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From crisis communicators maintaining calm amid chaos to internal communicators fostering belonging in diverse workplaces, the stories of our own Communication Superheroes remind us that effective communication isn’t just a skill – it’s a calling.

Throughout this issue, we explore stories of several communication professionals in our IABC/Toronto community who are also making extraordinary impacts in their communities:

• Brent Artemchuk talks to Marie-Lauren Gregoire Drummond, Phil Sach and Rucsandra Saulean about their communications superheroes.
• Sharon Aschaiek shares tips and learnings from our March session, How to Delight Clients and Wow on Zoom.

I invite you to reflect on your own communication superpowers as you read this month’s features. After all, the most inspiring superheroes aren’t defined by their powers alone – they’re remembered for how they use those powers in service of others.

And one last thing, don’t forget to register for our upcoming in-person social! Join us at 6 p.m. on Tuesday, May 6 for a casual evening of networking, engaging conversation, collaboration with fellow independent communications professionals, and a fun twist with Improv for Connections, led by Tracy Shea-Porter. This is the perfect opportunity to catch up with familiar faces, make new connections or explore potential partnerships. See you there?

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.

3x3: Celebrating the communications professional as superhero

By Brent Artemchuk

We all know communications professionals and superheroes share several key similarities: the ability to solve problems in moments of crisis, influence stakeholders, adapt to changing circumstances and work their magic wearing a cape of invisibility, to name a few.

To celebrate National Superhero Day, I talked with three of my own communications superheroes – Marie-Lauren Gregoire Drummond, SCMP (she/her), Phil Sach (he/him) and Rucsandra Saulean (she/her) – to find out who inspires them and what characteristics are must-haves for the hero-verse.

Who is your communications superhero and what about their work inspires you?

Marie-Lauren: Anne Marie Aikins is my communications superhero for her hands-on work with Metrolinx. While Union Station and corridor expansion was underway or in development, Anne Marie led a team dealing with customer care and responding to media. She did this flawlessly and with aplomb. She was at experiential comms events and spoke to people in a calm, reassuring way. I met her at one of those events and she was down-to-earth while commanding a fierce force of communicators.

Phil: The field is dynamic, complex and constantly evolving – there’s no single path to success, so I’d be hard-pressed to name just one “superhero.” That said, I find certain individuals and groups especially inspiring:

• Communicators in the non-profit sector, who use their skills to champion causes and create impact, often with limited resources and especially in our current political climate.
• Life-long learners who go beyond their comfort zones to grow their skills and broaden their impact, like a writer who learns graphic design.
• Non-communicators who deeply understand the value of communication and who champion its importance across their organizations – people like CEOs, VPs or admin professionals.
• Independent communicators who navigate the uncertainty of self-employment with courage. Building a career without a safety net takes grit, and it’s inspiring to see other freelancers carve their own paths.

To me, these are the real superheroes: the ones who adapt, advocate and elevate communications in ways that may feel minor but have a major impact.

Rucsandra: Throughout my career, and the numerous years of volunteering with IABC and CPRS Toronto, I’ve had the privilege to meet and work alongside phenomenal leaders who have never ceased to amaze me. One such superhero is Sue Horner, SCMP, PIC’s co-Director of Communications & Social Media, an absolutely superb professional, ever so resourceful, positive and dedicated to excellence. Besides her creativity and community-building skills, I admire her natural ability to see the light in others and to give that light a platform to shine. (Ed. note: I’m blushing! Thank you, Rucs.)

What qualities make someone a superhero in the communications field?

Marie-Lauren: Communication comes with tight deadlines, rapid responses and crisis management on a nearly daily basis. For me, an ability to perform at peak under pressure is a superhero characteristic. Like Thor’s hammer, communicators are forged under intense pressure and then are hardened and resilient to withstand any other pressures, be they deadlines, media crises or staff communications.

Phil: Being a communications superhero means thinking differently and challenging the status quo. It’s about disrupting traditional ways of doing things, not just for the sake of being different but to push the boundaries of how we connect, engage and inspire. In the non-profit space, in particular, there are many standard practices that could start to feel stale in an increasingly competitive landscape. To ensure your message stands out among all the equally worthy noise, you must set yourself apart in any way possible.

When I boil it down, superheroes are the people who try. They experiment with the latest tools, test new ideas and look beyond the standard playbook. They don’t just copy what’s trending in the latest newsletter or from their favourite LinkedIn influencer – they find a fresh angle, take a risk and create something that actually resonates.

Rucsandra: While being able to keep up with the tech and media trends that push our industry forward is a must for any of us, the superhero knows how to discern what’s coming next. They’re a few steps ahead not just by being aware, but by already preparing to adapt and ride the new waves.

A superhero in our field, or any field really, builds a team of champions and gives them opportunities to shine, makes them feel seen, heard, valued. My kind of superhero is one who understands the importance of giving back, or paying it forward, when reaching new heights in their career. There is no superhero without a community to represent and help lift up.

As they strive to be the best of who they are, the greatest PR and communications pros among us never lose touch of their humanity. They generously help build up those around them through volunteerism, mentorship and random acts of kindness. They’re not afraid to recognize, and sometimes share, their vulnerabilities in an effort to grow and encourage others to stay grounded.

