The Buzz Your source for everything Indie

Collaboration is essential

By Marie-Lauren Gregoire Drummond, SCMP

There is something truthful about the saying “Two (or more) heads are better than one.”

In today’s working environment, it’s essential for independent communicators to collaborate with our colleagues, clients and others. Collaboration, as defined by The Cambridge Dictionary, is “the act of working together with other people or organizations to create or achieve something.”

Some of the best ideas come from group brainstorming or group creative sessions. There is much benefit in working with another to generate ideas or develop solutions to problems. There is something truthful about the saying “Two (or more) heads are better than one.”

Independent collaborators working with their counterparts in corporate or non-profit organizations play a significant role in bringing fresh new ideas and perspectives to campaigns or projects.

At the recent OVATION Awards celebration hosted by IABC/Toronto, I was impressed by one of the award winners. Principles, awarded Small Agency of the Year, solely collaborates with non-profit organizations to support their campaigns raising awareness or funds for research and public education. Here is where collaboration can have real impact, in much-needed resources for non-profits that are traditionally underfunded and understaffed.

Working together with other people or organizations can offer huge benefits to organizations in additional resources, new perspectives and solutions. So when you have another big project or campaign, consider collaborating with your colleagues or your corporate or non-profit client.

If you want to share your collaborative successes or have ideas for ways PIC can support your efforts, reach out to toronto-sig@iabc.to. We’re always happy to hear from you.

#FindYourPossible: PIC members share tips for career success

PIC members Yasmine El Shafei, SCMP (she/her); Matisse Hamel-Nelis, ADS, CPACC (she/her); Kathryn Hollinrake (she/her); and Sabita Singh, ABC (she/her), joined other IABC/Toronto members in sharing tips for career success in the chapter’s #FindYourPossible Career Expo on May 9. Here are their top tips:

“How to Make Your Personal Brand Electric”

Kathryn: Given that your profile pic will give many people on LinkedIn or your website their first impression of you, it’s worth some effort to get it right. Wear something you feel great in and that fits you well. Your photo needs to show you as the competent, approachable, comfortable-in-your-own-skin professional that you are. A good photographer will ensure you look confident and comfortable even if you hate having your picture taken.

On video calls, have your camera on, especially if the other callers do, to make a connection despite being separated by technology. To show up professionally, dress as if you’re meeting in person. Make sure there is nothing distracting in your background, including digital blur or virtual backdrops. Check that your head is no more than an apple away from the top of the frame (not down in the bottom half). Have the camera pointing straight at your face, or angled slightly down, never up. Make sure there is good light on your face, and your microphone works well so you can be clearly heard.

Sabita: My top takeaway was to ensure the “About” section of your LinkedIn profile sounds like an engaging career story instead of a formal resume. If your summary includes phrases like “a professional with XX years of experience” or “proven track record of blah, blah, blah,” it is time for a change. Sharing your personal career story is the best way to stand out from everyone else who is competing for a job or a business opportunity.

“The Power of Seeing From Every Angle”

Matisse: When developing your next strategy or campaign, consider the outliers. Designing with inclusivity in mind ensures your message resonates universally.

Also, remember to adopt the principle, “Nothing for us without us.” Incorporate diverse perspectives from the outset by involving representatives from all potential audience groups. This approach not only enhances the authenticity of your campaigns but also fosters creativity and innovation.

Inclusivity is not just beneficial – it’s strategic and powerful. Ensure your planning process is comprehensive and representative. Happy planning!

“Build Street Cred for Yourself”

Yasmine: One, volunteering provides a meaningful way to engage in real work and make a tangible impact on the community. It’s an effective way to kick-start your journey in a new market and build initial credibility.

Two, networking is crucial for understanding market insights and dynamics. By connecting with others in the industry, you gain valuable knowledge and build relationships that can support your career growth.

Three, when networking, focus on sharing value with others rather than just seeking opportunities for yourself. Authentic connections and relationships are built on mutual benefit and genuine engagement.

Four, think of building your credentials as obtaining a visa or stamp to enter a new market. These credentials are essential for establishing credibility and positioning yourself as a leader in your field.

And finally, pursuing certification validates your experience and knowledge, providing recognition from industry professionals. It also exposes you to real-life case studies and helps you understand market challenges and opportunities firsthand.

Time for communicators to collaborate to address anti-Jewish racism

By Sharon Aschaiek

DEI programs tend to focus mainly on anti-Black and anti-Indigenous racism, with good reason. However, Jews tend to be excluded from DEI efforts. It’s time to fix this.

With Canadian Jewish Heritage Month currently underway, this is an ideal time to reflect on the roles and responsibilities of communicators in responding to rising antisemitism.

