The Buzz Your source for everything Indie

This issue highlights networking’s vital role for GTA communicators, featuring PIC member Heather Whyte, who shares her inspiration for founding WHY Communicate Inc. and offers advice for new independents. Brent Artemchuk speaks with PIC members Colleen Finnegan, David McLaughlin and Jacqueline Smith about the importance of networking. Plus, in case you weren’t able to attend (or want to relive the fun and engaging evening), Lori Henry provides a snapshot of our recent Spring Twist event.

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.

Making new connections at the Spring Twist networking social

By Lori Henry

Although I love the online programming that PIC puts on, I especially look forward to the in-person events. Earlier this month I attended the Spring Twist networking social. It was the first day that felt like spring after a long winter, with the sun shining, the cherry blossoms blooming and people soaking up the vibe on downtown patios.

I’m fairly new to PIC but I’ve met a few members at previous events and was delighted to catch up with them. And this time there was a bonus: improv trainer Tracy Shea-Porter of YesUnlimited joined us to lead a few team-building games (which may have included some singing and creative gesturing). We were told we were good enough to form a choir, so I’m waiting for my invitation…

We then broke into themed groups, with mine being the “Networking and Learning Something New About Someone in the Room” table. This allowed me to have long conversations with several new people, from a journalist covering Gaza and a corporate comms professional who has just gone independent, to a student PIC member who is at the beginning of her comms career. It was a nice mix of experience and stories, and a really great way to make new connections.

I always enjoy these events and look forward to seeing everyone at the next one!

Lori won a copy of Tracy’s book, “The ‘Yes, And’ Business Revolution.” Vanessa Holding won a promissory note for a hand-tied bouquet of flowers from Nancy Miller, PhD, founder of Floriographie. See more photos on our Flickr page.

3x3: PIC members share perspectives on networking

By Brent Artemchuk

Networking. The very mention of the word can cause panic and cold sweats. Yet, it’s a key activity in building networks, increasing business opportunities and developing confidence. So, how do you approach the task?

We asked PIC members Colleen Finnegan (she/her), David McLaughlin (he/him) and Jacqueline Smith (she/her) to share their thoughts through three foundational questions. Their answers are interesting, compelling – and actionable.

How has successful networking contributed to your business growth?

Colleen: Nearly every opportunity I’ve had as an independent communications consultant has come through relationships, not cold calls. Successful networking has meant showing up consistently, offering value and being curious about others’ work. It also means nurturing relationships over time, even when there isn’t an immediate ask or project on the table. Many of my clients — from large organizations to startups — came through warm referrals, past colleagues or professional communities.

David: In speechwriting, you can’t go out and publicly take credit for great work in the way an advertising agency or PR shop is able to do. Speechwriters are thought of as “ghostwriters.” But to keep finding new business, you can’t be a ghost to those who might hire you. So, sustaining a network of people who are in the know about what you can do is important.

For some projects, choosing a speechwriter feels very high stakes for the client, usually a communications director, because we will be working for, and possibly interacting with, the head of the organization. They need to really trust that we can deliver and ask the right questions when we’re in the room with that leader. So, their confidence level needs to be high, either because we’ve worked together before or someone that client trusts vouched for us.

Networking is about keeping my name in people’s minds so when they need a speech, or someone asks for a referral, they don’t have to think too long about who they might know. This means remaining visible and relevant, reminding people that I’m still out here and writing speeches, and improving on what I can deliver.

Jacqueline: Networking has been instrumental for me. Through connecting with entrepreneurs, I’ve learned valuable skills and gained insights that have helped me grow my business at a steady pace. The best advice I received from a young lady I met at an event was to give myself grace as I navigate this new world. I was terrified of stepping into self-employment. But thanks to some of the great advice I’ve received, I’ve not only grown my business, I’ve also grown in confidence.

How do you measure the success of your networking efforts?

Colleen: I measure success by quality, not quantity. If my networking efforts lead to meaningful conversations, opportunities to collaborate, or being at the top of people’s minds when someone needs communications support, that’s a win. I also pay attention to how often people introduce me to others or seek my perspective. It’s less about the size of my network and more about the trust and credibility I’ve built within it.

It’s also shaped the way I approach my work. Whether I’m pitching a new client, reimagining a familiar deliverable or simply finding a fresh way to tell a story, I try to avoid falling back on what’s most comfortable. In my experience, the best creative breakthroughs come when you’re willing to take risks and try something different.

David: I’ve learned to take a long view because people don’t always need my service as regularly as some other communications services. To be honest, this is why I have often taken on other types of writing projects, such as strategic reports, corporate vision documents or internal communications, which require many of the same skills as speechwriting. But I usually get asked to do those projects by clients who first asked me to write a speech.

For me, networking is not necessarily about generating a high volume of leads or measuring success along any set timeline. I often hear from people, seemingly out of the blue, who might be a former client in a new role or someone I met years earlier through networking. They kept my contact information handy for when they might need a speech, but I had no idea.

So, I approach networking not for an immediate result but for the inherent value of staying connected to people I’ve worked with, respect and like. Those relationships bring many positives, and sometimes a referral is one of them.

Further, networking is also about learning and testing assumptions about what potential clients need. When you work independently, you can lose touch with trends in workplaces and what services people are buying.

Jacqueline: To me, success is having meaningful conversations that lead to collaboration, learning or new opportunities. If a connection results in advice that helps me, a referral that opens a new door, or support from family, friends, and former colleagues, that’s a win. And where I can, I try to make introductions or support someone in their growth.

What advice would you give others who may be intimidated by the idea of networking?

Colleen: Think of networking as relationship-building, not self-promotion. Start by being curious about others — their work, their challenges — and look for ways to be helpful. Listening is just as powerful as talking. You do have to put yourself out there, but it doesn’t need to be overwhelming. Here are a few easy ways to start:

• Write (or comment on) a LinkedIn post.
• Send a quick note to someone you admire.
• Attend a professional event and send a follow-up with someone you've met.
• Volunteer or offer help to others where you can.

Even a single thoughtful interaction can open the door to a real connection. For me, the most rewarding relationships have come from showing up consistently and being generous.

David: To make networking less intimidating, it helps to define what you need from it, as we do with other goals. For example, I don’t feel pressure to be an exuberant, highly active networker during an in-person event; that is not in my nature. I’m a one-person shop. I’m doing well if I add a few new and productive relationships per year.

There are opportunities beyond the traditional networking event. I like to show up at talks on public policy, or innovation or health care transformation, rather than a dedicated networking occasion. Those discussions make me feel engaged, and they offer handy subjects with which to start a conversation with someone new. These events can also be places for reconnecting with former colleagues or acquaintances, just being seen so people are reminded of you, even if it is just a wave from across the room. If I’m feeling it, I may speak with a panelist after the presentation to ask a question, which means an introduction. But even if I just attend the event and listen, I still go away with ideas.

Jacqueline: Take a deep breath, and just do it! You don’t need to be the most outgoing person to make meaningful connections. I sometimes find it hard to put myself out there to look for support and “network” with people I don’t know. However, I’ve learned that so many wonderful people are willing to help you, share their learnings and give great advice. Start small with an online coffee chat. Maybe invite someone out for a cocktail (liquid courage helps, LOL). The more you do it, the more natural it becomes. I’m getting there myself!

Thanks to Colleen, David and Jacqueline for sharing their unique perspectives! Do you have an idea or topic you’d like to see in a future 3x3? Let us know!

PIC PERSONALITY: Meet Heather Whyte

By Sue Horner, SCMP