The Buzz

There is something about spring that signals a fresh start. The grass returns, flowers begin to emerge, and the whole season seems to invite reflection on where we choose to invest our time and energy.   For me, that has often meant volunteering.   It has been a consistent thread throughout my life, though I did not always recognize its impact in the moment. Like many people, I first said “yes” simply because something needed doing. Over time, those yeses added up. Through various volunteering roles, I have supported long-term care homes and political advocacy efforts; served on the board of a healthcare agency focused on seniors’ care; participated in Relay for Life; mentored emerging professionals; and now have the privilege of serving as VP of Special Interest Groups for IABC/Toronto and Chair of PIC.   Each experience has been different, but they share a common outcome. Volunteering has shaped how I lead and how I connect with others. It has also opened doors to skills and relationships that are hard to replicate in day-to-day work. In my current role, I work alongside dedicated volunteers across the Professional Independent Communicators, the Senior Communicators Circle, and the Student Communicators Circle. These groups rely on people willing to step forward and bring ideas to life. That willingness to show up is what builds strong communities.   For those who are already involved, thank you. For those considering it, this is a good time to start. IABC/Toronto is already looking for volunteers for the next term, including opportunities on the board and with PIC. You may find, as I have, that the return is far greater than the time you put in.   As we mark National Volunteer Week April 19 to 25, this issue of The Buzz reflects that same spirit of contribution and growth. You’ll find a 3x3 on volunteering as a secret career builder, featuring insights from Lisa Gibson, Adrienne Jackson and Sarah Manley Robertson. There is also an opportunity to get involved, with a call for volunteers for the PIC executive. We also give a warm welcome to new member Sachi Hegde and remind you to register for the April 22 Contracts with Confidence session; there is still time!   Thank you, as always, for the energy and support you bring to this community. And as always, if you have comments or questions, ideas for professional development topics, or an interest in volunteering, please reach out to me at toronto-sig@iabc.to. I am always happy to hear from you.

3x3 on volunteering: The secret career builder for professional communicators

By Brent Artemchuk

For independent communicators, professional growth doesn’t always come from structured training programs or neatly defined career paths — it comes from experience. The challenge is that client work, while essential, can quickly become narrow: the same types of deliverables, the same expectations, the same risk tolerance.   That’s where volunteering becomes a powerful (and often overlooked) catalyst for development. Outside the constraints of billable work, independent communicators can test new formats, take on leadership roles, experiment with different voices, and stretch into areas that clients may not yet trust them to lead. It’s a space where capability can expand faster than titles ever could.   For many seasoned independents, volunteering isn’t just about giving back; it’s a deliberate strategy for building skills, confidence, and opportunity. The three communicators featured here — Lisa Gibson (she/her), Adrienne Jackson, ABC (she/her) and Sarah L. Manley Robertson, SCMP, ABC, Prosci (she/her) — have each used volunteer work in exactly that way: not as a side activity, but as a proving ground for growth.

What’s one specific skill you developed through volunteer work that you weren’t getting from client or other projects?

Lisa: Governance, and I mean a deep, real understanding of it. Having spent most of my career on the corporate and executive side, I thought I understood how organizations were run. But sitting on three not-for-profit boards changed that. Each one came with its own operating environment, its own regulatory landscape, and its own funding pressures, because without strong partnerships, these organizations simply don’t survive.   Learning to navigate that world, understanding the specific obligations that come with charitable status, and seeing firsthand how boards truly function when the stakes are mission-driven rather than profit-driven is knowledge I couldn’t have gotten anywhere else. It’s made me a sharper, more well-rounded advisor and someone who can consult with both for profit and not-for-profit organizations. Adrienne: What immediately comes to mind is the ability to influence without authority. Volunteer roles can offer a working dynamic that is quite different than leading as a hired gun. Your authority is not necessarily assumed, or even wanted. At times I have had to thoughtfully heighten my persuasion, diplomacy and patience skills, which may take a back seat to other competencies in paid roles. In the driver’s seat, you may not always need to flex them in the same way. It’s a reminder that these strengths are universally beneficial, whether you are leading a client project or supporting a worthy cause. Bonus: Learning is lifelong and recharging these skills has been a gift from the volunteering world.   Sarah: Volunteer work sharpened my ability to lead without authority. No contracts, no hierarchy — just influence. It pushed me to be clearer, faster and more intentional about how I bring people with me. And it reminded me that leadership is as much about inspiration as direction — helping people see what’s possible for themselves while moving the work forward.

Tell me about a moment in your volunteer work where you had to step outside your comfort zone and what you learned from it.

Lisa: Early on, I was asked to help lead a fundraising appeal, something I had zero experience with. I’m much more comfortable in a strategy session than making a financial ask. But I said yes, and it forced me to connect the why behind the organization’s work in a way that was personal and emotional, not analytical. It reinforced that vulnerability is a strength. People don’t give to strategies; they give to stories and to people they trust. It also helped me get more comfortable with uncomfortable questions/asks, which I think has been helpful when I have to follow-up with clients on financial matters. Adrienne: For years, I have coached executive spokespeople. Recently in one of my volunteer roles, I was invited to sit on the other side of the pen, camera and radio mic to tell my personal story as a caregiver. Preparing others for media interviews is my comfort zone. I had to challenge my reluctance to be the leading voice, but my passion for the cause prevailed. It was an effective way to validate the counsel I give clients, and an empathetic reminder of how they might feel when interacting with reporters. It also confirmed that preparation and being authentic are a storyteller’s best friends.   Sarah: Sometimes I volunteer inside my profession — communications and PR — and sometimes I step into very different lanes, drawing on my experience in strategy, risk, governance and leadership. That stretch is where the growth happens. Moving from doing the work to holding the space for better decisions pushed me out of my comfort zone. I learned that restraint is a leadership skill — and that the right question, at the right moment, often does more than the right answer.

