PIC Newsletter - April 2014
 
Hope you enjoy the latest edition of The Buzz!

A message from the PIC chair, Sharon Aschaiek

Communicating well means staying current on news and views in writing, media, public relations, business and more. Here's a resource roundup to help you get up to speed on what's influencing the world of communications:

To guest blog or not to guest blog?
Those of us who guest blog to promote ourselves and become more visible to search engines have had the wisdom of that approach questioned. This is thanks to a blog post published earlier this year by Google executive Matt Cutts, who says guest blogging is a spammy practice that will no longer help with search results.  

In an April 25 column in LinkedIn's news section, small business content expert Andrew Patricio offers his interpretation of this message. He says guest blogging specifically to increase SEO rankings is futile, but doing so for branding and exposure is smart. He argues that guest bloggers should focus on producing high-quality posts, and offers useful tips for developing ideas and pitching them to blogs. 

Nailing your escalator pitch
It used to be you were encouraged to develop an elevator pitch. You would share this concise yet meaningful 30-second synopsis of who you are, what you do, and the distinct advantage you offer in an elevator with your ideal communications manager or media editor.  

In recent years, that already-tight timeframe seems to have shrunk with the rise of the escalator pitch -- what you would share in the handful of seconds you are riding an escalator with that executive. This blog post by Advertising Week Social Club editor Doug Zanger offers tips for making the most of thisber-brief encounter, including powerful and to-the-point statements to use, and how to prepare for the outcomes. 

Look at me! I'm just like everyone else!
"
Make sure your message stands out" may be one of the oldest rules in the communications handbook, but we've all seen our share of content that looks the same as all the rest. Boring! says blogger, author and business expert Chris Brogan. In a recent blog post, he highlights the top offences in a witty list: 7 Ways to Bore the Hell Out of People. I like number one: "Use graphics everyone else would use. Especially people in suits or weird stick men and dollar signs."

We'd love to hear your feedback on these topics, and about what new or interesting ideas have been influencing your communication practice. Email PIC director of communications Sue Horner at [email protected].

Continued success,
Sharon  

In This Issue
A message from the PIC chair
Next meeting May 7
Alix enjoyed the April 9 social
March 26 summary online
PIC shares with Seneca
Take part in our fee survey
News about IABC14
Upcoming PD opportunities
Meet Michela Pasquali, ABC
Feedback
Explore the PIC blog
IABC/Toronto needs volunteers
Quick Links
Newsletter archives
Find back issues of The Buzz here.
Join Our Mailing List!
We want your talents!
Interested in writing, editing or contributing ideas for PIC's The Buzz 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 pre-event podcasts and post-event reports.
PIC 2013-2014 Executive
Contact any of us with questions, comments and ideas for speakers or topics!

Chair: Sharon Aschaiek
Past Chair: Donna Papacosta
Communications: Sue Horner
Membership & Events: Elizabeth Trew
Programming: Roger Morier
Social Media: Amy Sept
Next meeting May 7: Use content to demonstrate expertise, drive reputation
Metro Hall, third floor, 55 John Street, Toronto

Wednesday, May 7, 2014, 6 p.m. to 9 p.m.

We keep hearing, "You have to generate content that shows thought leadership! Get your ideas out there!" But what kind of content (words, images, audio) to produce, and where? How do we avoid it seeming like a sales pitch? How do we use content to demonstrate expertise? How do we use content to stand out from the crowd? 

Join PIC for our next professional development session, when Carl Friesen will provide practical ideas on:

  • Using content themes to show thought leadership;
  • Why and how content needs to move prospective customers or clients to take action;
  • How to generate content that shows a grasp of events and trends affecting your market;
  • How to leverage content across multiple platforms, including using social media for thought leadership; and
  • How we can use these ideas on behalf of our clients -- and build our own profile as subject-matter experts.
Carl is a former journalist who has 15 years of experience helping business clients publish their ideas as a way of demonstrating thought leadership. He is author of four books on the subject, most recently Your Expertise Edge (2013). He is co-winner of an IABC Silver Leaf award.

Listen to Donna Papacosta's interview with Carl for a preview of the talk.

