The Buzz Your source for everything Indie

Volunteering adds value to our profession

By Marie-Lauren Gregoire Drummond, SCMP

Many organizations that rely on volunteers to support their missions are celebrating and recognizing them this month. It’s National Volunteer Month, and April 14-20 is National Volunteer Appreciation Week across Canada.

Across the country, volunteers provide thousands of hours of their time and huge value to organizations that wouldn’t survive without them. According to the Conference Board of Canada and Volunteer Canada, the value of the hours of work that volunteers contribute adds up to 2.6% of GDP in 2018. The benefits are great, and even though unpaid, the rewards for volunteering are priceless for the individual and the community.

As a volunteer with IABC/Toronto and its Professional Independent Communicators (PIC) myself, I’ve found great value in offering my time, energy and insights to the workings of PIC in planning professional development events and networking opportunities for PIC members. And I thank and applaud the volunteers of the PIC Executive, the Student Communicators Circle, the Senior Communicators Circle and all the volunteers who support this work. Your efforts make our work possible.

Volunteering has been very rewarding to me both professionally and personally and I would encourage you – especially during Volunteer Appreciation Week – to explore opportunities for yourself. In keeping with this year’s theme of Every Moment Matters, consider making your moments matter this year and volunteering your time and energy.

If you’d like to get more involved in the behind-the-scenes work of PIC, here are the roles on the PIC Executive committee:

• Membership: Answer inquiries, welcome new members, collect their profile data and submit member list updates to the chapter.
• Programming: Brainstorm topics, set up networking professional development events, book event speakers and venues and promote events.
• Social media: Post to PIC’s accounts on X, LinkedIn and Facebook and provide content for the chapter’s bi-weekly e-Lert.
• Communications: Edit, design and produce the monthly newsletter, The Buzz, and help promote events.
• Marketing & Sponsorship: Make IABC/Toronto chapter members aware of PIC members and the services they offer, promote member services within and outside IABC and facilitate connections between PIC members and chapter members and beyond.

IABC/Toronto is organizing a special recognition event for volunteers at the end of April, and I hope to see you there.

If you are interested in volunteering with PIC, please connect with me at toronto-sig@iabc.to; to volunteer with IABC/Toronto, email toronto-volunteers@iabc.to.

3x3: A little help from my friends

By Brent Artemchuk

We all volunteer for different reasons. Whatever the reasons, volunteering provides physical and mental rewards.

Studies have shown that volunteering reduces stress. That’s because when people focus on something other than themselves, they interrupt tension-producing patterns. Volunteering also helps regulate moods and emotions such as optimism and joy.

Then there are the connections we make with people. Often, these connections become friends that last a lifetime. IABC/Toronto’s PIC executive is typically fuelled by six talented individuals who volunteer their time and brainpower to bring together a like-minded community while adding value to the overall profession.

So why does this year’s PIC executive team volunteer? For me, it’s about giving back to my professional community as well as learning from others who face similar challenges as me. And yes, I view my PIC colleagues as friends with perspectives that help me get better.

We’ve quizzed PIC executive members Arlene Amitirigala, Catharine Heddle and Sue Horner about their involvement before. So, this time we’re asking Jacqui DeBique, SCMP (she/her), Marie-Lauren Gregoire Drummond, SCMP (she/her, known as MLG), and Lisa Marchitto (she/her), why do you volunteer with PIC? Read on to find out!

What prompted you to volunteer for the PIC executive?

Jacqui: Volunteering with the PIC exec began with my role of VP, Special Interest Groups, in 2022-2023 and was, in a way, a chance to give back to the indie community. Through the years, PIC has always presented a stellar roster of invigorating professional development and networking events. And even when I was not working as an indie, PIC always offered something I could learn and grow from. This role was an opportunity to directly support the part of IABC/Toronto that always seemed to have the answer to what I needed professionally, even when I didn’t know what exactly I needed.

MLG: In my role as VP of Special Interest Groups, it’s my honour to work with the team of volunteers as chair of the PIC Executive committee. I wanted to volunteer with a great group of professional communicators working on professional development, social events and networking opportunities for comms people in Toronto. I’ve been attending PIC events over the years, starting in 2019, and have learned so much from these so wanted to become a part of the team.

Lisa: I had just begun my adventure as an indie communicator after 20+ years working at charities and non-profits and was looking to connect with other solopreneurs. After attending PIC’s May 2023 Pricing Secrets from the Pros session and attending the World Conference in Toronto the following month, I saw an opportunity to find community with PIC and help to inform its event content based on my own experiences.

What does your role involve?

Jacqui: I sit on the PIC exec as the group’s past Chair, where I support the current VP and the full team in any way that might be required. I also do my best to pass on any wisdom I gained the previous year during my board term.

MLG: As Chair, I support the executive team and am a liaison with the IABC/Toronto Board and chapter as well, ensuring PIC events are a part of the chapter events calendar. My role includes supporting other special interest groups in addition to PIC.

Lisa: I work closely with Catharine Heddle, my co-Director of Programming. We determine the event lineup for the year including content, speakers, format, timing, promotion schedule – and many other details! We planned out the event schedule back in September based on previous feedback from PIC members and have been bringing it to life throughout the year.

What have you enjoyed most about being on the executive team?

Jacqui: Without a doubt, the best part of being on the PIC executive is working with a talented and committed team. From the incredible events – virtual and in-person – to producing The Buzz every month and the level of social media engagement, it’s hard to believe that this team’s work is a volunteer effort. It’s awe-inspiring and I congratulate the team for another stellar year.

MLG: Being able to work with an amazing team of PIC members has been the best part. I learn so much and am inspired by those who are independent communicators, who are entrepreneurs and who run their own businesses.

