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More than a hashtag: How you can support your clients in recognizing #BlackHistoryMonth

By Marie-Lauren Gregoire Drummond, SCMP

We’ve moved on from a black square on social media and trending hashtags. Organizations, companies and individuals now need to do more than performative diversity tactics in their messaging and social media.

This Black History Month, all of us need to do more than repeat one popular factoid, one famous quote. Here is one example: even though we don’t celebrate it in Canada, Martin Luther King Jr Day was celebrated in the U.S. in January. A late-night talk show did a bit asking people on the street to recite the famous speech, and many people could not get past the famous line. There is more to MLK Jr’s speech than, “I have a dream,” just as there is more to celebrating Black History Month than the hashtag #BHM.

What can independent communicators do during Black History Month?

Support your clients to do some thinking about Black History Month, about anti-Black racism and what tangible steps they are taking to eliminate anti-Black racism in their organizations’ policies and in their actions.

You and your clients can support Black businesses and B3 organizations (Black-focused, Black-led, and Black-serving), share and promote Black content creators. As independent communicators, expand your circles to increase your knowledge so you can make a difference. Learn and share more than one post about Canada’s Black History. Do your part to dismantle white supremacy that hides the accomplishments and contributions of Black Canadians.

DYK: Did you know that Herb Carnegie was considered the best Black hockey player to never play in the NHL? Do you know why? Educate yourself.

Celebrating and recognizing Black History Month is important to recognizing your community’s diversity and intersectionality and inclusivity.

Check out the rest of The Buzz for more insights, resources and links to information and content you can use.

If you have any comments, ideas for professional development topics, or any questions, or wish to volunteer with PIC, reach out to toronto-sig@iabc.to. We’re always happy to hear from you.

Becoming a Unicorn: How to make yourself a category of one

By Sarah L. Manley Robertson, ABC, CMP

“Building a personal brand is a journey that includes determining what is important to you…putting an authentic version of yourself forward.” – Arlene Amitrigala, Founder and Chief Communications Strategist, TrulyArlene Communications, and PIC’s co-Director of Communications & Social Media.

With more than 42,000 business communication specialists offering their services, independents know we are just one of many. But we do not despair! In fact, we persevere now that we know we can each achieve what Greg Monaco, brand and story coach with Fearless Brands, calls “The Rare Triple Win”:

1. You win: You step out of the shadows of anonymity and get known for something special.
2. Your friends and family win: You are lit up by your ideas and have more energy.
3. Your prospects win: They are able to recognize you in a crowd and decide if you are the best fit to help address their “pains.”

Greg helps people tell magnetic stories so they can attract the work they love. In a late January webinar hosted by PIC, he shared his advice, created over 30 years of brand coaching.

We benefited from what Greg called “Credo Aikido” and small breakout group discussions. We talked about how to tap into our unique perspectives to identify what makes us special solvers of the struggles or pains we see, and how to articulate it in a way that breaks through “the wall of same.”

• I am a(n)... [your existing category, like writer, change manager, strategist, etc.]
• Because I see... [client pain]
• That’s why I... [how you help the client]

According to Greg, it is critical to shift your thinking to avoid becoming a disposable, transactional brand. Here are some of Greg’s thought-provoking insights:

You are responsible to change the way others think about you; you need to take agency.

While AI can help you move past the blank page, it cannot compete with the unique perspectives you hold.

Articulate your story through the perspective of your “bullseye” audience, not from your own point of view.

Breaking your category may feel counterintuitive because creating differentiation also narrows your target. You are not for everyone; embrace it and leverage it!

It isn’t enough to articulate your expertise; you must identify and talk about your special gift.

Successfully developing your stance, fabricating a belief, creating a mindset or forming an impression can even change the way the beer tastes (you had to be there). A well-crafted brand story will make you stand out because you will make others feel like part of something special when they engage you.

In practical terms, it takes work. Do the work. Shorten and sharpen your LinkedIn “About” section. Attract the work you love.

Find Greg online at Greg Monaco | LinkedIn, Monaco Branding and Creative: Overview | LinkedIn or Monaco Branding & Creative | Eradicate Anonymity (letsgomonaco.com).

3x3: Positioning your business with diversity in mind

By Brent Artemchuk

“When we're talking about diversity, it's not a box to check. It is a reality that should be deeply felt and held and valued by all of us.” – Film director Ava DuVernay

February is Black History Month, and February 22 is Chosen Family Day, an important event for the 2SLGBTQ+ community. To continue to shine a light on the importance of diversity and inclusion within our profession, we asked PIC members Priya Bates, ABC, MC, SCMP, IABC Fellow (she/her); Cyrus Mavalwala, ABC, MC (he/him); and Sabita Singh, ABC (she/her), to tell us how they work with their clients to ensure this important topic receives the attention it deserves.

