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APRIL 2022: YOUR (IABC) NETWORK IS YOUR SUPERPOWER

Contents

1

THE INDEPENDENT VIEW: YOUR SECRET SUPERPOWER

PIC Chair Arlene Amitirigala points out that our members have the superpower of collaboration to help us wow our clients.

2

CONSULTANT SIG OPENS OUR INDIE NETWORK TO THE WORLD

Sharon Aschaiek, Priya Bates, ABC, SCMP, MC, IABC Fellow, Jacqui d’Eon, ABC, MC, Danièle Dufour and Cyrus Mavalwala, ABC, MC answer Sue Horner’s questions about their hopes for IABC’s new Shared Interest Group for consultants.

3

PIC PERSONALITY: MEET PATIENCE BADZE

New member Patience Badze tells us not to underestimate the value of our network in a conversation with Yvan Marston.

4

WELCOME NEW AND RETURNING MEMBERS

A warm welcome to returning member Sharon Aschaiek and new members Kathryn Hollinrake and Phil Sach.

1.

The Independent View

Your secret superpower

By Arlene Amitirigala

I’m writing this on a sunny day in April, kicking my heels in delight at the arrival of spring. At the same time, it’s hard to believe that almost a third of the year is gone.

So far, 2022 has been an intense ride, as if everyone emerged from collective slumber and switched into turbocharge mode. It’s no wonder I’ve found myself wishing for six additional hours each day. In fact, there were times when I wanted nothing more than the superpower to teleport myself into three different places simultaneously to delight my clients, my family and myself.

If you are in a similar situation, you already know that’s just wishful thinking. But the reality is there’s another superpower at our fingertips, one that could help us cover more bases, wow our clients and ultimately bring ourselves more joy.

Collaboration!

I used to rate listening, empathy and knowing how to ask for help as the necessary superpowers for success. Now, I would say that the ability to collaborate and build connections deserves a place on the podium. And where better to collaborate than right here within PIC?

PIC has literally been my door to more.

Arriving in Canada a couple years ago, I was bereft of a network yet somehow determined to launch a freelance consulting practice. Someone suggested I join IABC and PIC. There, I encountered a deep and sustaining well of expert communications practitioners who were eager to share their experience, provide advice and refer me to others so I could build connections in my new home. I continue to benefit from fantastic learning opportunities, and I’m currently collaborating on projects with a fellow PIC member.

If you attended our On the Move session last month, you might have heard Priya Bates of Inner Strength Communication share the philosophy – move from “I” to “We.” And if you’ve watched Avengers or any of the Marvel movies, you’ll agree that even superheroes don’t fight alone. The truth is, when we combine our superpowers, we become even more powerful.

Let your IABC network be your superpower.

Over this past year, the dynamic PIC exec team has remained dedicated to ensuring that PIC offers great learning and networking opportunities. We have staged a series of engaging socials and excellent professional development events (with another superb one in the wings for April 20) – all virtual and all free of charge as we ride out this pandemic together.

IABC/Toronto also offers multiple opportunities for communicators to grow and connect. And on a broader scale, IABC has launched a new international Shared Interest Group for Consultants, giving us access to an expanded global network. Literally, the possibilities are limitless.

So why not reach out to a fellow IABC member for a virtual coffee, or invite someone to an upcoming PIC event, or follow the PIC LinkedIn group to see who’s new and connect with them? There’s so much value here to explore. I encourage you to tap into the possibilities, create opportunities and keep IABC growing, vibrant and strong.

Hopefully we’ll see each other soon as a return to in-person gatherings becomes increasingly possible. Until then, if you have any ideas for professional development topics, possible speakers, or any questions, concerns, or ideas about PIC, please don’t hesitate to reach me at toronto-sig@iabc.to. Let’s unite our superpowers!

Arlene Amitirigala is PIC's Chair and IABC/Toronto's VP of Special Interest Groups. She is a senior corporate communications professional with extensive international experience delivering integrated communication strategies to drive enhanced reputation and improved performance.
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2.

