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SEPTEMBER 2024: FALL RENEWAL

Contents

1.

Remembering summer and anticipating fall

PIC Chair Andrea Walasek reflects on the summer that is just wrapping up and looks forward to fall as a time of renewal and fresh starts.

2.

Celebrating 25, one more time!

Ellen Gardner, ABC, shares reactions from the social on August 21. The event capped off our 25th year supporting IABC/Toronto’s professional independent communicators.

3.

Diverse Threads: Priya Bates on creating a client DEI strategy

Brent Artemchuk launches a series exploring the journeys and stories of professional communicators who are actively working to embed diversity, equity and inclusion best practices with their clients’ organizations.

4.

And more!

Find out how our PIC Personality, Lisa Gibson, is fulfilling one of her bucket list items in this conversation with Sue Horner, SCMP. Check out some recommended reading in the new Book Nook column by Catharine Heddle. Get the details about our next professional development event and see some highlights of our social media posts.

Remembering summer and anticipating fall

By Andrea Walasek

While the onset of fall brings many mixed emotions, for me personally it is one of my favourite times of the year.

Don’t get me wrong, I love summer and the joy that comes along with it, but fall is a yearly season of renewal for me. Fall brings the kids’ excitement to go back to school, longing to see friends they have been missing over the summer and anticipating the new school year. It also brings a “breath of fresh air” back into our work, with summer holidays over and clients, colleagues and friends feeling refreshed and rejuvenated.

Close to my house, stunning walking paths run through our neighbourhood where dog walkers, families and area residents go to unwind and relax surrounded by the beauty of nature. This time of year means it’s not too hot to sneak in a comfortable walk among the trees while taking a break from the day’s tasks.

During one of these recent walks, I had the opportunity to reflect upon the summer that is just wrapping up.

It was a summer to remember with much change. For me, this summer renewed the importance of connecting with those I care about the most. It was a season in which I was able to connect with many new people – including meeting so many more members of PIC in person at the 25th anniversary celebration, organized by my predecessor, Marie Lauren Gregoire Drummond, SCMP – and members of the incredible PIC Executive. I am thrilled to be able to serve with most of the organizers of this event on the 2024-2025 PIC Executive and am eager to move forward together in the year ahead.

In this issue, you will have a chance to read articles by Ellen Gardner, ABC; Brent Artemchuk; Sue Horner, SCMP; and Catharine Heddle. They recap PIC’s 25th anniversary celebration, profile PIC member Lisa Gibson, and launch two new features: Diverse Threads and Book Nook. I was able to have a sneak peek of this issue and could not put it down. I sincerely hope you like it just as much as I did! Thank you to everyone who took the time to write some insightful articles sure to bring new ideas and inspiration to our members.

So with the falling of the leaves, I leave you with this: enjoy this time for renewal and a fresh start. The weather is still nice, fall baking is coming back and comfy sweaters have returned (no winter coat required). So grab a sweater and go out for a walk while the weather is perfect. Bonus points if you take your camera along for some of the best photos of the year!

Oh, and don’t forget to attend our next PD event, AI for Indies, presented by Lisa Gibson, founder of Ignite Communications and former chief of staff and head of communications for Microsoft Canada. It takes place via Zoom on Tuesday, October 1. You’ll find the details and link to register later in this issue. Read on and enjoy!

If you have any comments, ideas for professional development topics, or any questions, or wish to volunteer with PIC, reach out to toronto-sig@iabc.to. We’re always happy to hear from you.

Andrea Walasek (she/her) is a dedicated communications professional specializing in public relations. She is IABC/Toronto’s VP Special Interest Groups and Chair of PIC.

Celebrating 25, one more time!

By Ellen Gardner, ABC

When you feel like you’ve exhausted every avenue with a promising new client but your emails are being met with silence, it might be time to pull out “the magic memo.” PIC executive member Catharine Heddle (she/her) shared this attention-getting device (as shared by Austin L. Church and others) at a lively event in August celebrating the end of PIC’s 25th year of operation.

“It’s really simple,” Catharine explained. “You’re no longer asking for the business; you’re matter-of-factly closing the door with a couple of simple sentences: ‘I haven’t heard back from you on [project/opportunity] so I’m going to assume you’ve gone in a different direction or your priorities have changed. Let me know if I can be of assistance in the future.’”