1. How does inclusion show up in your niche/client work?

Priya: The topic of inclusion is showing up in so many conversations through my work at Inner Strength Communication and with A Leader Like Me. Here are some examples:

• Inclusion is showing up in internal communication audits where employees don't feel heard and understood. They feel like they're in the dark compared to organizational leaders and that affects trust. Leaders and organizations need to be proactive about providing balanced communication to employees to influence their actions and behaviours
• Inclusion is showing up in hybrid workplaces where disconnection is creating disengagement and distrust. Management needs to be proactive about managers and teams connecting in a virtual environment to drive collaboration and a sense of community
• Inclusion is showing up in specific verticals that are early adopters of performance-based diversity, equity and inclusion (DEI). There are communities in parts of Canada losing skilled workers – youngsters moving away and foreign workers choosing cities where they feel safer. We don’t have healthcare workers to take care of the ageing population. Inclusion is at the heart of challenges in education where there’s money to be made from attracting foreign students.

That's why I recently wrote a book called Building a Culture of Inclusivity: Effective Internal Communication for Diversity, Equity and Inclusion with Advita Patel.

Cyrus: Inclusion takes many forms and is an integral part of how we approach both our consulting and training. It often starts with building a unique team to serve a specific client. Bringing together professionals with a variety of backgrounds, experiences and perspectives enriches our strategic thinking and creativity. It enhances our ability to help our clients understand and communicate with diverse audiences effectively.

Sabita: As a LinkedIn coach, I work with C-suite leaders, executives in transition and entrepreneurs from diverse backgrounds. From our very first meeting, I get to know them on a personal level. They share their career journeys and life experiences with me. When I write their LinkedIn profiles, I focus on what makes them unique to help them stand out on the world’s largest professional network. Their diverse backgrounds are a key part of their narratives.

2. Do you talk to your clients about inclusivity, such as suggesting ways they could be more inclusive?

Priya: We encourage a focus on performance versus being performative. Are your clients hiring people and suppliers who are diverse? How can they drive different perspectives if they’re surrounding themselves with more of the same?

A first step is getting a diverse perspective to the table. So, talk to employees – even the disruptors – to hear various perspectives and opinions and address or plan for them. Look at biases and systems that are baked in to how your client operates. Tweaking at this level makes more of a difference than simply checking boxes. Also, start at the top – many decide diversity should come from the bottom but it will take 20 to 30 years to drive change. The question you need to ask your clients is: Are you willing to wait that long? Research tells us that more change happens when you begin at the top of an organization.

Cyrus: Whether we’re collaborating with a municipality or B2B company, we always lead with inclusive language and visuals, whether inclusivity and accessibility are on their radar or not. In guiding our clients through the nuances of strategic communication planning, analyzing audit findings or creative production of video content, we emphasize the value of forging authentic and respectful connections with their audience.

Sabita: I do! Your question is perfectly timed since I'm launching a new offering to help organizations elevate their underrepresented employees to more senior level roles. My goal is to work with high potential, underrepresented employees selected by DEI committees and executive teams. I would like to help these individuals define their passion, purpose and personal brand to build their confidence and success within their organizations. This includes building an authentic and engaging brand on LinkedIn.

Helping rising stars break through the glass ceiling, while celebrating their diversity, is such a fulfilling way to evolve my business. I also believe that when organizations make this type of investment in their people, they are clearly committed to more than just “ticking a box” and help their employees feel truly valued.

3. How do you strive to make a difference?

Priya: I’m planning to take a course on cultural intelligence. I think there’s a real opportunity to learn more. I also listen to and work with diverse people. I want to hear what people are talking about and focusing on. It helps open my eyes and mind to possibilities.

When striving to make a difference, we need to start with ourselves and our own habits. Look around. Are you surrounded by people who think, act and have experiences just like yours – or do you seek conversations and relationships with people who are different? Look at your business partners. Look at your family. Look at your friends. How diverse are these groups? Do you have the kind of relationship that allows for honest conversations? If the answer is no, think about how you can start building them.

As a woman of colour, I have never questioned the importance of understanding the perspective of the leaders and clients I’ve worked with. I needed to understand them and their perspectives to write for them. As an internal communication professional, I have never questioned the need for getting to know employees from the front lines to managers to leaders to connect the dots and identify both differences and similarities to fill the gaps. That’s how we become allies; by looking at ourselves and changing our own relationships first.

Cyrus: Continuous learning is key, because sometimes you just don’t know what you don’t know. It’s our moral imperative to help move the needle so DE&I is baked into the culture and hence in the earliest stages of the strategy. By embedding inclusion at every level of our work, we help our clients build respectful, stronger, more authentic connections with their audiences.

Two books on my bedside table are The Fine Art of Not Saying Stupid Sh*t and Building a Culture of Inclusivity from PIC’s own Priya Bates. Advantis Communications has also been certified as a CAMSC Minority Supplier since 2016. This is another avenue for our team to surround ourselves and have discussions with other certified diverse businesses from across Canada.

