JUNE 2022: INCLUSION/PRIDE
Contents
1
THE INDEPENDENT VIEW: SPREAD THE MEANING
In her last column as PIC Chair, Arlene Amitirigala reflects on the role of communication professionals in fostering greater inclusion.
2
THOUGHTS ON INCLUSION FROM PRIDE AT WORK CANADA
How well are organizations embracing diversity and inclusion? Sue Horner asks Colin Druhan, Executive Director of Pride at Work Canada.
3
3X3: INCLUSIVE COMMUNICATIONS STARTS WITH US
Maureen Hosein, ABC, Phil Sach and Rucsandra Saulean talk inclusion and diversity with Brent Artemchuk.
4
PIC PERSONALITY: MEET CHRISTOPHER TROTMAN
Learn more about PIC member Christopher Trotman, who tells Meredith Adolph that in his consulting practice, he’s always advocating for diversity, equity and inclusion.
1.
The Independent View
Spread the meaning
By Arlene Amitirigala
I’m so proud of this edition of The Buzz, where we focus on inclusion. Of course, it’s no accident that it coincides with Pride and National Indigenous History month. We intentionally sought to recognize this and contribute to the Diversity, Equity and Inclusion (DEI) conversation.
When we initially discussed celebrating Pride month, I must confess I veered toward the trap of focusing on the “celebration” story. Why not make it fun, have a colourful social, and create some edutainment games? If this were a large organization, we might have had a pride-themed bar night or organized a t-shirt design contest.
Fortunately, we have a diverse PIC executive, where we each bring our unique perspectives to the table and have a safe and equal space to air views. As we pondered how to mark Pride month in a meaningful way, our conversation brought forth some salient questions. What does celebrating Pride mean? What’s our intention? Who leads the conversation? How can we signal allyship with members of the 2SLGBTQIA+ community and what are our sustained actions beyond June?
We don’t have all the answers, but we agreed we wanted to produce content that was inclusive of our members, provided thoughtful perspectives and would be meaningful to everyone. I hope that after reading this issue, you will consider it a worthy reflection of these objectives.
I truly believe that intentionality is at the heart of inclusion. If we aren’t deliberate about including and creating a real sense of belonging, then we make the mistake of excluding. And we all know what being excluded feels like. It’s painful. It’s even more devastating if you belong to groups that are minoritized, marginalized and persecuted on an ongoing basis.
As communicators, we play a significant role in influencing leaders to foster greater inclusion that extends beyond celebrating in a single month. We can show up as powerful allies. We, more than anyone else, can lead inclusive storytelling with internal and external audiences.
In the 3x3 interview below, Phil Sach says it best:
“Inclusion can’t just be a one-off. It has to permeate the communications process, from planning to execution to reporting. Every communicator today should be an advocate for inclusion, no matter how uncomfortable the ensuing conversations might be.”
Recently, I was in a session discussing DEI initiatives at an organization and someone remarked, “It’s not about spreading the word; it’s about spreading the meaning.” It was a plea for leadership to offer inclusive and authentic messages that can touch people and change hearts and minds.
We also need to apply the widest lens possible, because creating inclusion for one group at a time isn’t effective. Imagine making separate doors for each group to enter a building. It’s likely we’ll forget one group, or we will get to their door last while they remain locked out. So, let’s design one big door through which all can enter.
I regard the IABC/Toronto chapter as an example of that one big door. Through it, I was able to enter and experience the incredible opportunity of volunteering on the board as VP Special Interest Groups. Within this community of communicators, I have felt a true sense of belonging. I have also made friendships, forged partnerships and grown as a leader.
As my term comes to an end, I would like to say a huge thank you to the entire IABC/Toronto board and special thanks to the PIC exec team. It has been an honour. And my biggest thanks go to you, our PIC members, who keep our indie community going strong. There’s never been a better time to make our mark as communicators – the world needs us!