Registration fees*:

  • IABC members: $22 ($24.86 with HST)
  • Non-members: $32 ($36.16 with HST)

*Please register and pay for this event in advance. Sorry, we can't accept payment at the door. Wraps, juice, coffee, tea and cookies will be provided

Register now! 

April 9 report: Make networking your guilty pleasure

One of the biggest challenges for independent communicators is leaving your office at the end of the day. There's always one more task that needs to be done. Two hours later, we're still working on it and wondering why it's suddenly dark out.

I am a big believer that taking a break is the biggest gift you can give yourself. I can guarantee one thing: that task that takes two hours can wait until tomorrow. I've tested this theory and the world doesn't end when I turn my computer off and leave my office.  

I did this in on April 9 to join more than 30 independents at the PIC social at the Fifth Pub House and Cafe. What a great opportunity to unwind and catch up with old friends; meet other independents who offer services that could complement mine or those of someone in my network; and visit a pub that offers an impressive combo of comfort and healthy food.

It's essential to carve out some time during the week to network, and I always schedule at least one opportunity to "elevate my brand." We all know face-to-face communication is the best way to attract leads -- or perhaps pay it forward and help someone else. The PIC events are so special because they allow you to network with seasoned communicators who can provide advice if you're facing business challenges or need expertise to help you capitalize on business opportunities.

I firmly believe that the most effective way to connect with new people is to get to know them personally before leaping in with the elevator speech. My table spent the good portion of the night discussing the next season of Mad Men, but we also chatted about some contacts for a project I am working on; how traditional media is dwindling and what that means for our profession; interesting news we retweeted (since most of us now go to Twitter first for news); and what I learned in a recent social media workshop led by Donna Papacosta.

I joined PIC back in 2001 when it was known as the Alliance of Independent Practitioners (AIP) and we could all fit around a large table at Starbucks. I am so proud to have seen it grow over the years under the stewardship of so many talented chairs and volunteers. The programming is stellar and also the best deal in town. IABC should be so proud of this special interest group, which is an amazing model for other chapters to follow.

I made some new acquaintances, like PIC chair Sharon Aschaiek, Roger Morier and Brant Males, and caught up with colleagues/friends Leslie Hetherington, Mary-Ellen HyndJane Langille and Barb Sawyers. It was a productive and energizing investment in time. I'm glad I ignored that pile of work and left it waiting for the next business day.

Alix is the president of AE Public Relations, an award-winning agency specializing in integrated marketing and corporate communications in financial services and technology. 

March 26 Career Transitions: Check the blog for a summary of tweets

If you missed the Career Transitions session on March 26, be sure to read the "Storified" summary of tweets. You'll find it on the PIC blog.    

PIC members share indie insights with Seneca students

by Sue Horner

PIC members Karen Payton and Susan Scott, ABC, spoke on "The Life and Times of the Sole Practitioner" on April 2 at Seneca College. The event was the final project of the Events Management class in Corporate Communications & Public Relations.

Student Claire Verleyen used Twitter to reach out to IABC/Toronto, who directed her to PIC. A number of PIC members responded to a call for volunteers (thank you!), and the students ended up working with Karen and Susan. Rounding out the panel were two other Toronto professionals, Jason Allen, a freelance copywriter, and Justin Trottier, PR director of The Centre for Inquiry.

Each of the speakers gave a 10-minute talk on his or her own experiences in the field and then participated in a question and answer period. They also spoke to students one-to-one after the event.

Susan has been in business since 2006, and says, "The group was interested in knowing our biggest challenges as independents/freelancers, where to find story ideas and also what to charge clients. I'm glad to have participated, and for me it was nice to be back at Seneca where I've previously taught in the Corporate Communications and Public Relations post-graduate program."  

Both Susan and Karen agree the students did a great job organizing the event. Karen, who has been independent since 2011, tweeted after the event, "Met some amazing corporate communications post grad students at Seneca@York today. The future is bright for the profession."


Claire was pleased with the event. "The speakers gave us helpful advice about working as freelance communicators and answered student questions thoughtfully," she says. "On the post-event evaluations, all our peers remarked on how much they appreciated the speakers' contributions. Based on some of the panel discussions, two of our peers went on to apply for and gain freelance communications work."

