NOVEMBER 2025: LEARNING IN MOTION
Contents
1.
Learning and growth over the fall
Andrea Walasek, SCMP, IABC/Toronto’s VP, Special Interest Groups and Chair of PIC, reflects on what PIC and our members have accomplished over the fall.
2.
Learning how to turn proposals into partnerships
Heather Redfearn shares what she learned from the panel discussion on how to design proposals that stand out.
3.
Learning and connecting at the Canada Conference
IABC conferences are full of opportunities to learn, connect and reflect. Arlene Amitirigala, Priya Bates, Matisse Hamel-Nelis and Cyrus Mavalwala share what they took away from the Canada Conference in October.
4.
And more!
Learn more about our latest PIC Personality, David McLaughlin. Check out why Arlene Amitirigala, Matisse Hamel-Nelis, Kathryn Hollinrake, Lori Henry and Andrea Walasek are in the news; get in touch if you have news to share. Find out the details of our in-person social on Dec. 3, and learn a few things from posts shared on social media.
Learning and growth over the fall
By Andrea Walasek, SCMP
The GTA’s first snowfall always seems to catch me off guard, no matter how many winters I’ve seen. One day it’s crisp and sunny, and the next, the city and surrounding communities sparkle under a fresh layer of snow. It’s a reminder that change can be both surprising and energizing, and it is a time to reflect on what we have accomplished over the fall.
This fall has been a time of learning and growth. I was fortunate to attend the 2025 IABC Canada Conference in Ottawa, where communicators from across the country came together to share ideas, inspiration and a few laughs. It was a great reminder of the value of continuous learning and the strong sense of community we share through IABC. Read more about this later in this issue. On a personal note, I’m proud to share that I recently achieved my Strategic Communication Management Professional (SCMP) certification. The experience reinforced how rewarding it is to keep challenging ourselves and investing in our professional development. Thank you to everyone who joined our latest professional development webinar. Your enthusiasm and participation help make these sessions so valuable for the PIC community. And mark your calendars: we’ll be hosting an in-person holiday social in early December, a perfect opportunity to reconnect, celebrate and wrap up the year together. More on those later, too. Recently, you should have received an email from IABC/Toronto asking you to complete a short survey on where you see the greatest value and how you feel we can improve. As a board member, I can attest to the fact that these survey results do make a difference and impact the direction of IABC/Toronto. You may have also received an email from IABC’s global team reminding you to renew your IABC membership. If you have the opportunity to do so, please consider renewing for 2026. It’s one of the best ways to stay inspired, keep learning and remain connected with this amazing 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.
Learning how to turn proposals into partnerships
By Heather Redfearn
In PIC’s October webinar, Unlocking the Art of the Proposal, members and friends learned how their proposals can capture attention, inspire confidence and avoid disappearing into the “proposal abyss.” Speakers Yvonne Catty (she/her) and Nat Korol (she/her) emphasized that winning proposals combine clarity, structure and strategy. Make it easy for prospects to say yes!
- Start with a strong high-level executive summary that defines the prospect’s problem and your solution.
- Clearly outline deliverables, checkpoints, dates and rounds of revisions. Stating the scope of work will help you avoid the dreaded scope creep or “scope evolution,” but build in a 15% contingency amount to cover it. Budget in time for client reviews, feedback and approvals.
- Demonstrate your credibility with case studies, ROI examples and client testimonials.
- Include a fee estimate (tied directly to the deliverables) and terms and conditions. Consider three tiers of pricing to differentiate where the deliverables add value.
- Use a title page that includes the submission date and a “valid until” date.
