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The intersections between Pride, pricing and people

By Marie-Lauren Gregoire Drummond, SCMP

It has been an absolute pleasure serving as the Chair of PIC this past year and joining in with PIC members past and present to celebrate 25 years of IABC/Toronto’s Professional Independent Communicators.

This year began with a 25-year celebration event in September. We continued with professional development events and socials. We shared testimonials in The Buzz and on social media. And we’ll wrap up with an end-of-year celebration in August. Over that time, I’ve reflected on what it means to be a member of PIC and a member of IABC/Toronto and the perspective of independent communicators through world crises, Black history, women’s history and Pride.

In my last column as Chair of PIC, I’m reflecting on the intersections between Pride, people and how we value our work and our worth.

In this edition of The Buzz, you’ll read a recap of Pricing Secrets of the Pros, Part 2, and learn how we can be valuable allies to the 2SLGBTQIA+ communities. The intersection here is that as independent contractors, we ask our clients and the companies we work with to value us and our work, to see our worth and compensate us appropriately. Similarly, the diversity within the 2SLGBTQIA+ communities deserves to be valued just for who they are, who they love and how they love. Can we just see people for who they are?

Whether you are Black and Queer, Asian and Trans, Indigenous Two-Spirited, Lesbian and Muslim, or Gay and differently abled, there are myriad experiences, talents and skills you bring to any conversation, any table, any space. Existing as a form of resistance. In the battle for equity, people of all genders, gender expressions and orientation just need to be seen and heard. And if they are not, it is the job of allies to push those voices forward (with permission/consent), to not take up the space that is deservedly theirs, and to treat people with respect and dignity.

Do you see me? See me and know my value?

That is the message I’m sharing while I reflect on being an ally to the 2SLGBTQIA+ community and intersections with the diversity of ACB (African, Caribbean and Black) communities, Indigenous communities and other People of Colour, and other communities that make up the city I live in. That is what I reflect on as an independent communicator. See me, know my value as a person and as a communicator.

Do enjoy this edition of The Buzz, and as always, please share your comments and thoughts with me and the new chair of PIC via email at toronto-sig@iabc.to.

And also save the date for an end-of-summer, end-of-25th-year-anniversary celebration at 5:30 p.m. on Wednesday, August 21, 2024, location TBD.

Thank you for a wonderful year, and enjoy the summer!

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. Our incoming chair takes the reins at the beginning of July and would love to hear from you.

We have much work to do to be effective allies

By Sue Horner, SCMP

It’s June, and that means Pride Month activities are in full swing. Sadly, this may be the only time some companies show visible support for the 2SLGBTQIA+ community.

Yet that support is more important than ever.

An article in The Buzz last June talked about creating an environment of belonging amid an alarming increase in homophobia and transphobia. Society was seeing what was then an all-time high in anti-Black, anti-Asian and anti-Jewish hate crimes, while Indigenous communities continued to experience racism, discrimination and violence.

That all-time high is even higher, and we still need to talk about it. And communication professionals still need to be better allies.

For some guidance, I spoke with Aniska Ali, CFRE (she/her). She is Director, Philanthropy, for The 519, a City of Toronto agency committed to the health, happiness and full participation of the 2SLGBTQIA+ communities.

What can communication professionals do to support change in our clients?

Communication professionals have a huge role to play in helping fight the swell of misinformation/disinformation and the rise in anti-queer and anti-trans hate.

The 519 created a media guide specifically for people who work in communications. “Your guide to fair & inclusive reporting with 2 Spirit, trans, and gender-diverse communities” is for anyone looking for practical ways to practice inclusivity and wanting to learn more about how to treat trans, Two Spirit and gender-diverse folks with the respect and dignity we all deserve.

• Using pronouns is a simple and important place to start. It’s essential not to misgender folks when writing about them. Don’t make assumptions; check their pronouns. Use “they/them” as a default until you’re sure. We’ve seen too many media stories where “deadnames” were used or someone was referred to as a gender they don’t identify with. [A deadname is the name a transgender person was given at birth and no longer uses upon transitioning.] If you make a mistake, acknowledge it, apologize, learn and change.
• Include someone’s gender identity only if it’s relevant to the story you’re writing, and even then, only with consent. And don’t ask questions you wouldn’t ask a cisgender person [whose gender identity corresponds to their sex assigned at birth].
• Understand and use the terms embraced by the community. For example, use the more inclusive 2SLGBTQIA+ rather than just LGBTQ. [That’s Two-Spirit, Lesbian, Gay, Bisexual, Transgender, Queer and/or Questioning, Intersex, Asexual and other ways people self-identify.]
• Turn to community sources like The 519, Egale Canada and other 2SLGBTQIA+ resources rather than the top “hits” you might get in a Google search. Don’t wait to look for resources until you’re on a deadline or June is coming up. Establish and verify a list of sources well ahead of time.

What are some of the longer-term things we can do?

• Extend your 2SLGBTQIA+ coverage outside of June. There’s definitely a spotlight during months of significance but we exist all year round.
• Pay attention to the diversity and the most marginalized within the rainbow, such as trans, Two Spirit and communities within communities, including Black, Indigenous, racialized , disabled and older community members. The lack of diverse representation during Pride only amplifies the feeling of isolation.

Are corporate Employee Resource Groups (ERGs) valuable? If so, how can they be more effective?

