency world that it just makes it a time where many of you might be considering making the jump. So we're going to touch on the ABCs of becoming a solo.
Karen Swim, APR [01:28]-[01:59]: Yeah, it has been a long time since we talked about this and so many things have changed. So I'm sure that people have more questions today. We are seeing a very, very different media landscape than we did, you know, just even a year ago. And we are seeing corporations behave differently with their own employees and then with external hiring seems to be pretty soft. So is it still possible to succeed as a solo?
Michelle Kane [02:00]-[02:41]: Yes. As with anything, it may be different, but absolutely you can. I know I'm seeing it in my landscape. There are some companies that are just saying, oh, we can do marketing. Well, you don't really have any marketers, but we'll do it. you know, and eventually as you watch it, you go, yeah, you're going to need us eventually. But even though the landscape is changing, at its core, we are communicators, right? And that is not solely limited to gaining media placement. We are the ultimate town criers. And so there are opportunities within and certainly opportunities to be of service as your own business.
Karen Swim, APR [02:43]-[03:46]: Completely agree. It's, um, on one of my posts on LinkedIn, a PR pro we were, it was a post about the media landscape and not chasing after the big mastheads, but, you know, going after, you know, where the audiences and, and one of, um, the PR pros, and I'm sorry, I can't remember who made this comment and I don't want to go off camera to look, but it's on my LinkedIn. She reminded me of something that Jon Goldberg used to always say. She tells her clients to fish where the fish are. And it's, it's true. I think that sometimes, you know, right now we are seeing a softening of external hiring. But that doesn't mean that there's not another pond that you can cast your reel into. So yes, it is. I agree with you, Michelle. It's very possible to succeed as a solo today. It's very possible to still make a great income to surpass what you're making in a corporate job. You just have to cast your line in the right pond.
Michelle Kane [03:47]-[04:54]: It's so true. So very true. And sometimes it's, I'm not saying it's easy. I'm not saying that it's always a clear path because certainly it's not. But I think there are opportunities out there. I remember saying this way back when social media was new and all the new shiny opportunities that brings, but it's something that's still true. Every company, every organization has the opportunity to be a quote unquote media company. Now that doesn't mean that you start your own newspaper. What it means is every entity out there can own their own communication paths. Like thanks to social and other and email marketing, you own your narrative and we are needed. And I know that can also be challenging at times for entities to come to that realization, but they generally do. And so what we have to offer, knowing how to craft a story, knowing how to get attention for things, it's, it's needed. So just hold on to that if you're thinking of starting out.
Karen Swim, APR [04:56]-[07:20]: I agree. It's about understanding what are your specialized skill sets? And I think the biggest thing that I would say is have a plan. You don't want to just make the leap because you're frustrated or because you decided that you'd rather kind of direct your own career. Those are, that's a great starting point to be inspired to take that next step in your career to start your own business, but be prepared and this means being prepared with a strategy of how you'll market your business, being prepared with who will you serve. Doing some research around that. A lot of times when people are researching and starting a business, I find that they start with all the shiny stuff. They start with the logo and the website and the branding. But none of those things matter if you don't have a clear path to sustainable work.
Do some research there. What industries are really thriving? Who is really hiring external contractors? What are they hiring for? What are the key differentiators that they're looking for? What problems are they trying to solve? How do your skill sets align? Are there areas of weakness that you need to sharpen before going out on your own? Because having a job is in your favor right now. If you have steady employment, it gives you the opportunity to put away a lot of cash so that you have a cushion to guard against the ups and downs because the ups and downs are going to come whether you have been in business two years or 22. It also gives you an opportunity to learn what you need before you are putting anything at risk. So take time, make a plan that encompasses all of those things. And don't be afraid to talk to people, talk to other companies about that hire, because there's no risk to you. What can they say? No, I don't want to talk to you. No, I don't want to hop on a call or I don't want to meet you for a cup of coffee. You're not asking them to hire you now because you have a job. You're doing your research. You're laying the groundwork and using that opportunity of having a steady income to make real plans because you can't just hop out there and think it's all going to happen.
Michelle Kane [07:21]-[08:23]: That's so true. And it's, it's interesting when you say, you know, speaking with people at other companies. You know, one way to even cultivate business is to continue to look at job openings. Because, you know, there are some times where you could flip that into a consulting client. You know, it's like, oh, well, have you ever considered using, you know, outside help for these services? Because, you know, many times, companies can be sold on the fact that, oh, wait a second. I don't have to buy your health insurance. I don't have to pay to, you know, because employees can be seen as being expensive. So there are opportunities all around. So it doesn't hurt to make those contacts at the outset in an industry that you're interested in. even if they don't have those positions, because then when they present themselves, you may come to mind. It's all about planting the seeds, and oh my goodness, so much of it can be slow burn.
Karen Swim, APR [08:24]-[11:17]: Absolutely. And if you work in-house, I definitely encourage you to look at the skills that are being sought after and making sure that your skills are up to date. We may say that we have AI and so you don't need to be a great writer. I disagree. You still need to be a great writer. You need to be a great writer in order to use AI effectively.