The PIC members around her laughed when she said, “I can’t believe how often the client will come back and say, ‘Yes, we’d like to work with you!’”

After 25 years of getting together in living rooms, each other’s backyards, rooms at Metro Hall and Mattamy Athletic Centre and downtown nightspots, PIC members can all agree on one thing: Put a bunch of freelancers in a room and you’ve got a treasure trove of ideas and tips as well as people who “get” you.

“There are so many things to deal with as a freelancer and you’re doing it all alone,” said long-time PIC member and executive member Sue Horner, SCMP (she/her). “That’s one reason these get-togethers are so valuable.”

The bright evening sun cast a warm glow from the rooftop Bar Caña under the shadow of the CN Tower as writers, designers and communication consultants mingled and networked. Many attendees have been part of the group from the beginning, while others are newer additions to the community.

“I’ve only been part of it for a couple of years,” said Andrea Walasek (she/her), new PIC Chair and VP, Special Interest Groups for IABC/Toronto. “With PIC, you get the great interplay of students and seasoned professionals, getting together to mentor each other and exchange knowledge.”

Arlene Amitirigala (she/her) is now working full-time, but still has a few clients still relying on her. “When you have PIC, you have an incredible network. Honestly, being part of PIC is the best thing that’s happened to me in my career.”

“I’ve been coming to these gatherings for years,” said one of PIC’s founders, Jane Naczynski. Somewhere in her house, she still has the original survey used to uncover potential indie members.

“We really did build it member by member, going through the IABC directory looking for people whose name was in their business title. That usually meant they were on their own.” (Read more about those early days in the Buzz article from September 2023.)

“Seeing how we’ve grown and where we are today gives me a boost,” she added. “Tonight’s event is a reminder that we’re part of a vibrant, supportive community. Bring on the next 25!”

Ellen Gardner, ABC (she/her), is the Principal of Write to Know Communications. She’s been a freelancer off and on (mostly on!) since 1998 and is proud to have been one of the founders of PIC.

Diverse Threads: Priya Bates on creating a client DEI strategy

By Brent Artemchuk

Welcome to the first installment of Diverse Threads! This new series explores the journeys and stories of professional communicators who are actively working to embed diversity, equity and inclusion (DEI) best practices within their clients' organizations.

To kick us off, we asked Priya Bates (she/her), ABC, MC, SCMP, IABC Fellow and DEI guru, to provide insight on how solopreneurs can work with their clients to establish a solid, meaningful DEI strategy. Priya’s advice aims at ensuring this work doesn’t just check off boxes but is embedded into the fabric of an organization.

Priya works with clients to connect the dots between strategy and action, values and behaviour, brand promises and customer experiences. Her efforts have delivered record results for clients going through transformational change. She is the founder and president of Inner Strength Communications and co-founder of A Leader Like Me.

What’s the first step in creating a DEI strategy for a client?

The first step is working with your clients to create their “DEI Why.” I talk about this in the book I wrote with Advita Patel, Building a Culture of Inclusivity: Effective Internal Communication for Diversity, Equity and Inclusion.

Here’s a breakdown of the six areas we recommend communicators look at:

1. Rights. Compliance is often the starting point for DEI, so make sure your clients think about what they need to do to comply with human rights legislation and the law.

2. Representation. Look at your client’s representation data. Determine (a) what employee diversity looks like on the front line; (b) the diversity within the communities in which your client operates; and (c) the diversity of the customers who buy your client’s products and services.

Once you and your client understand that data, ask if this representation aligns with that of the management, leadership, human resources and communication teams. If the answer is no, your client needs to ask whether they have right perspectives and decision-makers around the table.

3. Recruitment. What are your organization’s recruitment goals? Does being a diverse, equitable and inclusive organization help attract the best talent?

4. Retention. What does employee retention look like in your client’s organization? Do certain demographic groups have higher attrition rates than others?

5. Reputation. How does your client want to be seen in the marketplace? Do most of the organization’s reputation risks revolve around a lack of diversity, equity or inclusion?

6. Results. Do stakeholders believe your client’s focus on DEI will have a bottom-line effect on sales, innovation or engagement?

By looking at these areas and clearly articulating the connections to DEI, you’re more likely to do the right work and create a sustainable versus superficial strategy.

Priya Bates, right, and Advita Patel display their book, Building a Culture of Inclusivity.

