JULY/AUGUST 2022: EXPERTISE - GROWING IT, SHARING IT
Contents
1.
THE INDEPENDENT VIEW: EXPERTISE - GROWING IT, SHARING IT
PIC Chair Jacqui DeBiquechampions PIC members as a source of subject matter expertise, encouraging us to reflect on our expertise, grow it and share it.
2.
WHAT’S IN IT FOR US? AN INDEPENDENT COMMUNICATOR’S VIEW OF IABC’S WORLD CONFERENCE
Lynne Olver shares her experience learning and connecting at this year’s World Conference in New York.
3.
GROWING TOGETHER: THE PIC MASTERMIND MEETUP
Caroline Horcher reports on the tips for growing our businesses shared at our Zoom meetup in June.
4.
PIC PERSONALITY: MEET ANNA RELYEA
Learn more about PIC member Anna Relyea, who tells Yvan Marston that volunteering with IABC has been a great way to learn from others and prepare for more senior roles.
1.
The Independent View
Expertise – Growing it, sharing it
By Jacqui DeBique
Caribbean folks have a saying: “Give Jack his jacket.” In other words, give credit where it’s due.
As I write this, it’s early August and I’m about six weeks into my tenure as PIC Chair and VP Special Interest Groups on the IABC/Toronto chapter board. A deadline of August 23 to submit the year’s portfolio plan looms. While I’m pulling my hair juggling competing priorities this month, the germ of an idea for the year’s theme was planted weeks before the July 1 start of the new board term.
In fact, it was at the last virtual PIC professional development (PD) event in June where Jacqui d’Eon, P.Eng, ABC, MC, threw down the gauntlet, in the nicest possible way, of course. She invited me, as the voice of PIC at the board level, to champion PIC members as a source of subject matter expertise to, among other things, helm PD sessions at the chapter level.
Jacqui’s words have percolated in my brain rent-free since then.
At my core, I’m a lifelong learner, always on the hunt for new opportunities to expand my knowledge. The last two years of the pandemic were like a gold mine. With the barrier of travel removed, and access to PD anywhere in the world as easy as sliding into my desk chair, camera off, sleep bonnet still on, I registered for just about anything that aligned with my interests, and extracted as much wisdom from as many sources as I could. I took notes. I built PowerPoints. And I shared with colleagues. I like to think that all the time and nuggets of information were, indeed, worth their weight in gold.
For 2022–2023, my hope is that we PIC members will take time to reflect on our expertise, identify where we need and want to grow it, and ultimately, find more opportunities to pay it forward when we choose, and get paid when we produce. With this latest issue of The Buzz, I can’t help feeling that we’re off to a great start with our theme: Expertise – Growing it, sharing it.
Lynne Olver reports on IABC’s 2022 World Conference held in June in New York City. Conferences, by their very nature, present opportunities to grow through presenting and networking, and to share in much the same ways. Lynne describes World Conference as a place where leads can be secured, and opportunities exist to learn from and share with an international roster of professional communicators. In 2023 (pandemic willing), we Ontarians, Torontonians especially, will have those opportunities at our doorstep when World Conference comes to The 6ix.
In Growing together: The PIC communications mastermind meetup, Caroline Horcher expertly summarizes the learnings from the PIC PD session I refer to above. The first half of the session title is telling. “Growing together” was all about sharing winning strategies to manage the challenges and opportunities of our independent businesses. After the session, I remember feeling better equipped thanks to the lived experiences of others.
As communicators, we are often mentors to up-and-coming professionals and advisors to our clients. In conversation with Yvan Marston, Anna Relyea explains how she has played both roles, and how she has built on her IABC membership to push beyond her boundaries to step into new roles. She, too, has benefitted from the knowledge other IABC volunteers have been only too willing to share.
Actor Leonard Nimoy, famous for his role as Dr. Spock in the Star Trek franchise, once said, “The miracle is this: The more we share the more we have.” Could it be that if we start by sharing our expertise, it will multiply?
As you read this issue, I encourage you to consider a listing in the PIC membership directory as a tangible way to invite other members and potential clients to imagine the possibilities that collaborating with you can reap.
Have ideas on how PIC members can grow and share their expertise? I want to hear from you at toronto-sig@iabc.to.
Here’s your new PIC executive (and want to join us?)
As the new IABC year gets underway, we’re excited to welcome our new chair, Jacqui DeBique (she/her). Read all about her in the updated PIC Personality profile posted to our LinkedIn business page.
Jacqui is joined by returning members Arlene Amitirigala (she/her), past chair; Brent Artemchuk (he/him), marketing & sponsorship; Austine Fischer (he/him) and Sue Horner (she/her), communications; Maureen Hosein, ABC (she/her), membership; and Christopher Trotman (he/him), programming.
Want to join us? We welcome occasional support on specific events and contributions to The Buzz. We’re also looking for a new co-director of programming, to partner with Christopher. You’ll work with the executive to develop professional development ideas tailored to those of us running our own businesses, find speakers and set up Zoom calls. You’ll also help organize social events, which we hope will return to in-person this fall. Email toronto-sig@iabc.to to explore the opening.