If you have any ideas for professional development topics, possible speakers, or any questions, concerns, or ideas about PIC for the upcoming year, please email toronto-sig@iabc.to. Our incoming chair, Jacqui DeBique, takes the reins at the beginning of July and would love to hear from you.
2.
How is the corporate world embracing DEI? We ask Pride at Work Canada
By Sue Horner
Pride Month and National Indigenous History Month is the perfect time to find out how well corporate Canada is supporting diversity, equity and inclusion (DEI). I talked to Colin Druhan, Executive Director of Pride at Work Canada / Fierté au travail Canada for some perspective. The organization aims to empower employers to build workplaces that celebrate all employees, regardless of gender expression, gender identity, and sexual orientation.
This is a basic question, but what is the right umbrella term to be inclusive?
The language is constantly changing. At Pride at Work Canada, we use 2SLGBTQIA+. That’s Two-Spirit, Lesbian, Gay, Bisexual, Transgender, Queer and/or Questioning, Intersex, Asexual and other ways people self-identify.
That said, what a company uses should reflect what it’s doing. So if it isn’t taking meaningful action related to Two-Spirit employees, 2S probably shouldn’t be there. But we encourage companies to include as many identities as they can and plan their strategy to catch up.
How well are organizations embracing inclusion and diversity?
DEI is still in its infancy as a business area, so there are a lot of great intentions but not necessarily the actions that create an inclusive culture.
For example, a lot of employers chimed in about the need for inclusion of Black employees after the murder of George Floyd, but we haven’t seen a big change in the wage gap for Black workers in Canada. Or a float in a Pride parade may help start a conversation, but we haven’t seen HR benefits relevant to all employees, especially in the drug coverage offered and medical procedures supported.
What improvements have you seen in organizational initiatives over the last few years?
The biggest one is employers publicly stating an intent with a goal attached to which they can be held accountable. So a company might start by committing certain funds to a DEI committee, or putting representation numbers in annual reports. Once they’ve done that, there’s an expectation people will see an improvement next year, and if not, a commitment to fix it.
We’re also seeing a focus on training. While it’s fine to teach straight cisgender folks about trans folks, it’s equally important for a company to invest in its employees. There’s work to be done to make it easier for queer or trans employees to apply for a job, go through the hiring process, and advance to management as an “out” professional.
How should companies ensure their initiatives are truly inclusive, not just window dressing?
Definitely talk to employees with lived experience in the community. Make sure you ask for their perspective and give them the lead time they need, or compensate them in some way. And the 2SLGBTQIA+ community is diverse, so don’t put it all on the shoulders of one gay person to speak for others.
Also, create a meaningful partnership with an external organization that has a track record of working with the community, such as a local Pride group.
How can organizations communicate diversity and inclusion, and do it authentically?
Saying “Our support is with X community” doesn’t cut it any more. You need to communicate results, and if you don’t have any, get working on action plans. Once you’ve got plans in place, publish what you’re going to do and people can hold you accountable.
Should a company say ‘we’re looking at X’ even if they haven’t done anything?
Yes, they could say “We’ve identified this gap and here’s how we’re going to address it.” Admit they have an issue, ask for help, set out a timeline for action. No excuses, like trying to say the company isn’t diverse because the province isn’t.
What advice do you have about pronouns?
It’s one of more visible measures employers can take: Have employees include their pronouns in their email signature, Zoom name, on business cards and so on. And make it a regular part of a conversation, the way you share your name or your title. When one person does that, it’s an invitation to others to do the same. That creates a culture where everyone feels comfortable and it reduces misgendering.
How can communication professionals get leaders on board with DEI initiatives?
Appeal to their competitive nature! When Pride at Work Canada works with a well-known company (see some of our partners here), we always see interest from their competitors shortly after. And companies known to be inclusive are the ones that will have a good reputation and be successful in the long term.
3.
3x3: Inclusive communications starts with us
By Brent Artemchuk
The role inclusive communications plays within an organization has never been more vital. It’s becoming increasingly important for initiatives to reflect the diverse make-up of employees, as well as their genders and cultures.