Sabita: As a coach and entrepreneur, I’m able to see the potential in people, even when they don’t see it in themselves. People of colour or those from marginalized communities need allies and champions. I try to be one of those people. After all, having one person who believes in you can make all the difference. So, I am a career coach, confidante and champion for my clients and encourage them to do the same for others. We need to make sure we all champion inclusion and diversity to break through barriers. It’s such a privilege and joy to see others succeed. Nothing makes me happier!

Buzzy Bits featuring Christopher Trotman

With Arlene Amitirigala

In this edition of Buzzy Bits, Christopher Trotman, Founder of Trotman Communications and Kalabash Global, reveals his hidden talent and more.

Welcome new members

Rasha Fawakhiri (she/her)

Toronto | RF Communications | LinkedIn | rasha.fawakhiri@gmail.com

With 15+ years of experience in communications, public relations and marketing, Rasha has set up functions from the ground up across multiple organizations covering 30 markets. She held the role of Head of Communications for Twitter in MENA (Middle East/North Africa) for six years, where she conceptualized and led award-winning campaigns and narratives including Cannes Lions in 2022. She is a founding mentor of Ogilvy and Global Women in PR’s women mentorship program and was featured as one of the most influential communicators in MENA by PR Week 2021. She is currently consulting in Toronto.

Lisa Gibson (she/her)

Toronto | Ignite Communications | Website | LinkedIn | lisa@ignitecommunications.ca

Lisa has more than 25 years of experience solving complex business problems through strategic and award-winning communications. Her company, Ignite Communications, provides consulting spanning change management, executive and employee comms, PR, and social media. Lisa regularly speaks about how communicators can leverage the power of AI, and how leaders can strategically build their personal brands. She currently sits on two boards – The Shine Foundation and QueerTech – and volunteers her time to help women early in their careers.

Trisha Richards (she/her)

Toronto | Write Reaction | Website | LinkedIn | trisharichards@hotmail.com

Trisha is a versatile communications strategist and freelance writer with nearly 20 years of experience serving various industries. She specializes in corporate communications, B2B copywriting, and trade journalism. An exceptional writer and storyteller, she has the ability to render highly technical content into clear, plain-language communications.

The celebration continues!

Join us March 19 to build your business development know-how

As an indie communicator, are you as busy as you want to be? Do you find yourself wondering what clients you’ll be working with in one month… two months… four months?

Take the guesswork out of maintaining a thriving freelance practice. Join us on Zoom at 4:30 p.m. Tuesday, March 19 to build your business development know-how.

Join your fellow independents at this virtual event and hear from a panel of seasoned pros: Stacy Corneau, freelance copywriter and business coach; Heather West, Fresh Communications (and PIC member!); and Jasmine Williams, content marketing consultant and freelance coach. They’ll be sharing their wisdom and techniques for building, growing and maintaining a thriving freelance communications practice. Fees are $15 for members ($16.95 with HST) and $35 for non-members ($39.55 with HST).

Tuesday, April 16: Save the date for Portraits & Productivity

It’s a focus party! Join PIC for a day of co-working in a dedicated space at Cision Canada’s beautiful lakefront offices.

Bring your computer and set up at a workstation for all or part of the day. Enjoy the fellowship of working alongside one another to get things done. Private rooms will be available for calls/meetings and breaks. Morning snacks, coffee and lunch are included.

Optional add-on: Photographer Kathryn Hollinrake will be on site to take your professional, head-and-shoulders portrait for the discounted rate of $250. Spaces for this are limited.

Open to PIC members only. Save the date! Registration link will be available soon along with answers to all your questions.

See you on social media!

Build and strengthen your connections, advance your business and network with other PIC members on social media. In case you missed them, recent posts shared on our social media channels include these:

What are comms professionals doing to support change that goes beyond Black History Month? Our panel discussion in 2023 shared some thoughts, like call out when an initiative is just for show, advocate for colleagues and ask for diversity in suppliers.

How to keep the momentum going with Black History month content, by Sean Devlin for PR Daily. Try a different topic each week, share the everyday experiences of colleagues and turn awareness into tangible action.

“Eight months after #BlackoutTuesday, have white ‘allies’ actually kept their promises?” Pascale Diverlus takes a look in this flashback.

A simple way to be inclusive is to make using pronouns a natural thing, like "My pronouns are she/they. What are yours?” Be clear, straightforward and casual when sharing pronouns, says Harvard Business Review.

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Who we are

Professional Independent Communicators (PIC) is a special interest group of IABC/Toronto. PIC’s mission is to support independent IABC/Toronto communicators through professional development, networking and marketing. The Buzz informs members about upcoming events, shares professional development tips from past meetings and keeps us connected.

IABC connects communicators from around the world with the insights, resources and people they need to drive their careers and their professions forward.

Editors: Arlene Amitirigala, Sue Horner, SCMP

Executive team

Chair: Marie-Lauren Gregoire Drummond, SCMP | Past Chair: Jacqui DeBique, SCMP | Membership: vacant | Marketing & Sponsorship: Brent Artemchuk | Communications & Social Media: Arlene Amitirigala, Sue Horner, SCMP | Programming: Catharine Heddle, Lisa Marchitto