The Buzz Your source for everything Indie

It’s been 170 years, and as the field of publishing has changed, women still need to break glass ceilings – and they are. In the newspaper industry dominated by Canada’s three big national dailies, the representation of female contributors in their opinion sections increased at least eight per cent, and as much as 16% in the last 10 years, while up to 59% of book publisher executives are women, according to Informed Opinions.

As Matisse Hemel-Nelis says in the interview with Jacqui d’Eon in this issue, “We have been taking the reins and shattering the glass ceiling as we become more comfortable and, dare I say, more powerful as we embrace the entrepreneurial space.”

However, as Linda Bicho-Vachon notes in the interview: “One thing that hasn’t changed is the low representation of females that continues to persist at the executive level.”

Women still make up less than 30% of CEOs and board leaders in corporate Canada. For non-profit Canada, the numbers are better, with women making up to 56% of leadership roles across small to large non-profits, according to the “CivicAction Report: Diversity and Inclusion in Non-profit Leadership in Ontario,” released in November 2023.

A December 2023 report by the Diversity Institute on “Diversity in Leadership at S&P/ TSX Companies” shows TSX firms have not yet reached 30% representation of women on boards or executive teams (26.2% on boards and 21% on executive teams).

And the representation of Black women or women of colour is significantly lower, even in metropolitan areas of Canada. According to the research, “representation of Black women on the boards of S&P/TSX Index firms has more than doubled from 0.5% in 2020 to 1.2% in 2022” with only 12 Black women holding director positions for every 100 boards in 2022. And in the non-profit space, “women hold 56.6% of leadership positions in the non-profit sector in Ontario,” depending on the organization’s size and funding.

Women entrepreneurs are also underrepresented in their fields. For example, in 2019, women comprised just 13% and 15% of partners in U.S. and Canadian venture capital firms, respectively, as noted in the report on Women and the Venture Capital Industry in Canada and the United States from February 2024. This is a cursory review of women in companies on the Toronto stock exchange, non-profits and companies that report this information. There is a push for more diversity and representation, including women and women of colour on boards and in leadership roles.

Across the globe and here at home in Canada, women represent so many intersections and lived experiences, it’s hard to paint all women with one brush. Let’s not. It’s critical for us to broaden our focus and think about all the ways in which women are making strides in the working world and how much change we’ve made in society. But in the pursuit of equity and equality for women, all women, there is still so much work to do.

So per Rosemary Brown’s words – until all of us have made it, none of us have.

During Women’s History Month, it’s important for communication professionals to reflect upon and communicate about women perspectives, experiences and histories. Have a read for some great content from women communicators in this edition of The Buzz.

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. I’m always happy to hear from you.

3x3: Celebrating International Women’s Day

By Jacqui d’Eon, P.Eng., ABC, MC

March 8, 2024 marked the 113th anniversary of International Women’s Day (IWD), a time to focus attention on women’s rights and achievements. Of course, no one reading this was around at the beginning, but it’s fair to say things have changed in that time. We asked three women PIC members to share their thoughts.

Linda Bicho-Vachon (she/her) has a passion for content creation. After years in corporate communications, she is spreading her wings as an independent, which allows her to be more creative with her writing, do research into new and exciting topics and interview fascinating people. Linda takes pride in being someone willing to do whatever is needed to get the job done.

Matisse Hamel-Nelis (she/her) strives to help clients create and amplify their brand and conduct goal-oriented social PR with accessibility in mind. She is a Durham College public relations professor and PR consultant. She has earned the designation of Accessible Documents Specialist (ADS) and Certified Professional in Accessibility Core Competencies (CPACC) through the International Association of Accessibility Professionals, evidence of her passion for educating others on the principles and implementation of inclusion, diversity, equity and accessibility.

Kathryn Hollinrake (she/her) is a professional photographer with over 25 years’ experience. Kathryn is versatile, passionate and creative. She works with individuals and organizations to create compelling portraits and varied imagery for use in branding, marketing and communications, online and in print.

1. How has the role of women, particularly as entrepreneurs, changed during your professional life?

Linda: I’ve seen more experienced women setting up their own business after leaving an established career in the corporate world. I’ve also seen more young women opting for entrepreneurship rather than pursuing a corporate career, and using creative tactics to market themselves. There is more of an established community for female entrepreneurs where they can share ideas and experiences. One thing that hasn’t changed, however, is the low representation of females that continues to persist at the executive level.

Matisse: I’ve definitely witnessed a transformative shift when it comes to women, especially as entrepreneurs. We have been taking the reins and shattering the glass ceiling as we become more comfortable and, dare I say, more powerful as we embrace the entrepreneurial space, especially in PR and communications. Women’s contributions have diversified the business landscape and introduced innovative approaches and empathetic leadership styles, fostering inclusive environments. This evolution inspires many and showcases the undeniable impact of women’s empowerment on global economic growth and societal progress.

