DECEMBER 2024: SHARING THE GIFT OF EXPERTISE
Contents
1.
The gifts of the season
Andrea Walasek, our Chair and VP Special Interest Groups, recognizes the collaborative spirit within the PIC community and our members’ eagerness to share the gift of our resources, knowledge and insights with each other.
2.
Flexibility, client value and personal growth top the reasons to collaborate with other indies
In a discussion on November 19, panelists Meredith Adolph, Priya Bates, ABC, MC, SCMP, IABC Fellow, and Kelly Thibodeau shared the gift of their experience of the benefits and risks of partnering with other independents. Sarah L. Manley Robertson, ABC, SCMP, Prosci, recaps the session.
3.
3x3: The ABCs of conference speaking for indie communicators
Sharing the gift of your expertise at conferences can help build your brand and attract new clients. Brent Artemchuk has 3 questions about it for 3 PIC members: Priya Bates, ABC, MC, SCMP, IABC Fellow; Jacqui d’Eon, P.Eng., ABC, MC; and Matisse Hamel-Nelis, ADS, CPACC.
4.
Diverse Threads, part 2: Sabita Singh on LinkedIn as DEI support
Sabita Singh, ABC, shares her thoughts with Brent Artemchuk on how LinkedIn could evolve to be a stronger ally for organizations and individuals committed to advancing DEI.
5.
And more!
Book Nook is back with a guest post from Jacqui d’Eon, P.Eng., ABC, MC. Learn more about our January 21 session, which takes its cue from the “most depressing day of the year.” Make sure your online PIC member listing is up to date, and see what you might have missed on social media.
The gifts of the season
By Andrea Walasek
Season’s greetings! With the hustle and bustle of the holiday season in full force, I would like to thank you for taking the time to read the December 2024 issue of The Buzz. As the Chair of PIC, it has been an honour to witness first-hand the collaborative spirit within our community and our members’ eagerness to support one another by sharing resources, knowledge and insights.
To wrap up an eventful year and embrace the festive spirit this holiday season, we dedicate this month’s issue to the value of sharing the gift of expertise with one another:
- Sarah L. Manley Robertson discusses how indie professionals can enhance their careers by sharing their expertise and working together.
- In our newest 3x3, Brent Artemchuk gathers thoughts from three experienced speakers – Priya Bates, Jacqui d’Eon and Matisse Hamel-Nelis – on the benefits of delivering conference sessions, with insights on how to shine on the conference stage.
- Brent also brings back Diverse Threads with part 2 of his conversation with LinkedIn executive coach Sabita Singh. In this feature, Brent and Sabita continue their thoughtful conversation from the November Buzz on how LinkedIn can serve as a powerful tool for promoting diversity, equity and inclusion (DEI) within organizations.
- Book Nook also returns, courtesy of Jacqui d’Eon, who shares her take on The Immortal’s Secret, a captivating read filled with mystery and intrigue. This fictional book was written by PIC’s very own Alix Edmiston.
Each item in this issue is a testament to the wealth of knowledge within our community and the impact we can have when we share our skills and insights with others. Whether it’s through collaboration, public speaking or simply curling up with a good book, we all have something valuable to offer.
This time of year also serves as a reminder to appreciate the connections we've made. Our community thrives because of the relationships we build and the mutual support we provide. And we know that while the season brings joy and warmth to many, there are some who may be struggling.
That is why our next virtual PD event is focused on mental health and wellness. We’re honoured to welcome Monique Giroux to lead our Beyond Blue Monday event in January. Monique is a forest therapy guide, Reiki practitioner, coach, bestselling author and former professional communicator. Our team has asked her to lead a free session for IABC members on Tuesday, January 21, presented by PIC in partnership with the IABC Consultants Shared Interest Group. This session is free for IABC members from any chapter and $30 for non-members.
And one last reminder for 2024: If you haven’t already done so, please don’t forget to renew your IABC membership for 2025 so you are able to continue enjoying the vast benefits of being a member of IABC/Toronto. Whether you would like to connect with fellow communication professionals, access educational resources, gain distinction through GCCC certification programs or simply stay on top of the latest news in the global communication industry, IABC membership is here for you. Renew (or join) today.
On behalf of the entire PIC Executive team, I would like to wish you a joyous holiday season filled with warmth, laughter and the spirit of giving. May the new year bring you continued growth, success and many opportunities to share your expertise with others.
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.
Flexibility, client value and personal growth top the reasons to collaborate with other indies
By Sarah L. Manley Robertson, ABC, SCMP, Prosci
Wondering whether freelance partnerships might be your best next strategy?