Want to know more about what goes on behind the scenes of your PIC executive? We talked to the 2021 executive about why they volunteered and what they got out of it.
2.
What’s in it for us? An independent communicator’s view of IABC’s World Conference
By Lynne Olver
I wasn’t sure about heading to New York City in June, not least because of COVID-19. But like many, I longed for “normal” again after years of pandemic isolation. Travelling to the bright lights of the Big Apple seemed like a giant step forward.
If you’ve never been to IABC’s World Conference, here’s my take on some of its pros and cons.
New connections with peers
There are both scheduled and informal opportunities to meet with other independent communicators.
One of the scheduled events was an IABC-arranged breakfast meetup for consultants at the conference hotel. Another morning, some members of the IABC Shared Interest Group for Consultants met at a nearby diner for breakfast. We shared some laughs, I put faces to names I had only seen online, we compared notes about the conference thus far, and tossed around some ideas for the new SIG.
Then there are just weird coincidences. Like meeting an independent communicator for the first time, in a hotel elevator in New York City, and discovering she lives only an hour away from me. Of course, IABC receptions, the popular Dine-Around dinner option, coffee breaks and hallway chats offer other opportunities to meet communicators and potential clients.
Business development
At the previous World Conference I attended (2019 in Vancouver), I made a point of researching attendees and contacting people related to my area of expertise. I was able to meet a terrific contact for coffee, and eventually that meeting led to a significant multi-year contract. In New York, perhaps pandemic-weary, I was focused more on learning and rejuvenation rather than business development or marketing my services. But you can do both.
Program content
Recent IABC programming and sponsorships seem more geared to internal communications — a bonus, if your business involves internal communications, but not so relevant if it doesn’t. The conference had a good blend of speakers offering strategic insights and tactical advice. The conference keynotes are typically high-calibre and memorable. Many attendees raved about Microsoft’s Frank Shaw, who opened the conference by speaking about how communicators wield influence, and was candid about an instance in his career when he regretted not using his voice.
While many sessions focused on leadership, the program content can feel more practical for early-stage or mid-career communicators than seasoned professionals. If you’re already an expert in one or more specific areas, then the programming comes across as introductory. For example, I went to a couple of sessions on corporate environmental, social and governance (ESG) matters and communicating climate science, but didn’t take away anything new.
I like to get up to speed on new innovations and technology. World Conference offered several crash-course sessions about the metaverse — a subject I’ve ignored, considering it futuristic and mainly relevant to gamers, not to my work. IABC Fellow Shel Holtz, senior director of communications for Webcor, and Jo Eyre, head of content at an HR tech company, each remarked in separate sessions that the metaverse simply refers to virtual or augmented reality, enabled by the internet.
Shel ran through some organizations currently using the metaverse, such as the city of Seoul, Vanity Fair, citizenM Hotels, Starbucks, Emirates Airline and Fidelity Investments, and suggested possible implications for communicators. Jo explained that augmented reality, mixed reality and virtual reality are all about human connection and creativity, and are characterized by immersion (spatial or physical), interaction, and imagination.
Both speakers challenged attendees to explore the metaverse by reading, examining potential use cases and trying virtual reality for collaboration. For example, why not brainstorm in beautiful places, such as a virtual mountain top, rather than over Zoom?
Is it worth the money?
I believe so, but the answer depends on our unique situations. Conference registration fees, airfare and accommodation are business expenses, so that may ease the cost burden. In my case, I combined the conference with a mini-vacation with my partner, and we had a fabulous time as tourists in New York. With the next World Conference landing in Toronto in June 2023, at least PIC members can minimize travel and accommodation costs.
In the May 2022 issue of The Buzz, past chair Arlene Amitirigala wrote about the benefits of slowing down to grow, both personally and professionally. For me, attending the World Conference is not necessarily “slowing down” — with so many events and sessions, it is incredibly hectic — but the concept is similar. Attending a conference is taking a breather from the everyday routine, and it is invigorating. There are opportunities to park your to-do list, sit back and absorb new ideas and engage with peers as much or as little as you want.
3.
Growing together: The PIC Mastermind Meetup
By Caroline Horcher
How can we meet our business goals as independent communications professionals?
That was the question that led our June event on Zoom, called Let’s Grow Together: PIC Mastermind Meetup.
The most common challenge faced by the more than a dozen PIC members who participated was business development — the art of gaining new clients and building a business. A lively and helpful discussion ensued. Here are some of the tips.
Grow your network
- Stay in touch with past and potential clients and others in your field. Make time for coffee or lunch meetups, Zoom calls or emails.
- When you come across an article that seems relevant to someone, send it to them! This is a great way of keeping in touch and letting them know you’re thinking of them and their business.
- If a client contact leaves the organization they’re working at, reach out to them at their next company. They might welcome the chance to continue your working relationship at their new job.