It starts with us. As communication professionals, we must provide sound advice, helping clients understand not only the importance of inclusive communications but also how to embed it throughout their organizations. Ultimately, this allows everyone to feel like they belong and there’s space for their authentic selves, no matter their background or identity.
To learn more about inclusive communications, I asked 3 questions of 3 PIC members: Maureen Hosein, ABC, Toronto Community Housing; Rucsandra Saulean, Dama Public Relations; and Phil Sach, freelance communicator and Director, Marketing and Partnerships, Murphy’s Farm.
What do we need to consider when creating truly inclusive communications?
Maureen: It starts by having a personal lens on inclusivity. When your thoughts and actions are focused on inclusivity, then in-person, written and virtual communications will reflect the same. I often see approaches that seem to check off all the required boxes but lack genuineness. I believe this lack of authenticity will be apparent to audiences, and as a result, the message will not strike a truly inclusive tone.
As a woman and a visible minority, I’m mindful of keeping this inclusivity lens at the forefront when developing communications, while recognizing I don’t embody all lived experiences. That’s why we need to continually collaborate with people with expertise in the spaces for which we don’t have experience to ensure inclusivity is always present.
Rucsandra: Exposure to – and meaningful interactions with – people from communities different from our own. We may not share the same beliefs, but we need to respect each other and it starts with understanding them. Further, this respect needs to be reflected in all communications, including those from the C-suite.
During the pandemic, I put together a small team of Romanian-Canadian women. Together, we created Ca Românii, a resource to help the community heal. We included success stories that were incredibly diverse, yet at the core, each reflected respect for different opinions and ways of thinking. The response has been overwhelmingly positive.
On a side note, I emigrated to Canada from Romania 16 years ago and have experienced first-hand respect for diversity. I’ve enjoyed every chance I’ve had to gain an understanding of people from different religious, cultural and racial backgrounds as well as those whose gender or sexual orientation is different than mine.
Phil: As a gay man, I use my lived experiences – as well as those of others I know within the community – to shape my approach to inclusive communications. These experiences range from the derogatory names we’ve been called, to times when we felt we had to hide our authentic selves, to times we’ve read a book or watched a movie that didn’t include people like us, to conversations we’ve had where stereotypes of our community were reinforced.
This empowers me to make recommendations that position inclusion as an intrinsic part of every project. This might include words or photography. It could also be part of the strategy itself – translating content into various languages, holding focus groups or events to engage specific segments of the community and using targeted distribution or outreach to get the right messages in front of the right people.
“Diversity is about ensuring you have people of different backgrounds and experiences represented in the workplace. Inclusiveness takes it a step further by creating an environment where people’s differences of thought and experience are actually appreciated and viewed as a business advantage.” – Beyond Diversity: An LGBT Best Practice Guide for Employers
How do you ensure your clients or organization address inclusion?
Maureen: By being an example to my peers. It’s very powerful. That’s why I’m mindful of how I demonstrate inclusivity at work. We tend to model behaviours in the workplace, so if I do the right thing, others will eventually follow. Really, an organization’s culture is sustained by individual contribution. So, it’s important that every employee at every level walks the talk.
I also use experience gained from leading the women’s inclusion network at my current organization and sitting on the YWCA Durham Board of Directors. These roles fuel my interest in gender equality in the workplace and in our communities. Furthering one’s understanding and knowledge can dispel societal conditioning and beliefs that have been around for generations. Overall, it helps us grow and embrace progressive spaces of inclusion.
Rucsandra: From a client perspective, I try to assemble the most diverse working team I can, then shine a light on them. I also strive to embed national and global movements dedicated to restoring faith in humanity into the work I do with my clients. The openness of these groups helps build a solid reputation, which in turn attracts more business. It all helps us grow and learn together. Eventually, we become better than we were yesterday.
Supporting inspiring ventures and organizations owned or led by women is also critical. One example I was proudly involved with is helping build the Canadian-born global SheEO community. As women standing on the shoulders of the trailblazers before us, we have an opportunity to shape future successes based on their foundation. It’s important to create the space to learn from each other, then celebrate the best of who we are individually and as a community.
