JANUARY 2024: NEW BEGINNINGS
Contents
1.
Is it time to embrace something new?
Arlene Amitirigala, PIC’s co-Director of Communications & Social Media, reflects on what she’s learned from her own multiple new beginnings.
2.
New beginnings for three PIC members
Three PIC members – Yvonne Catty, ABC, MSc, CSC; Jacqui d'Eon, P.Eng, ABC, MC; and Ali Wines – recently took their businesses in new directions.
3.
Buzzy Bits featuring Jacqui d’Eon, P.Eng, ABC, MC
PIC member Jacqui d'Eon, P.Eng, ABC, MC, is in the hot seat in a video chat with Arlene Amitirigala.
4.
PIC PERSONALITY: Meet Trish Tervit
Trish Tervit of Tervit Communications tells Brent Artemchuk how she channelled her entrepreneurial hero to form her new business in December 2022.
5.
And more!
In member news, we have two new SCMPs to celebrate. We welcome back returning PIC member Ali Wines. We’re continuing to celebrate 25 years with a testimonial from Christopher Trotman. We have more details about the “Becoming a unicorn’” session later this month. And we’ve pulled together a guide to the content in The Buzz in 2023.
Is it time to embrace something new?
By Arlene Amitirigala
It’s that time of year when talk of resolutions and new beginnings permeate conversations. We commit to launching ventures, fulfilling long-held dreams or simply transforming the five pounds we gained over the holidays into muscle.
One thing is certain, change is the only constant in our lives. Truth be told, sometimes I feel as if I’m determined to prove this all on my own. After all, in the 15 years since departing my native Jamaica for the third time, I’ve gone on to:
- Have another child
- Move continents twice
- Join three churches
- Visit eight countries
- Enroll my kids in nine schools
- Do 10 house moves (not recommended)
- Forge countless new wonderful friendships
- Celebrate several major career moves and projects along with my hubby
- And start my own business!
There’s much more on the list, but you get the point. There’ve been plenty of new beginnings in my lifetime and likely many more to come. I won’t say each change was desired or easy. In fact, some were taxing on us as a family and challenging for me professionally. But inevitably each shift turned out to be a blessing, sparking growth and opening the door to opportunities I hadn’t contemplated before.
As professional independent communicators, we are predisposed to embracing the new. It’s at the heart of what we do for our clients. Whether supporting organizational transformation, redesigning a brand, or guiding a smooth merger or acquisition, we are masters of change.
It’s only befitting that we bring this ability to navigate change to our own endeavors, seizing the opportunity to redefine our business, expand our offerings, innovate with emerging technologies, or go in-house. With 2024 stretching out before us in 12 glorious months, what new beginnings will you embark on?
In this edition of The Buzz, we feature three PIC members – Yvonne Catty, Jacqui d’Eon and Ali Wines – who are taking their existing businesses in new directions to fulfill their passions while harnessing their depth of experience. We hope you’re as inspired and excited as we are at this dynamism in our talented PIC member base. We also hope you’ll take the time to connect directly to share your congratulations and continue to leverage the tremendous power of our PIC network.
If you have any ideas for professional development topics, or any questions, or wish to volunteer with PIC, reach out to toronto-sig@iabc.to. We’re always happy to hear from you.
New beginnings for three PIC members
New beginnings aren’t just for those starting a business. Three PIC members recently took their existing businesses in new directions.
Flirting with consulting turns to commitment
By Yvonne Catty, ABC, MSc, CSC
For various reasons, I’ve dipped in and out of independent consulting for years, since about 1999. Running my own business, Vitamin-3 Communications Inc., allowed me to flex all my professional muscles and build my capabilities while still having quality time to raise my family. I enjoyed working with large, multinational corporate clients on business drivers like corporate reputation, issues management, stakeholder engagement and crisis preparedness.
The complex nature of the work often led to full-time jobs, where I partnered with CEOs and other senior executives. Most recently I was in-house communications lead in the Operations division of a large financial services firm during a major digital transformation. After three amazing years there, I came back to the indie life in August 2023.
My focus now is working directly as right hand or Chief of Staff to the C-suite on sensitive special projects, often related to reputation, change or executive presence. One of my areas is litigation communications, which requires a deep understanding of the business and can last several years. I also operate as an interim or fractional leader covering for sudden departures, illness or maternity leave. These are longer term, usually three months to two years, but with no plan to evolve into a permanent role.
