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PIC Newsletter - November 2015
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Hope you enjoy the latest edition of The Buzz!
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Questions to define scope, from PIC chair Sharon Aschaiek
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 At our recent event on brainstorming business strategies, participants took part in roundtable discussions about their top problems and strategies related to areas such as pricing jobs, managing client relationships and collecting payments. In reviewing the insights from those conversations -- shared in detail further down in this newsletter -- it occurred to me that a common cause for business challenges is miscommunication.
Looking back on my experiences with clients, miscommunication has often played a role -- when a client or project has been difficult, when there have been mixed views on the tasks of an assignment, or if a fee turns out to not match the resulting scope of work. Inadequate communication with a client results in a lack of clarity about each party's roles and responsibilities, which can cause confusion, frustration and resentment, and can contribute to a project going off the rails.
It's ironic for miscommunication to be a cause of business problems for a communicator. But given that we all come to our interactions with others with our own attitudes, beliefs, values and communication styles, it's not surprising that so many gaps and failures can arise in our communications.
As we all know, one half of good communication is listening, and doing it well, especially at the start of a project. It helps us pursue projects where the work is rewarding, suitably compensating, and involves a good working relationship with the client. For me, good listening involves asking the client all the right questions about their project. The more I know, the better handle I have on what's needed, and the easier it becomes to establish up front all the terms and contingencies of the job.
I'd like to share the core factors I typically consider when gathering information about the work involved in a project. Note that these are geared towards clients with writing projects, which is my specialty, and which I know is a focus for many other independent communicators. But many of the questions can be adapted to practitioners who focus on PR, consulting, training, etc.:
- nature of the project, e.g. newsletter, blog post, website content
- objective of the project, e.g. raise awareness of an issue, promote an event, sell a service
- primary audience(s) of the content
- other services that may be required for the job, e.g. writing, rewriting, interviewing, researching, editing, consulting, media relations, photography
- scope or length of the project, e.g. number of articles, number of words per article
- background materials the client can provide to help with the writing process
- number of rounds of revisions expected by the client, and how many reviewers will be involved
- number of meetings to take place, and whether they will take place remotely and/or in person
- number of interviews involved, and whether they will take place remotely and/or in person
- start date, deadline, and whether it is a rush job
- whether the project involves working on my own or as part of a team
- the client's budget for the project
Investigating these factors helps me determine the scope of work involved in a project, which makes it easier to determine an appropriate fee. Other questions I ask to ensure I am on the same page as the client relate to their organizational goals, their unique selling proposition and their overall communication strategy, which helps with getting the messaging right.
Speaking of listening, I'm looking forward to hearing what everyone is up to for the holidays at our social on Dec. 3. Hope to see many of you there!
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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Dec. 3: The PIC recipe for holiday fun
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Thursday, December 3, 2015, 6:30 p.m. onward, The Bedford Academy, 36 Prince Arthur Avenue, Toronto (St. George subway station)
We're mixing up a special seasonal social at The Bedford Academy on Thursday, December 3, tossing in:
- One cozy venue
- Lots of delicious appetizers
- A festive drink or two
- And a bunch of PIC friends and colleagues.
Join PIC at The Bedford Academy, near Bloor Street and Avenue Road in the Annex, for an evening of holiday fun. There is no charge for admission, and appetizers are on PIC; drinks or anything more substantial will be up to you.
We need to place our appetizer order soon, so please let us know if you can make it as soon as you can. RSVP to Heather West at 416-884-5741 or hwest@freshcomms.ca.
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Jan. 7: Tips, tricks and tools to boost your productivity
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Thursday, January 7, 2016, 6:30 p.m. to 8:30 p.m.
Location to be confirmed (expected to be Metro Hall, 55 John Street, Toronto)
Would you like to increase your productivity and find more leisure time as you grow your indie business this year? Join us on Thursday, January 7, 2016 as Jane Langille shares essential tips, tricks and tools to boost your productivity based on the latest neuroscience.
Learn about the two biggest problems hindering your productivity. Find out why multitasking doesn't work. And discover useful strategies, tricks and tools for making your freelance business more productive, including:
- brain extenders -- David Allen's Getting Things Done: The Art of Stress-Free Productivity
- offloading, downloading, contracting out
- handling interruptions
- email tips and tricks
- leveraging tech tools
- healthy habits to keep you at the top of your game.