Kathryn: When I started out in commercial photography, it’s possible that many male art directors and creative directors simply trusted male photographers more. But looking back, I wonder how much my own tendencies and qualities as a person, and as a woman, combined with prevailing industry biases to contribute to feeling I didn’t fit in there. It’s almost inversely proportional to the way I now so clearly fit into and thrive in the corporate world.

2. This year’s theme for IWD is Invest in Women. How has your decision to work as an independent affected you and those around you?

Linda: Once I started to work as a freelancer, I felt more connected to my work. Whether it was a news segment I was producing or a feature I was writing, I took great pride in what I was doing. Working independently also pushed me to establish my own personal brand that guides me in the projects I take on. While my family eventually got used to my irregular paycheques and my weird hours, they appreciated my flexible working hours and enjoyed seeing how happy I was doing the work I loved.

Matisse: Navigating entrepreneurship as a woman, I’ve grappled with impostor syndrome, feeling overshadowed in a world that I’ve traditionally seen celebrate men versus women. Yet, witnessing the triumphs of fellow female entrepreneurs, especially in PR and communications, has been a beacon of inspiration. Their success stories underscore the importance of carving our paths and seizing opportunities. This journey has taught me resilience and the power of community, proving that our voices and ventures are valid and vital for innovation and progress.

Kathryn: After graduating from photo school many eons ago, I was faced with the reality that most professional photographers are self-employed. So it was never really a choice for me. ‘Having’ to become an entrepreneur gave me the opportunity and the impetus to hone certain personal strengths, such as my ability to get close and personal with portrait subjects in ways that male photographers may not always be able to do. I was able to build a business based very much on my particular qualities and skills. Being independent also afforded me flexibility that made a big difference to my child’s life when he was young, and inspired in him an understanding that women are as capable as men.

3. It seems there are more women than men in the communication profession. Do we need to encourage more gender diversity in our ranks?

Linda: Women may dominate the communications industry, but how many hold top leadership positions? According to a 2019 KPMG report, males held 80% of the CEO positions in the public relations industry. This disparity can make it difficult for women to advance in their careers, and advocate for better pay and improved working conditions. So, if we’re striving for gender diversity, we need to see this diversity reflected at all levels.

Matisse: PR and communications are often perceived as female-dominated, leaving a gender gap that clearly shows the need for more gender diversity. Encouraging more men to join can enrich the profession with varied perspectives, challenge stereotypes and foster a more inclusive and dynamic workspace. This approach, valuing diverse talents and backgrounds, enhances creativity, innovation and the effectiveness of communication strategies, ultimately benefiting the industry as a whole.

Kathryn: Though women outnumber men in photo school attendance, in the industry overall men continue to outnumber women. Fortunately, there are numerous initiatives internationally to promote the work of women in commercial photography and photojournalism, where the female perspective is increasingly understood to bring a valuable and different vision to projects. Now that there are more photographers than ever – due largely to the lowering of barriers to entry in the age of digital imaging – inclusion is going to be about who is the most talented at running a business, and self-promotion.

Welcome new member

Heather Redfearn (she/her)

Montreal | Services de communication | LinkedIn | hdredfearn@outlook.com

With 20+ years in internal communication, Heather partners with solo communicators and Human Resources (HR) teams to provide expertise and assistance. Focusing on internal communication, she provides strategic advice and tactical support to help her clients engage their employees through communication. She specializes in HR communications leveraging key messages, Q&As and storytelling. Heather connects messages to her clients’ business objectives, challenges their thinking (in a positive way!) to achieve optimal results and delivers on her commitments.

Changes to the PIC member list due March 25

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. Your listing can include your name, preferred pronouns, company name, city, email address, telephone number (if you wish), website URL, social media accounts (if applicable) and a brief description of your business (about 80 words). Send your new or updated listing to Sue Horner at getwrite@sympatico.ca by Monday, March 25.

The celebration continues!

Last call for the art of business development March 19

As an indie communicator, are you uncomfortable asking for more business? Are you having trouble finding new clients? Are you interested in building a strong pipeline for future work? PIC has you covered!

Join your fellow independents at this virtual event on Zoom at 4:30 p.m. Tuesday, March 19. You’ll 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).

Sign up now for Portraits & Productivity April 16

Registration is open for our 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 for the fee of just $29 ($32.77 with HST). Get your questions answered here.

Optional add-on: Photographer Kathryn Hollinrake will be on site to take your professional head-and-shoulders portrait for the discounted rate of $250 ($282.50 with HST). Spaces for this are limited; reserve your spot when you register.

Open to PIC members only.

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:

Career advice from top U.S. women in comms, like invest in yourself, put you and your family first, ask questions, and find and learn from a mentor, via Ragan Communications.

Flashback to 2023 and inspiration for International Women’s Day from PIC members Meredith Adolph, Linda Andross, ABC, MC, Priya Bates, ABC, MC, SCMP, IABC Fellow, and Nathalie Noël.

The theme for this year’s International Women’s Day was actually #InvestInWomen, not #InspireInclusion. Clare Josa explains how a marketing agency seems to have drowned out the UN’s theme.

X | Facebook | LinkedIn

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: 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