What are the foundational must-haves in a DEI strategy?

As with IABC Gold Quill programming, start with a business strategy. Next, create a DEI strategy aligned to business goals and priorities. Finally, you need a communication strategy to engage leaders and employees and deliver the strategy, highlighting progress and performance.

So many companies get this backwards. If they start with a communication strategy alone, they may end up with noise – calendar days and celebrations – but don’t connect the dots on meaningful programs. On the other hand, if a DEI strategy sits on its own, it may not get the attention of business leaders; and without communication, no one knows about it or is accountable for delivery. That’s why we need all three elements with clear connections to drive the right work.

How do you secure leadership or client commitment to DEI?

By ensuring they understand the connections between business goals, reputational risks and marketplace trends. The organizations that continue their commitment to DEI understand these connections. Further, great leaders intuitively understand demographic shifts and customer and colleague needs.

Season four of our podcast is focused on organizations that continue to invest in DEI. These firms also measure results and progress. Their commitment to DEI drives community engagement goals, global customer shifts and knowledge of colleague expectations. When we talk to leaders in these organizations, many of their goals and reputational risks are clearly connected to their DEI strategy.

For example, I’ve worked with:

  • government organizations that want to ensure employees represent the communities in which they operate
  • education institutions that want to attract foreign students
  • healthcare organizations trying to hire foreign nurses amid staff shortages
  • mining and legal organizations that work closely with, hire and serve Indigenous communities
  • retail organizations conscious of demographic shifts in their customer base.

Your clients should have similar goals and perspectives if they want a meaningful and successful DEI strategy.

What’s the key to overcoming unconscious bias?

Realize that unconscious bias is about history and systems, not an attack on people and personalities. We need to be more curious and willing to uncover long-standing beliefs that we’ve learned – then dismantle these systems that have resulted in inequities. Only when we’re willing to look at a bias and ask ourselves why it exists and what narratives and systems maintain it can we change the story.

How often should you review and adjust your strategy?

I believe a DEI strategy should be reviewed at the same frequency as a business strategy, which tends to be every three to five years. That said, if measurement is a key component in your strategy (and why wouldn't it be?), there’s nothing wrong with an annual review to make adjustments or corrections to respond to what the metrics tell you. A strategy should not be set in stone; it should be updated as needed as part of a continuous improvement process.

Diverse Threads will be 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. Submissions are open to both PIC and IABC/Toronto members.

Brent Artemchuk (he/him) is a senior communications and transformational change leader. He currently works for TD Bank, where he’s highly engaged in its inclusion and diversity initiatives.

PIC PERSONALITY: Meet Lisa Gibson

by Sue Horner, SCMP, and Lisa Gibson

Lisa Gibson (she/her) is President of Ignite Communications, a strategic communications consultancy with over 25 years of experience. Ignite helps leaders solve complex business problems, build brand loyalty and mitigate reputational risks. Lisa’s expertise spans strategic planning, engagement and execution. Whether it’s navigating AI adoption, building executive brands, managing change communications or driving employee engagement, Ignite Communications is a trusted partner for productivity, creativity and growth. Learn more on the Ignite website and Lisa’s LinkedIn profile and reach her at 416-300-1751 and lisa@ignitecommunications.ca.

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

It officially launched in January 2024. It was always on my bucket list, something I wanted to do prior to retiring but it needed to be at the right time. I wanted to ensure I had built a strong network, had years of experience and enough of a financial buffer to deal with any potential slow periods. I also spent time learning from other indies and was so surprised at how open and helpful everyone was. It was incredibly encouraging and made me feel part of the community even before I launched.

What do you enjoy most about being an indie so far?

The flexibility it provides. I can work on projects and with companies and people I care about and enjoy working with. I also love and appreciate the ability to work where and when I want the majority of the time. As this was written, I was at a cottage in Muskoka with a gorgeous view of the lake. The flexibility has enabled me to (almost!) complete another item on my bucket list: to write a book.

I also love the community. In addition to IABC and PIC, I have built a small but amazing community of other indies and I learn from and get inspired by them on a weekly basis.

What don’t you like about being an indie?

Truth? The lack of control is something I have had to get used to. I’m comfortable with the ebb and flow of work, but after almost 30 years of working on the corporate side, I initially found it hard not being in the driver’s seat.