Yes, ERGs are important spaces both for employees of an organization and for the changes they create within it. When equipped and listened to by leadership, ERGs are incredibly powerful and often the driving force behind change. For example, ERGs at TD Bank were instrumental in creating material change like parental leave, gender-affirming care and the ability to safely report when facing discrimination in the workplace.

Unfortunately, ERGs may not be resourced effectively to do the huge breadth of work they’ve been tasked with. Sometimes employees aren’t given the time or budget or access to leadership they need to be any more than a Pride planning committee.

Many ERGs also want to support community organizations like ours, but we hear from them the most from mid-April to mid-June. While we welcome volunteers and hate to turn down support, we generally work months in advance and can’t always accommodate everyone in such a compressed period. For ERGs and communication professionals hoping to profile their company’s commitment to queer and trans communities in June, think outside the box – don’t wait for Pride season.

What else would you like to tell PIC members?

If you’re turning to community organizations for content and engagement, think of shared benefits and how you can advance their work. They have a wealth of experience and so much more is possible when you work together to solve problems.

Our thanks to Aniska and The 519 for sharing how we can become better allies. Learn more from these resources:

• The 519 Media Guide
• Creating Authentic Spaces: A Gender Identity and Gender Expression Toolkit
• How to practice 2SLGBTQI Allyship
• Resources and actions to combat hate against the 2SLGBTQIA+ community

Pricing Secrets From the Pros: Everything you should know

By Ali Wines

Pricing. It might be the one topic that freelancers, despite years of experience and deep communications expertise, never feel entirely confident about.

Coming back to freelancing after a couple of years out definitely had me asking pricing questions anew, especially in this era of eye-watering inflation.

Enter PIC, with Pricing Secrets From the Pros, Part 2, moderated by Catharine Heddle (she/her) and featuring Alix Edmiston, ABC (she/her), an independent communicator for 24 years, and Trish Tervit (she/her), a sustainability communicator with an extensive agency background.

Here are just a few questions the panel and audience dove into at the May event:

What should go into a client agreement?

Alix noted how important contracts are for protecting yourself and your reputation as a freelancer. Your agreement should be specific, setting out the scope of the services you’ll provide, what happens if the scope changes, how both parties can end the relationship if needed and the agreed price.

Should I set an hourly rate or charge by the project?

Most agreed that project rates are preferable, providing certainty for you and the client. Experienced communicators can often deliver results more quickly, but it’s important to remember the client is paying not just for your time, but your years of experience and training, and that should be priced into your fee. However, sometimes smaller projects or engagements where the scope is uncertain are best priced hourly.

Should I keep a timesheet if I’m not charging by the hour?

The pros agreed that a timesheet is a valuable tool. Some provide it to the clients for transparency, but most use it as an information-gathering exercise to ensure projects remain profitable and to help price future projects accurately. It’s also a great way to demonstrate what you’ve done if asked.

How do retainer agreements work?

While some legal retainers can give a client a 24/7, drop-everything arrangement, it’s rare that communicators would expect (or want) a client to ask us to be immediately available. Trish instead refers to these relationships as “anchor clients” – those who provide consistent income in return for a set number of hours or deliverables each period.

While panelists agreed that a discount on standard rates was appropriate in exchange for guaranteed income, there were some solid reminders that your rates signify your value, and not to offer discounts too readily.

When is the right time to raise your rates, and how should you go about it?

Inflation has given an unexpected gift to freelancers, because most clients are expecting rate raises from service providers. Additionally, the pros suggest including regular rate reviews in client contracts, with most doing this annually or at the start of a new project. They emphasized the importance of communicating with the client to build trust and nurture the relationship through this process.

The best of the rest

A couple of final hot tips from the pros: If you’re really trying to land a particular client, consider offering an introductory rate for a small piece of work. It’s a low risk for the client, and if they like working with you, it doesn’t lock you in to a lower rate than you can afford. And at the other end of the scale, you can add results-based pricing into the mix, proposing an additional amount if you achieve a high-value outcome, like successfully placing a story in national media or helping a client win an award.

I can’t possibly cover all the great pricing tips in one short article, so I’ll finish up by saying the PIC community is an amazing resource, no matter where you are in your freelance career. Make the most of it and come join us at future events!

Reaction from Jane Naczynski, PIC’s original “instigator,” to the pricing session: “I so enjoyed the discussion. It’s what I dreamed PIC would become: supportive, frank and fun!”

Welcome new members

Colleen Finnegan (she/her)

Toronto | Finnegan + Co | LinkedIn | 416-618-4605 | colleen@finneganandco.ca

Finnegan + Co. solves PR challenges for B2B and B2C enterprises and startups, offering ongoing or short-term support. Our services encompass three key areas:

• First, we offer strategic communication planning and execution (e.g., media relations, reputation management, and executive thought leadership).
• Second, we provide counsel on corporate communication management resources, guide internal teams and offer fractional leadership.
• Third, we leverage our invaluable senior experience to share our communications expertise, enhance teams' skills, improve PR and agency relationships and advise on agency proposals.

Andrea Walasek (she/her)

Barrie | LinkedIn | 705-718-1881 | walasek.andrea@gmail.com

A dedicated communications professional specializing in public relations. With nearly 20 years of experience, Andrea has become known for her ability to lead PR strategies that strengthen communications and deliver strong, clear and consistent messaging. She has worked in federal and regional governments, education and at a small boutique communications agency. Andrea believes in the strength of volunteering in her community to create greater opportunities for future generations.

PIC PERSONALITY: Meet Matisse Hamel-Nelis, ADS, CPACC

By Brent Artemchuk