DECEMBER 2025: THE VALUE OF PIC
Contents
1.
Thank you to our PIC community!
Andrea Walasek, SCMP, IABC/Toronto’s VP, Special Interest Groups and Chair of PIC, wants to thank you, PIC members. (And a special thank you to Kathryn Hollinrake, who took the cover photo of Tracy Shea-Porter at PIC’s Spring Twist in May.)
2.
What you need to know about PIC membership in 2026
Learn more about the two changes that will affect your IABC/Toronto and PIC membership next year.
3.
The value of PIC membership, according to two years of PIC Personalities
Sue Horner, SCMP, digs into The Buzz archives to share what members profiled as PIC Personalities had to say about the value of PIC. Gosh, we’re blushing!
4.
And more!
Welcome new member Vanderson Correa. Meet our latest PIC Personality, Teresa Pagnutti. Get the details on our January 20 Zoom session on negotiation strategies. And remember to check your profile on the PIC member list; it’s update time.
Thank you to our PIC community!
By Andrea Walasek, SCMP
As another year winds down, I feel grateful for IABC/Toronto’s members, especially our PIC community. Thank you for being such active members, whether you have attended one of our PD sessions or events, shared your wisdom, volunteered your time, took time to read The Buzz or Communicator, or checked in with a fellow member who might need it. Your generosity of time, knowledge and enthusiasm make IABC/Toronto and PIC more than a professional group; they make us a community filled with friends, colleagues and mentors (and on occasion, confidantes). In this issue of The Buzz, we’re sharing some important information about your membership. With IABC updating its membership categories and timing, it’s worth a few minutes to look into which membership level makes the most sense for you. If you haven’t already, I hope you will renew your IABC/Toronto membership. We want to make sure you can keep enjoying everything IABC/Toronto and PIC have to offer throughout 2026!
In this issue, Sue Horner reminds us what the members we’ve profiled in 2024 and 2025 told us matters most about PIC: the real connections we make, the learning we share, and that invaluable network of peers who truly get what it’s like to work in our field. We’re also thrilled to welcome our newest member, Vanderson Correa! Read more about Vander in this issue. And a quick reminder: please take a moment to update your profile before we refresh the PIC member list. It’s such a simple way to make sure your fellow members – and potential clients – can find and connect with you. Happy holidays! I hope you’ll find time to recharge, gather with loved ones, and begin planning for the year ahead. Thank you for all you bring to this community.
If you have any comments or questions, ideas for professional development topics, or wish to volunteer with PIC, reach out to me at toronto-sig@iabc.to. I’m always happy to hear from you.
What you need to know about PIC membership in 2026
Your IABC membership is coming due January 1, and we hope you’ll renew. Before doing so, here are two changes for 2026 you need to know:
- You must be a member of the IABC/Toronto chapter to be part of IABC/Toronto’s Professional Independent Communicators. So if you live in a different city, select Toronto as your chapter. You can add your local chapter membership as well if you wish.
- You must be a full member of IABC to be part of PIC, the Senior Communicators Circle or the Student Communications Circle.
You have no doubt heard that IABC has introduced a new lower-cost Member Lite category, at $115 US (about $160 Canadian). For Toronto members, full membership is $389 Canadian, which includes the international fee of $294 plus the Toronto chapter fee of $95.
Lite can be a good way for new members to “test out” IABC. However, this new category affects our chapter strength, since only about $10 of the Lite fee goes to support the chapter and local networking and professional development, a key benefit of membership. It also has restrictions that will affect you. Member Lite members don’t get:
- featured in PIC’s online member listing
- highlighted as a PIC Personality or in the Member Spotlight
- invited to contribute a bylined article in The Buzz or the Communicator e-magazine
- to mentor or be mentored in the chapter’s Mentorship Program
- bigger discounts on the IABC World Conference, awards entries, webinars and networking events
- access to jobs on Toronto’s CareerLine
- the visibility, networking and business development you can gain from volunteering on the chapter board or committees. This also removes one of the leadership activities that counts towards SCMP or CMP certification.
Member Lite does give Toronto members access to:
- international Shared Interest Groups (for Consultants, Change Management, DEI, Heads of Communication, Healthcare, Student/Early Career and Crisis Communication)
- IABC’s online community
- IABC’s publication, Catalyst; the monthly IABC Bulletin; and IABC/Toronto’s Communicator and bi-weekly e-Lert
- slight discounts to the IABC World Conference and select local events
- entertainment and lifestyle discounts through Perkopolis
- discounts on CareerCycles career management services and Media Rating Points (MRP) subscriptions.
For independents, PIC alone can justify the full membership fee. As one member said in a survey:
“PIC offers so much value. It helps me stay connected. I get to talk to and collaborate with wonderful people. Other members have introduced me to new clients, and I have a great pool of talented people I can tap into to better serve my clients. And being able to work with other PIC members means you can land some high-profile clients but still stay small.”
