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PIC Newsletter - February 2015
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Hope you enjoy the latest edition of The Buzz!
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Message from the PIC chair, Sharon Aschaiek
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Eleven years into my career, I feel pretty comfortable with many aspects of the craft and the business of communications. But one part of the work that can still be vexing is pricing.
So many different factors affect how and what to charge for a project: your level of experience and expertise at a specific skill, what the current market will bear, the going rates for certain types of work, the changing nature of communications work, and varying attitudes about what certain types of services are worth.
Knowing how to set your fees, quote on specific projects, raise your rates and other aspects of pricing will be the focus of PIC's next seminar, on Thursday, March 5. I'm participating in a panel discussion on the topic with Randal Boutilier, principal of design company 12thirteen, and Dorothea Helms, owner of Write Stuff Writing Services. To give you a taste of what to expect, here are a couple of helpful hints regarding pricing: Be brave enough to charge what you think you're worth: As in many fields, there can be a temptation to undercharge for communications services. But racing to the bottom on fees usually backfires. If I feel I'm not making enough on a job, I'll probably be too frustrated and unmotivated to do my best work -- and the poor results will be clear to my client. What your services are worth is a personal question that will depend on your assessment of your abilities and your level of experience. External factors certainly come into play: the current state of the economy; the number of competitors (this matters less when you are a niche service provider) and what they typically charge for similar work; and the financial constraints of your particular types of clients, e.g. non-profits usually have smaller budgets than corporations. But I have found that doing well at the pricing game involves having the confidence to ask for an appropriate fee. If you believe in yourself and can deliver the goods, don't be afraid to charge professional rates. There are enough organizations out there that recognize the value of paying a premium for high-calibre communication services. Don't reveal the secret sauce: As long as clients are satisfied with the fee and with the quality of the work, they don't need to know how long it will take me do the job. That is why I almost never charge a by-the-hour or per-word rate. Out of context, the rate can seem excessively high to the staff communicators we serve, who will likely be making significantly less than us per hour. They also may not consider all the costs of doing business that affect our fee, and may not really understand how a communicator's experience level affects the price. In addition, such pricing approaches can feel like a running meter to clients, and a fixed fee would probably serve their budgets better. Instead, I almost always charge a project fee, and I calculate it with a formula that takes into consideration the time involved to complete the work, plus the unique set of qualifications that I bring to the work. I'm the only one who really needs to know the math. Continued success, Sharon
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Newsletter archives
| Find back issues of The Buzz here.
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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!
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| 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.
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PIC 2014-2015 Executive
| Contact any of us with questions, comments and ideas for speakers or topics!
Chair: Sharon AschaiekCommunications: Sue Horner
Membership & Events:
Sohini Bhattacharya
Programming: Jane Langille
Social Media: Andrew Wright |
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March 5: Don't miss this panel discussion on PRICING
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Thursday, March 5, 2015, from 7 p.m. to 8:30 p.m.
Metro Hall, 55 John Street, Toronto, Room 308 (closest subway stop: St. Andrew station)
Pricing is always a topic of interest because we deal with so many unknowns at the start of any communications project. Bid too high and you may lose out on the gig. Or price yourself too low, win the job, but then kick yourself because you left money on the table. What are the best practices to strike the right balance? How can we make sure we win more projects and are paid fairly for our work? Three great speakers will tackle the topic of pricing on the evening of Thursday, March 5: - Sharon Aschaiek, principal and chief writer at Cocoa Media, who provides writing, editing and communications consulting services
- Randal Boutilier, principal at 12thirteen, a design company that focuses on promoting effective design solutions for the public and not-for-profit sectors
- Dorothea Helms, owner at Write Stuff Writing Services and The Writing Fairy, who provides freelance writing and editing services, keynote speaking and workshops to help writers flourish.
These experts will cover many aspects of pricing communications jobs effectively, including how to shift from hourly fees to project-based fees; dealing with scope creep; raising rates; estimating effectively; and more. For a sneak peek, listen to Donna Papacosta's interview with Sharon and Randal in the latest IndyCast. Bonus: Thanks to FreshBooks, we have giveaways! You'll take home a copy of Breaking the Time Barrier: How to Unlock Your True Earning Potential, by FreshBooks co-founder and CEO Mike McDerment and Donald Cowper, and you'll also have a chance to win a pound of coffee. Registration fees*: IABC members: $16 ($18.08 with HST) Non-members: $26 ($29.38 with HST) *Please register and pay for this event in advance. Sorry, we can't accept payment at the door. Remember, to keep costs down, we no longer have refreshments at PIC meetings. To give you time for a quick snack before the meeting, registration and informal networking will start at 6:30 p.m. (half an hour later than previously), and the panel discussion begins at 7 p.m. Register now! |
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Feb. 4: Seasonal social makes a detour
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Thank you to the PIC members and friends who came out to network on February 4. A surprise private party at the TIFF Bell Lightbox lounge sent us downstairs to the O+B Canteen, which turned out to be a terrific spot.