A standout proposal includes what the prospect will get out of your recommended deliverables (solutions), as well as the process you will lead them through (milestones, dates, approvals). All of this works best when written in the active voice with confident language. Use tables and other graphic elements and white space to make it easy to read. The presenters also advised treating the proposal as part of your business process with the client, which includes discovery calls, surveys, insight reports and live presentations. Avoid sending proposals by email if you can; presenting live (in person or via an online platform like Zoom) encourages real-time discussion and feedback. Finally, every project should end with a debrief, creating an opportunity for you to improve, find opportunities for additional work and gather testimonials. Remember to include this point in your proposal as an important part of your process. If ghosted, Nat recommends no more than five followups, at least one week apart. If she doesn’t hear back, she’ll follow up one last time: “I will leave this in your hands to book a meeting to review the proposal.” Sometimes prospects have come back to her a year after the proposal and want to reengage! Our thanks to Yvonne and Nat for an insightful session that will help us turn proposals into partnerships. Their practical advice reminds us that a well-crafted proposal can lead to a fruitful business relationship. Thanks also to moderator Trish Tervit and her co-Director of Programming, Catharine Heddle, for fielding questions and keeping us on track.
Learning and connecting at the Canada Conference
By Sue Horner, SCMP
Get hundreds of communication professionals together and the ballroom is going to be buzzing! That’s what happened at two IABC conferences this year: the World Conference in Vancouver in June, and the Canada Conference in Ottawa that just wrapped in October. At the Canada Conference, Priya Bates, ABC, MC, SCMP, IABC Fellow (she/her), led a breakout session on Communicating Through Chaos. She also took part in a panel discussion with Cyrus Mavalwala, ABC, MC (he/him), on Storytelling and Wisdom from Canada’s Master Communicators. Matisse Hamel-Nelis, ADS, CPACC (she/her), led a session on Digital Accessibility as a Strategic Advantage. Arlene Amitirigala (she/her) spoke at the last World Conference but was strictly an attendee this time. Here are their highlights of the experience. Cyrus notes that the collaboration between IABC Canada West and IABC Canada East to create the conference focused on elevating the role of communications in shaping change. “From dine-arounds that reconnected long-time colleagues and welcomed new members, to sessions exploring strategy, digital transformation and professional resilience, the conference reinforced that our field continues to evolve — and so must we,” he said.
For Priya, attending the conference was a powerful reminder of why she’s been an active member for more than 30 years. “From the moment I arrived, it was all about connection…bumping into colleagues, sharing lunch with new friends, and reconnecting with long-time peers and fellow volunteers. The dine-around reminded me that some of the best conversations happen over a meal, where professional passion and personal stories blend seamlessly. These moments reinforced what I love most about IABC: it’s a community that not only understands the value of communication but also lives it through genuine relationships and meaningful dialogue.”
A highlight for many was the keynote delivered by Cadmus Delorme, Chancellor of the University of Regina and former Chief of the Cowessess First Nation. “Delorme’s address was a powerful invitation to peer through his lens as the child of First Nation parents who attended residential schools, yet raised him to be a dreamer,” Arlene says. “As a speaker, he offered much to emulate — a disarming style, humorous anecdotes and engaging messages. I was hooked for 90 minutes as he spoke about his experiences growing up and explained what reconciliation needs and what decolonization means.” Reconciliation, Delorme said, needs everyone to sacrifice something to get things where they are supposed to be, where all can thrive. Decolonization means learning to embrace and live in both worlds. The quote from Delorme that stood out for Arlene was: “The greatest warrior is the one that brings peace.” “I related this to the role of communication leaders to bring compassion, clarity and calm to the chaos, and to be purposeful in advancing solutions that are inclusive because there is no peace without justice and equality,” she says. “I am bringing Delorme’s words from the conference to my daily life and embracing his call to action for us to play a role in enlightening others and spreading his messages…peacefully.”
Even though Matisse was only there on the last day to present, the conference really stuck with her. “My session sparked some fantastic questions about how people can actually weave digital accessibility into the fabric of what they do and turn it into a strategic advantage,” she says. “The curiosity and commitment in that room? It fired me up.” The biggest thing she’s taking away from the conference is how much curiosity and collaboration matter. “The sessions I caught were so well thought out and really made me think differently. When we approach our work with genuine curiosity and bring people along for the ride, that’s when things actually change.” She adds, “I’m already using what I learned and building on it in my own work. There’s something pretty special about being in a room with people who are genuinely trying to figure out how to do this stuff better. Those conversations don’t just end when you leave; they change how you show up every day.”