Explore the options and renew online.
The value of PIC membership, according to two years of PIC Personalities
By Sue Horner, SCMP
One of the ways PIC encourages connection between our members is through profiles in The Buzz. We’ve been doing this since 2013, in a feature we call PIC Personality. In that time, we’ve talked to 101 members, who have shared how they launched their independent businesses, what they like and don’t like about the indie life and what advice they’d give to someone new to it. We always close by asking, “What value do you get from your membership?” Here’s some of what the 10 PIC members profiled so far in 2024-2025 had to say:
“IABC is not just a network but a vibrant space for communication professionals to share insights, celebrate excellence and continually evolve in our craft. For me, it has been a vital resource in my ongoing professional development.” – Yasmine El Shafei Khalil, SCMP “I’ve found PIC to be a welcoming community and such an incredible source of moral and skillset support. PIC members don’t look on each other as competition. Instead, I’ve found a lot who have become not just collaborators but also really good friends.” – Heather Whyte “PIC is a complementary resource to the broader member offerings. Indie-targeted online tools and connecting with other independent professionals has been of particular value. The thread running through it all? Priceless networking opportunities, at home and around the world. Definitely worth the cost of admission!” – Adrienne Jackson, ABC “Joining IABC was on my to-do list for some time. This was just rectified in 2024. It’s been rewarding, particularly in meeting other members of PIC.” – David McLaughlin
“I enjoy the networking opportunities and see good value in the webinars. I think that's because the presenters are people like me and they offer advice that is very targeted. I always find my notebook is filled with advice, tools, etc. that I refer to frequently.” – Trish Tervit “Being part of PIC gives members the opportunity to converse, collaborate and commiserate with like-minded people. We really support each other, and I’ve both received and given work referrals. Volunteering as co-Director of Programming has multiplied the value of PIC. The people I’ve gotten to know through being a volunteer are the ones I have the confidence to refer and who are confident in referring me.” – Catharine Heddle “I can’t imagine my professional journey without IABC by my side! This membership has been my golden ticket to a world of learning, networking and skill expansion. Plus, it’s given me the platform to spotlight my specialties, helping fellow communicators polish their craft and step up their game. IABC isn’t just a part of my professional life; it’s been a critical player in shaping it!” – Matisse Hamel-Nelis, ADS, CPACC “I have been an IABC member on and off for as far back as I can recall. I love the community and the opportunity to participate in learning opportunities.” – Lisa Gibson “I was specifically drawn to PIC for the support it offers indies. It really solidified my decision to rejoin [IABC]. I find great value in the professional development programming PIC offers as it is pertinent to my business and keeps me on my game.” – Heather Redfearn “Until you immerse yourself in IABC, attending workshops, conferences and networking opportunities, you don’t know the real value of IABC membership. It’s such a welcoming community. You can be deeply involved or just a fly on the wall, but the more you get involved, the more you get out of it.” – Andrea Walasek, SCMP
Welcome new member
Vanderson Correa (he/him)
Vander Correa | Kitchener | LinkedIn | Correa.vanderson@gmail.com
Vanderson (or Vander, pronounced “Wander”) Correa is a communications strategist focused on SEO, B2B content strategy and stakeholder engagement. Skilled at translating complex information into engaging narratives, his digital expertise includes leading global content for a UN initiative, where he boosted newsletter subscriptions by 15% and maintained open rates of 60%+. His background encompasses high-stakes health communication and crisis management, notably in complex environments such as COVID-19, where his digital content production and results analysis were critical for public awareness campaigns.
If you’re an IABC member reading this and want to join PIC too, or if you know someone who should join, please get in touch! Connect with Kathryn Hollinrake, our Director, Membership, at kathryn@hollinrake.com.
PIC Personality: Meet Teresa Pagnutti
By Adrienne Jackson, ABC, and Teresa Pagnutti
Teresa Pagnutti (she/her) is the principal of Teresa Pagnutti Communications, an independent consultancy specializing in strategic communications, media relations and writing across all formats. With a career spanning financial services, agencies and the not-for-profit sector, Teresa brings a broad perspective that allows her to step into almost any situation and quickly get up to speed. Teresa provides clear, insightful counsel, seasoned issues management and versatile communications solutions — from crafting authentic narratives to leading integrated, measurable communications strategies. She partners with purpose-driven organizations to help find the words and stories to move people. Connect with Teresa on LinkedIn, or reach out directly at teresa.pagnutti@gmail.com or 416-230-0172.