Phil: Whether as a freelancer or a member of an organization’s in-house communications team, I find the best way is by ensuring inclusion and diversity is consistently part of the conversation. Inclusion can’t just be a one-off. It has to permeate the communications process, from planning to execution to reporting. Every communicator today should be an advocate for inclusion, no matter how uncomfortable the ensuing conversations might be. The more authentically inclusive communication becomes part of the conversation, the more it will become the norm.
“Many well-meaning organizations have jumped on the bandwagon to hire for diversity without having the programs and structures in place to truly bring diverse perspectives into the fold.” – Beyond Diversity: An LGBT Best Practice Guide for Employers
What’s your favourite story about inclusive communications?
Maureen: I was the new marketing communication lead at American Express, planning my first major town hall. In my previous experience, content for these events was determined by the executives and I was expected to build the support material. That was not the model my new boss followed. I was invited to attend his executive meeting and asked to bring a proposal for the town hall. After my presentation, we had an engaging, two-way and inclusive conversation about it.
I still get shivers up my spine remembering how I felt looking around that room full of male executives. Here I was – a woman of colour – invited to participate and offer counsel. That experience fortified my personal brand and increased my confidence, forever changing what I expect from an organization. I always want to be part of one that embraces inclusivity from the top down and allows me to bring my whole self to work.
Rucsandra: Recognition from the Volunteer MBC family is one of the most rewarding and inclusive career moments I’ve had. They appreciate my knowledge, talents and experience not only as a professional, but also as a proud middle-aged, immigrant woman.
Volunteer MBC really walks the talk when it comes to inclusion. We all feel truly valued in an environment where communities can make significant, positive change. Together, we’ve produced three consecutive editions of the Virtual V-Oscars Awards. During the awards, hundreds of volunteers from all backgrounds and minorities are proudly represented and celebrated for sharing goodness. What’s not to love about that?
Phil: A campaign that recently captured my attention is Miller Light’s Open & Proud initiative. Beer brands mainly target the heteronormative space, and this breaks stereotypes by making everyday bar spaces more inclusive for the gay, lesbian and queer community. The initiative also includes training materials, town halls and other tactics, furthering awareness of 2SLGBTQIA+ history with stories of queer bar culture, including the Stonewall Riots.
I really appreciate this campaign’s potential to reach people who may not be exposed to meaningful, inclusive communications, particularly when it comes to the 2SLGBTQIA+ community. I also feel this campaign goes beyond some of the typical rainbow washing we often see, especially during Pride Month when it seems like everyone is trying to appear inclusive without actually contributing to the conversation or cause. This is progress!
4
PIC PERSONALITY: Meet Christopher Trotman
By Meredith Adolph
Christopher Trotman leads Trotman Communications, a boutique communications and marketing firm that supports not-for-profit healthcare organizations across Canada with strategic communications. He’s a Swiss Army knife for community health centres, providing support ranging from website copy and PR campaigns to signage for a new centre. Clients work with him to develop communications strategies that speak to and influence their most important stakeholders. Reach him on LinkedIn or his website.
When did you launch your independent business and how did it come about?
I launched my independent practice just over two years ago, but it evolved organically from my last full-time role.
I started out in financial communications, which appealed to me because it seemed like the most stable and lucrative side of the communications industry.
As I started to explore new roles, I came across a job posting with a community health centre that I still work with, called Access Alliance Multicultural Health and Community Services. At the time I had no idea what community health centres do. As I came to learn about the role they play in providing health services and community support to immigrants and their families, that resonated with me as the son of immigrants from the Caribbean.
I worked as their Communications Officer for several years, but over time my role became redundant. In developing tools, templates and processes that made communications much smoother for the organization, they no longer needed me full-time.
I saw an opportunity to provide this type of support to other organizations. Fortunately, my executive director agreed to keep me on part-time so I could start my consulting practice. Since then, I’ve gone on to work with many organizations, including at least six community health centres as well as the University Health Network.