PIC chair Sharon Aschaiek was pleased that we saw "lots of new faces and productive conversations." Guest Elaine Smith of WordSmithTO enthused, "I had the opportunity to talk with some wonderful people. Please add me to your mailing list. I would love to come to future events. What a nice, knowledgeable group of people!"
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April 1: No fooling! Spring is coming, so get out and socialize
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Mark your calendars for our next social event, from 7 p.m. the evening of Wednesday, April 1. We had such fun February 4 at the O+B Canteen that we're going back. O+B Canteen is a casual eatery on the ground floor of the TIFF Bell Lightbox at 330 King Street West in Toronto, not far from our usual Metro Hall meeting spot on John Street. As usual, it's pay-your-own-way for drinks and snacks. Let Jane Langille know you'll be there by email to jane@janelangille.com. |
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Jan. 29: Mitch Joel gives a thought-provoking talk
| by Sue Horner
The Internet used to be like an elephant; it never forgot. Now, its future is about "fast, temporary pieces of content" (like Snapchat) that are here now and gone soon after.
Mitch Joel (shown here at far right with PIC members Donna Papacosta and Cyrus Mavalwala) is one of North America's leading digital experts. He told IABC/Toronto members on January 29 that consumers don't necessarily want things to be permanent. "Increasingly, people want access, not ownership." 
Want evidence? Look at the shift from owning or renting DVDs (and the demise of Blockbuster) to subscribing to a whole library of TV shows and movies on Netflix. Instead of owning CDs and then iTunes collections, we access millions of songs on Spotify. We also access (rent) a spare room from Airbnb, a car from Zipcar or Car2Go, a bike from Bixi or even a temporary parking space on someone's driveway from JustPark.
"While some will simply glaze over this shift in consumerism, it is a massive deal in terms of understanding the new consumer," Mitch said. He called the new playing field the "temporary Internet of things" and the "age of efficiency."
"The question becomes, if consumers have done this, what do brands and businesses do?" he asked. Here are some of his thoughts:
* Content has to be image-based, mobile, social.
* You need to figure out how to be Bethany Mota. Mitch said that means "speak exactly and only to your audience and give them relevance." In Bethany's case, the YouTube star speaks to 8.2 million teenage girls.
* Think about how you connect with people, beyond asking permission.
* Personalization is important. "You happily give your information to Amazon because you get value back," Mitch said.
* Rather than solve marketing with advertising, think about ways to use the "bigger toolbox" the Internet gives us.
* Know that the battle for attention is not just with competitors, but with everyone in the value chain of what you offer. As an example, he mentioned "liking" Beats by Dre on Facebook after you buy their headphones at Target, and the five or six different vendors that then ask you to like them, too.
Read more about what Mitch calls "The Impermanent Internet" on his blog. (A version of this article also appeared on Sue's blog, The Red Jacket Diaries.) |
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Congratulations, Gary!
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Congratulations to long-time IABC/Toronto and PIC member Gary Schlee, ABC, who was recently named a Master Communicator (MC). The MC designation is IABC Canada's highest h  onour, and recognizes significant achievement in the communications field.
A pioneer of IABC/Toronto, Gary was the Toronto chapter president of Corporate Communicators Canada in 1977 when the organization voted to join IABC. He was one of the first Canadian members to earn the Accredited Business Communicator (ABC) designation, and served on IABC's international accreditation committee.
Gary received his prestigious award at an IABC event February 23 from Eric Bergman, ABC, APR, MC, FCPRS, who was chair of the 2014 MC selection committee.
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Welcome new member
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Heather Seaman416-895-8746 heatherseamanpr@gmail.comHeather is an independent media professional with a background in broadcasting. She is completing post-graduate studies in corporate communications. |
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Need a mentor? Want to be a mentor? Sign up now!