Lisa: Getting to know other indie communicators and working behind the scenes to plan and deliver content of interest to our members.

Have you thought about getting involved with the PIC Executive? Now’s the time to put your name forward!

The art of business development – Tips, traps and trackers

By Sarah L. Manley Robertson, ABC, Prosci®

So, you’ve chosen the independent life. And you’re all in. There is no Plan B.

Don’t let that scare you! With IABC/Toronto’s Professional Independent Communicators, you are not alone. Your colleagues are here to inspire and support you. In the most recent PIC webinar, we talked tips, traps and trackers to grow your business, making the Indie Life your best life.

From expanding work with existing clients to attracting new, Stacy Corneau (she/her), Heather West (she/her) and Jasmine Williams (she/her) shared their experiences and advice in a panel moderated by Lisa Marchitto (she/her).

While each has evolved their business development strategy as their business grew and to fit their authentic style, the foundation for all was the same: Network. Most new business for these panelists initially came from existing relationships or referrals from their existing relationships and clients.

TIP: Ask for the business. Include “what’s next” ideas in your project wrap-up reports and conversations, picking up on challenges you heard during the project or work that can extend the value of what you have already delivered. Get agreement in your wrap-up conversation to follow up or check in after one to three months.

Over time, sources have expanded to include collaborations with other independents, cold pitching through online groups or job postings, and organic attraction marketing.

Attraction marketing? Yes! Put your authentic vibe out there at conferences and events, in blogs, on social. Keep track of the work that you did well, that paid you well AND brought you joy. Keep track of how you felt about working with each client. Use these as inspiration for your content.

TRAP: Ignoring business development when you’re busy. Consistency is key to staying top of mind and fuelling the pipeline to avoid “feast or famine.” When you’re busy, focus your business development approach on the thing you most enjoy, whether it is social posts, website content, coffee chats or a newsletter that will attract business for your next quarter. Make your business development time an “immovable meeting” every day.

When you produce content that allows others to see what you know, how you work, what you value and what you love to do, hidden opportunities will find you. Celebrate when you attract your dream clients and be OK when people don’t vibe with you.

TRACKER: Get visual! Use physical spaces to systematize your time, effort and goals. Know your financial goals and plan them out annually, quarterly and monthly. Plan your effort by booking in your personal time and holidays first; then book the business you need to achieve your goals around it, following trends from previous years and considering your client’s buying cycle. Invest in coloured sticky notes.

Be kind to yourself. Don’t “should” all over yourself (yes, we all thought something else was said; IYKYK). Trust yourself. Don’t let perfectionism hold you back from consistency. When you feed yourself, you feed the business. As an indie, YOU are the business – self-care IS business development.

And most importantly, lean on your network, including IABC and especially PIC!

Buzzy Bits featuring Sarah L. Manley Robertson, ABC

In this edition of Buzzy Bits, PIC member Sarah L. Manley Robertson, ABC, Prosci® (she/her), describes two alternate jobs and recommends two books in the Buzzy Bits video chat with Arlene Amitirigala (she/her).

Welcome new member

Heather Whyte (she/her/elle)

Toronto/GTA | WHY Communicate Inc. | LinkedIn profile | heather@whycommunicate.ca

WHY Communicate partners with associations and corporations that want specialized strategic communications and marketing help to elevate and future-proof their organizations. We work with leaders and teams to adapt and refresh their strategic plans and optimize their communications channels to build meaningful, long-term connections with members, customers and employees.

The celebration continues!

Want to share your own testimonial about the value of PIC? We’d love to hear it. Email toronto-sig@iabc.to.

Last call for Portraits & Productivity

It’s not too late to say you’ll join us at Cision Canada’s lovely lakefront offices any time between 9 a.m. and 5 p.m. on Tuesday, April 16. But don’t wait any longer!

Bring your computer and your work and enjoy the company of colleagues for a few hours or a day of PIC-powered productivity. Come when it suits you and stay as long as you like. Private rooms are available for calls, meetings and breaks. Morning snacks, coffee and lunch are included with your $29 ($32.77 with HST) fee. More details when you sign up.

May 14: Pricing Secrets from the Pros, Part 2

Pricing is always a tricky question for independents. Last year’s PIC Pricing Secrets from the Pros panel surfaced many insights and ideas, and the group was eager to come back to the topic and dig deeper.

On Tuesday, May 14, join panellists Trish Tervit and Alix Edmiston, ABC, and moderator Catharine Heddle as we talk more about this important topic:

• How to structure different types of work (recurring/retainer, hourly, flat-rate, value-based)
• How to negotiate and raise your rates
• Unpacking tricky pricing dilemmas
• And more!

We’ll pick up right where we left off, so be sure to watch the replay of our 2023 session; it’s included with your May 14 registration fee – $29 for members ($32.77 with HST), $58 for non-members ($65.54 with HST). If you registered and paid for Part 1, you should have already receive a coupon code for 50% off so you don’t pay twice. . You’ll receive the replay link when you register for Part 2.

Register now for this interactive discussion!

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:

For National Volunteer Week (April 14-21), here’s a look at the surprising benefits of volunteering. It’s not just good for your career, it can help you feel healthier and happier. Mental health website HelpGuide.org has details.

Did you know volunteering has career benefits? The Indeed Career Guide notes that volunteering can add experience to your resume, prepare you for a new career or position, develop new skills and expand your network.

Giving back should come from the heart, Fast Company says, but it can also help your career and your health.

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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 this issue: Ellen Gardner, ABC; 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: Sue Horner, SCMP (looking for a co-Director) | Programming: Catharine Heddle, Lisa Marchitto