Experts agree: partnerships done right are opportunities to experiment, flex new muscles, push growth and deliver greater value to clients. To do them well, partnerships must be built on a foundation of alignment – they need to advance your practice.
Meredith Adolph (she/her), Priya Bates, ABC, MC, SCMP, IABC Fellow (she/her), Kelly Thibodeau (she/her) and moderator Trish Tervit (she/her) each approach partnerships differently. Even with a variety of partnership models and pricing strategies represented, there was firm alignment on the benefits, which include:
- The ability to scale up and down with the flexibility of a team tailored for each client: the right skills to meet specific client needs by discipline, expertise or vertical.
- Having access to your own advisory board of thought partners, strategic peers.
- Professional learning and growth opportunities.
- The ability to add value to proposals and services you would not otherwise be able to offer on your own.
- A succession plan for your business.
In line with the IABC Code of Ethics, all panelists also indicated they are open with their clients about the involvement of partners who help create a proposal or are engaged to deliver client-facing work.
Risk is inherent in business, so of course our panelists also pointed out risks and how to manage them:
- The quality of the output can be variable. Trust your gut, verify with facts, get referrals and do credential checks.
- Different personalities mean different work habits and communication styles. Be clear about what tools are to be used for what types of communication, and specify response parameters (such as, “I do not respond before 9 a.m.”).
- The style of client interaction may not be appropriately matched. Be clear on expectations for client interactions and the quality and nature of the client experience on which you stake your reputation.
- The potential for additional financial or time expenses such as technology (additional email addresses, file shares, calendar booking tools, integration tools, project management, time tracking, group messaging); tools (license seats); and onboarding, people management and materials review.
Meredith, Priya and Kelly advised us to build these considerations into our pricing models and time management plans. They also recommended investing time into a fine-tuned and documented selection, onboarding and performance management model that you can easily replicate and scale.
And speaking of documentation: While it can be as simple or as complicated as suits your risk tolerance and business model, a key point shared was that written contracts, confidentiality agreements and “conflict of interest” statements create clarity.
Experts also agree: IABC – and specifically PIC – is a trusted source of high-quality professionals with a variety of expertise (the PIC directory is available online).
I hope YOU will now agree, there truly is strength in numbers!
3x3: The ABCs of conference speaking for indie communicators
by Brent Artemchuk
Speaking at conferences may not be on the to-do list of every independent communicator, but this exposure can be vital to building your brand and attracting new clients. In this 3x3, encouragement comes from three pros: Priya Bates, ABC, MC, SCMP, IABC Fellow (she/her); Jacqui d’Eon, P.Eng., ABC, MC (she/her); and Matisse Hamel-Nelis, ADS, CPACC (she/her). Throughout our conversation, their perspectives ring clear: the experience is highly valuable and rewarding – and having a strategic approach is vital.
What’s your experience delivering a conference session?
Priya: I speak at five or six conferences a year across North America, host a Strategic Internal Communication Conference and have spoken in the UK. I love meeting new people and talking about the areas I am passionate about, like internal communication, employee experience and inclusive cultures. After conferences, my LinkedIn followers and connections increase, which means more people, and potential clients, following what I post regularly. The conferences also give me insights into potential speakers and topics for my own conference. Conference speaking also gives me a chance to test new ideas and frameworks and gauge reactions to them.
Jacqui: Delivering a session at a conference has been a highly rewarding experience for me. I enjoy the opportunity to exchange ideas with attendees and gain fresh perspectives on the topic. Preparation is key – always check your room in advance to review the layout, sound and AV setup. Technology should enhance your session, not hinder it. It’s also crucial to approach the session with a clear, measurable goal. Don’t just deliver your content – evaluate its impact on your audience in meaningful ways. For instance, you might aim to gain new social media connections, drive newsletter sign-ups, or spark follow-up conversations. A session is most impactful when it’s both informative and actionable.
Matisse: I’ve been presenting at conferences since 2019, and I still find it an incredible and rewarding experience. I’ve had the privilege of speaking at events like the IABC World Conference and PRSA ICON, where I shared insights on accessibility in communications, and I’ve hosted workshops that blend storytelling with practical tips. I love the interaction most – seeing those “aha!” moments when attendees connect with the content and ask thoughtful questions. It’s a chance to share my passion while learning from the audience’s diverse perspectives.
What are your secrets to getting invited to speak or having your application to speak accepted?