Claire adds, "My group and I were very grateful for the help that Karen and Susan gave us. They helped make our event a great success and contribute to Seneca student knowledge. Thank you PIC for helping inspire our class!"     

Still looking for your feedback in the 2014 PIC member fee survey
Thank you to the 46 PIC members who have responded to the 2014 PIC member survey. If the rest of you are waiting for another reminder, here it is: Please fill out the survey! Remember, it's anonymous, and it's just 13 questions.

Here's a sneak peek at some of the results:
  • 26.1% of us last raised our fees in 2013; the same number have not yet raised fees.
  • 77.8% charge the same rate for most of the different types of work we do.
  • That rate ranges from $45 an hour to $250 an hour.
  • Our years as a consultant range from two to 30.
  • We have from one to 20 clients.
We'll share the full results with PIC members, and we can also compare some of the data to information gathered by our counterparts with IABC/Calgary's Company of One.

Complete the survey now!

The 2014 IABC World Conference: Volunteer opportunities, shopping guide and more

Hospitality help 
As host chapter, IABC/Toronto is looking after hospitality for the IABC World Conference, from June 8 to 11, 2014. That means volunteers are needed to host Dine-Around groups, support social outings, help with registration, provide support to speakers and more. If you can offer five or six hours to help out, complete and submit a volunteer application form, selecting "World Conference Volunteer" from the drop-down menu. Please also email your resume or summary of previous experience, referencing the volunteer position.

Media help 
The chapter is also looking to partner with a local agency or freelancer to help market the conference. Volunteers would work with IABC headquarters to organize pre-event promotion and media relations in Toronto and elsewhere in Canada, and to help with media during the conference itself. Interested? Contact Melissa Dark, Director of Communication & Member Services.

Meet other IABC members for lunch 
PIC member Bill Smith is hoping to gather visitors and local members for a lunch downtown during the conference. Tentative plans are for Sunday, June 8. Watch for more details.

Shopping guide 
PIC has sponsored a 2014 Toronto shopping guide to provide to visitors to the city during the conference. The guide came together with the help of editor Sue Horner, graphic designer Teri McMahon, R.G.D. and shopping consultant Christina Wong. Grab your copy here.

Upcoming professional development/networking opportunities

(1)
May 9, 2014, from 9 a.m. to 3:30 p.m. 
Hands-on social media workshop with Donna Papacosta 
Quality Suites, Civitan Room, 754 Bronte Rd., Oakville

Are you tired of trying to figure out social media on your own? Would you like to get your burning questions about the WHY and HOW of social media answered? Do you want to get better at integrating social media into your day-to-day work so you can meet your goals? In this workshop, Donna Papacosta will cover the importance of having a strategy before getting into social media; blogging for business; becoming a Twitter power user; making the most of LinkedIn; using Facebook for business; advantages of Google+; and more. Cost is $229 plus HST, with a 15 percent discount for PIC members with the code iabc2014.


(2)
May 22, 2014, from 7 p.m. to 9 p.m.
PWAC presents: Calling all publishing professionals; collaborating to succeed

Miles Nadal Jewish Community Centre, 750 Spadina Ave., Toronto

Many writers, editors, photographers, graphic designers, web specialists and art directors freelance. Learn how colleagues are teaming up to pool resources, collaborate on projects and build their careers with the help of other freelance professionals. Free for PWAC members and $10 for IABC members registering online ($20 at the door). 

Find out more and register

PIC members, if you have an event you'd like to promote in The Buzz, let us know.

PIC Personalities
Meet Michela Pasquali, ABC
by Heather West

Michela Pasquali, ABC, is a Toronto-based writer, editor, communications consultant and the author of I Don't Want to be Famous, a collection of short stories. She's been a member of IABC for 10 years and achieved her Accredited Business Communicator (ABC) designation in 2007. Visit Michela's website or contact her by email at [email protected].

What's your background?
I have my BA and Master's in English and I went to Humber to get my journalism diploma. I worked freelance, writing for newspapers, magazines and trade publications until I went to work for KPMG, where I was a writer/editor. I was with KPMG for 10 years and when I left, I was senior manager of internal communications.