The Master Communicator session closed on a reflective note. In 20-slide Pecha Kucha presentations, Cyrus, Priya, Alain Legault and Jennifer Wah explored “What I Wish I’d Known.” Cyrus came away with new insights into what drives his colleagues, and shared his own mantra, “Be ABLE: Always Be Learning & Evolving,” highlighting its connection to the power of asking thoughtful questions. “The positive feedback has inspired me to create a list of the most valuable questions communication professionals can ask of their colleagues, leaders and internal clients,” he says.
Priya found it fulfilling to give back by taking part in the Pecha Kucha session as well as speaking on Communicating Through Chaos. “Moving from learner to leader is always special, and in an increasingly disconnected world, being in the room, learning, sharing and connecting, felt more important than ever,” she explains. She adds, “The conference offered a wealth of learning and inspiration. From generational insights to discussions on Truth & Reconciliation and the evolving role of technology and AI, I left feeling both grounded and future-focused. Having started my career when personal computers were the ‘new thing,’ I’m constantly amazed by the pace of change and grateful that IABC keeps us a step ahead.” Cyrus adds, “Regardless of our experience, staying curious and open to evolving our ideas, beliefs and leadership helps move both our careers and our profession forward. This conference was a powerful reminder of that.”
PIC Personality: Meet David McLaughlin
By Adrienne Jackson, ABC
David McLaughlin (he/him) has had a career that’s included every level of government in Canada — federal, provincial, territorial and municipal. He now helps leaders and clients reach influential audiences and shape public discussion. This takes the form of speeches, long-form reports, strategy papers, progress stories and op-eds. Value for clients is driven by his ability to pick up the brief quickly, synthesize complex topics and deliver a clear, thoughtful narrative that speaks to both evidence and empathy. It is high-quality, public policy writing that appeals to hearts and minds, with micro-stories and mental images lightening cognitive burden and keeping readers engaged. Learn more on LinkedIn and at mclaughlinwriting.com.
When did you launch your independent business and how did it come about? Over my career, I’ve moved back and forth between employment and freelance. I got my first career-oriented job working on Parliament Hill for an MP who became a junior minister for Asia-Pacific. This created a need for someone in the office to write speeches, and I jumped in. Later, I accepted a contract writing for Canadian ministers and the Prime Minister at the Asia Pacific Economic Cooperation meeting hosted in Vancouver in 1996. This meant becoming an independent contractor for the Department of Foreign Affairs (as it was called at the time). I then built a business in Ottawa writing speeches for various federal ministers, including for Indigenous Affairs, Foreign Affairs, Justice, Health and Fisheries and Oceans, as well as some companies with international focus, like Bombardier. Then, there were jumps back into government jobs, including as speechwriter to Ontario Premier Dalton McGuinty. In 2014, I returned to working independently with a focus mostly on speeches, op-eds, advocacy pitches and other leadership communications. What do you enjoy most about being an indie? I’m very interested in public policy and embrace the challenge of helping leaders influence national conversations and the direction of their industry. It brings me into contact with some interesting and thoughtful people. Freelance work means meeting new leaders and exposure to a wide range of topics. It gets my own thoughts revving and I sometimes publish op-eds under my own byline to share thoughts on leadership — not something I could do when I worked for political figures. What don’t you like about being an indie? Paperwork! There’s more than most people realize when they leave paid employment. This includes the processes of getting set up as a vendor with a client, which is a good thing, but the processes seem more complex these days than when I started. There’s also completing lengthy Request For Proposal submissions that sometimes seem to go on forever, as well as staying up to date on government security clearance. It’s all necessary and smooths the way for winning business. But these are not my favourite ways to spend my day. What advice would you give someone new to independent life? Be flexible about your idea of yourself. My core skill is speechwriting, but that’s not a product that’s needed on a regular basis by most organizations. So, I’ve adapted my offerings to what the market needs. For example, working directly with heads of government and cabinet ministers provided insight into how they read a brief and which types of messages and supporting evidence grabs their attention. So, I’ve worked with companies and non-profits to create one-pagers that tell a powerful story as they seek to partner with government. My advice to others is don’t underestimate the potential value of what you’ve learned in your own unique career. Things that have become obvious and internalized for you are not necessarily common knowledge. It’s like that Scotiabank ad – “You’re richer than you think.” You’re also more knowledgeable than you may think. How long have you been an IABC member and what value do you get from your membership? 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.
