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PIC Newsletter - September 2015
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Hope you enjoy the latest edition of The Buzz!
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A message from the PIC chair, Sharon Aschaiek
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 One of the many things we strive to do as communicators is provide services that are relevant to our clients. Being relevant means giving our clients what they want, which is what keeps them coming back. It's what gets us remembered and enables us to grow our businesses. At PIC, we feel the same way about the services we provide to our members. We want to make sure that the services we provide to you as a special interest group are relevant to your needs as an independent communicator.
That's why we recently sent out a survey to find out what our members want when it comes to professional development. Thanks to everyone who took the time to complete it. You've given us useful insights about the knowledge and skills you want to build in the areas of communications and business. If you haven't yet completed it and you are a member of IABC/Toronto, please do so by clicking here. We'll be studying the results carefully to help us determine how to steer our upcoming PD offerings this season. As this is our first edition of The Buzz for the 2015-16 season, this is a good time to remind everyone about the ways you can interact with PIC online and on social media. In addition to the presence we maintain on the IABC/Toronto website, we're also active on Twitter with the handle @pictoronto, and we have our own LinkedIn Group called IABC Independents. We encourage you to connect with us on social media, and particularly to use the LinkedIn group to share your ideas, opinions and questions about the business of communicating. Our first social of this season will take place on October 8, at O&B Canteen in downtown Toronto -- more details are further down in the newsletter. We look forward to seeing you there for some casual noshing and networking.
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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PIC 2015-2016 Executive
| Contact any of us with questions, comments and ideas for speakers or topics:
Chair: Sharon AschaiekCommunications: Sue Horner
Membership & Events:
Sohini Bhattacharya
Programming: Susan Nakhle and
Social Media: Jacqui d'Eon |
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September 8 report: Secrets of podcasting success
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by Sue HornerIf Donna Papacosta had to do it all over again, she'd rename her podcast something other than "Trafcom News." Yet 10 years ago, she concentrated on linking to her business (Trafalgar Communications) and her website.
Instead, "Choose a meaningful name," she advised PIC members on September 8. "Put yourselves in the shoes of the listener. What's your topic?"
Podcasting -- basically an Internet radio show that you subscribe to -- isn't new. But it jumped in popularity in October 2014 with a podcast called Serial, which traced the events of the real-life disappearance of a high school student. Today, podcasting is one form of content marketing, or marketing your business by sharing useful content. Donna points to these reasons a podcast is so effective: - It's portable and "time-shifted," meaning you can take it to the gym or listen while walking the dog.
- It has the human touch, the "intimacy of the earbuds."
- Multimedia grabs people.
- A podcast complements text and other forms of communication.
but your first question shouldn't be "What kind of mic do I need?" Instead, figure out why you're doing a podcast, what it's about and what the benefits are to the listener. Here's the typical workflow for a podcast, in brief: - Plan. Write an outline or do a pre-interview with your guest.
- Record the podcast. Don't rely totally on a script or you'll sound like you're reading. Be conversational.
- Edit. Not editing is like giving your client a rough first draft of your writing.
- Mix in music to break up segments.
- Write show notes, which help Google find your podcast.
- When you are ready to upload your file, save it as an MP3.
- Upload the MP3 to a host, like Libsyn.
- Publish the link as part of a blog post and share it with the world.
"Building an audience doesn't happen overnight," Donna warned. "But take the time to make it useful and your audience will grow."
PIC members had this to say after the session:
- "Good high-level information, good presenter."
- "Gave me the basic grounding I wanted, with examples."
- "Practical tips, lots of info, topical subject, engaging speaker, good length."
- "Donna's a pro! Great overview of the benefits and do's/don'ts of podcasting."
- "It was a small group where it was easy to network and talk to people."
- "Nice venue [Metro Hall], easy to get to and right across from Tim Hortons!"
A version of this article was first published on Sue's Red Jacket Diaries blog. Check Donna's blog for many more tips related to podcasting. Donna has also co-authored a helpful book, The Business of Podcasting, with Steve Lubetkin.
