|
PIC Newsletter - October 2013
|
|
|
|
|
|
Newsletter Title
Newsletter Subtitle
|
|
|
|
| |
Hope you enjoy the latest edition of The Buzz!
|
A message from the PIC chair, Sharon Aschaiek
|
If there's one thing I've learned as an independent communicator, it's that ideas and talent can only take me so far; what matters most to my clients, and to the health of my business, is my ability to execute.
Part of executing effectively has to do with the way my clients, business partners and colleagues perceive me, and the way I market myself -- in other words, my brand. Generally, I am much more comfortable promoting my clients' brands, but to continue to attract and keep clients, I have to be able to sell not only my services, but also myself.
That's something I learned from Rhonda Page, a local branding expert who spoke to PIC members last year. Page teaches entrepreneurs how to identify their small business' unique difference so they can stand out and attract ideal clients. See her six steps to achieve brand clarity here.
Personal branding is also partly covered in a useful article published on Entrepreneur.com called 10 Ways to Promote Yourself to Entrepreneurial Success. Based on his assessment of Promote Yourself: The New Rules For Career Success, a book by Dan Schawbel for staff employees, writer Martin Zwilling offers his entrepreneurial take on the author's tips. Zwilling's suggestions for business owners include:
- focusing not on the time you invest in your business, but on the milestones you achieve;
- consistently managing and improving your entire online image;
- developing additional skills that can help you in your business, such as leadership and coaching;
- focusing on attracting one major client or stakeholder who can help vault you ahead of competitors; and
- building win-win business relationships.
He endorses Schawbel's recommendation to develop a "One Step Forward a Day" habit -- doing one thing each day to boost your business acumen, such as adding a new skill or building a new strategic partnership.
I might add to that list engaging with PIC, because we are also invested in helping you develop your brand and grow your business. As you continue to cultivate your enterprise, we hope we can contribute to your success, whether through our seminars -- make sure to check out Think differently. Make better decisions next month -- through our online resources or via our LinkedIn group, IABC Independents.
Continued success,
Sharon
|
|
 |
Writers needed
| Interested in writing occasionally for PIC or IABC/Toronto's Communicator? We'd love your help. Let us know!
|
| Tidbits of knowledge | Visit the Professional Independent Communicators - Toronto blog for tips on such topics as pricing and running your business, as well as event podcasts.
|
PIC's Mission and the buzz
| PIC's mission is to support independent IABC/Toronto communicators through professional development, networking and marketing.
The Buzz is PIC's e-newsletter, intended to inform independent communicators about our activities, share professional development tips from past meetings and keep us aware of what's going on. |
PIC 2013-2014 Executive
| Contact any of us with questions, comments and ideas for speakers or topics!
Chair:
Past Chair: Communications:
Membership & Events:
Programming:
Social Media:
|
|
|
|
Next meeting Nov. 6: Think differently, make better decisions
|
 We all want to be more efficient and effective in our communications work, but sometimes we see an obstacle where there could be opportunity.
Join us on Wednesday, Nov. 6, when professional magician turned speaker Dan Trommater will explain how he helps companies and individuals approach issues differently. For busy communicators often juggling projects with too little time or resources, Dan will show how to challenge assumptions and shift perceptions. The result can be an environment that encourages creative problem solving, active learning and better decision making.
About our speaker: Dan Trommater has practiced magic for 15 years, both as a form of entertainment and as a communication tool. He's traveled across North America working with organizations that want to shift their perspectives. He's a repeat performer at the Magic Castle, the world's most prestigious magic performance venue. His clients include the Rotman School of Management, Queen's University and TD Financial Group.
Date & Time: Wednesday, Nov. 6, 2013, 6 p.m. to 9 p.m.
Place: Metro Hall, Room 310, 55 John Street, Toronto
Cost: $22 for members ($24.86 with HST)
$32 for non-members ($36.16 with HST)
(includes wraps, juice, coffee, tea and cookies)
Please register and pay in advance. Sorry, we can't accept payment at the door.
Register now!
|
|
Talking Twitter, tweets and (hash)tags with IABC Pacific Plains
|
by Amy Sept
How do you build a brand 140 characters at a time? That's the question I tackled in a webinar for members of IABC Pacific Plains (IABC's regional chapter in Los Angeles) on Oct. 18.