How has your volunteer experience directly led to a new opportunity, connection or shift in your business?

Lisa: In more ways than I expected. A few client relationships have come directly from board work, and agreeing to speak and run workshops has opened doors to new engagements and opportunities I wouldn’t have found otherwise.   But what I value most are the connections, the people. I’ve made genuine friends through this work. Amazing peers who are navigating the same kinds of challenges, who I can call up to share ideas, think through problems, or just connect with. Those ongoing relationships have grown out of doing something meaningful together, and many have lasted years.    Adrienne: One volunteer role recently led to another in an adjacent area I’m passionate about: healthcare advocacy and navigation. I’m now collaborating with others on the board’s communications committee to develop their first strategic communications plan. It’s exciting and important work and goes to show that ‘pulling the thread’ can lead to rewarding hidden opportunities.   Sarah: Volunteering with IABC has kept me sharp and connected. From grading accreditation exams, to judging awards, evaluating World Conference speaker applications, speaking, and writing for PIC, I’ve learned from strong peers, seen the best work in the field, and built relationships that actually turn into meaningful community.

Thanks to Lisa, Adrienne and Sarah for sharing their experiences with me. What clearly emerged from my conversation with these three professionals is that volunteering is far more than a goodwill exercise — it’s a strategic advantage. It creates space to lead without permission, to experiment without the same level of risk, and to build capabilities that may otherwise take years to develop through client work alone.   For independent communicators, whose careers are defined by adaptability and continuous evolution, that kind of space is invaluable. The skills developed, the confidence gained, and the relationships built through volunteer work don’t stay contained there. They carry directly into client engagements, shaping stronger, more versatile professionals.   The takeaway: Volunteering isn’t a detour from professional growth; it’s a direct path into it. For those willing to approach it with intention, it can become one of the most effective tools in the independent communicator’s toolkit.

The PIC executive team is looking for volunteers!

Most independent communicators spend a lot of time building their business, but far less time building their visibility and influence within the profession itself.   Serving on the Professional Independent Communicators executive team is one of the fastest ways to do both. It puts you at the centre of the community, connects you with peers who are serious about their craft, and gives you a platform to shape the conversations that matter to independents right now.   We’re now looking for volunteers for the 2026–2027 executive team. This is more than a line on your bio. It’s a chance to expand your network in a meaningful way, develop leadership and strategic skills you may not get in client work, and collaborate with other experienced professionals who bring different perspectives and ideas. It’s also, frankly, a lot more fun than people expect. Working alongside smart, engaged peers on something that benefits the whole community tends to be energizing, not draining.   If you’ve been looking for a way to raise your profile, stretch your capabilities, and contribute to something bigger than your day-to-day work, this is it. Step forward, put your name in, and be part of shaping what comes next for independent communicators.   Find out more about what volunteering on the PIC executive has meant to some of our team. And if this opportunity interests you and you’d like to learn more, please get in touch with Andrea Walasek, SCMP, at toronto-sig@iabc.to.

Welcome new member

Last call for contract essentials you should know

Contracts play a big role in setting clear expectations and supporting strong client relationships. Join PIC members and friends for a webinar featuring contract lawyers Adam Freedman and Shoshanna Lebovits for a practical conversation on the essentials every professional independent communicator should understand. Bring your questions; there will be time for a Q&A so you can get guidance on real situations.   Join us on Zoom from 4:30 p.m. to 5:30 p.m. on Wednesday, April 22. Cost is just $15 for IABC/Toronto members ($16.95 with HST). Other IABC chapters and Lite members pay $25 ($28.75 with HST), while non-members pay $35 ($39.55 with HST).  

May 26: Media Relations in 2026: What’s changed and how to adapt

Media relations no longer works the way it did even a few years ago. What’s delivering results now?   Join IABC/Toronto and Professional Independent Communicators on Tuesday, May 26 for a practical, candid conversation on how practitioners are navigating today’s media landscape. Our panel of experts — Natalia Smalyuk, Jacob Robinson and Masha Mikey — will provide insights from the agency and independent perspectives.   Guided by moderator Trish Tervit, the panel will explore: 

• How media relations has changed and what that means for your approach
• Where and how to connect with journalists today
• Tactics that are cutting through and ones that are falling flat
• Practical tips you can apply immediately in your own work.

  Whether you’re refining your approach or looking to add media relations to your service offering, this session will leave you with fresh ideas and a clear sense of how to move forward.   It all takes place on Zoom from noon to 1 p.m. ET on May 26. Cost is $15 for IABC/Toronto members ($16.95 with HST); $25 for other IABC chapters and Lite members ($28.75 with HST); $35 for non-members ($39.55 with HST.

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, posts shared on our social media channels include these:

Volunteering is good for you! Fast Company looks at how volunteering helps your career goals and your overall wellbeing.

If you’re new to Canada, volunteering can help you build your network, gain Canadian experience and keep yourself busy. The Canadian Abilities Foundation explains.

The Canadian Mental Health Association lists seven reasons why volunteering is good for our mental health, including creating a sense of belonging and building both hard and soft skills.

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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