When did you launch your independent business and how did it come about? This is the second chapter of Teresa Pagnutti Communications. I first struck out on my own in 2013 and worked independently for nearly five years. It was a time of personal and professional growth. In 2018, I transitioned from a contract to a full-time role, which I enjoyed for another five years. I loved the independence of consulting, but I was drawn to the organization’s mission and the clarity of its vision. The values fit, the team was fantastic, and I felt I could make a meaningful contribution. Making the switch from freelance to full-time wasn’t easy, but it ended up being an incredibly positive experience. In an unexpected way, I found that working remotely through COVID offered me an opportunity to experience some of the independence and flexibility of freelance life. I was fortunate to spend three months in Costa Rica during the pandemic. In 2023, I decided to leave full-time work to focus on project and contract assignments while also making time for travel. At first, I had to rebuild my network, and I admit I worried about aging out. But I soon realized that the fundamental core skills I bring as a communicator will always be essential. In fact, being seasoned is both valuable and attractive to organizations. What do you enjoy most about being an indie? Learning new things keeps me motivated and inspired. I believe most communicators are naturally curious — and that curiosity is what keeps our work fresh and meaningful. It is also a means to an end. I love being a digital nomad. Last year I was able to spend two months in Mexico City while working. I am not sure where the next destination might be, but I am studying Spanish diligently. What don’t you like about being an indie? Independent work can be very rewarding, but it can also feel a bit isolating, especially when you’re working remotely. Sometimes I miss the everyday energy and camaraderie that comes with being part of a team. As an external consultant, it also takes time and patience to build trust and strong relationships within an organization. I tend to get quite invested in the people and the work, so when a project or contract wraps up, there’s always a tinge of sadness in saying goodbye. I’ve learned to be intentional about staying connected by keeping in touch with former colleagues, leaning into professional organizations or finding opportunities to collaborate. It helps keep that sense of community alive, even when I’m working independently. What advice would you give someone new to independent life? Nurture your network. Stay engaged and connected. Opportunities often come through relationships, and the support of peers makes the journey both more successful and more enjoyable. How long have you been an IABC member and what value do you get from your membership? I’ve been an IABC member for most of my career, though I’ve let my membership lapse at times — most recently during COVID. I rejoined with the intention of being a lifer. Being part of a community of like-minded professionals is empowering. I value knowing I can reach out for resources, support and expertise in areas beyond my own, learn from the experience of others and connect with old and new friends.
Jan. 20: Negotiation Strategies with Fotini Iconomopoulos
Negotiation is part of your work every single day, whether you’re setting fees, scoping a project, navigating client expectations or advocating for your value. If you’ve ever walked away from a conversation thinking, “I should have asked for more,” we have a webinar for you! Join PIC members and friends for an interactive Zoom session with negotiation expert Fotini Iconomopoulos from 4:30 p.m. to 6:00 p.m. on Tuesday, January 20. Fotini is a globally recognized negotiation and communication expert and bestselling author of Say Less, Get More. Known as “the negotiator” since childhood, she has spent decades mastering the art and science of influence. She’s known for helping professionals “get what they want” in business conversations without damaging relationships. In this session, Fotini will share tools that are directly relevant to independent communicators. You’ll learn how to:
- Approach pricing and scope discussions with more confidence
- Push back on unrealistic requests while preserving the relationship
- Navigate common client objections without defaulting to discounts
- Prepare for high-stakes conversations so you’re not negotiating on the fly
- Use empathy and curiosity to create win–win outcomes.
There will also be time for Q&A, so bring your real-life scenarios and questions. Fees:
- $20 ($22.60 with HST) for PIC and other IABC members
- $30 ($33.90 with HST) for Lite members
- $40 ($45.20 with HST) for non-members.
Is your profile on the PIC member list current?
As a PIC member, you can promote yourself at no charge on the PIC member list, which is updated quarterly on the IABC/Toronto website. The next update will be the end of December. Your listing can include your name, preferred pronouns, company name, city, email address, telephone number, website URL and a brief description of your business (about 80 words). Send your new or updated listing by Friday, December 19, to Kathryn Hollinrake, our Director, Membership, at kathryn@hollinrake.com.
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:
IABC/Toronto is looking for contributions to the next issue of the Communicator. Members, share your insights, lessons or experiences on topics like internal communications, AI, DEI, leadership or storytelling. Email your idea by Friday, December 19, to toronto-editor@iabc.to.
It’s never too late to say you’d like to volunteer with IABC/Toronto. Check out the areas where you might help out and apply now.
Flashback to members of the IABC DEI Committee sharing research and insights on why communicators must champion diversity, equity and inclusion as a strategic business priority. (Featuring our own Matisse Hamel-Nelis!)
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.
Editor: Sue Horner, SCMP
Executive team
Chair: Andrea Walasek, SCMP | Past Chair: Marie-Lauren Gregoire Drummond, SCMP | Membership: Kathryn Hollinrake | Communications & Social Media: Brent Artemchuk, Sue Horner, SCMP | Programming: Catharine Heddle, Trish Tervit