We're circling back to The Flight Deck, The Pilot's rooftop patio, after travelling first class
there in June. Join us for our next summer social to connect with friends and colleagues, and enjoy summer cheer and great food al fresco. 

Named Canada's favourite patio by The Globe and Mail, The Flight Deck has heaters and retractable awnings for a safe landing even if the weather is turbulent.

As usual, it's pay-your-own way for drinks and snacks. File your flight plan and let Jane Langille know you're coming so we can reserve enough space for everyone.

We're also thinking about a return trip on August 5. What do you think? Are you in? 

by Heather West

Irene Bakaric, Principal of MediaPrep, is an experienced multilingual communications professional who specializes in media training and crisis communications. Irene uses her years of experience as a reporter, producer and host on a variety of national news and current affairs programs to help her clients shine when they interact with the media. Irene can be reached at 905-616-0660 or by emailing irene@mediaprep.ca.

How did you get into freelancing?

I had almost 16 years of experience working as a journalist so I had an insider perspective that I felt I could share with clients. I had heard people describe media training as going through a meat grinder and I saw an opportunity to take a different approach -- to focus on building confidence. I want my clients to walk away and say, "That was very challenging, but it was also positive and worthwhile."

I started my consulting business a number of years ago; however, due to personal issues, I had to put it on the back burner for a while. Now I'm relaunching with a new mobile-friendly website and fresh marketing materials. I'm blogging -- which I hadn't done before -- and strengthening my presence on social media, in particular LinkedIn, to expand my network.

What do you enjoy most about being independent?

I certainly enjoy the flexibility. When I started, I had a young family. My journalism career required a lot of travel and a significant time commitment so I thought this would be a better track. I even viewed the peaks and valleys of being an independent positively because it provided the opportunity to blend work with my family life.

What don't you enjoy about being independent?

I'm not a natural marketer. It's challenging for me to sell myself and my services. My business has been based primarily on referrals. Now, I'm working on building my skills in marketing and sales and I'm trying to learn the mechanics of approaching new clients and closing deals.

What advice would you give to someone considering becoming an independent?

Being independent is not like working nine-to-five and reporting to someone else. You have to recognize the difference. If you're not working, you should be marketing. When you're not marketing, you are hopefully working. It's definitely a 24/7 commitment. The peaks and valleys of work and income are not for everyone.

What type of work are you doing right now?

All of my work falls under the umbrella of media relations. I do a lot of media training -- teaching clients how to do media interviews with skill and confidence. I offer strategic consulting services to help clients with issues and reputation management as well as the development of strong, clear, concise messages. I also provide crisis communications services -- teaching the fundamentals of crisis communications as well as helping clients develop crisis communications plans. I'll also hold their hand in the event of a crisis so they feel confident when they face the media.

I am not strictly speaking a public relations practitioner. My focus is media relations and my first role is usually that of a teacher.

How long have you been a PIC member and what value do you get from your membership?

I am a new PIC member. I was drawn to IABC because I wanted to meet like-minded people and it was recommended that PIC would be a good fit. I've only attended one workshop so far -- the one on developing your elevator pitch. I was impressed with the people I met and the quality of the workshop.

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. Send Sohini your name, company name, location, email address, telephone, website, blog and a brief description of your business (up to 35 words).