I also find the administrative side less appealing. To help ensure I stay on top of it, I have tapped my community to share how they manage and who they engage (bookkeepers, accountants, lawyers, etc.) to help them with their admin. I am so grateful to them for sharing their best practices and contacts as it definitely isn’t a strength of mine.

What advice would you give someone new to independent life?

Build your community and don’t be afraid to ask for help. Whether it’s brainstorming an idea or campaign, asking for administrative advice or just connecting out of the house/home office, I have found such willing and helpful connections. It’s been the highlight of my experience, and yet at the start I was uncomfortable asking for help. I felt like it would be an imposition or people would feel competitive, but that hasn’t been my experience at all.

Tied to this is making the time for connection. It’s very easy to get caught up in the day-to-day work, but getting out of your office/house and meeting others has been a game changer for me. I have met some amazing new friends and also landed some new business by going to events or coffee meetings, often after almost declining. Community and ongoing engagement are key!

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

I have been a PIC member since January. As for IABC, I have been a member on and off for as far back as I can recall, whether on my own or through a corporate membership. I love the community and the opportunity to participate in learning opportunities. As a relatively new PIC member, I need to take greater advantage of this incredible community.

Sue Horner, SCMP (she/her), is a writer, principal of Get It Write and PIC’s Director of Communications & Social Media.

Book Nook: Crowds, conformity and corporate communications

By Catharine Heddle

“Nothing draws a crowd like a crowd,” says author Jonah Berger in his book Invisible Influence.

Social influence is powerful, as every communicator knows; it governs how we dress, eat, speak and act, what we read, what we buy, how we negotiate and more.

Berger’s book explores the delicate balance humans try to strike between conformity and differentiation. It’s full of phrases like “similar but different” and “optimally unique.” We learn that mimicry and familiarity are at least partly biological and shape our choices much more than we might imagine.

The book contains interesting nuggets, such as how hurricanes influence baby names and why people buy the cars they do. In another example, we learn that winning leads to more winning… except when one’s opponent is just a touch behind.

Companies looking to get their workers back to in-person work will be interested in how the presence of others affects performance. In many cases, having others around improves performance – even when we are neither collaborating nor competing with them. However, the opposite is true when the task is novel, challenging or complex.

Communicators already understand the magic of influence. We’ve always leveraged social proof through testimonials, case studies, employee advocacy programs and more. Still, it’s helpful to understand the science of social influence and the need to balance the desire for uniqueness with the need for belonging. It’s interesting to think about how to help audiences feel part of a group yet distinct in their choices.

Berger probably doesn’t dive deeply enough into the issues of how identity signals, mimicry and conformity can drive inequity; I would have liked to know more about how to counteract these forces.

A quick and interesting read, Invisible Influence reminds us of the many contradictions in human behaviour and cognition. It might not be as full of practical insights as Berger’s other books, but it certainly captures why working in communications is so nuanced and such fun.

Have you read an interesting or helpful book lately? Share it with PIC members in this new column! Email Catharine at catharine@lamplightercommunications.com.

Catharine Heddle (she/her) is an independent communicator based in Toronto, principal of Lamplighter Communications and PIC’s co-Director of Programming.

PIC presents: AI for Indies

Unleash the power of artificial intelligence with communications expert Lisa Gibson (she/her), founder of Ignite Communications and former chief of staff and head of communications for Microsoft Canada.

In this interactive Zoom session from 4:30 p.m. to 6:00 p.m. on Tuesday, October 1, Lisa will take us through:

  • AI tools and use cases for independent communicators
  • The art of the prompt
  • Responsible use of AI
  • AI use and what your client needs to know.

Fees are $15 for PIC and other IABC/Toronto members ($16.95 with HST) or $30 for non-members ($33.90 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, recent posts shared on our social media channels include these:

We posted a carousel of testimonials from PIC members on our LinkedIn page, marking our 25th year supporting IABC/Toronto's professional independent communicators.

In conversation with futurist Kevin Surace, Ed Gandia finds out why writers must jump on the AI bandwagon.

We need to get back to the basics, take action and make space for intimate conversation on polarizing topics, says Accenture’s Sumreen Ahmad in conversation with Ragan Communications’ Justin Joffe.

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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 | Marketing & Sponsorship: Brent Artemchuk | Communications & Social Media: Sue Horner, SCMP | Programming: Catharine HeddleLisa Marchitto