The past six months have seen a surge in increasingly violent Jew-hatred in society: Jewish individuals attacked, synagogues vandalized, a Jewish-owned business destroyed, Jewish students at universities intimidated. Demonstrations have targeted predominantly Jewish communities and we’re seeing instances of Nazi graffiti. Toronto police report that hate crimes against Jews have risen dramatically in recent months, and far outnumber hate crimes against any other ethnic group.

Most of us can feel compassion for all innocent victims of the current war in Gaza; I certainly do. However, as the Israeli government responds to terrorist militants who committed the biggest act of genocide on their country since the Holocaust – the rape, torture, kidnapping and murder on Oct. 7/23 that resulted in more than 1,200 civilians dead and more than 130 still in captivity – some people blame all Jews for the actions of the Israeli government. This is a clear and dangerous form of ethno-racial injustice.

The escalation of Jew-hatred in society suggests that this phenomenon could surface in all manner of workplaces – and this could create challenges for your communications practice.

Failing to clearly, consistently and strongly condemn antisemitic language or behaviour by employees in internal or external communications could lead to significant reputational harm and lost business, to say nothing of the real physical or psychological harms that could befall Jewish employees.

Communicators must be able to support their organizations or clients in taking a clear moral stand: ALL forms of ethnic hatred, including anti-Jewish hatred, are unacceptable and will not be tolerated. This is vital to a supportive and inclusive work environment where all employees are treated with respect.

Communicators have a role to play in advising their organizations on whether or how to make an appropriate statement about antisemitism. Doing so in an informed way is vital, and involves centring the lived experiences of Jews.

Communicators need to interact directly with their Jewish employees to understand how they are experiencing this growing wave of hatred. The insights they gather will help them develop sensitive external communications about the war in Gaza, if that is what they wish to do, without conflating the actions of the Israeli government with all Jews. They can show solidarity with all innocents affected – Israelis, Gazans and the Jews worldwide who are being wrongly blamed for this conflict.

It could also be useful for communicators to collaborate with Jewish organizations to better understand the complex history of antisemitism, and the toll this current conflict is taking on Jewish community members.

Groups such as B’nai Brith Canada, United Jewish Federation of Greater Toronto, the Friends of Simon Wiesenthal Center and the Centre for Israel and Jewish Affairs have a wealth of information to offer on the historical aspects and current trend of antisemitism. They could help communicators guide their organizations in their interactions with their employees, clients, the public and other stakeholders.

Such outreach efforts will support communicators in responding with clarity and wisdom to antisemitic posts on their organization’s or clients’ social media feeds. Organizations need to develop robust protocols to deal with comments featuring misinformation or biased information that is anti-Jewish. Communicators can provide support in developing and applying such protocols to ensure they publicly live their values and renounce discrimination, prejudice and hate against Jews.

This is also a good time for communicators to support their organizations in re-evaluating their diversity, equity and inclusion (DEI) policies and practices.

DEI programs tend to focus mainly on anti-Black and anti-Indigenous racism, with good reason. However, Jews tend to be excluded from DEI efforts, and it’s time to fix this. Jews have been repeatedly persecuted throughout history and in the present day, simply because of their religious/ethnic/cultural identity. As such, they deserve their own protections and supports in DEI programs.

Portraits & Productivity: PIC members give co-working a whirl

By Heather West

On one of the few brilliantly sunny days in April, a group of PIC members gathered for a day of co-working, collaboration and creativity.

It was wonderful to bust out of our home offices and work with colleagues — especially because it was a treat, not a requirement.

Our space for the day was Cision Canada’s office on the 30th floor of the RBC building on Queens Quay, with a breathtaking view of the lake and Billy Bishop Airport. As we arrived, we were greeted by Brandon, who gave us a quick tour of the space and made sure we had everything we needed to set up. Most importantly, he showed us where to find the coffee and snacks.

You could have heard a pin drop when we were focused on working at our own desks. But we also took advantage of the opportunity to get caught up, swap insights and talk about projects and clients throughout the day.

Meeting rooms were available for those who needed them, and several members had booked PIC member and photographer Kathryn Hollinrake to take their professional portraits. Those who had photos taken mentioned how much they loved how they turned out and said Kathryn’s expertise and personal approach put them at ease.

The price included lunch, and, in typical fashion, the lunchroom was abuzz with conversation and sharing. “What do you do when…?” “How do you manage …?” “I had this client who…” PIC members are always keen to share insights and lessons learned!

[We hope you also learned from fellow PIC members at Pricing Secrets from the Pros Part 2 on May 14. Recap to come next issue.]

Everyone enjoyed the opportunity and agreed we’d like to do it again.

Thank you to PIC’s co-Directors of Programming, Catharine Heddle and Lisa Marchitto, for planning such a fun and productive day. Also thanks to Daniel Niemi and Cision Canada (and Brandon!) for sharing your office, captivating view and tasty snacks.