Member news
Arlene Amitirigala (she/her) was “honoured, humbled and grateful” to receive a leadership award in the Raise the Bar category at Enercare’s annual leadership conference. “I got this award without being perfect,” she says. “I made mistakes along the way, mostly when I forgot to trust myself, but as they say in leadership, failure does not define you. Also, everything is possible with a great manager and a phenomenal team. I am blessed to have both.” Matisse Hamel-Nelis, ADS, CPACC (she/her), is celebrating the release of her book, Accessible Communications: Create impact, avoid missteps and build trust, co-written with Lisa Riemers. “Writing this book with Lisa has been one of the most challenging and rewarding experiences of my life,” Matisse says. “Every page is packed with practical tips, real-world examples, and hopefully some moments that make you go ‘oh, that's why that matters!’” Kathryn Hollinrake (she/her) has a new offering, a half-day personal branding photo package. “In a world over-saturated with hastily (and often poorly) produced images, one way to stand out is high-quality photography,” she explains. For some people, one image will do the job. Others want a larger set of photos that show some variety for websites, social media, digital work spaces, newsletters and other digital and traditional media. More photos also give some flexibility in terms of the “you” you want to use at any given time. Read more about how the photo shoot works and view results for one client on Kathryn’s blog. Lori Henry (she/her) has been working in communications for more than 20 years, while running a private therapy practice on the side. She is now transitioning to her therapy practice full time, where she will use her comms skills to focus on her main client: herself! Lori's focus is on body image, eating disorders and helping clients develop a better relationship with food. Read more about her practice. Andrea Walasek (she/her) is the latest PIC member to earn her SCMP®. She independently studied on her own timeline and found the Official GCCC Study Guide and other resources on the GCCC website useful. She wrote the exam on September 21 and got the good news about her certification the next day. “I was building it up in my mind prior to starting but once I got going, I did not want to stop until I had achieved it,” she says. “Once I received my official result, I was excited to share it with people almost immediately!”
Meet us for a PIC social on Dec. 3
Let’s close out the year together! Celebrate a productive year (or just getting through it), reconnect with familiar faces and welcome new ones. Join the PIC community for an in-person holiday gathering from 6 p.m. to 8 p.m. on Wednesday, December 3. We’re meeting in “the Library” at Scotland Yard Pub, 56 The Esplanade, Toronto. Expect good conversation, light snacks and a casual atmosphere. We’ll also be doing a lighthearted White Elephant gift exchange for anyone who wants to take part — something small (limit $15), silly, seasonal or simply something you’re ready to pass along. We’ll have a prize for the person who brings the most-coveted gift. Tickets are $15. Light appetizers provided; drinks are on your own tab. Due to limited space, registrations are capped at 25. IABC/Toronto 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:
A follow-up to our recent webinar on proposals: Why clients ghost your proposals and how to fix it, with ghostwriter and podcast host Treasa Edmond with Jamie Brindle, founder of The Freelancing Program.
Four responses to clients who try to talk you down on price from Austin L. Church. Here’s one: “What would you like to remove from the scope?” when told you’re too expensive.
How to find your ideal client, like naming a specific industry on your LinkedIn headline; Marketing Mentor Ilise Benun talks to Rebekah Mays.
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