Twitter is hard to ignore, but if all the talk about tweets and hashtags confuses you, rest assured you're not alone. My advice? Choose your goal, define a framework, and add a dose of personality.
You're probably doing it wrong, but don't worry about it
Worried about "doing Twitter wrong"? You might be -- but so is everyone else.
Everyone's Twitter experience is different because everyone's goals are different. Who you follow, what you say and how you say it changes according to your interests, areas of expertise and personality.
But when you first create an account, Twitter is a blank slate. To shape your experience and help build confidence, I suggest creating a framework -- not a strategy on its own, but a personalized filter that outlines your boundaries, discussion topics and information resources. Your framework should include:
- A clear goal. This can always change, but what do you want to get from your Twitter experience now?
- Topic ideas. What do you want to learn about, and what knowledge can you share? Use these topics to help you decide who to follow and what information to share.
- Your resources. Many people create their own content (such as blog posts or brief observations) and share information from others (news, quotes). What's the right blend for you?
- What's off limits. We all have topics we choose not to discuss publicly -- it could be your family, volunteer commitments or hobbies.
Still not sure how to use Twitter? Sit back and watch. Find accounts that interest you and watch what they do: What makes them interesting? How can you adapt what they do to fit you?
The webinar also reviewed visual branding, advice for writing good tweets, and tweets that may have backfired on their senders. I'll talk more about these topics in the next newsletter.
Are you on Twitter? Get event updates and professional advice when you follow @PICToronto. Follow Amy at @AmySept and find out more about her at Nimbyist Communications.
|
|
Oct. 2 meeting report: Looking for work in unlikely places, and more
|
PIC members and guests consistently share a wealth of knowledge (and laugh a lot) at our regular networking exchanges. The get-together on October 2 at Metro Hall was no exception. Sitting around the table, we discussed tips and insights that could be useful to fellow independent communicators, including:
Keep your eyes open
Look for somewhat unlikely places to apply your expertise. One member whose spouse works for a pharmaceutical company said: "I know nothing about that industry, but when they needed an event planner, they were happy to hire me to organize." Her event skills were more relevant than industry knowledge.
Don't burn bridges
When he perceived that an international economic association needed his services, one member realized that the association was already working with an agency with which he had a relationship. So he approached the agency, rather than the end client, taking a long-term view.
Join wisely
Should independent communicators join their local chamber of commence or board of trade? Those around the table who had done so said these groups were not fruitful sources of referrals. Several had had success with BNI groups, but only the corporate chapters. When looking at groups to join or meetings to attend, consider gatherings of those who provide complementary services (such as a writer attending a meeting of graphic designers).
When you do join an organization, volunteer. People will get to know you and you may learn some new skills you can employ in your business.
Leave the nest?
Most PIC members work from home. One was considering renting an outside office. The consensus: A coffee shop is not a desirable location to run your business, but a co-working space could be. For a few hundred dollars a month, you get a space to work, along with the opportunity to meet new people and network.
Rely on relationships
Everyone agreed that forming genuine relationships is much more useful in the long run than madly attending networking events and handing out business cards.
When your business grows, consider the benefits of outsourcing to colleagues, or bringing on associates on a project basis.
What about working as a consultant for an ex-employer? Some companies welcome this arrangement and others forbid it. Occasionally an organization will allow it, but insist that you incorporate. If you're planning to resign, or if you're going to be downsized, it pays to ask.
Avoid these errors
One newcomer asked about the most common mistakes made by recently minted independents. Here are a few:
· spreading yourself too thin;
· not finding a niche; you can't do all things for all people;
· charging too little;
· being afraid to team up with associates if the assignment is too much to handle.
Some final words of wisdom: Listen to your gut. If an engagement starts out badly, it rarely gets better.
Donna Papacosta has been an independent communicator for more years than she cares to admit. Through Trafalgar Communications, she helps clients to share their stories to win more business.
|
|
How you can use social media to find clients and build relationships
| |
by Sue Horner
Social media can help you find clients, build relationships and make your work easier. Here's how, as shared at the Social Media for Freelance Writers and Communicators panel discussion that PIC hosted with the Professional Writers Association - Toronto chapter on Sept. 26:
- Organizations often need content, such as behind-the-scenes stories or other writing for videos and publications.