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What do you want to learn about? What speakers do you want to hear?
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We had a great session Sept. 8 on podcasting, the first in our professional development sessions for the 2015-16 PIC year. Now, what other hot topics should we feature this year?
Tell us more about your professional development requirements by completing this short, anonymous, eight-question survey (with a bonus spot to add any other comments you have) so we can better understand your current business activities, challenges and learning interests. Just 25 people have responded so far; have you? Take the survey now! |
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Oct. 8: Have your red carpet moment at O+B Canteen
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O+B Canteen, TIFF Bell Lightbox, 350 King St. W., Toronto
Thursday, October 8, 2015, 6:30 p.m. and onward
The patios are getting chilly, the film festival is a blurred memory, and the celebrities have left town. Never mind, come out and mingle in the Toronto International Film Festival (TIFF) action zone where the movie stars hung out, at O+B Canteen in the TIFF Bell Lightbox at 350 King St. W. PIC social events allow you to meet new people or get to know others better. Bounce ideas off your fellow indies, practice your elevator speech or get answers to questions. It's pay-your-own-way for drinks and munchies, but the conversation and company are free. To make sure we have reserved enough space for everyone, let Susan Nakhle know if you can make it, at snakhle@dynamicpr.ca. See you there! PIC likes to switch it up between professional development meetings and social gatherings. If you have a suggestion for a hot topic you'd like covered, or you have a tip for an interesting venue you'd like to try, let Susan know.
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Nov. 5: Check out Donna's podcasting workshop
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Thursday, November 5, 2015, from 10 a.m. to 3:30 p.m.
Thornley Fallis boardroom, 21 St. Clair Ave. E., Toronto
Did Donna's presentation to PIC inspire you? Are you excited by the prospect of podcasting for yourself or your clients, but find the whole idea too challenging? Or have you thought about using audio on your website or blog but don't know where to start? If so, Donna has a workshop for you. In it, she will share:
- What podcasting is all about, and why it seems so hot right now
- Why good sound matters in audio, video and other multimedia presentations
- How to record, edit and produce audio clips and podcasts with both mobile and desktop devices
- How to write an audio script; when NOT to use a script
- An overview of popular, inexpensive gear
- How to make money podcasting and use a podcast for content marketing
- And much more!
Bring your laptop device, smartphone or tablet, along with any microphone you may own. Coffee, tea and lunch are included. You'll also receive a copy of Donna's new book, The Business of Podcasting, co-authored with Steve Lubetkin, valued at $32.97 Cdn.
Discounted earlybird pricing applies until September 30, and PIC members also receive a 10% discount with the code iabc2015. Content for this new workshop is being developed; when you register, feel free to email Donna with suggested topics to include. Questions? Call Donna at 647-919-4761. Space is limited. Register today!
Note: If you hear of a communication-related course or workshop we should share with PIC members, please let Sue Horner know. Thanks! |
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PIC wants YOU...to be a mentor or mentee
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Some of us are new at the communications game, while others have been on the playing field for a while. Wouldn't it be great if we could get the newbies and the veterans together for some mentorship? That's what we thought when we kickstarted PIC's informal mentorship initiative last year. Essentially, we're helping connect seasoned communicators who want to share their expertise with up-and-comers who could benefit from that knowledge and experience. We do the matchmaking; the rest -- when, where and how often to connect, what to discuss, etc. -- is up to you. We've already made a few matches, and we're looking to make some more. If you fit either category and want to participate, let us know. We're especially looking for aspiring mentors to fill the relatively higher demand among PICers who are new, or newish, to independent communications. Email PIC chair Sharon Aschaiek at sharon@cocoamedia.ca.
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Praise for The Independent Life (do you have your copy yet?)