How do you ensure your clients keep inclusion in mind in any projects you work on?
I’m a part of a network of Black consultants working with social purpose organizations, and we look for opportunities to collaborate in supporting organizations that serve marginalized communities.
In my consulting practice, I’m always advocating to insert diversity, equity and inclusion into the work we’re doing. As one example, my client Trinity Centres Foundation wanted to create a community hub in Oakwood-Vaughan, a historically Black neighbourhood just south of Little Jamaica in Toronto. My role is focused on helping to fund the project, but from my perspective, you can’t separate the funding for this development from the needs of the surrounding Black community who are being pushed out by ongoing development. As part of my role, I bring that recognition to the forefront and ensure the needs of the community are being represented.
I try to bring that same energy to all my consulting engagements. I aim to ensure representation in all aspects of the work, whether in visual materials, the language used in communications pieces, or in the strategic approach that informs stakeholder engagement.
What do you enjoy most about being an indie?
The diversity of the work is the most exciting aspect of what I do. In financial communications, my work felt very formulaic and tactical, and while I was supporting broader strategic goals, I didn’t play a role in developing that strategy. Now, in my consulting work, I’m at the table as a partner to help influence positive outcomes and make a measurable difference in support of their strategic priorities.
Consulting also brings opportunities to step outside the traditional bounds of communications into stakeholder relations and strategic partnerships. For example, Trinity Centres Foundation focuses on the adaptive reuse of church buildings across Canada, turning them into community hubs and affordable housing. In my role as Director of Stakeholder Engagement, I lead communications but also national partnership development. Not only am I responsible for outreach to churches, but I’m also able to directly influence the conversation around how faith properties are used and adapted.
What don’t you like about being an indie?
Administration and finances are my two biggest pain points as a consultant. In building my team, my first hire was to bring in an assistant who could manage some of those tasks for me. In a perfect world, I’d be parachuted into a role where I could just do strategy work and not have to deal with any of the admin work!
What advice would you give someone new to independent life?
Get specific about the value you want to provide and the types of organizations you want to work with. My client niche is the source of my success. There’s a natural gap I can fill because of my expertise, and most community health organizations don’t have a full-time communications professional. I do receive opportunities outside of the sector through my network, but the lion’s share of my work comes to me organically thanks to my specialized expertise.
How long have you been a PIC member and what value do you get from your membership?
I joined in fall 2021, and I’m part of PIC’s executive in charge of organizing member events. Through my involvement with PIC, I’ve learned a lot from networking with other members and the other executives who are well-established professionals. I see a lot of value in growing your network this way.
Changes to the PIC member list due June 29
As a PIC member, you can gain visibility on the PIC member list on the IABC/Toronto website. Send your updates to PIC’s Director of Membership, Maureen Hosein, ABC, at maureenhosein@yahoo.com, by Wednesday, June 29. For new profiles, send your:
- Name
- Company name
- City (to help us know who’s in our neighbourhood)
- Email address
- Telephone number (optional)
- Website and LinkedIn URLs
- Social media accounts, if any
- Business description (up to 80 words).
If you are already on the list, does your listing include your LinkedIn profile? Have you earned an OVATION, Silver Leaf or Gold Quill award you can brag about?
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:
- Here are some inclusive language guidelines from the American Psychological Association.
- Inclusive leadership is not about occasional grand gestures, but regular, smaller-scale comments and actions. Juliet Bourke reports 6 traits that distinguish inclusive leaders via Harvard Business Review.
- Brilliant Ink reminds us to use more inclusive imagery in comms. Include race and gender, age, body type, abilities, religion and neurodiversity.
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 | Designer: Austine Fischer
Executive team
Chair: Arlene Amitirigala | Past Chair: Nkiru Asika | Membership: Maureen Hosein, ABC | Marketing & Sponsorship: Brent Artemchuk | Communications & Social Media: Austine Fischer, Sue Horner | Programming: Christopher Trotman