- Follow companies you would like as clients on LinkedIn and Twitter. Seeing company news and events may spark a story idea you can pitch. You may also see job openings or can get introduced to key people if you have connections in common.
- Check your alumni groups on LinkedIn.
How to get found by potential clients or other people you'd like to know
- Know who you are trying to reach and come up with a strategy for doing so.
- Use your LinkedIn profile headline. People search by what you can do for them, so build this into a mini elevator speech. Play up communications credentials in the profile body.
- Ask for recommendations and testimonials for both paid and volunteer work. Use these on your website and in your email signature and marketing material.
- Join LinkedIn groups. Starting or commenting on discussions can make you more visible as an "influencer." Group statistics will give you insight into who is in the group.
- Join Twitter directories.
- Blog. Get known and remembered by sharing your expertise and success stories that show how you help clients. Link to others. Make your blog the hub of your online presence, with links to Twitter, LinkedIn, Facebook, Google+ and so on. Blog regularly, keeping in mind the message you want readers to take away.
How to build relationships and grow your network
- Build your network on LinkedIn, aiming for quality (people you know or would like to know) rather than quantity. Diversify your contacts outside your field. Include complementary businesses, such as graphic designers.
- Build your network on Twitter, where you can connect with a range of people and strengthen relationships with them. Share links, comment, retweet, listen and (occasionally) point to your blog.
- Participate in tweet chats (follow a hashtag to comment or ask questions) to learn, connect with people and grow your network. For instance, IABC holds #commchat every Wednesday at noon EST and #solopr at 1 p.m. EST every Wednesday. PWAC tweets from professional development seminars at #pwacpanel.
- Join and participate in Google+ communities. Search for ones related to small business, entrepreneurs, writing and more.
- Use Facebook to share interesting or funny things, stay in touch with people and share a bit about yourself.
How to make your work easier
- Use LinkedIn groups and Facebook to do research for projects, gather material, get information on writing or business trends, find and learn about potential clients, identify subject experts, get advice from peers and find resources.
- Create lists on Twitter to quickly find good information on key topics to use for content curation. You can also use lists to gather tweets from people you don't want to miss.
- Follow other people's lists on Twitter. For example, PWAC has a list of writer/editor groups.
Thanks to PIC members Sharon Aschaiek and Donna Papacosta for sharing their experience on the panel, and to newlywed (congratulations!) Amy Sept for moderating.
|
Volunteers welcome for IABC/Toronto Communicator
|
Writers, editors, proofreaders and idea generators - IABC/Toronto's member magazine needs you! Communicator is published six times a year, and IABC/Toronto wants help providing readers with interesting, well-written, topical articles on public relations and communications.
If you have a story idea, would like to write an article, or are great at proofing other people's work, please contact Stephanie Engel, VP, Member Communications, at toronto-memcomm@iabc.com. |
|
PIC personalities will return next issue
|
We count more than 160 members in PIC, offering a range of talent from coaching and media relations to video production and writing. Do you know everyone? PIC Personalities introduces new members and randomly profiles existing members. Are you interested in being featured in this column? Let Sue Horner know and she'll be in touch to set it up!
|
|
Explore the PIC blog: Managing your finances
|
Check PIC's IABC eXchange site, listed upper right as "PIC Toronto blog," for resources and information to help you start, run and grow your business. In "Managing your finances," you'll find advice on finding an accountant, banking, tracking your finances and more.
While much of the information still applies, some things have changed since PIC members put this resource together. If you find a dead link or inaccurate information, please let us know . If you'd like to volunteer to update specific sections of the blog, let us know that, too! |
|
|
PIC is a special interest group of IABC Toronto. As the largest chapter of the International Association of Business Communicators, IABC Toronto provides access to products, services, activities and networking opportunities in Toronto and around the world. IABC helps people and organizations achieve excellence in corporate communications, public relations, employee communication, marketing communication, public affairs and other forms of communication. For more information, visit the IABC website.
Don't forget to connect with us on the web: pictoronto.com
|
Director, Communications - PIC Copy editor
|
|
|
|
|
|
