The Buzz

Inside this month’s Buzz

By Andrea Walasek, SCMP®

As we move into March, it’s encouraging to see the many ways PIC members continue to share ideas, support one another and adapt to the changes shaping our profession. The conversations, insights and experiences shared across our community help keep us learning from one another and strengthening our work as independent communicators.   In recognition of International Women’s Day, this month’s issue opens with Leading Change: Women Communicators Are Shaping Tomorrow, where Brent Artemchuk speaks with Arlene Amitirigala, Linda Andross and Maureen Hosein. They share reflections on thoughtful leadership, influence and the importance of setting boundaries that support long-term impact. Also, that’s Arlene gracing our cover photo!   Carolyn Black captures insights from the recent PIC conversation about how independent communicators are using AI tools in their work, and where human judgment and strategic thinking continue to matter most.   In Book Nook, Catharine Heddle reviews Say Less, Get More: Mastering Strategic Negotiation. The book was written by negotiation expert Fotini Iconomopoulos, who you likely remember from the excellent professional development session she delivered for PIC earlier this year.   Looking ahead, I hope you will join us for our upcoming virtual event, Contracts with Confidence: Essentials Every Independent Communicator Should Know, taking place on April 22. Contract lawyers Adam Freedman and Shoshanna Lebovitz will walk through key elements of strong client agreements, including ways to review contracts while maintaining positive relationships. It promises to be a helpful conversation for anyone running an independent communications practice.   And a quick reminder — if you would like to refresh your profile and showcase your services on the PIC member list, please send updates by March 25.   Thank you, as always, for the energy and support you bring to this community. And as always, if you have comments or questions, ideas for professional development topics, or an interest in volunteering, please reach out to me at toronto-sig@iabc.to. I am always happy to hear from you.

3x3: Leading change: Women communicators are shaping tomorrow

By Brent Artemchuk

Change is often imagined as something bold, fast or disruptive. But for many women in communications, real change has looked different: quieter, more deliberate and built to endure. It’s meant pacing influence rather than forcing it, making strategic decisions that hold people together rather than simply moving them forward, and protecting energy, values and boundaries in systems that rarely reward doing so.   As communicators, women are shaping tomorrow not only through what they say, but also through how they lead. They are redefining impact, insisting on sustainability and practicing leadership models that are relational, inclusive and future-ready. Much of this work happens behind the scenes, where influence is subtle, labour is often invisible and long-term outcomes matter more than short-term wins. To mark International Women’s Day March 8, I spoke with three highly accomplished communicators — Linda Andross, ABC, MC (she/her), Arlene Amitirigala (she/her) and Maureen Hosein, ABC (she/her) — who reflect on what it really takes to lead change that lasts. Their insights reveal a different kind of leadership; one rooted in intention, strategic visibility and the courage to set boundaries in service of a more sustainable future

As a woman, what kind of change have you learned to pace deliberately rather than push so it would last?

Arlene: Having lived and worked in a few different countries, I’ve absorbed many lessons about change that have translated into how I work and lead. Many organizations are still at a starting point when it comes to taking intentional action for women’s advancement. I’ve learned to start with conversations to understand exec leadership perspectives and establish the appetite for change to gauge what ideas to introduce and when. As communications strategist Kim Clark advises, “Take it slow and low.” Lasting change comes when you bring people along with you, at their own pace. Even though you may be eager to push, it’s wise to meet people where they are, not where you want them to be. Linda: Take. My. Time. Slow things down. I used to feel that if I didn’t have the answer right away or couldn’t make a snap decision, then I wasn’t being a “real” or effective leader. Now I follow the 10-minute rule: I give myself time to think before I act, and I’ll be honest and say “I don’t know” or “Let me think on it.“ This is a work muscle I’ve had to build over my career. Maureen: I co-lead the Women’s Inclusion Network (WIN) at my company and I‘ve been a long-term advocate for choosing “uncomfortable” topics to be discussed in a panel format instead of staying in the safe zones. These include mentorship, work/life balance and gender inequality, to name a few. However, this is not an approach that can be pushed to a mixed audience, but instead served slowly and intentionally in digestible portions. Here’s an example. Last summer I replaced the windows and doors in my home. Throughout the process, the workers directed their questions to my male partner, despite knowing I was the homeowner. Eventually, I had to be firm and unwavering in my requests — and a rather uncomfortable exchange of words occurred that did not have to happen. I brought this topic to our WIN network. With strong backing from our executive sponsor and male executive allies, we successfully delivered a panel discussion from women in middle management around the topic of being invisible and unseen. This proved to be the most highly attended event produced at our company to date. There’s an appetite for discussion around these topics, but to be effective there needs to be a paced approach in its delivery to allow an audience to process the material rather than forcing it.

Women in the communications field often do invisible or undervalued labour. What would need to change for them to finally be seen as strategic rather than supportive?

Arlene: This is where I say it depends on us. We have to act differently and make our value visible. We can seize the opportunity to initiate projects that yield business benefits, be rigorous in gathering data and presenting insights that demonstrate how our work makes a difference, and highlight the value we bring when consulted early. Linda: Unfortunately, many organizations are structured this way.  It requires a fundamental change in how a company views itself from a communications/reputation perspective and how they value that part of the business. We need opportunities for more women in decision-making roles and more opportunities for sponsorship of women to show their work. Maureen: There needs to be an appetite for male allies to hold space for women in both private and public spaces. These allies should wear two hats: mentors and sponsors. Mentorship is valuable to establish guardrails that can help women achieve a successful career path, but sponsorship — or the conversations allies have behind closed doors without women present — can have significant impact on our careers. So, allies need to be consistent and persistent in supporting and providing opportunities for women leaders to grow and shine.

