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The reflective spirit

By Andrea Walasek, SCMP

Fall is in full swing with brisk, cool air, the changing colours of leaves, Halloween approaching and yes, pumpkin spice everything. As we settle into the season, it’s also a time for reflection.

This reflective spirit feels especially important right now. At the end of September, Canadians marked Orange Shirt Day. This day of remembrance honours Indigenous children who were taken from their families and never returned home, and survivors of residential schools whose lives were forever changed. It’s a time to listen, learn and recommit to truth and reconciliation.

As communicators, we understand the power of stories and the responsibility to ensure voices are heard, not forgotten. I would like to thank each one of our PIC community who took some time on Orange Shirt Day to reflect on these lives and to think about how we, as a community of communicators, can continue to support Indigenous friends, colleagues and loved ones.

In this issue, we’re also reflecting on the “ghosting” that can happen in business. In a 3x3, Brent Artemchuk speaks with Priya Bates, Heather Redfearn and Phil Sach about what happens when prospects or clients go quiet, and how to navigate these moments with professionalism and resilience. You’ll also meet new member Richa Kochhnar and find more recommended reading in Book Nook.

If you’ve ever sent a proposal into the abyss, our upcoming event, Unlocking the Art of the Proposal, is for you. Join Yvonne Catty and Nat Korol on October 21 for an interactive session that explores how to design proposals that stand out and build client alignment – before they disappear into thin air.

Also coming up is the IABC Canada Conference, being held in Ottawa at the end of October. Visit the website for details, speakers, schedule and registration. I hope to see you there, maybe at the Haunted Walking Tour on October 30!

Whether you’re reconnecting with clients, building your network, refining your proposals or simply enjoying the beauty of fall, I hope this season brings new opportunities and renewed energy. As always, thanks for being part of PIC, and for showing up, time and again, to support one another.

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 on ghosting season: When clients vanish without a trace

By Brent Artemchuk

October is the season for pumpkins on porches, skeletons in windows and ghost stories. But for independent communicators, the scariest kind of ghosting doesn’t happen in haunted houses. It happens in inboxes, telephone calls and texts. One day you’re exchanging lively emails with a prospect or client, and the next…nothing. Silence. Vanished without a trace.

While business ghosting can feel unsettling, it’s also a reality many independents face. The good news? As with any ghost story, there are lessons to be learned and survival strategies to share. Priya Bates, ABC, MC, SCMP, IABC Fellow (she/her), Heather Redfearn (she/her) and Phil Sach (he/him) answered three questions on how they’ve dealt with ghosting, and what tricks and treats they recommend for moving forward.

Describe a time you were ghosted by a client or prospect. How did you handle it?

Priya: It happens more often than people might think. The person who “picked your brain” for hours when they got laid off and wanted to explore consulting, only to go back in-house and ignore you when you reach out through LinkedIn. The request for proposal that went back and forth several times, yet never received a response, even to say you didn’t get the job. The former employee who reached out for references as they climbed the ladder yet hired another consultant for support.

I tend to move on. I understand that people get busy. But I make a mental note not to be as available the next time they reach out for advice or help.

Heather: I’ve been ghosted more than once . The scenarios behind them vary from a previous client to a new prospect to a contact I made in Vancouver.

While it can be disappointing, the way I handle it is to remain positive. I remind myself that I don’t know what's going on in the other person’s life. I follow up a few times based on my gut feeling, but at some point, I let it go to put my energy where it is better served. I push myself to continue to the next opportunity and try not to let the silence get me down.

Phil: Getting ghosted is never fun, and it’s happened to me many times. I’ve had great conversations with potential clients, sometimes even getting as far as tailoring a portfolio or sending a project quote, only to never hear back. I’ve also had existing clients disappear for months (or even years) at a time, usually because their priorities shifted, they hired in-house staff, or my main contact moved on.

Ghosting can sting in the moment, and as a bit of an overthinker, I might let that get to me and wonder if I’ve done something wrong. Was my approach off? Was the work I delivered not good enough? But I’ve realized it often has little to do with me and everything to do with their situation, timing, priorities and fit. So now I just keep my focus on the clients and projects that are active. And honestly, for every story I have about being ghosted, I have three times as many about new opportunities popping up unexpectedly through word of mouth or someone stumbling across me on LinkedIn. The right opportunities will keep coming!

Do you have strategies to try and prevent ghosting before it happens?

Priya: It helps to be busy. I put aside a limited amount of time – say, 30 minutes – and then say additional time is considered mentoring and provide my rate. I also do group sessions to test new content, and being in a group prevents people from dominating time for personal gain for free.

Heather: I don’t have a strategy as such but I do ask my prospect to inform me, whatever their decision may be. Moving forward, I will only provide proposals and pricing during a follow-up meeting and not through an email. I also plan to qualify the prospect in terms of asking if they are the decision maker and clarify whether they’re looking to give a mandate. I had one situation where I assumed that was the intent but realized later they were looking for free advice. I actually don’t mind giving free advice as long as I am clear on the situation!

Phil: I don’t think you can ever totally prevent ghosting; it seems just to be part of the reality of freelancing. But there are ways to lessen the impact a bit.

For me, the best thing to do is to build a strong mix of regular clients and projects. When you’re not relying on every single prospect to say yes, it’s a lot easier to brush it off if someone disappears. I also place a strong emphasis on taking care of my current clients, as great work often leads to repeat projects or referrals, which helps balance things out.

And with prospects, I try to stay on top of communication. I’ll usually schedule a follow-up for a couple of weeks after our last chat, and then maybe again a month later. Sometimes nothing comes of it, but other times, it’s just the reminder they needed if they’ve been busy or shifted priorities.

