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Practical tips to help organizations go beyond ‘rainbow-washing’

By Sarah Manley Robertson, ABC, CMP, CIIC

Following National Coming Out Day (October 11), PIC and IABC/Toronto hosted an informative and engaging panel discussion featuring Hanna Haddad (he/him) and Luis Augusto Nobre (he/him) of Pride at Work Canada/Fierté au travail Canada, moderated by PIC member Brent Artemchuk (he/him).

The unifying theme of the discussion was that to avoid rainbow-washing, we must do what is right: Be kind to other humans.

While this resounding message was clear, it is not simple. There is no one answer because humans are complex beings. Issues of humanity require layered and sustained actions.

Keep reading to learn tips and examples, grounded in this definition of rainbow- or pink-washing:

The practice of attempting to benefit from alleged and performative support for 2SLGBTQIA+ rights, often as a way to profit or to distract from a separate agenda.

Rainbow-washing manifests in multiple ways. It could be rainbow flags flying in June outside companies where employees of the 2SLGBTQIA+ community do not feel welcomed or safe to be their authentic selves. It could be companies taking only event-based actions, like hosting guest speakers on observed days but not having inclusive policies or benefits programs.

Avoiding this performative approach requires:

Education: It breeds understanding, empathy and trusting connections.

• Start with yourself. Acknowledge your privilege to increase awareness of stereotypes, biases and stigma.
• Ask questions without shame. Use multiple resources, including those provided by organizations like Pride at Work Canada/Fierté au travail Canada, JusticeTrans, Workforce Warriors, Civic Action.
• Arm yourself with good practice examples: Lead with Pride: Best Practices for Advancing 2SLGBTQIA+ Leadership report (pdf).

Action: It is not enough to say “our doors are open to everyone.” We must open them.

• Start by changing systems within systems if it feels overwhelming to change the culture. Address hiring practices, then change the benefits plan, for example.
• Remove systemic barriers. Policies are not enough; you must consistently apply inclusive policies.
• Ally is a verb, not a noun. To be an ally, you must act.
• Provide mentorship to individuals of marginalized groups, creating safer spaces for them to grow and flourish.
• Resist the urge to track progress with a traditional business scorecard. This approach can lead to shallow decisions. Humanity cannot be reduced to numbers.
• Respect people as they wish to be respected; use the pronouns they prefer.
• Practice inclusive language every day, with everyone, to form respectful habits.

Transparency: Be visible, even in the face of criticism.

• Courageously handle criticism of your campaigns. Show your employees they are safe regardless of their identity.
• Report not only on your company’s successes, but also on how you addressed mistakes.
• Sponsor 2SLGBTQIA+ events in the community.

Inclusion: Engage with diverse audiences in a systemic manner that benefits everyone.

• Understand and embrace intersectionality. Humans have multiple identities that cannot be separated.
• Ensure all voices are first heard, then represented when building your communications, programs or policies.
• Use non-binary language, avoiding phrases like “welcome ladies and gentlemen.” How about, “Hello everyone”?
• Hire 2SLGBTQIA+ owned or operated vendors.

As we approach Transgender Day of Remembrance (TDOR) on November 20 – honoring transgender people whose lives were lost in acts of anti-transgender violence – we hope these tips help you in your role as advisor.

And if leaders want you to post on social media or host an event to observe this day, welcome the idea, include the 2SLGBTQIA+ community in the planning, and importantly, ask leaders why.

Help them see that the reason to act cannot be the preservation of the organization; it is right to be kind, welcoming and respectful of all.

PIC Silver Social: Wasn’t it a party?

By Jane Naczynski

High spirits prevailed when 40+ IABC/Toronto members celebrated a milestone – 25 years since the founding of the Professional Independent Communicators.

The place: The Duke of Cornwall pub in downtown Toronto. The date: September 19. The consensus: PIC rates five stars. Or two thumbs up. Or a perfect 10. Or all of the above!

A very informal event, the evening included conversation, laughter, snacks, a raffle and a book giveaway.

The crowd included long-time PIC members (including many original “old-timers”), first-timers, former independents and IABC/Toronto members who aren’t independents. Many had plenty to say about what PIC means to them and how much they enjoyed the event.

“Such a lively evening of great conversation,” Jacqui DeBique said. “It was also wonderful to see many folks new to PIC!”