- Attend as many industry events as you can. You never know who you’ll meet or what opportunities could arise.
- Consider how you can help others as well as build your own business. Make introductions, accept requests for information meetings, and refer work to others when you can. When you help someone else, it may end up benefiting you!
Start small
- Sometimes the longest-running clients come from a single project. Starting with a small project like a single newsletter can be an easier, more budget-friendly way to get your foot in the door with a new client. You’ve solved a problem for them and demonstrated your skills, which can often lead to future projects.
- Make yourself available to consult with potential clients, even if they only want high-level suggestions about a program or project. You could be hired to do more or even spearhead the project.
Ask for referrals
- Let your clients know much of your business comes from word-of-mouth. Ask them to refer you to others who might need your services.
- Add a request for referrals to your email tagline or invoices. Try something like, “Most of my work comes from referrals. Please let your communications colleagues know about my services.”
- Be bold! Ask for business — from potential clients and throughout your network. Often people assume you’re too busy to take on more work unless you let them know otherwise.
Share your knowledge
- Share your expertise and insights on social media and blogs. Sharing content can help you increase your visibility, grow your audience and highlight the breadth of your skills.
- Create a seminar or course for others interested in your niche. This is a great way to add to your revenue stream and position yourself as a thought leader.
- Consider hiring an intern to help with social media outreach and other time-consuming projects. Check for government grants — you may qualify for funding for part of their salary.
Source speaking opportunities
- Speaking at conferences or other events — paid or unpaid — helps establish you as an expert, builds connections and often leads to new business.
- The preparation time for a speaking engagement can be time well spent. Your talk might form the basis for developing a course or training program.
Remember that your PIC membership gives you the chance to try some of these suggestions, like speaking opportunities and networking, with a warm and supportive group.
Thank you to Christopher Trotman for leading the event and to everyone who offered advice to help PIC members build their businesses!
4
PIC PERSONALITY: Meet Anna Relyea
By Yvan Marston
Anna Relyea is a strategic communications professional who has worked and consulted in a range of fields, from culture to consumer packaged goods to social justice. She specializes in media relations, product launches and awards events. Connect with Anna on LinkedIn or reach her at Arelyea7@icloud.com.
When did you launch your independent business?
I started consulting when I retired in 2020 after 15 years with the Ontario Science Centre.
How did it come about?
I was already active with IABC and I had a lot of contacts when I retired, so things were quite busy for the first few months of 2020. Of course, the pandemic curtailed a lot of that activity, but projects are starting to pick up again. I’m still active with IABC’s OVATION Awards (they were live for the first time in three years!) and I’m working with an early childhood educator to develop a children’s book on the topic of bullying.
What do you enjoy most about being an indie?
The freedom to make your own hours is great but I also really enjoy the relationships you can build with clients. As a single vendor, you are often entrusted with a lot of responsibility. I don’t work with a lot of large organizations, so I often end up forming close relationships with my clients. When I was in the corporate world, communicators were seen as consultants and leaders really depended on us for advice. I feel my work as an independent is a continuation of that role.
What don’t you like about being an indie?
As an independent, you have to not only do the work but find the time to sell your services. Sometimes I just prefer the “doing.” But it’s about being able to manage your time well and make sure you always have some irons in the fire, otherwise your business just goes up and down.
What advice would you give someone new to independent life?
When I was the director of strategic communications at the Science Centre, the key things I looked for in contractors were reliability and consistency of work. That was a good starting point, but I would also expect them to bring new ideas and innovation to what my team and I were doing. So, as a contractor, find your specialty and be the expert your client needs. Always look for ways to add very specific value to the work you are doing with your client.
And for anyone just getting into communications, I always told the people I mentored to put in some time working for a good PR agency — that’s great training ground. You’ll get a few years of client service experience and walk out with some valuable connections.
What value do you get from your IABC and PIC membership?
One thing I’ve always found valuable about volunteering with IABC is there are a lot of opportunities to build your leadership skills. I’ve been on boards in other industries, and I’m always asked to take on a communicator role. But that’s the last thing I want to do when I’ve been a communicator all day. With IABC, for example, I was on the board for six years and one year as treasurer. Now that’s something I don’t normally do. It’s a great way to learn from colleagues in the communications industry while also developing skills that can prepare you for more senior roles in your career.
Changes to the PIC member list due August 26
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 Friday, August 26. 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:
- How to say no to requests to pick your brain (ugh), give advice, help a friend, etc. when you don’t have the time, interest or energy, by Alex Cavoulacos via The Muse.
- 44% of freelancers have experienced not getting paid by clients, says Geoffrey Mina. Here’s what to do if your freelance client hasn't paid you, like stop working.
- Best books for freelancers and the self-employed – on time management, marketing, networking and more -- via Digital Marketing Union.
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: Jacqui DeBique | Past Chair: Arlene Amitirigala | Membership: Maureen Hosein, ABC | Marketing & Sponsorship: Brent Artemchuk | Communications & Social Media: Austine Fischer, Sue Horner | Programming: Christopher Trotman