What’s satisfying as a senior communication consultant is that I’m respected as an expert. It’s completely changed the lens by which my work, my methodologies and my decades of experience are valued.
If you’d like to learn more, please contact me at yvonne@vitamin-3.com or 416-400-6428.
Finding the missing link in leadership development
By Jacqui d’Eon, P.Eng, ABC, MC
Back in my corporate days, whenever I was promoted, it was a significant day and one for celebrating.
Looking back, I realize I was far from ready. I hesitated to ask for help, worried it might be perceived as a weakness. So, I turned to my peers for advice, a mix of invaluable insights and not-so-helpful guidance.
Making the transition to the next level is a formidable leap. New managers wrestle with uncertainties. They aspire to excel, but often lack the essential tools to succeed at this new level, like goal-setting, team-building and navigating difficult conversations. The ability to acquire these skills in a secure, confidential environment can mean the difference between soaring success and stumbling failure.
How different might my leadership journey to the C-suite have been if I had had that kind of support?
This past summer, I realized that my joy was derived from helping others achieve their goals. I also know that people at the level of new manager to senior director don’t always get the mentoring and support they need – no matter how well-intentioned their organization is.
I knew I could bridge that gap.
That’s why I created Leap to Leadership. I guide and facilitate a small peer group of eight to 10 people to cultivate indispensable leadership skills in a safe, confidential and supportive environment. Over six transformative months, the group convenes to absorb and apply new skills, conquer the daily rigors of leadership and build a support network
Leap to Leadership is open to individuals and organizations. If you want to learn more, give me a call at 647-389-9350 or email me at jacqui@jacquideon.com.
A passion for the outdoors prompts a pivot
By Ali Wines
I’m an avid skier with a passion for the outdoors and protecting the places we all love. So when I had the amazing opportunity to be the Executive Director of a former non-profit client, Protect Our Winters Canada (POW), I jumped at it.
My two years at POW provided a huge insight into the power of communication to affect people’s attitudes to climate change. I’m so fired up about preserving the incredible natural spaces we have access to in Canada. I had 20 years of experience as a management consultant and communicator, including about five years running AlphaJuliet, which was when I was last a PIC member. I wanted to combine that with my learnings as a non-profit leader to help other organizations communicate their purpose successfully.
My new business, Uncommon Ground, was born from that idea – that communicating for our shared world should bring us closer together, not push us further apart.
To learn more, visit my website or call me at 416-458-9686.
Buzzy Bits featuring Jacqui d’Eon, P.Eng, ABC, MC
With Arlene Amitirigala
In this edition of Buzzy Bits, Jacqui d’Eon, P. Eng, ABC, MC, jumps in the hot seat with some interesting answers to 10 questions while the clock counts down!
PIC PERSONALITY: Meet Trish Tervit
By Brent Artemchuk
Tervit Communications is a public relations consultancy run by Trish Tervit (she/her). It offers a full range of communications services, including media relations, strategic communications, key message development, writing and editing. Its client base is made up of sustainability-focused and financial clients. Find out more at Tervit.ca or LinkedIn.
When did you launch your independent business and how did it come about?
I was thinking about forming my own consultancy for a few years. After having coffee with a former PR agency colleague who successfully managed her own business for 13 years, I was inspired to begin sooner rather than later.
That coffee chat was in September 2022. By December, I was up and running with my own firm and two clients. Along the way, I developed a personal mantra to deliver exceptional client service in everything I do. I know that sounds cliché but when things get busy, there can be a temptation to cut corners. I always ensure I prioritize client work – it’s the best way to keep them satisfied and the best way to ward off slow months!
As I launched (and continue to grow) my business, I tried to channel my entrepreneurial hero, my father Bob Tervit. He formed his own company after being laid off in the 1960s when the Avro Arrow aircraft project was cancelled. He grew his business into a firm that employed more than 20 people while managing to clothe and feed our large family through good times and bad. He always said the smartest thing I could do is work for myself and he was right.
What do you enjoy most about being an indie?
I really enjoy the independence it brings to my lifestyle. I actually work harder than I ever have before, but it doesn’t feel like work because it's me deciding when to go the extra mile for my clients.