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"I love, love, love The Independent Life e-book. Thank you for producing this wonderful resource. It's like a helpful to-do list: It helps me acknowledge my progress and pinpoint areas that still need attention." - Lisa Goller
We're happy to hear Lisa's feedback about PIC's new e-book, The Independent Life. It shares the wisdom of PIC members with online resources to guide you through the steps in starting your own business, setting up your office, managing your finances, setting fees, marketing and more. Thanks again to graphic designer Cathy Ledden, RGD, for turning the content provided by many PIC members into a handy guide. Grab your copy as a PDF download (viewable with Acrobat Reader) or as an e-publication for Kobo or iReader from the special site built by Cathy's partner, Bill McLean. As of early September, the e-book had been downloaded 1,166 times! |
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PIC Personalities
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Meet MJ Martin, APR
by Sue Horner
Maryjane (MJ) Martin, APR, is an award-winning public relations practitioner and corporate communicator. As MJ Martin & Associates, she helps organizations share their stories with employees, consumers, shareholders, the media and the community. She is a past chair of PIC and current president of the Toronto chapter of the Canadian Public Relations Society. Learn more about MJ on her website and on LinkedIn. Follow her on Twitter, reach her by email or call 416-487-7402.
When did you launch your independent business, and how did it come about?
In 1992 -- 23 years ago! I was acting head of communication at a government agency, and while I was on maternity leave, people were calling and asking for communication advice. I realized there was a market for independent consultants.
Before starting my business, I read an IABC research report outlining the top areas where companies were looking for consulting services, and crisis and internal communication were both options for me. The people doing crisis communications were high-profile former TV anchors, so I decided internal was my niche, and that has worked out.
What's your background?
I worked for a small agency as well as a number of government ministries and agencies -- Revenue (now part of Treasury), Environment, HR Secretariat, Management Board. I have a Masters of Science in Communication Management, and a degree in Film and a Certificate in Public Relations. Currently, I'm studying Creative Writing.
What type of work are you doing these days? I work in corporate communications, primarily in the technology and financial services areas. I plan employee programs and support CIOs and senior executives in communicating change within their organizations. I'm surprised at how often I'm using my film and video production skills to help them get their messages out -- my parents always worried I'd never get a job with a film degree! On the academic side, I teach PR Planning in Ryerson's Continuing Education program, and I'm on the advisory committee for Ryerson's Masters in Professional Communication program. What do you enjoy most about being an indie? The freedom, the variety, the fact that you are in control of where you want to go and can try new things -- I like that. In an organization, you might be labeled as "the social media person" or whatever. And in the corporate life, your development depends on what the organization needs. When you're on your own, you can develop yourself.
What don't you like about being an indie? In the early days, it was a lack of backup. If I'm on a shoot or at a client meeting, there's nobody at the office. It's easier now to forward calls or documents.
Maybe cash flow. But if I choose to not take a particular job, I take responsibility for that.
I'm kind of stretching to find something. I'm happy with what I'm doing.
What advice would you give someone new to independent life? I would say do your homework rather than just fall into something. Create a business plan and prepare for things that might come up. Talk to people. Decide your niche, who you are and who you want to work with.
Networking is also important. Come to a few PIC meetings. Communicators love to connect with others and share expertise; it's in our DNA. Take risks. I went back to school during a recession and taking that time away was a risk, but it was worth it. How long have you been a PIC member? From the beginning -- 1998. Everyone knew we needed a group like this. The usual IABC sessions were great if you belonged to an organization but programming for indies was missing. The chapter understood that and has been a terrific support all along. We're such an important part of IABC/Toronto now.
What value do you get from your membership? I get friendship and support (my own advisory committee!); PIC members are willing to share their advice and insight on areas such as what to charge or how to deal with difficult clients. And the sessions are great; they help us all be better consultants. I can't always make the meetings but I do appreciate the connection through the PIC newsletter.
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 in The Buzz archives and on IABC/Toronto's CommVersations blog.
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Feedback...feedback...feedback
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The Buzz recently received this kind compliment (thank you!) from Heather West:
"Every time I read this newsletter, I feel even prouder to be a member of PIC."
Do you have compliments or constructive criticisms about The Buzz or any aspect of PIC? Do you have a suggestion for content to include in the newsletter? Hit reply and let us know!
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Are you on the PIC member list?
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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. Send Sohini 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 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
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