So, while there’s no magic fix, a strong client base and a little persistence can make ghosting more of a bump in the road than a huge setback.

What’s your best piece of advice for other independents dealing with ghosting?

Priya: Pay attention to things that give you joy and fill your cup versus draining it. I love speaking to students in class starting their careers. I encourage people to follow me on LinkedIn and interact with me there. I participate in opportunities where I feel my contributions really matter.

Heather: Spend some time qualifying the prospect first to be sure they are in a position to grant a mandate. If ghosting still happens after a clear conversation and a few follow-ups, move on. Think of it as getting yourself closer to the next fulfilling opportunity.

Phil: Don’t let it get you down. Ghosting happens to everyone, and you’ll end up driving yourself bonkers trying to avoid the inevitable. If you take it personally, you’re only hurting yourself and stealing a lot of the joy out of being an independent communicator.

Instead, try to look at it as a chance to learn. When it happens to me, I consider how I might adjust my approach, or just take it as a sign that this probably wasn’t the right client for me anyway. In the long run, you want to work with people who communicate and value what you bring, and ghosting can actually make that clearer. So shake it off and put your energy into the clients who are showing up.

While ghosting can be frustrating – and let’s face it, even disrespectful – it’s a reality many independents face. The good news is that every disappearing act is an opportunity to tighten contacts, refine client onboarding and set clearer expectations. Most important, ghosting usually isn’t personal and often reflects a client’s own discomfort with challenging conversations. Thanks to Priya, Heather and Phil for reminding us that the best response is professionalism, resilience and the confidence to move forward.

Oct. 21: Tricks to unlocking the art of the proposal

How do you design proposals that truly stand out and keep them moving once the client says “yes”? Join industry leaders Yvonne Catty (she/her) and Nat Korol (she/her) as they share proven strategies and insider tips to design proposals that win attention, build buy-in, and avoid the dreaded “proposal in the abyss.”

In this interactive Zoom session, on Tuesday, October 21, from 4:30 p.m. to 6:00 p.m., we’ll dive into:

• How to design proposals that truly differentiate you
• How to co-create plans with clients for stronger alignment
• How to move proposals forward after acceptance
• Practical ways to present your plan live even when clients hesitate
• What to do when a proposal stalls or disappears.

You’ll walk away with practical tools and fresh ideas to make your proposals more compelling, collaborative and effective.

Fees are $15 for PIC and other IABC/Toronto members ($16.95 with HST) or $30 for non-members ($33.90 with HST).

Last call for the IABC Canada Conference

Join Canada’s top communications professionals October 28 to 30 at the 2025 IABC Canada Conference in Ottawa. Two PIC members are leading breakout sessions: Priya Bates, ABC, MC, SCMP, IABC Fellow (she/her), on Communicating Through Chaos, and Matisse Hamel-Nelis, ADS, CPACC (she/her), on Digital Accessibility as a Strategic Advantage. Priya is also taking part on a panel on October 29 with Cyrus Mavalwala, ABC, MC (he/him), on Storytelling and Wisdom from Canada’s Master Communicators.

Welcome new member

Richa Kochhar (she/her)

Toronto | LinkedIn profile | richa.kochhar@gmail.com | 416 732-5879

Richa is a Toronto-based communications professional with 15+ years of experience across all major sectors, having led Fortune 500 clients through global agencies such as Edelman and Weber Shandwick. Known for out-of-the-box thinking, problem-solving and trusted thought leadership counsel, she has curated award-winning global and creative campaigns with a strong focus on DEI, change management and inclusive storytelling. Skilled in reputation management, executive visibility and stakeholder engagement, Richa helps organizations build trust, navigate complexity and deliver purposeful communications.

If you’re an IABC member reading this and want to join PIC too, or if you know someone who should join, please get in touch! Connect with Kathryn Hollinrake, our Director, Membership, at kathryn@hollinrake.com.

Book Nook: A little range goes a long way

By Catharine Heddle

A common topic of conversation among independents is how narrowly to specialize. Many believe there’s more money to be made by focusing on a niche, but the choice can feel risky and fraught.

For those who thrive on variety, David Epstein’s book Range: Why Generalists Triumph in a Specialized World sheds some encouraging light.

Epstein distinguishes between “kind” learning environments — where rules are clear, contexts predictable and feedback immediate — and “wicked” ones, where the rules shift, the context changes and feedback arrives slowly. Generalists, he argues, perform better in the latter, where success depends on broad, flexible thinking.

Drawing on examples such as a NASA team that combined insights from engineers, designers and linguists, Epstein shows that generalists excel at spotting connections, cross-pollinating ideas, asking astute questions and drawing insights from many disciplines. Their minds are flexible, their skills adaptable and their knowledge transferable.

The book predates the rise of AI, but its ideas hold up. In a world where machines handle specialized tasks, generalists can interpret, integrate and adapt the outputs, ask original questions and connect ideas across fields.

Range isn’t an argument against specialization — it’s a case for balancing depth with breadth. Those who explore widely, connect ideas and learn from diverse experiences are best equipped to innovate, adapt and lead in complex, unpredictable environments.

Your recommendations for my next book are welcome, and thanks to Lisa Marchitto for suggesting Range. Email me at catharine@lamplightercommunications.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:

“Ghosting is a lamentable reality of dating, job hunting, and yes, even (especially) freelancing,” says Elizabeth M. Jones.

Blair Enns reminds us of the simple “magic email” he recommends when a prospect has quit responding to your follow-up inquiries. Send this message: “I haven’t heard from you since we spoke about project [XXXXXX] so I will assume you’ve gone in a different direction or your priorities have changed.”

Freelance pro Matt Olpinski thinks you might be ghosted if you’re not effectively building trust, setting clear expectations, or following up often (and soon) enough.

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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