Consultant SIG opens our indie network to the world 

By Sue Horner

PIC can be seen as ahead of the curve, to judge by reaction to IABC’s new Shared Interest Group for consultants. Its initial meeting in March attracted 38 people, all enthusiastic about the chance to find a supportive community and combat the isolation of solo consulting.

I love PIC and value the connections and sense of community it offers in the Toronto area, expecting this new SIG to offer something similar on a wider scale. And this SIG delivers, opening up our indie connections to the world. This first meeting drew members from Canada, the U.S., U.K., Kuala Lumpur, Netherlands, South Africa and beyond.

The meeting began with a spirited discussion about a universal issue: billing and the quest for fees based on value, not an hourly rate. We then broke into breakout rooms to share some of the topics we hoped the group would cover. With a long list that includes handling difficult clients, scope creep, referrals and work/life balance, we have lots to discuss at future meetups, expected to be monthly.

Other PIC members were at the indie party, too. I asked Sharon Aschaiek, Priya Bates, ABC, SCMP, MC, IABC Fellow, Jacqui d’Eon, ABC, MC, Danièle Dufour and Cyrus Mavalwala, ABC, MC for their reaction. (Thank you all for answering my questions!)

Clockwise from top left, Danièle Dufour, Sharon Aschaiek, Jacqui d'Eon, Priya Bates and Cyrus Mavalwala.

What did you hope for from the group?

Sharon: I wanted to understand the group’s purpose and direction, to determine if it made sense for me to rejoin the Toronto chapter after participating in IABC as a non-member since the start of the pandemic. And I rejoined!

Priya: Meeting communication consultants and entrepreneurs globally.

Jacqui: I was looking for a community of consultants within IABC with whom I could connect to discuss issues related to being a communications consultant.

Danièle: As a PIC member, I already enjoy and see firsthand the value of being part of a community of people who share similar experiences. With the Consultants SIG, my goals were to learn more about and from the group, and to network.

Cyrus: At the World Conference in San Francisco in 2009, I posted a paper note on a bulletin board in the conference centre foyer (remember those days?) to promote a breakfast for entrepreneurs. More than a dozen showed up and some of us ended up working together. Over a decade later, I was hoping this SIG would also be a place to connect with like-minded individuals.

What's your reaction to this first meeting?

Sharon: I was delighted to see IABC offering this new opportunity to bring together independent communications consultants from its various chapters worldwide.

Priya: The first meeting was excellent. I’m lucky to know so many around the world because of my IABC volunteer involvement and the fact that I have been a member for almost 30 years. I loved seeing some new faces and loved the conversation around how we can help one another. This group was happy to discuss challenges in an open and honest way and everyone seemed keen to help.

Jacqui: It was well worth my time. I met some interesting people from around the globe and got some ideas I can apply to my business.

Danièle: We had the opportunity to exchange with new and seasoned consultants and brainstorm ideas about the billing question (billing for value vs. hourly). The small group format allowed everyone to contribute and I left with many ideas to explore.

Cyrus: A wonderful first session. Breakouts enabled us to meet in small groups, voice concerns and share solutions. I ended up reconnecting with someone I met at an IABC conference in 2014 and we may actually work together in the near future.

How do you see this SIG complementing PIC?

Sharon: It‘s an additional IABC venue for PIC members to network, upskill and discover work opportunities.

Priya: Organizations used to look locally for talent. Now, with virtual working, organizations are more comfortable hiring remote employees and consultants. Many practitioners now have clients worldwide. This gives us a global network of like-minded communication professionals.

Jacqui: One of the participants in the group mentioned that in local SIG groups, consultants can view each other as competitors. But to strengthen PIC and deliver value for IABC/Toronto members, we need to learn more about each other‘s capabilities. If we can confidently refer each other to clients, we will all thrive.