“It was a great night,” agreed Heather West. “So nice to catch up with long-time PIC friends and get to know new ones better.”

Ellen Gardner, ABC, recalled the early days: “The idea that we could get together and have speakers and learn from each other was so unique and valuable…25 years went by in a flash!”

Others chimed in on LinkedIn.

“What great energy filled the room!” enthused chapter president Chantelle Cabral, SCMP. “A big thank you to the PIC exec team for planning a lovely celebration. Congratulations on 25 years of PIC.”

“IABC has long been a great resource,” said Sarah L. Manley Robertson, ABC, CMP, CIIC. “I have been a member since the late 1990s but PIC is definitely a reason to stay – or join if you’re new to IABC.”

Lynn Woods remembered her first meeting 18 years ago as well as helping draft “the first AIP [Association of Independent Practitioners] toolkit for independents based on all our learnings. That seems so long ago now and social media has definitely changed the landscape since then.”

Thinking of PIC’s 25 years, Amy Sept commented, “It’s incredible to think about the impact PIC has had on so many new and established independent pros in that time…congratulations and thank you.”

“Jane started something special, a dynamic and engaging group for independent communicators that has been a great source for learning and networking throughout my career,” added Sharon Aschaiek. “Yay AIP/PIC!”

Special thanks to the PIC 25th Silver Social organizers: Arlene Amitirigala, Brent Artemchuk, Jacqui DeBique, Marie-Lauren Gregoire Drummond, SCMP, Catharine Heddle, Sue Horner, Lisa Marchitto and Jane Naczynski. PIC also thanks Jane for generously contributing to the appetizers. And a shout-out to all PIC volunteers throughout these 25 years. As Lynn Woods noted in a LinkedIn comment: “PIC and all it does for independents doesn’t happen without you!”

3x3: The view from some newer PIC members

By Brent Artemchuk

With PIC celebrating 25 years, we’ve been collecting thoughts from our members. This issue, we asked current members Jacqui DeBique (she/her), Marian Neglia (she/her) and Trish Tervit (she/her) to tell us why they joined PIC, how being part of PIC has helped them grow their businesses and what advice they'd give to those thinking of taking the leap into entrepreneurship. Their answers are everything you’d expect from a PIC member: thoughtful, empathetic and diverse.

What inspired you to join PIC?

Jacqui: I was inspired to join PIC by the group’s consistency: Consistent high-quality professional development opportunities and socials and consistently amazing and talented professionals I met and still meet event after event, year after year. Dating back to the late 2010s, my every engagement with PIC has felt like a solid investment of my time and left me wanting more. This hugely positive experience ultimately led to my gradual and increased involvement with the IABC/Toronto chapter.

Further proof of this quality and consistency: Sue Horner has an enviable combination of PIC institutional knowledge, boundless talent as a professional communicator, and a magical way of connecting people. I’m proud to call her friend and my personal PIC hero. (Ed. note.: Aww, thanks, Jacqui!)

Marian: I joined PIC to connect with other independent communicators. I was looking for a community of peers who face similar challenges and opportunities as I do. The industry has changed since I started my business many moons ago and I find I can always learn something new from others as well as keep up with trends in the business.

Trish: A good friend of mine, Catharine Heddle, was on the PIC executive and recommended I join. I was excited to meet like-minded entrepreneurs involved in my area of communications. I knew there would be synergies that would assist my business and I was excited to share my own expertise and experiences.

Catharine had operated her own consultancy for more than 13 years and her helpful advice and support have been instrumental in giving me the confidence to take this plunge. In fact, I often think of her words of wisdom: 1) DO IT – there’s lots of work out there, and 2) BE READY – there’ll be dips, so make sure you have the strength to ride those out.

“Dating back to the late 2010s, my every engagement with PIC has felt like a solid investment of my time and left me wanting more.” – Jacqui DeBique

How has PIC improved your entrepreneurial skills or contributed to your business outlook so far?

Jacqui: When I first started as an indie in 2007, I saw other writers as competition. But with PIC, I have witnessed some wonderful professional partnerships emerge among PIC members. It has highlighted for me that collaborations are not only possible, but are also opportunities to expand our skills, experiences and revenue streams.