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Newcomers and visitors often remark on how warm and welcoming PIC members are. We're generous in sharing resources, happy to make connections and willing to answer questions over coffee. PIC is now making this unofficial mentoring somewhat official. Our "organic" mentoring program aims to help PIC members who are new to being independent connect with those who are more seasoned. While we'll set up the connection, we'll leave it to you to work out the details of how often to meet and where you want to take the relationship. We now have two mentorship matches among our members, and we're looking for more seasoned communicators to pair with aspiring mentees. If you are looking for or willing to share insights and guidance and would like to take part in the mentor program, email Sharon Aschaiek at sharon@cocoamedia.ca. For some tips on making the most of a mentoring relationship, see Sharon's column in the January Buzz, recapped on the MentorCity blog. |
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Meet you at the Marketplace
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Is your business listed on IABC/Toronto's Marketplace? The price for one year is a bargain, with PIC members able to post an ad for just $75 for the first category (non-members pay $150), and just $25 for each additional category.
Your business listing includes your website URL, an email link, your company logo and a short (60-character) text description that links to a longer 950-character profile. The categories include PR, writing & editing, graphic arts, photography services and more.
For more information and to book your listing, email the office at toronto-info@iabc.com. |
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Make sure your PIC member profile is current
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As a member of PIC, you can promote yourself at no charge in the PIC directory, located on the IABC/Toronto website. Yes, it's f-r-e-e! Make sure you're taking advantage of this chance to share key details about your services.
If you want to add to your existing profile, or create a completely new one, email PIC's Director of Membership & Events, Sohini Bhattacharya. Sohini keeps a running list that she shares with IABC/Toronto every quarter, using your name, company name, location, email address, telephone, website, blog and a brief description of your business (up to 35 words).
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PIC Personalities
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Meet Sohini Bhattacharya
Sohini Bhattacharya is co-founder and partner at Allegoro Communications, a writing and public relations company she started with her husband and partner a year and a half ago. Allegoro provides a variety of writing services, as well as web content, blogging, copy editing, proofreading and media outreach. She is also PIC's Director of Membership & Events. Sohini can be reached at 647-287-7984 or by emailing sohini@allegorocommunications.com. 
How did you get into freelancing?
I started out in public relations, at an art gallery in the U.S. I moved to Toronto and worked in the government for about a year. It was challenging because the work was very protocol-centred and process-based, and there were so many levels of approval. I later joined a public relations firm that specialized in real estate. I was there for about four years, but I wanted to write more than work on the events/PR part of the job. I wanted to branch out on my own, so my husband and I started Allegoro. That was over a year ago and we're still growing.
What do you enjoy most about being independent?
I like the independence and being flexible with my work hours. I work all the time, but on days when it is just too much, I can take off and I'm accountable only to myself. I worked so many years as an employee and it feels more satisfying to be my own boss. This is a more genuine feeling. I care for the topics and work so much more, and I write better when I feel more. I also like collaborating with other freelancers. They understand where I am coming from. It's about sharing and collaborating, rather than trying to upstage one another.
What don't you enjoy about being independent?
I don't enjoy the inconstancy of finances and not having a regular paycheque. I am not a natural networker. I'm actually quite introverted. Being independent forces me out of my comfort zone - I have to be proactive and get out there and make a difference. I also find the self-discipline required for the work challenging. Sometimes it's hard to treat the day as a workday, and other times, cutting off is difficult. I tend to work a lot. I don't really have weekends anymore.
What advice would you give to someone considering becoming an independent?
Collaboration is the best way to grow. You build a body of knowledge and work and people begin to take notice of what you've produced. It builds credibility. It's not about competition or getting ahead of one another, it's about sharing knowledge and producing great collaborative results.
What type of work are you doing right now?
I specialize in business and corporate writing and working with non-profits. Our grant writing work is really growing. We are writing grants for three or four non-profits right now. I am also writing small business profile stories for Wall2Wall Media/Yellow Pages. This work is helping me develop my skills as a writer and build the discipline of writing every day. It is a great project. I get to know these small businesses in and around the GTA. They have great stories; they are quirky and fun.
How long have you been a PIC member and what value do you get from your membership?
I joined PIC a year ago. I wanted to collaborate more; it's been an amazing group for me. And Sharon has been so supportive of me joining the PIC executive team. The events are great. Last year there was a panel discussion about teaming up with other independents, and as a result of that event, my partner and I joined the Collaborative Project Management Office founded by Greg Ioannou and Dianne Clarke. It is great to have this resource as a freelancer and to work with others who complement your skills.
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? Our PIC Personalities feature 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.
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Need help with some aspect of the independent life? Check out the PIC blog
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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, promotional podcasts and previously featured PIC Personalities, and you can download the report on our 2014 fee survey.
IABC is transitioning away from the eXchange platform, so we're working with the Toronto chapter to move our content elsewhere. In the meantime, if you run into any snags, please let Sue Horner know.
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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.
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Director, Communications - PIC Copy editor
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