If you could incorporate one technique from your superhero into your approach, what would that be and why?

Marie-Lauren: Anne Marie had always seemed to me to be authentic, and that’s one approach I’ve carried forward since I met her. I’ve watched Anne Marie answer questions in media interviews with such grace and humility and to me she is the same in person as she is on TV. I strive to maintain that authenticity in my work, whether I‘m hosting an event, preparing media responses or planning a five-year strategy.

Phil: For me, it’s that courage to experiment – it’s fearlessness. The communicators I admire most aren’t afraid to break from convention. They test new ideas, question best practices and push past “the way it’s always been done” when it no longer serves their goal.

This mindset can be seen in all the superheroes I mentioned earlier. It’s a communicator unafraid to chase their passion for a particular cause and use their skills to drive positive change. It’s a self-starter who teaches themselves social media marketing to help level up for their next big role. It’s the CEO who fully embodies the corporate culture and carries forward the important work of their internal communications team. And it’s the freelancer who throws caution to the wind to go on their own.

It’s also shaped the way I approach my work. Whether I’m pitching a new client, reimagining a familiar deliverable or simply finding a fresh way to tell a story, I try to avoid falling back on what’s most comfortable. In my experience, the best creative breakthroughs come when you’re willing to take risks and try something different.

Rucsandra: My youth was defined by pursuing a jack-of-all-trades persona, so I was always excited to discover any new talents, fearlessly widening my horizons with every major opportunity. A rewarding path, but also very consuming, especially when I started to establish myself as a PR professional. But in recent years, Sue and other leaders have shown me the healthy levels of success one can reach when narrowing one’s focus to a niche. That makes even more sense with age and experience, as the need to prove yourself all the time, using every skill available, is replaced by the wisdom to select and build the work relationships that matter.

Happy National Superhero Day to all professional communicators!

March 26 webinar review: How to delight clients and wow on Zoom

By Sharon Aschaiek

What sustains a communications practice is the quality of our interactions with our clients. How we can optimize these interactions was the focus of the PIC March 26 webinar.

At the 90-minute event, participants learned how to make lasting positive impressions on clients, both in person and virtually. Our presenters were Melody Gaukel (she/her), Senior VP and National Lead of Public Affairs & Government Relations at Proof Strategies; and Kathryn Hollinrake (she/her), principal of Kathryn Hollinrake Photography and PIC’s Director, Membership.

Wow’ing clients and building client loyalty

Melody began by underscoring the givens required for success: ability— doing your job well, on time and on budget; integrity— doing what you say you will do; and relationships— caring about what you do, your clients and their success.

She built on these essentials by suggesting we become deeply familiar with our clients’ sector, business and function. Consider which issues and trends affect their work and maybe keep them up at night. Think about how you might support their role, for example, by sharing pertinent business reports, or even inviting them as a guest to a relevant industry event. This last idea also creates a networking opportunity.

“It shows I’m thinking of them, and we’re both learning about something that I know we’re going to talk about later on,” Melody said.

When building your relationship with a client, think about how you can help them achieve their goals. For example, one client shared the results of her recent performance review, and asked for support to make progress in three areas of weakness. That support might involve sharing useful articles, or introducing them to someone in your professional network, Melody said.

It’s also important to understand your client outside of their professional context. What are their priorities and passions outside of work? Understanding your clients more holistically allows for deeper bonding around shared interests. It also helps when suggesting meeting times that work around their personal commitments related to kids or other areas.

As a consultant, it helps to be aware of your own limits, so you can recognize when you aren’t a good fit for a client’s new project — but still offer any support you can, such as helping them develop a better brief, or referring them to a colleague with the right skillset.

Finally, Melody said, think of creative or meaningful ways to stay connected with your clients. She gave examples of giving books on topics she knows clients like, or donating to charities they support. One year, her company gave clients Canada Day gift baskets. While they were just filled with inexpensive dollar store Canadiana, they struck a chord.

“Every client was blown away — who expects to receive such a gift? It demonstrated our pride to be Canadian owned, and many of our clients are as well,” she said.

Upping your virtual game

Five years after the COVID-19 pandemic triggered the widespread use of video meetings, we’re still sorting out how to ensure a professional and impactful virtual presence, Kathryn said. Failing on this front can hamper our business success.

“A crappy appearance on video creates hard work for viewers,” she explained. “But there are things we can do to make video meetings less tiring and annoying, and more impactful.”

Kathryn’s first target of poor video presence was the use of an image for a background, which she says can feel inauthentic and also steal too much attention away from you. Likewise, the visual distortions caused by a blurred background can be overly distracting.

Make sure your camera is situated at your eye level, she said. Aim for a background that is not too busy, with empty space on the wall immediately behind your head, and with no open doors or windows. She often uses a collapsible gray photo backdrop during video calls but suggests you can make a DYI version by hanging fabric from a stand.

Poor lighting is another culprit. While you may not think this matters, you aren’t putting your best face forward when it’s difficult to see you clearly, Kathryn said. She suggested different types of inexpensive lighting options to amplify your appearance. Having quality sound during video meetings is also important — she advised using low-profile headphones to block out sounds in your environment.