PIC Personality: Meet Catharine Heddle

By Sue Horner

Catharine Heddle (she/her) is founder and president of Lamplighter Communications. She considers herself the busy communications directors’ secret weapon, who can be called on as needed to get things done. That can mean leading or supporting high-value projects the directors don’t have the time or resources to do themselves, or taking care of smaller projects to free up time. Learn more about Catharine on her website and LinkedIn, call 416-737-5807 or email catharine@lamplightercommunications.com.

When did you launch your independent business and how did it come about?

2009. I was vice-president at a PR agency, a job I loved. But to be the VP I wanted to be, I needed to put in more time there. And to be the parent I wanted to be, I needed to put in more time at home with my two young children. So I quit to become a freelancer, not knowing if I’d get any work. Fortunately, within a few months, the business took off.

Why “Lamplighter Communications”?

Lamplighter was the name of my grandfather’s sailboat, which he built with his own hands. To me, the name symbolizes living life to the fullest, as Grandpa Jack did. It evokes images of leadership, lighting the way and igniting the spread of ideas.

What do you enjoy most about being an indie?

I love the flexibility, the autonomy, the versatility. I love the ability to try new things. As that VP, my job was to do the thing I was good at; I didn’t have a chance to try things I wasn’t necessarily good at. That included internal communications, which was one of my first contracts as a freelancer. I discovered I absolutely love it and take on that work whenever I can.

It’s been such a wonderful experience working on my own. I’ve been able to go in and out of projects and painlessly change it up every few years. I’m also grateful to have been there for my family as they were growing up, and to now be able to give my aging father more support as needed.

What don’t you like about being an indie?

I do miss being part of a team, and that’s one of the reasons I enjoy being “embedded” in a client’s communications team. That’s also part of the value I get from PIC.

The ups and downs also take some getting used to. And sometimes it’s hard to know what to charge. You never want to feel that you’re leaving money on the table by charging less than the work is worth.

What advice would you give someone new to independent life?

Invest in your professional development! It’s so important to stay current, but not as easy to do on your own. I’ve always made an effort to continue to grow and I have learning goals every week, month and year. That’s actually how I spend the slow periods.

I also advise thinking about insurance, health benefits, long-term disability and so on. It’s always less expensive to secure coverage earlier.

How long have you been an IABC and PIC member and what value do you get from your membership?

I joined IABC in 2022 specifically for PIC. I had heard about PIC through social media, and then met PIC’s former Director of Membership, Maureen Hosein, ABC; she encouraged me to join.

Being part of PIC gives members the opportunity to converse, collaborate and commiserate with like-minded people. We really support each other, and I’ve both received and given work referrals.

Volunteering as co-Director of Programming has multiplied the value of PIC. As a volunteer, you get a richer experience and make a deeper connection with other members. The people I’ve gotten to know through being a volunteer are the ones I have the confidence to refer and who are confident in referring me.

Show off your skills while helping steer PIC

Do you want to make a difference, broaden your network, gain more visibility, show off your skills (or learn new ones) and get to know other IABC and PIC members? You can do all of it by volunteering with the executive team steering PIC.

The IABC/Toronto board is recruiting now for the year that runs from July 1, 2024 to June 30, 2025. If you’re interested in joining the board, apply now. If you might like a role on the PIC executive, here’s where you can help:

• Membership: Answer inquiries, welcome new members, collect their profile data and submit member list updates to the chapter. This position is currently vacant.
• Programming: Brainstorm topics, book speakers and venues, set up Eventbrite links and promote events. You’ll be co-Director with Catharine Heddle.
• Communications & Social Media: Edit, design and produce The Buzz each month; post to PIC’s accounts on X, LinkedIn and Facebook. You’ll be co-director with Sue Horner, SCMP.

Marie-Lauren Gregoire Drummond, SCMP, is staying on as Past Chair. Brent Artemchuk is staying on as Director of Marketing & Sponsorship; he talked to some PIC executive members about the value they get from volunteering.

Want to know more about a role you might be interested in? Please contact any of the current executive, or email Marie-Lauren at toronto-sig@iabc.to.

The celebration continues!

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:

“Done well, workplace collaboration unites and motivates team members,” says Simpplr. Examples include the Two-Pizza Team, described in ”The importance of team collaboration in the workplace.“

Building a reputation as a good partner attracts opportunity and other partners, says Forbes in “10 best practices for successful freelance partnerships.”

LinkedIn gathers thoughts about how freelancers can collaborate effectively, including “Define the scope” and “Manage expectations.”

X | Facebook | LinkedIn

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: Marie-Lauren Gregoire Drummond, SCMP | Past Chair: Jacqui DeBique, SCMP | Membership: vacant | Marketing & Sponsorship: Brent Artemchuk | Communications & Social Media: Sue Horner, SCMP | Programming: Catharine Heddle, Lisa Marchitto