Jacqui: While there’s no universal formula for getting accepted, a strong, attention-grabbing title is crucial. It should be both relevant and engaging. Beyond the title, your application needs to demonstrate real value to the audience – focus on addressing their needs or solving a specific problem. Avoid making your session feel like a sales pitch; authenticity and actionable insights are what resonate most.
Priya: Pay attention to the conference theme and figure out how your topic can fit into the theme. I am often invited to speak to some programs because they know I have expertise and have seen me present successfully. The key is to make sure your topic stands out. Conference planners want you to present new ideas and innovative ways of thinking and addressing the challenges the audience face in their jobs. How is your topic going to help them? Yes, we are trying to encourage them to want to work with us, but more importantly, we need them to believe that we are experts and centre their needs first. Remember that most conferences get 10X the applications as spots available. What makes you stand out in the crowd?
Matisse: I would say the key is to focus on what you can uniquely bring to the table. When pitching, I highlight how my topic ties into current trends and why it matters to the audience, whether it’s accessibility, inclusion or evolving PR strategies. Creating a clear, engaging title and summary is essential, and if I’m applying, I customize my proposal to the specific conference goals. Networking also plays a huge role; building genuine connections in your industry increases your chances of being noticed and invited.
What benefits have you seen from taking part in a conference?
Matisse: The benefits are endless! Conferences are incredible for building credibility, expanding your network and learning from others in the field. I’ve connected with like-minded professionals, discovered new ideas to implement in my work and even gained clients from speaking engagements. Plus, there’s something energizing about being in a space where people are just as passionate about your topics. It keeps me inspired and motivated to keep pushing boundaries in communications and accessibility.
Priya: I started speaking at conferences early in my career to get more comfortable speaking, since it was something I was very nervous about. Later, I wanted to share my best practices as I established my reputation as a thought leader. As a business owner, I get to demonstrate my expertise so that when they need my skills, they can reach out to me for work. Now, many conference companies pay my conference fees (which gives me a chance to network) and will often pay my travel expenses (flights and hotels). I'm starting to step into the space of paid keynote speaker as well so this is starting to become an business offering as well.
Jacqui: For me, the biggest benefit is connecting with people who are either potential clients or influencers in their decision-making processes. While I don’t expect to make sales directly at a conference, I go with the intent to build meaningful relationships. These connections often lead to valuable opportunities over time. Post-conference follow-up is essential – block time in your schedule for meetings and follow-ups. Relationships don’t end when the session does. Conferences are excellent for expanding your network, strengthening your brand and creating a foundation for long-term growth.
Our thanks to Priya, Jacqui and Matisse for sharing their expertise! We launched the 3x3 column to bring the voices of more PIC members into The Buzz. If you’d like to suggest a topic, or want to volunteer yourself as one of the three “voices,” get in touch with Brent Artemchuk or Sue Horner. Our thanks to Gary Schlee, ABC, MC, for suggesting the name “3x3.”
Diverse Threads, part 2: Sabita Singh on LinkedIn as DEI support
By Brent Artemchuk
Welcome back to Diverse Threads, an ongoing series that explores the journeys and stories of professional communicators who are actively working to embed diversity, equity and inclusions best practices for their clients.
Last month, we talked to Sabita Singh, ABC (she/her), a global LinkedIn executive coach and one of Toronto’s top 15 LinkedIn experts. She offered advice on how professional communicators could lead conversations with their clients around using LinkedIn as a tactic in their overall diversity, equity and inclusion (DEI) strategy. This month, Sabita adds thoughts on how LinkedIn could evolve to be a stronger ally for organizations and individuals committed to advancing DEI. This is blue-sky brainstorming at its finest!
Looking to the future, how do you think LinkedIn should evolve to better support DEI?
Ah, I love LinkedIn but there is always room for improvement! I think there are many ways LinkedIn could evolve to be a stronger ally for organizations and individuals committed to advancing DEI. Here are a few thoughts:
DEI-specific professional badges and certifications: LinkedIn could introduce DEI-related professional badges or certifications that individuals can earn and display on their profiles, such as DEI Advocate or Inclusive Leader. This would not only validate personal commitment but also promote DEI competencies across various professional fields.
Dedicated DEI content hub: A centralized DEI hub on LinkedIn could serve as a repository for DEI-related content, resources and best practices. Organizations could showcase their DEI efforts here and individuals could find DEI-specific articles, events and networking opportunities in one place.
Community and group features for ERGs: Providing more advanced group features – such as tools for Employee Resource Groups within companies – could support internal networking and DEI initiatives. These features might include private or semi-private LinkedIn groups with tools for event planning, content sharing, and discussion facilitation.
