That Solo Life Episode 313: Strategies for Securing New PR Business in 2025
Episode Summary

Karen and Michelle dive into optimistic data about the global growth of the PR industry and share strategic insights for solo practitioners looking to finish 2025 strong. Drawing from recent industry research, they explore emerging trends, niche specialization opportunities, and practical business development tactics that can help independent PR pros break through current market challenges and position themselves for future success.

Episode Highlights

• PR Industry Growth Statistics (02:10 ) - Discussion of global PR industry expansion and what it means for solo practitioners


• Content Creation as Core Offering (03:06 ) - 76% of PR agencies now emphasize content strategy and creation services


• The Rise of Niche Specialization (04:18 ) - 37% of agencies focus on specialized industries like fintech and health tech


• Strategic Industry Targeting (05:40 ) - Identifying high-growth sectors with future potential, including infrastructure and healthcare


• Pricing Psychology (09:25 ) - Why charging more can actually win you more business


• Networking Beyond PR Circles (10:28 ) - Breaking out of industry echo chambers to find new opportunities


• Local Government Connections (11:18 ) - Building relationships with municipal leaders and borough managers


• Overcoming Business Development Fatigue (12:47 ) - Managing exhaustion while staying proactive in challenging times

Key Takeaways

• The PR industry is growing globally, even if it doesn't feel that way locally


• Specializing in niche industries offers competitive advantages


• Infrastructure projects present untapped opportunities for PR pros


• Higher pricing often signals higher value to potential clients


• Networking outside the PR industry can yield unexpected opportunities


• Your skills are transferable across industries - don't limit yourself


• Small, consistent changes to your business development approach can yield big results

Related Episodes & Additional Information

Resources Mentioned:

• PR Lab: 150+ PR Statistics You Need to Understand the Industry in 2025


• That Solo Life, Episode 215: From Barriers to Bridges with Mary Ellen Miller  

Industries to Watch:

• Health technology and healthcare


• Financial technology (fintech)


• Infrastructure and public works


• Municipal and government communications

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.

Ready to transform your solo practice? Don't let this episode's insights go to waste! Take action today by identifying one new industry or networking opportunity you can explore this month. Whether it's attending a targeted industry event or meetup, connecting with your local government officials, or raising your rates, small steps lead to significant breakthroughs.

Subscribe to That Solo Life on your favorite podcast platform and never miss an episode packed with practical strategies for independent PR professionals. Have questions or success stories to share? Reach out to the hosts at soloprpro.com - they'd love to hear from you!