To help others get the most out of PIC from an entrepreneurial or business perspective, I’d love to see PIC’s professional development offerings come together in a one-day conference for indies. The energy that manifests when PIC members gather can more than feed a day-long forum for learning and networking. I also envision more ongoing formal opportunities to profile PIC members and their businesses across the chapter, and for PIC’s membership to be so extensive that we can have forums by vertical markets.

Marian: PIC has provided me with valuable insights and new perspectives on the challenges and opportunities I face as an independent business owner. It’s also nice to be part of the energy and collaboration I get from this group, especially after the pandemic.

I also love learning from – and interacting with – the people I meet, whether clients, employees and suppliers. They’re passionate about their work, dedicated and pay attention to detail. They’re also professional, kind, friendly, appreciative and they strive for excellence and quality. I admire clients who are professional and have an appreciation and understanding of the benefits I can provide them. They understand the value of my services and they trust me to deliver them. And in choosing suppliers to support me, I’ve learned to rely on and appreciate their passion and attention to detail.

Trish: An in-person social was my first introduction to PIC and within those two hours I learned so much about ways to operate my business. I also connected with contacts who offered services I knew I might need in the coming months, such as video production. An online seminar on being a sole communications practitioner really helped me understand the benefits of owning my own business. The best line I heard from the panel was that working for yourself means you can choose who you do business with and eliminate bothersome clients, unlike in a corporate job where you must put up with difficult people.

“An in-person social was my first introduction to PIC and within those two hours I learned so much about ways to operate my business.” – Trish Tervit

What advice would you give others thinking of taking the entrepreneurial leap?

Jacqui: For anyone looking to hang out their shingle, I would suggest finding a tribe of like-minded professionals, like PIC, with whom you can have opportunity for the three Cs: community for support, commiseration through difficult times, and celebration of your successes.

Marian: Running your own show is not for everyone. And that’s okay. An opportunity came up for me – and I really didn’t know what I was getting into at the time – but it worked. However, I’d tell others interested in taking the leap to prepare for the challenges besides doing the work. This means having an accountant and a lawyer. It means being prepared for fluctuating income, managing multiple projects and dealing with challenging clients. And finally, it means setting goals, budget and marketing strategy. I’d also add that, at some point, something will go wrong, so fix and own your mistakes because your reputation rides on how you handle them.

Trish: Listen to your gut. If you know in your heart that it’s the right time, then take the leap. However, be practical. Have a small nest egg ready for times when the client work just isn’t flowing in, and perhaps consider how you’ll manage things like benefits. Make sure you have all the credentials, experience and skills you’ll need to truly offer exceptional service to your clients. If you have all that in place, then JUST DO IT! I haven’t met anyone yet who doesn’t love being their own boss.

Buzzy Bits

In this edition of Buzzy Bits, Catharine Heddle, PIC’s co-Director of Programming, is in the hot seat to answer 10 short questions while the clock counts down!

Tools of the trade: A crowdsourcing session for indie communicators

Have you ever wondered what tools other indie communicators use to do their work? Do they create graphics with Canva, get ideas from ChatGPT, keep information on Evernote? Join us at this interactive session on Zoom from 4:30 p.m. to 6 p.m. Tuesday, November 7 and find out!

Learn the secret weapons of your fellow indie communicators and share your recommendations. We’ll crowdsource your favourites across these categories:

• Professional services (lawyer, accountant, insurance, banking, coaching, etc.)
• AI tools (grammar and writing supports, transcription, translation, etc.)
• Business operations (project management, email services, website providers, etc.)
• Creative support (design platforms, stock imagery, etc.)

This is a great opportunity to learn from and support one another!

Fees are $15 for members ($16.95 with HST) and $35 for non-members ($39.55 with HST).

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:

Ten ways to be an ally for the National Day of Truth & Reconciliation and beyond, like “Use your privilege to create inclusive spaces, conversations, policies, or processes.”

A look at the wide range of neurodiversity and how employers can support employees in the workplace, including simple changes like dictation software or a separate working space, by HR News via CommsRebel.

If you help plan virtual and in-person events, grab the Inclusive Events Checklist created by IABC/Toronto’s Inclusion, Diversity, Equity and Accessibility (IDEA) committee. (You’ll need to login first.)

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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 and Designers: Arlene Amitirigala, Sue Horner

Executive team

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