When it comes to what we wear and how we groom, being overly casual “does affect your credibility and effectiveness,” Kathryn said. She suggested we treat every video meeting like an in-person meeting by paying sufficient attention to dress, hair and makeup. Avoid shirts with necklines that plunge below the bottom border of the camera frame, she said, as this can be distracting.

“Take the opportunity to make a great impression on video every chance you get,” Kathryn added. “The better we show up, the less tiring and more enjoyable video calls will be for everyone.”

Welcome new members

Lori Henry (she/her)

Lori Henry Communications | Toronto | 604-908-2363 | LinkedIn |Website | Facebook | BlueSky | lori@lorihenry.com

Lori Henry specializes in healthcare writing for both public and private health organizations. She’s also a licensed mental health occupational therapist and psychotherapist in private practice. With a mix of clinical, editorial and copywriting experience over the past 20 years, she brings a unique perspective to her work. Her master’s-level academic knowledge and firsthand experience providing health care is a boon for her clients. They rely on her to write evidence-based content that is both educational and accessible.

Jacqueline Smith (she/her)

Smith-Pelly Ink | Toronto | 647-684-4832 | LinkedIn | Website | jacqueline@smithpellyink.com

I take pride in identifying where communication can have the greatest impact. Whether designing the strategy for organizational change or improving leadership dialogues, my focus remains on aligning efforts with the organization’s goals. Examples of how I can support your organization include:

• Supporting your team in crafting compelling narratives for significant transformations.
• Introducing tools to strengthen connections between leadership and employees, ensuring alignment and engagement.
• Enhancing communication strategies to drive cultural and operational changes.

Book Nook: The Science of Motivation

By Catharine Heddle

Let’s be honest: getting things done can be a problem when you’re self-employed. It’s easy to get distracted or derailed when you’re accountable only to yourself.

So I rushed to buy a ticket when Rotman, in 2022, hosted a talk by social psychologist Dr. Ayelet Fishbach on her book Get it Done: Surprising Lessons from the Science of Motivation. I enjoyed the event, and it only took me three years to get around to reading the book.

Not surprisingly, the basics are to set effective goals, tap into intrinsic motivation, set priorities among competing goals and harness social support.

One chapter focused on the importance of patience. It explores the tension between delaying gratification and the powerful urge to get something done so it’s off your mind. We all know the pure joy of crossing something off our list.

Some parts of the book are common sense (“The future will one day be the present”), but there are some useful insights. There’s what the author calls “the middle problem” — the tendency to relax one’s effort in the middle stage of working toward a goal. Another point, which Fishbach articulates in a section on juggling competing goals, is that “having too many ways to satisfy a goal can result in not having a single way that feels totally right.”

Overall, I think the key to getting things done is to know and plan around one’s own tendencies. A book like this can help build that self-awareness. But when it comes down to it, it might be wiser to set the book aside and start the work instead.

Read along with me! Next, I’m planning to read Bragging Rights: How to Talk About Your Work Using Purposeful Self-Promotion by Lisa Bragg. Thanks to Kathryn Hollinrake for the suggestion.

Your recommendations are welcome too! Email me at catharine@lamplightercommunications.com.

Join us May 6 for a networking social for independent communicators

Join PIC at 6 p.m. on Tuesday, May 6 for a casual evening of networking, engaging conversation and collaboration with fellow independent communications professionals. This is the perfect opportunity to catch up with familiar faces, make new connections or explore potential partnerships.

We’re adding a fun twist with Improv for Connections, led by Tracy Shea-Porter. As co-founder and CEO of Yes Unlimited, Tracy blends creativity, strategy and the power of “Yes, and” to transform how leaders and teams develop listening skills, build trust and foster collaboration. Through playful exercises (no performance required!) for a portion of the evening, you’ll have the chance to connect with others in new and unexpected ways.

One lucky participant will win a copy of Tracy’s book, The "Yes, And" Business Evolution. Additional copies will be available for just $15 (cash only).

It all takes place at the Duke of Cornwall (St. Ives Room), 400 University Ave., Toronto (near St. Patrick subway stop). Free for IABC members; $25 ($28.25 with HST) for non-members. Drinks and appetizers are available for purchase on your own tab.

Let’s share some laughs, swap stories and strengthen our network. Hope to see you there!

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:

We’re looking ahead to Superhero Day, and the traits comms professionals share with superheroes: solving problems, inspiring others, working our magic wearing a cape of invisibility. Or what Hel Reynolds has called, the “comms unicorn.”

Six skills you need to become a communications superhero, like a stakeholder lens and critical thinking, by Kylie Taylor.

Is calling ourselves superheroes as annoying as calling anyone but a rock star a rock star? Could be, if you agree with the Workday commercial with real rock stars like Ozzy Osbourne and Billy Idol.

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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 | Past Chair: Marie-Lauren Gregoire Drummond, SCMP | Membership: Kathryn Hollinrake | Communications & Social Media: Brent Artemchuk, Sue Horner, SCMP | Programming: Catharine Heddle, Trish Tervit