And you need to, and you need to know how to use AI strategically. You need to know some of the advanced techniques. How can you use this in your workforce planning, in your workflow planning, rather? How can you use it for deeper research? And how can you use it to do tasks a little bit faster than you can. So look beyond just, hey, I'm going to have AI draft this piece of content for me, because that's just scratching the surface.
But look at, you know, why are people hiring? Talk to CMOs, because typically the CMO is going to be your contact at clients. So what are they looking for? Why did they hire particular agencies? And again, It's really comfortable to be in a fact-finding mode when you have a job because you're able to have these conversations with an open mind. Sometimes when people are having these conversations and they're looking for work, there's a hint of desperation. And you miss things. You miss things that can be helpful to you moving forward. And so you're not in that position. You are gathering information, and you're using this information to develop a good plan. And you can even share that, like, hey, I'm making plans to start my own business, and I'd love to have information. I want to assure that I'm prepared.
I will also tell you, though, don't overprepare. Don't spend two years researching, finding a plan. I promise you it will not make it any easier if you overthink and over-research. You will simply become a solo, and you still will feel like your head is spinning for at least the first year. There's so many things that you can't think about, that you didn't know that you would encounter, that you're going to learn along the way. And no matter how prepared you are, something will always make you question. I see this all the time, too. And I know from personal experience, you just don't know what you don't know. And it will be exhilarating, exciting, but still overwhelming. And so it's like getting married. You can study it. You can read the books. You can take the test. You can go through the marital counseling. And then you get married, and you wake up, and you go, so you're not going home? You live here now.
Michelle Kane [11:19]-[11:31]: I have friends that happened to that just remembered. She said the day after they got married, she woke up and she went, oh my gosh, you're going to be here forever.
Karen Swim, APR [11:34]-[11:51]: And then comes the work of working out a relationship for the rest of your life. Well, jumping into being your own business is much like that. There's so many things that you never thought to learn that you will learn. Because it's not just about doing the work, it's actually running a business, which is a whole other skill set.
Michelle Kane [11:53]-[12:51]: And, you know, and keeping in mind too, your business is going to change. I mean, my business doesn't, I mean, at its core, yes, it's communications. But when I look back to how I presented myself when I started, you know, it's, it's like looking at your junior high yearbook, you're cringing. I'm like, Oh, yeah. But I mean, but that's normal in our careers, whether you're working in-house or having your own business. So, you know, I agree, Karen. It's like, get comfortable with being uncomfortable. That's right. But it's so true. And right. Don't overprepare. There's going to be a ton you don't know. And that's OK, because everyone has their specialty. And so, you know, get to that. Just get to that point of kind of balance, right? Where you're like, okay, I think I'm ready to kind of strike out on my own and I may not have it all together, but that's okay.
Karen Swim, APR [12:52]-[14:15]: I love that you brought up how different your business looks, because mine does too. And that's a great reminder for people. I always tell people starting a career, it's OK. Do what you want to do now, but realize that you have the power to change your career. You can do an absolute pivot. You're not stuck. You're not making a choice that has to last a lifetime. And I think sometimes we put that weight on ourselves. We make a choice, and that's it. This is how we have to do things forever. Well, that also applies to starting your own business. Just because you start a business one way does not mean that you cannot evolve, adapt, or completely change. There are people that have been in PR and because of their work experiences, they have naturally gravitated to other areas. Sometimes they end up not being in PR, but serving the PR industry or creating something out of a need that they saw. So it's really okay. I mean, give yourself the grace of having a relaxed approach while still being strategic and realizing that, you know what, if things change, that's okay. You'll be equipped to handle it. You're not, you know, this choice is not something that you're stuck with.
Michelle Kane [14:16]-[15:05]: I agree. I agree completely. And that's, I think that's true in any path we take. It's no longer the days of, you know, our parents or grandparents where you get the job and you just stay in it forever, which, hey, nothing wrong with that. But it's just not really realistic anymore. And even I would say, you know, when I was coming out of college, I did have that stress of, well, I can't take that position because then I'll be pigeonholed. It's so not true anymore. You know, that may have been somewhat true then, but not now, not now. So we know if you're listening to this, we know you're, you're savvy and we know you're smart and we know that you know in your gut what is right for you. So trust that, do your research, make a plan and go for it.
Karen Swim, APR [15:06]-[15:45]: And speaking of go for it, please don't keep us a secret. If you like this podcast, please, please, please do take a moment and share a link with someone that you care about. Share a link with clients, share it with other communication professionals. We are getting close to 300 episodes. And so we truly have not pivoted away from this labor of love. We've played and we are going the distance because we love spending this time with all of you. But we love to welcome more people into our listening family. So please, please, please do share with others.
Michelle Kane [15:45]-[15:59]: Please do. We keep these episodes next size so you can listen to them while you're on a walk or just taking a break. And so we do appreciate you for spending time with us today. And until next time, thanks for listening to That Solo Life.