AI, Business Reality, and the Solo PR Mindset: What Comes Next
Continuing the conversation from That Solo Life’s crossover with Chip Griffin
If Part One of this crossover conversation focused on how AI is changing the work, Part Two expands the lens.
Because AI doesn’t exist in a vacuum. It’s shaping how we operate as business owners.
Thanks again to Chip Griffin for not only hosting the initial conversation, but for creating a space where the discussion could evolve into something bigger. These aren’t surface-level takes. They’re the kinds of conversations that help solo professionals think differently about where they’re headed.
The Bigger Question: It’s Not Just AI. It’s the Business Environment
In Part Two, the conversation shifts from tools to context.
Because while AI is accelerating how we work, it’s also raising bigger questions:
How do we position our value in a more efficient world?
How do we navigate uncertainty: economic, technological, and client-driven?
How do we continue to evolve without losing what makes our work meaningful?
These are the questions solo PR pros and small agency owners are actively working through.
And there’s no single answer—but there is a common thread.
The Constant: Adaptability Is the Job
One of the clearest takeaways from this conversation is that adaptability isn’t a skill anymore—it’s the job.
The communications landscape has always shifted:
From mail to email
From traditional media to digital
From static messaging to real-time engagement
AI is simply the next acceleration point.
The difference now is speed.
And that means:
Faster decision-making
Faster learning curves
Faster consequences for standing still
From Technician to Advisor
As AI changes how we do our work, it also changes how we show up for clients.
Execution is becoming more efficient. In some cases, more automation.
Which elevates the importance of:
Judgment
Context
Strategic perspective
In other words, the value isn’t just in doing the work, it’s in guiding the work.
For solo PR pros, this is a critical shift.
Because it reinforces what many have already been building toward: being a trusted advisor, not just a service provider.
The Reality of Running Lean
Part Two also brings the conversation back to something very real: running a business.
For solos and small agencies, that means constantly balancing:
Time vs. revenue
Efficiency vs. value
Growth vs. sustainability
AI can help relieve some of that pressure but it doesn’t replace the need to make smart business decisions.
If anything, it raises the stakes.
Because when tools make execution easier, differentiation becomes harder.
What This Means Moving Forward
If there’s one takeaway from this conversation, it’s this:
The future of PR isn’t about choosing between AI and traditional approaches.
It’s about integrating new capabilities into a stronger, more thoughtful way of working.
That includes:
Staying curious instead of resistant
Going deeper instead of staying surface-level
Using tools to enhance thinking, not replace it
And most importantly, continuing to evolve how we define value.
Continue the Conversation
This crossover has been a reminder of how important it is to step outside our echo chambers and compare perspectives.
A sincere thank you again to Chip Griffin for bringing us into the conversation.
FAQ
How is AI impacting PR businesses—not just the work?
AI is changing PR businesses by increasing efficiency, shifting pricing and value conversations, and requiring professionals to focus more on strategy and advisory roles.
What should solo PR pros focus on as AI evolves?
Solo PR pros should focus on adaptability, strategic thinking, and using AI to enhance, not replace, their expertise.
Is AI making PR more competitive?
Yes. AI lowers barriers to entry and increases efficiency, which means differentiation now depends more on insight, creativity, and client guidance.
What is the biggest risk for PR professionals right now?
The biggest risk is failing to adapt, either by ignoring AI or by using it without developing deeper strategic value.