Danièle: PIC brings everything closer to home, with members sharing the same geography, economic context and cultural realities. PIC is also a pool of talent we can draw from for peer support or assistance on a project. As such, PIC is my closest community. IABC’s SIG has the potential to offer broader perspectives, opportunities for international collaborations and innovative ideas from other parts of the world.

Cyrus: It’s always been important to reach out and connect with others to gain different perspectives. With today’s shrinking world, having a global network is even more important. At Advantis, we have associates from numerous countries and each brings unique experiences and skills. It helps us stay on top of the latest global trends.

If you’re interested in joining the Consultant SIG, log into your IABC account. Select My Profile at the top right, then the Account Tab beside your photo. (You do have your photo uploaded, don’t you?) Select Personal Info and scroll to the bottom of the page. Select your preferred SIG(s) and click Save. See you at the next meetup!

Sue Horner is a writer, principal of Get It Write and PIC’s co-Director of Communications & Social Media. She remembers paper notes and bulletin boards at IABC conferences, too!
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3.

PIC PERSONALITY: Meet Patience Badze

By Yvan Marston

Patience Badze runs edgeBd, a visual communications agency focused on creating visual assets for startups, non-profits and global corporations. The firm’s approach blends art and entrepreneurialism to deliver on everything from brand identities, pitch decks and annual reports to microsites and UI/UX design.

When did you launch your independent business?

My business partner (husband) and I launched our firm in 2012 in South Africa and incorporated in Canada in 2020.

How did it come about?

It was something we’d always wanted to do – find a way to be more in control of our own time. I had a good job that I enjoyed as a marketing consultant for a software company and my husband worked in graphic design and web design.

We started the business when we both worked full-time, working on it after hours and on weekends. A lot of our initial work came through referrals by tapping into our network of colleagues, friends and family.

The goal was to get to a point where we were making the same as or more than what we made on salary. As soon as we were able to sustain that goal through repeat clients and effective business development, my husband quit his job to work on edgeBD full-time. Six months later, I quit mine and joined him full-time.

What do you enjoy most about being an indie?

The flexibility. Being able to plan your own schedule and use your time the way you want to. I also like that I’m fully accountable for all the decisions I make. That level of independence is thrilling because it is both fun and terrifying.

What don’t you like about being an indie?

There are a lot of things to manage beyond just doing the work. When you have a job, you can focus on achieving the responsibilities of that job. But when you’re an independent, you are responsible for every aspect. And it can be a lot to deal with. There are many aspects of running a business that you may have to accept you’re not good at and where you need to bring in someone who is.

What advice would you give someone new to independent life?

Don’t underestimate the value of your existing network. I didn’t realize how valuable my network was until I moved to Canada from South Africa and had to rebuild it. A lot of work gets done through referrals. When you build your network, be very intentional and stay focused on what you want to achieve.

You should also be clear about how you will measure your success beyond SMART goals. Is it money? Lifestyle? Time off? The type of work you do? When things get hard, having clarity about why you are doing this will help keep you motivated.

What value do you get from your IABC and PIC membership?

I’ve definitely gotten business through the people I’ve met at IABC and through virtual networking events. But I also like hearing from other professionals about how they’re solving communications problems. It gets me thinking beyond the bubble of my own projects to see what is happening in the broader communications landscape. Hearing from other professionals often gives me a new perspective on what new value I can bring to my client work.

Yvan Marston is a senior healthcare communications writer.
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4.

Welcome new and returning members

From left, Kathryn Hollinrake, Phil Sach and Sharon Aschaiek.

Kathryn Hollinrake - Hollinrake Photography

Toronto | LinkedIn | Website | kathryn@hollinrake.com

Kathryn Hollinrake has over 25 years of experience as a professional photographer; passionate, creative, detail-oriented. Her style is versatile, flexing as needed to accommodate and reflect clients’ brands, whether they be individuals or organizations. She started off in advertising and commercial photography and came to specialize in corporate photography. Kathryn works with individuals and organizations to create compelling portraits and varied imagery for use in branding, marketing and communications online and in print (including book covers).

