How AI Impacts PR Agencies and Solos with Chip Griffin
That Solo Life Episode 337: How AI Impacts PR Agencies and Solos with Chip Griffin
Part 2 of a crossover episode. Part 1 aired on Chip Griffin's podcast, Chats with Chip [https://sagaimpact.com/how-ai-impacts-pr-agencies-and-solos/].
Episode Summary
In this episode — Part 2 of a special crossover with returning guest Chip Griffin — hosts Karen Swim and Michelle Kane take a frank look at what the current landscape really means for PR, communications, and marketing pros who work independently or in small agencies. The conversation spans the mixed economic signals practitioners are seeing right now, why client ghosting is more 'not yet' than 'no,' and the urgent need to evolve beyond a reliance on traditional earned media. Chip makes a compelling case for business acumen as the most underrated skill in the industry, and the group digs into what it really means to speak the language of the C-suite — connecting communications work to outcomes that actually matter to clients. The episode closes with a practical challenge: listen more deeply to your clients and peers, and get serious about learning AI — not at a technical level, but at a practical one — because the agencies that don't evolve will simply get smaller.
Episode Highlights
* [01:30] The Industry Mood: Mixed, Not Falling: Chip characterizes the current market as stagnant — not catastrophic, but not growing either. Many solos and agency owners find themselves in a tough holding pattern, uncertain whether to stay the course or make bold moves, with economic, political, and AI-related pressures all converging at once.
* [04:45] AI and the Cost-Cutting Trap: Clients are scrutinizing spending, and some are asking whether AI means PR should now cost less. Chip warns that using AI purely as a cost-cutting tool is a race to the bottom — and as AI pricing rises, that strategy will backfire. The real opportunity is using AI to deliver more value, not just more efficiency.
* [07:10] Client Ghosting: Reframe the Silence: Ghosting has been part of agency life for decades — Chip shares a story from the floppy disk era to prove it. His reframe: silence is an answer, and it almost always means 'not now,' not 'never.' Proposals can resurface months or even years later. The key is to keep having conversations.
* [11:00] Vetting Prospects Is Part of Business Development: Taking any client when revenue feels tight is tempting — but Karen and Chip both push back on this instinct. True business development means qualifying prospects for fit and readiness, being honest when the timing isn't right, and saving everyone from a mismatch that damages your reputation long-term.
* [14:30] The Earned Media Reckoning: Karen names something she's observed for years: too many PR practitioners have over-relied on the earned media lever, without building out strategy or demonstrating broader value. As the media landscape shrinks, that single-lever approach is no longer enough. The PESO model — Paid, Earned, Shared, Owned — is the framework Chip points to for thinking more expansively.
* [21:00] The Missing Skill: Business Acumen: When asked what skill gap stands out most, Chip doesn't hesitate — it's business sense. It affects how practitioners run their own businesses and how well they serve clients. Karen builds on this: having a seat at the table means nothing if you're still speaking the language of outputs rather than outcomes. Understanding what matters to the C-suite — and aligning your work to it — is the real differentiator.
* [24:30] The 'So What' Factor: Michelle's simple test for every PR recommendation: so what? Can you connect each tactic or placement to a meaningful business outcome? If not, you're not speaking your client's leadership language — and your value will always be at risk.
* [27:00] What to Do Right Now: Listen and Learn: Chip's advice for the next quarter or two: listen more carefully to how your clients' and prospects' businesses are actually changing, and invest serious time learning AI — not the geeky technical side, but the practical, 'how do I use this today' side. The practitioners who don't evolve in the next two years won't just look different — they'll be smaller.
About Chip Griffin
Chip Griffin is the founder of SAGA, where he works with owners of PR and marketing agencies to help them build businesses they actually want to own. An experienced entrepreneur and agency owner himself, Chip brings more than two decades of firsthand experience building, growing, buying, and selling businesses.
His work focuses on advisory and consulting support for owner-led agencies navigating growth, profitability, talent challenges, and long-term planning. At the core of his approach is a belief that there is no reason to take on the risk and stress of ownership if the business does not give back what the owner wants from it.
Chip has held leadership roles inside agencies and global organizations, is a sought-after speaker and commentator, and has been creating content since the late 1990s.
Connect with Chip:
* Website: sagaimpact.com [https://sagaimpact.com]
* Chats with Chip podcast: chatswithchip.com [https://chatswithchip.com]
* LinkedIN: https://www.linkedin.com/in/chipgriffin/ [https://www.linkedin.com/in/chipgriffin/]
Resources & Additional Information
* SAGA Impact (Chip's consultancy): sagaimpact.com [https://sagaimpact.com]
* How AI Impacts PR Agencies and Solos with Chip Griffin (Part 1 of this crossover): https://sagaimpact.com/how-ai-impacts-pr-agencies-and-solos/ [https://sagaimpact.com/how-ai-impacts-pr-agencies-and-solos/]
* Solo PR Pro membership community: soloprpro.com [https://soloprpro.com]
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 Solo PR Pro, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and practical advice for solo PR pros navigating today's dynamic professional landscape.
Did this episode inspire you? If you found value in this conversation, please take a moment to leave us a review on your favorite podcast platform. Your feedback helps us reach more solo pros just like you! Don't forget to subscribe so you never miss an episode.
