Episode Summary That Solo Life hosts, Karen Swim, APR, and Michelle Karen return from a much-needed hiatus to kick off a brand-new season of That Solo Life! In this episode, they discuss why taking a pause is vital for solo practitioners and how you can better care for yourself. The hosts explore what it means to be a solo business owner right now and why we must look at our lives holistically. From managing "super adult" issues like raising kids and caring for aging parents to battling burnout in a fast-paced media landscape, they share honest advice on protecting your energy. You will learn why it is perfectly fine to pivot, reinvent your business, and redefine what productivity means for you today.

Episode Highlights

• [00:37] – The hosts return from their break and discuss why stepping away is necessary.
• [01:33] – Rethinking the solo landscape to build a business that truly lights you up.
• [02:26] – Why community matters and how we must address our needs holistically.
• [03:55] – Navigating "super adult issues" while trying to run a business.
• [05:32] – How highly sensitive practitioners can protect their energy and stay replenished.
• [07:22] – Why you are not locked into your old business model and how to safely pivot.
• [10:16] – A sneak peek at the diverse and expert voices joining the show this season.

Listen to a few of our most popular episodes:

• Navigating Public Information Campaigns and Crisis Comms with Cyndee Woolley
• Teaching Clients the Value of Patience in PR
• The New Alphabet of PR - From AEO to PESO

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, 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. You can catch up on previous episodes at www.thatsololife.com.

Join the Conversation! Do not miss an episode of our exciting new season! Subscribe to That Solo Life on your favorite podcast platform today. If you want to connect with other professionals who truly understand your daily challenges, join the Solo PR Pro community and share your thoughts on this episode.

In this episode of That Solo Life, hosts Karen Swim, APR, and Michelle Kane are joined by Cyndee Woolley, MBA, APR, President and Founder of C2 Communications. Together, they dive deep into the nuanced world of public information campaigns and crisis communications for local communities. While national headlines often grab the most attention, Cyndee explains why decisions made at county commission meetings and in local municipalities often have a more direct impact on our daily lives.

Cyndee shares her extensive experience working with organizations like Waste Management and mosquito control districts to turn dry, often misunderstood topics into engaging community stories. From "bear-resistant carts" to turning landfill gas into energy, she illustrates how strategic messaging can cut through the clutter. The conversation also tackles the critical importance of crisis communications for small businesses and local leaders. Cyndee offers candid advice on why "owning it" and apologizing is often the best strategy when trust is broken, and why every PR pro needs to pass the "Mom Test" before releasing a statement.

Whether you are a solo PR pro looking to better serve local clients or a communicator interested in the power of community engagement, this episode is packed with actionable insights on building trust and activating audiences.

• [02:01] Public Information Campaigns: Cyndee discusses the challenges of getting communities to understand government services and how local decisions impact daily life more than national ones.
• [03:38] The Recycling Reality: Insight into the misinformation surrounding recycling and how tours and transparency can change public perception.
• [06:39] Creative Storytelling: How Cyndee used "bear-resistant carts" and landfill gas-to-energy stories to engage the public in waste management topics.
• [08:10] Crisis Communications for Small Business: Why even small organizations need a plan for when—not if—a crisis occurs, from employee misconduct to leadership failures.
• [12:12] The Power of the Apology: A look at real-world examples where refusing to apologize prolonged a crisis, versus how owning mistakes can help rebuild trust.
• [14:51] The "Mom Test": A simple but powerful metric for decision-making in crisis management—would your mom be proud of the action you are taking?
• [21:47] Case Study - Mosquito Control: How the Zika crisis transformed a quiet organization into a proactive communicator by opening doors to community leaders.
• [26:50] Activating Audiences: Why tangible, meaningful involvement (like planting gardens) beats passive information consumption every time.

Cyndee Woolley, MBA, APR, is the President and Founder of C2 Communications. She has built her career on the principle that effective communication requires more than just data—it demands strategic messaging that resonates authentically. Cyndee specializes in community outreach and public information campaigns, helping organizations navigate complex challenges and build lasting trust with their stakeholders. She is a passionate advocate for the profession and a "giant nerd" when it comes to learning new story angles and tools.

Connect with Cyndee:

• LinkedIn Profile
• Website: C2-com.com

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.

Stay Connected:

• Subscribe to the Podcast: Don't miss an episode! Subscribe on your favorite podcast platform to get the latest tips and tricks for your solo PR journey.
• Join the Community: Visit Solo PR Pro for resources, networking, and support designed specifically for independent communicators.

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In a world increasingly driven by data, frameworks, and efficiency, are we losing the human element in public relations? This week, hosts Karen Swim and Michelle Kane tackle the critical need for brands to prioritize people over processes. They explore how the over-reliance on analytics, scripts, and rigid systems can lead to poor customer experiences and stifle professional growth. From the frustrations of automated service lines to the undervaluing of professional instinct and critical thinking, this episode is a passionate call for PR and communications pros to champion a more people-first approach in their strategies.

• [01:39] The "Read the Room" Imperative: Why it's essential for PR professionals to craft messaging that respects the audience and current circumstances, ensuring we don't lose sight of the people we serve.
• [02:24] People as an Afterthought: A discussion on the troubling trend where frameworks, efficiency, and bottom lines overshadow the human connections that public relations is built on.
• [05:03] The Limits of Data: While data is important, it isn't everything. The hosts use a baseball analogy to illustrate the importance of gut instinct and human experience in decision-making.
• [07:01] The Decline of Critical Thinking: How rigid frameworks and an obsession with efficiency are hindering the development of critical thinking skills for both seasoned and emerging professionals.
• [08:49] The Practitioner's Dilemma: Navigating the conflict between people-led PR training and being measured by numbers, quotas, and processes that often ignore the human impact.
• [10:07] Lived Experience is Valuable: The importance of on-the-ground knowledge and why ignoring local insights in favor of broad data can lead to misguided strategies.
• [12:16] Critical Thinking Isn't Dead, It's Devalued: A powerful argument that smart people with innovative ideas are often unheard because organizations fail to make room for human intellect and nuance.

For more resources and discussions tailored to independent PR professionals, explore the community and articles available at SoloPRPro.com.

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.

Did this conversation resonate with you? Share this episode with a fellow PR pro who champions a people-first approach. Subscribe to "That Solo Life" on your favorite podcast platform and leave us a review to help others find the show.