Another thing I enjoy – which has surprised me – is networking for new business. Most of this comes through my contacts and I’ve enjoyed reconnecting with them during the past year. While the initial meetings were really just to catch up, I’m pleasantly surprised by the new work those connections have generated. It’s so nice to know that all the people I’ve come across in my career are cheering for me. Plus, I really enjoy doing great work for them.
What don’t you like about being an indie?
I will say that the inconsistency of income can be stressful. I try not to let it get to me, recognizing that planning for a rainy day is essential with this type of work. Some independents don’t like the solitude, but I thrive on it and actually get enough interaction through my clients to help me feel engaged.
What advice would you give someone new to independent life?
Be ready to work hard. “After hours” isn’t even a term I consider anymore. I’m constantly working, or thinking about work. But the hard work is well rewarded by the independence and satisfaction of running my own business. From a financial perspective, I’d recommend socking away extra funds for the slow months and being careful about expenses. Budgeting is very important if you want your business venture to succeed!
I always remember the advice given to me by PIC member Catharine Heddle. Along with giving me the push to go for it, she also warned me to prepare for the financial ups and downs and to make sure I had a backup solutions for my health and insurance benefits. I remind myself about this great advice daily.
How long have you been an IABC and PIC member and what value do you get from your membership?
I was an IABC member years ago and rejoined as a PIC member in the fall of 2022, just as I launched my business. 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.
Member news
We have two new Strategic Communication Management Professionals in our midst! Congratulations to PIC Executive members Jacqui DeBique, SCMP, and Sue Horner, SCMP. One of their secrets to success was joining a virtual study group with fellow IABC/Toronto members, which used an established syllabus for weekly meetings and had slots for other certified professionals to share their experiences. They say having study buddies cheering each other on through every success or doubt helped, too!
To apply to write the three-hour SCMP certification exam, applicants must be senior communication advisors with 11+ years of experience and 20 hours of training over the previous two years. Applicants also need a letter of recommendation from a mentee or an organization for which they’ve done pro bono work addressing the senior level contributions they have made. Learn more about the Global Communication Certification Council and its programs.
Welcome back Ali!
Ali Wines (she/her)
Toronto | Uncommon Ground | Website | LinkedIn | ali@we-are-uncommon.com
Uncommon Ground provides strategic communications services to help brands unite purpose, performance and planet. We work with outdoor and destination brands to communicate their sustainability journey with authenticity, as well as environmental nonprofits looking to grow their impact with evidence-based strategies.
The celebration continues
Our first professional development session of 2024: A masterclass in positioning
If you’ve struggled with how to describe yourself to prospects or whether to narrow your specialty, or if you’re redefining your brand, our next professional development event is for you.
On January 30, PIC offers a masterclass on positioning for independent communicators. Brand and story coach Greg Monaco will show PIC members how to discover and define what makes each of us unique – a “unicorn” – so we can narrow in on the exact type of work we want and better relate to those ideal clients.
Greg will be joined by Arlene Amitirigala, member of PIC and Fearless Brands, who will share how she uses his coaching to define her business.
Join us on Zoom at 4:30 p.m. Tuesday, January 30 for Becoming a Unicorn and learn how to make yourself into a category of one.
Fees are $15 for members ($16.95 with HST); $35 for non-members ($39.55 with HST).
Your guide to The Buzz in 2023
We want each issue of The Buzz to offer advice and inspiration for indies. In case you’d like to revisit past issues, we’ve pulled the details together in one place to help you find the themes, 3x3 participants, meeting recaps and PIC Personalities appearing in 2023.
January: Success in the new year
- 3x3: Resolve to make 2023 a successful year, with Patience Badze, Yvan Marston and Heather West, by Brent Artemchuk
- PIC Personality: Meet Kathryn Hollinrake, by Sue Horner
- Your guide to The Buzz in 2022
February: Love and Black History Month
- How to support change beyond Black History Month: Sue Horner recaps the Feb. 2 panel discussion with Karen White-Boswell, Patience Badze, Ruth Kupolati and Christopher Trotman
- 3x3: What we love about the comms/PR industry, with Augustine Fischer, Maureen Hosein, ABC, and Sabita Singh, ABC, as told to Brent Artemchuk
March: International Women’s Day
- 3x3+1: Inspiration from Meredith Adolph, Linda Andross, ABC, MC, Priya Bates, ABC, MC, SCMP, IABC Fellow, and Nathalie Noël in conversation with Sue Horner
- PIC Personality: Meet Sarah Manley Robertson, ABC, by Brent Artemchuk
- 3x3: What’s involved in volunteering with the PIC executive? Sue Horner talks to Arlene Amitirigala, Brent Artemchuk, Austine Fischer, Catharine Heddle and Maureen Hosein, ABC.