Diversity metrics for company pages: LinkedIn could allow companies to voluntarily display diversity metrics on their company pages. This transparency would empower job seekers and stakeholders to evaluate a company’s commitment to DEI before engaging with or joining the organization.
Collaborative DEI campaigns: LinkedIn could enable more interactive DEI campaigns, where companies, influencers and thought leaders can collaborate on large-scale DEI initiatives or discussions. Features like LinkedIn Live events with co-hosts, joint posts or challenges could encourage wider participation and visibility of DEI topics.
Enhanced analytics for DEI engagement: LinkedIn could provide more granular analytics specifically geared toward DEI content. For example, insights on demographics of engagement, reach among different communities and sentiment analysis could help organizations understand the real impact of their DEI posts and refine their strategies accordingly.
Improved accessibility features: LinkedIn could continue improving accessibility by adding more robust options for alt text in images, enhanced support for screen readers and features like closed captioning for LinkedIn Live and native videos. This would ensure that DEI content reaches everyone, including individuals with disabilities.
Diverse Threads is an ongoing series that explores the journeys and stories of professional communicators who are actively working to embed diversity, equity and inclusion best practices within their clients' organizations. If you have a story you'd like to share, email toronto-sig@iabc.to and we'll follow up with you. We welcome submissions from both PIC and IABC/Toronto members.
Book Nook: Curl up with a book of mystery and intrigue
By Jacqui d’Eon, P.Eng., ABC, MC
Generally, you don’t see fiction reviewed in The Buzz. However, December is a great month to curl up with a good book – and this one is extra special because it was written by PIC member Alix Edmiston, ABC (she/her).
The Immortal’s Secret is a fast-moving chronicle of one man’s search for the truth about a family myth.
That man is Dr. Benjamin Mann, a curator at the Louvre. The story begins with the disappearance of his grandfather and an ancient painting, which holds a treasure that provides clues about what has happened. His search takes him from Paris to Venice and Egypt. Along the way, he finds mystery and intrigue while being forced to confront his life decisions, vulnerabilities and regrets.
Learn more about Alix and the inspiration for the book, and look for The Immortal’s Secret in bookstores and online.
Have you read an interesting or helpful book lately? Share it with PIC members in this column! Email Catharine Heddle at catharine@lamplightercommunications.com.
Beyond Blue Monday: A restorative virtual forest therapy session on Jan. 21
In honour of Blue Monday, known as the “most depressing day of the year,” we focus on mental health and wellness with a restorative guided forest therapy experience. Also known as shinrin yoku in Japan, meaning “forest bathing,” this practice invites you to calm your nervous system, feel grounded and reconnect with nature.
We’re honoured to welcome Monique Giroux (she/her) – forest therapy guide, Reiki practitioner, coach, bestselling author and former professional communicator – to lead a session for independent communicators and consultants on Tuesday, January 21.
During this session, we will:
- Experience a taste of the healing practice of forest therapy
- Learn simple, practical activities to enhance our personal well-being toolkit
- Deepen our connection with nature and the more-than-human world.
Mindfulness in nature offers countless benefits for body, mind and soul. Research shows that forest bathing can reduce stress, improve focus, strengthen the immune system and boost mood. Take a step toward a calmer, more connected self. Let nature nurture you.
This event is presented by PIC in partnership with the IABC Consultants Shared Interest Group. Free for IABC members (any chapter); $30 CAD for non-members.
Is your listing on the PIC member list up to date?
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 and a brief description of your business (about 80 words). Send your new or updated listing to Kathryn Hollinrake, our Director, Membership, at kathryn@hollinrake.com.
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:
Sharing your expertise as a guest on a podcast your prospects listen to is an untapped but highly effective strategy for freelancers, says Ed Gandia. He talks to Angie Trueblood about how it can build your brand and help build your solo business – and the importance of follow-up.
10 reasons why consultants shouldn’t be afraid to share their expertise, including that educating your target audience is the best way to build a strong reputation, via The Visible Authority.
Trying to clone yourself to take on more business? There’s a better way to win business, and it’s partnering with others. PIC members describe the attributes your partners should have and talk about your approach in this report on a panel discussion in 2019.
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 | Past Chair: Marie-Lauren Gregoire Drummond, SCMP | Membership: Kathryn Hollinrake | Communications & Social Media: Brent Artemchuk, Sue Horner, SCMP | Programming: Catharine Heddle, Trish Tervit