When you think about the future you’re helping to shape, what’s one boundary you protect fiercely?

Arlene: Great question. Communication professionals are often at risk of burnout, and at various times in my career I have felt the impact of always being “on” and not carving out time to renew myself. The future I want to shape is one where women can shed the superwoman cape and recharge so we can show up as our best selves.   Several years ago, my yoga teacher encouraged us to create a non-negotiable daily “hour of power.” I have implemented this and I fiercely protect my time each day where I meditate, do breathwork, practice yoga, journal or head to the gym to enjoy a workout with my favourite Oxygen community. Linda: I have something I call my emotional money. I decide where to spend it, so I don’t waste it on things that take away my focus or don’t have a positive return. It has helped keep me balanced between work and my personal life. Maureen: I think it’ll be the one I’m about to embark on: my first maternity leave. Although the glass ceiling and the sticky floor are still found in the workplace, most scholars argue that it’s the maternal wall that hinders most women's progress.   I recently read an article titled Matricentric Feminism that supports maintaining this boundary. The concept involves sharing parenting duties and forging a community that jointly advocates for better services, support systems, policies and facilities in support of mothers, parents and families. A strong community is needed not only when baby arrives but also for support prior to birth. I consider myself fortunate to work with many strong, intelligent and accomplished women leaders at my company. They have been tremendously supportive role models during my pregnancy.

A big thanks to Linda, Arelene and Maureen for sharing their perspectives. Taken together, these reflections challenge the idea that leadership must be loud to be effective or relentless to be meaningful. They point instead to a model of change shaped by discernment, care and long-term thinking — one that recognizes sustainability not as a buzzword, but as a daily practice.   Women communicators have long been trusted to carry the emotional, relational and connective work that keeps organizations moving. What these voices make clear is that this work is not incidental — it is strategic. And when it is acknowledged, resourced and protected, it becomes a powerful force for shaping the future of our field.   As we look ahead, the question is not whether women are leading change. They are. The question is whether our systems are ready to recognize the value of leadership that prioritizes endurance over urgency, boundaries over burnout, and transformation that lasts.   I’m optimistic that together, women will continue to create a positive and equitable landscape, helping to make it easier for future generations to balance career and family.

AI is changing how communicators work, price and advise

By Carolyn Black

AI tools now hang from many communicators’ toolbelts. So just how is this new technology changing how we work?   On February 24, PIC hosted a practical discussion among independent communicators. They shared how they’re using AI and what impact this has on how they run their businesses.   Here are four key takeaways from this wide-ranging discussion.

1. AI tools are being used in daily workflow

Independent communicators are regularly using ChatGPT, Gemini, Claude, Perplexity, Otter.ai, HeyGen and Hemingway Editor Plus to…  

• transcribe meetings
• summarize transcripts and notes
• write early drafts from raw content and rough ideas
• translate one language to another
• improve readability and clarify
• create videos.

AI meeting assistants are particularly popular. While Zoom and Microsoft Teams can now record, transcribe and summarize meetings, some communicators find dedicated meeting assistants such as Otter.ai or Fathom more precise.    When it’s time for deeper analysis, they move transcriptions and summaries into a different AI tool, such as ChatGPT. In other words, one tool captures the information. Another helps make sense of it.

2. Transparency with clients is the norm

Communicators aren’t shy about using AI, and some include a paragraph about how AI fits into their workflow in every quote. One even said his company is drafting an AI manifesto to share publicly.

3. Custom AI for clients: A new revenue stream?

Several communicators are already experimenting with custom “GPTs” in ChatGPT or “Gems” in Gemini to help them create work for clients. They train these AI assistants on clients’ brand voices and past content to help make new content.    But one participant asked, “Why stop there? What if the customized AI assistant becomes part of the deliverable?”   Custom GPTs, for example, can be shared with clients through a link or published publicly. Anyone with a ChatGPT account can use them, but the creator remains the only person who can edit them, unless collaborators are added.   This participant had realized that an AI assistant she customized during a project could be of continued use to her client. It had all the information it would need to answer questions from volunteers within the organization. That wasn’t the original purpose of the work. But it was something of additional value that resulted from it.

4. Faster shouldn’t mean cheaper

One message came through loud and clear: Just because AI tools save time doesn’t mean independent communicators should lower their prices. AI hasn’t replaced the discernment that comes from years of experience. The group agreed that humans still beat machines at deep reflection and analysis, refinement and strategic alignment.   The way to reflect that value is to set project fees rather than bill by the hour. This places the emphasis on expertise and outcomes, not speed. The best clients are paying for solutions. If you solve their pain, they rarely care how quickly you get there. 

The big picture   Independent communicators are evolving to work alongside AI. The shift isn’t about making their expertise redundant but about integrating new tools thoughtfully — speeding up routine tasks while continuing to apply human judgment where it matters most.

BOOK NOOK: Say Less, Get More: Mastering strategic negotiation

By Catharine Heddle