Why did you decide to launch your own business?
I was on maternity leave from KPMG in 2008, and after a year away decided I couldn't go back to a corporate environment. When I was fresh out of school, I saw freelance work as being too up and down and not steady enough. But, after working in the corporate world, I realized that running my own business was actually a good fit with my personality. I knew I wanted to work from home so, in 2009, I launched my own business, with KPMG as one of my first clients.

I didn't really take the global recession into consideration when I made the decision to go out on my own. I work with company executives who need assistance with writing and don't have time to do it themselves, so work is pretty steady. Most of my clients come to me by word-of-mouth.

My background was in financial writing. I did a lot of financial writing before and during my years at KPMG, so I tend to work with accounting firms, investment banks, insurance companies, law firms - clients that have a financial or corporate culture.

What do you enjoy most about being an independent?
I love everything about it. I really adore it.
 
I am able to work from home and work with clients I enjoy and respect. I can pick the type of work that I do and the clients I work with, which makes me appreciate the work much more. And, I don't have to deal with politics. I was never really comfortable with that. Now, I enjoy doing the happy work that I love and my clients manage the politics.

I also enjoy the flexibility. I can work when it is convenient, around my son's schedule, and I can take breaks and do things I need and want to do.

I also like staying connected to people and being part of a network. I never really did the "stressful" kind of business development. I just go out and connect with friends and clients and work often comes from those conversations -- it's a happy coincidence.

What are some of the things you're working on right now?
I am doing a lot of web writing right now, as well as search engine optimization. I had done a little in the past, but now it's becoming a big part of what I do. I'm not sure what is causing the shift, whether it's the economy or just that organizations are deciding to reinvest in their websites. Previously I worked on a lot of white papers and brochures. Now I find more clients are asking for help with their websites and I've had new clients come to me looking for this support.

Do you have any advice for those who are new or are contemplating taking the leap to independent life?
Do it. It's fantastic!

I know someone who planned the transition, working and saving to make it happen. I left my benefits and pay and I took the risk, but it didn't seem like a risk because I loved being home so much and didn't want to go back to an office. No matter how you come into it -- whether you're anxious and you need a plan to manage the risk, or you know it's what you want and you're going in straight on -- you'll love it.

I would also say networking is important and can be fun. Stay in touch with people. I've never looked at it being about getting clients. I think of it as time I want to spend with people who I want to be with and learn from.

What value have you experienced from your PIC membership?
I really like the events. They are focused on issues that we all deal with. It's nice knowing there is a group of people who do what you do and they understand the issues and challenges you face. We all come together from a similar place. I enjoy connecting and networking and you never know where it will lead.

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. Let Sue Horner know if you'd like to be profiled and she'll be in touch to set it up! You can find previous PIC Personalities posted online.
 
Feedback...Feedback...Feedback

Thanks to PIC member Mary-Ellen Hynd for this compliment: 
"Wow. Love The BUZZ! Jam-packed with great information, tips and events for independent communicators. Look forward to future issues."

What do or don't YOU like about The Buzz? Let us know!

Need help with some aspect of the independent life? Check out the PIC blog

Check PIC's IABC eXchange site, listed upper right as "PIC Toronto blog," for the information you need to help you start, run and grow your business. You'll also find past PIC event reviews, podcasts and previously featured PIC Personalities.

If you find a dead link or inaccurate information on the site, please let us know. If you'd like to volunteer to update specific sections of the blog, tell us that, too! 

Write for IABC/Toronto's newsletter and blog

IABC/Toronto is always looking for your ideas and opinions on communications:

1. Communicator is the member magazine [login required] IABC/Toronto publishes six times a year, and we need your help to provide readers with interesting, well-written, topical articles on communications and PR. You can volunteer as writer, editor, proofreader or even just an idea generator. If you have a story recommendation, would like to write an article, or are great at proofreading other people's work, then Communicator is looking for you!

2. Commversations is the IABC/Toronto blog. Got an opinion or idea on PR, current events or the latest marketing sensation? Don't keep it to yourself; submit your thoughts in a written post on Commversations! Visit often, share your insights with fellow communicators and get the conversation started.

Contact Stephanie Engel, VP Member Communications, to find out more about how to get involved.

 
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 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. Connect with us on the web at pictoronto.com.

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.

Sue Horner                                                           Heather West   
Director, Communications - PIC                              Copy editor