Phil Sach - PFS Communications

Alliston | LinkedIn | Website | Twitter | info@pfscommunications.com

Operating as PFS Communications, Phil Sach is a freelance writer and communicator with 10+ years of experience in fundraising, education and healthcare, and a particular passion for helping smaller charities, vulnerable communities and local entrepreneurs. He has previously held roles with Aon Hewitt, York University, Humber College and Scarborough Health Network Foundation. At his core, Phil is a writer and is even working on a novel inspired by his travels and his journey as a member of the LGBTQ+ community.

Sharon Aschaiek - Higher Ed Communications

Toronto | LinkedIn | Website | Twitter | sharon@higheredcommunications.com

Sharon Aschaiek provides communications strategy, writing, editing and publication management services to higher education organizations. She uses her conversational writing style to present ideas and tell stories in clear, concise and compelling ways.

Sharon helps universities and colleges develop diverse communication materials for their stakeholder audiences, such as alumni magazine stories, blog posts, reports, newsletters and web content. She especially enjoys translating academic research into accessible content.

Sharon also writes about higher education trends and issues for media publications.

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LAST CALL:

Level up: Road-tested ideas to grow your business in 2022 and beyond

You took a huge and terrifying leap to start your own indie communications business. For that, you should be commended! But taking the plunge doesn’t necessarily translate into being able to pay the bills. Your success depends on attracting high-quality clients.

For 19 years, media training coach Warren Weeks has overcome rejection, fierce competition and other hurdles to become one of the most in-demand media training coaches in the world. At this Zoom session on April 20, he’ll share an unfiltered look into the strategies and tactics he used to go from one client and relative obscurity in 2003 to a stable of hundreds of blue chip clients today.

You’ll learn:

  • How to stand out in an already crowded field
  • How to get asked to submit more proposals
  • How to increase your winning percentage
  • How to cultivate a reputation that generates that crucial word-of-mouth marketing
  • How to use social media and content creation to drive new business
  • How to crush your client pitches.

About our speaker:

Warren Weeks sold his first newspaper to his grandmother at the age of five. He was Wayne Gretzky's PR handler for a day in 1998 and in 2010. He started the viral social media campaign to get former NHL coach Pat Burns into the Hockey Hall of Fame. And he started his own communications business in 2003. Today, he is an in-demand media training coach working with companies such as RBC, Shopify and Gymshark.

Bonus for registrants:

Warren launched an on-demand media training course during the pandemic. The Art of the Great Media Interview includes lessons, videos, downloadable PDFs, an online community of about 180 members and a long list of five-star reviews. The regular price is $349 per license, but registrants for the PIC event will receive a discount code giving lifetime access to the content for $199 + HST (a discount of $150). The code will be active until 11:59 p.m. on April 27.

You know you’ve got FOMO: REGISTER NOW

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Happy 80th, IABC/Toronto!

It’s IABC/Toronto’s 80th anniversary! To help the chapter celebrate, post a photo or video on Twitter or LinkedIn, using #IABCTO80. Tell the world why you joined, what keeps you coming back, what makes you proud to be part of this community. Find more details online. You can also volunteer to be part of IABC/Toronto’s 80th Anniversary Celebration Committee. Email Toronto-volunteers@iabc.to.

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Changes to the PIC member list due April 27

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, April 27. 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?

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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:

  • Find “the Robin to your Batman” - How writers and designers (and other indies) can form creative partnerships, as often happens with PIC members. The Freelance Creative reports.
  • The Veracity Marketing PR Talk Podcast with Amy Rosenberg talks to Michelle Garrett about freelancing. Among her advice: Find “a community of fellow professionals who understand, will help navigate the moving pieces that are inherent in freelance work” (ahem, PIC).
  • Flashback to “Your network is your superpower” on how to make the most of your connections. “Stay committed to keeping up with, expanding, and enhancing the quality of your network,” says Mary Olson-Menzel.

Twitter | Facebook | LinkedIn

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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 | 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: Gaby Moreno, Christopher Trotman