- Sharon Aschaiek recaps the March “Problem Solved” networking event
- PIC Personality: Meet Ellen Gardner, ABC, by Yvan Marston
- Member news: A new book for Priya Bates, ABC, MC, SCMP, IABC Fellow; an e-book for Kathryn Hollinrake; and Sarah Manley Robertson, ABC, is a #WeLeadComms honoree
- 5 pricing strategies from the pros; tips from Sharon Aschaiek, Cyrus Mavalwala, ABC, MC, and Sabita Singh, ABC, recapped by Yvan Marston
- PIC Personality: Meet Linda Bicho-Vachon, who talks to Sue Horner
- Member news: Patience Badze launches her mobile app and Cyrus is named a #WeLeadComms honoree
- 3x3: How to create an environment of belonging, with Brent Artemchuk, Jacqui d’Eon, P.Eng., ABC, MC, and Maureen Hosein, ABC, by Sue Horner
- Pride At Work DEI checklist by guest speaker Luis Augusto Nobre
- PIC member survey results
- Welcome new member Trish Tervit
July/August: Summer roundup & reset
- Welcome new members Valerie Chelangat, Marie-Lauren Gregoire Drummond, SCMP, and Lisa Marchitto
- PIC Personality: Meet Rucsandra Saulean by Sue Horner
- Catharine Heddle relates her experience at the 2023 IABC World Conference
- Sharon Aschaiek talks about chairing a post-secondary conference
- Member news: Phil Sach featured by #WeLeadComms and Sabita Singh, ABC, named one of the top 15 LinkedIn experts in Toronto
- PIC at 25: Jane Naczynski on the origins of PIC
- 3x3: A fond look at PIC over 25 years, with Janet Comeau, ABC; Ellen Gardner, ABC; and Gary Schlee, ABC, MC in conversation with Sue Horner
- PIC Personality: Marie-Lauren Gregoire Drummond, SCMP, by Arlene Amitirigala
- Introducing our new Buzzy Bits video featuring Marie-Lauren (also known as MLG) with Arlene
- Welcome new member Yasmine El Shafei, SCMP
October: Inclusion & celebration
- Practical tips to help organizations go beyond ”rainbow-washing” – recap by Sarah Manley Robertson, ABC
- Photos of our Silver Social and reaction, by Jane Naczynski
- 3x3: The view from some newer members; Brent Artemchuk talks to Jacqui DeBique, Marian Neglia and Trish Tervit
- Buzzy Bits video with Catharine Heddle in conversation with Arlene Amitirigala
- From writing support to virtual collabs, try these cool tools; Sue Horner recaps the Tools of the Trade session
- PIC Personality: Lisa Marchitto, by Brent Artemchuk
- Buzzy Bits video with Sharon Aschaiek in conversation with Arlene Amitirigala
- How to say ‘no’ like Sophia Loren by Dr. Nancy Ellen Miller
- 3x3: Taking care of business, taking care of self: Meline Beach, Valerie Chelangat and Phil Sach talk to Brent Artemchuk
- Buzzy Bits video with Yasmine El Shafei, SCMP, talking to Arlene Amitirigala
- Welcome new member Matisse Hamel-Nelis and welcome back Yvonne Catty, ABC
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:
45 “new beginning” quotes to inspire you, like “The beginning is always today” and ”Never underestimate the power you have to take your life in a new direction."
12 questions to reflect and complete 2023 and get ready for 2024, like “What went well?” and “Who played a part in the good of your year?” in this annual post by Eileen Chadnick.
More exercises and reflections to start 2024 by Mary Olson-Menzel. Start off by pausing, breathing deeply and writing out what you want the coming day, month, quarter and year to look and feel like.
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: Arlene Amitirigala, 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: Arlene Amitirigala, Sue Horner, SCMP | Programming: Catharine Heddle, Lisa Marchitto