Jane is an award-winning independent communicator and PIC member who provides writing and editing services for a variety of healthcare companies, hospitals, organizations and publications in Canada and the U.S. Jane is a member of IABC, Association of Health Care Journalists, and American Society of Journalists and Authors.
Mark your calendars and watch for registration details soon.
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Nov. 5 recap: The Ultimate Brainstorming Session
| By Sue Horner
The room buzzed with conversation November 5 as eager PIC members shared ideas, experiences and helpful hints with each other. The scene was the Ultimate Brainstorming Session, led by PIC Programming Co-Directors Susan Nakhle and Heather West. At each table, specific questions sparked the discussions. Here are some of the topics covered:
What makes an ideal client?
Our ideal clients value our work, trust our skills and knowledge, and give us the creative freedom to do our jobs without constant monitoring or interference. We want clients who know what they want, are able to provide clear direction and are willing to share their strategies. Our ideal clients are ethical, fun to work with, have a budget for the work and pay on time without squeezing us on price. We also appreciate clients who provide feedback, references and LinkedIn recommendations.
How do you find clients?
Referrals, repeat business and word-of-mouth remain the most popular sources of clients. IABC members and former colleagues can both be clients and refer clients to us. Courses, seminars, coaching/mentoring programs and conferences can all be sources of clients. Warm calling is effective, and we agreed that if all else fails, we might resort to cold calling. LinkedIn and our websites can help potential clients find us.
Sometimes we find it a challenge to articulate our unique business offering or selling proposition. We are a bit like the shoemaker's children with no shoes; we help other people develop their selling proposition but we don't do a great job at writing our own.
How do you keep a client?
Clients appreciate when we deliver results on time, on or below budget. We build good relationships with clients (and often with their executive assistants). We collect and share relevant information and stay in touch. We are responsive and use phrases like, "I'm happy to..." and "Leave it with me." We offer suggestions, including ways a dormant project might be revived or updated. We might offer extra services at no charge or other freebies.
To thank clients and colleagues for referrals, we might give coffee or other small ($25 or less) gift cards, chocolates or cookies, along with a handwritten note. Wine might be acceptable if you know the client well. For a non-profit client, donate to their programs. Don't be surprised if a colleague who provides a referral asks for a percentage of the fee you make, say 10%.
How do you deal with challenging clients?
Contracts are important. Have an agreement in place with the deliverables clearly outlined. The contract should spell out the number of revisions that can be made within the flat rate, and that any additional changes will be charged. Mention that you charge a fee if a project lapses and is later resurrected, and have a 50% kill fee if the project is cancelled after you've started the work. Get agreement on a sample of writing up front. Be proactive about following the scope of the project and let clients know if/when they are out of scope or will be over the agreed-upon budget.
How do you know what to charge? How do you deal with pricing dilemmas?
Ask "What is your budget?" but be aware that often clients don't have a number they are willing to share. Check other resources for rates, including the PIC survey report (download it from http://pictoronto.com/ > About PIC). Check other freelancers, who may post price lists online. Have a range: low, medium, high.
If a client says your price is too high, don't immediately go lower; tell them what portion of the project you can do within the budget. If you do agree to a discounted rate, make sure you mention it in the contract and on the invoice. At times, you might agree to less money to get more work, but be aware of a sense of resentment -- let that feeling be your guide.
A flat project fee is better than a per-hour rate, and a range is better than a set amount. Definitely do not go with a per-word rate, especially when good writing uses fewer words! To determine the fee, understand how much time it takes for you to work on each key component. For example, writing may include research, interviews, transcribing, planning, writing, editing and revisions. Track your time; recommended apps include FreshBooks and Harvest Time.
Retainers can be viewed as a monthly or regular charge, or as a project fee. Be sure to have a contract and start the relationship with an upfront payment. Lose the guilt during slow periods; remember clients are paying for your availability as well as your time.
What strategies do you use for business development?
Many of us admitted to planning to update our marketing strategies, but failing to execute. If that's you, try finding a tribe that holds you accountable, supports you, helps you brainstorm and set goals. Collaborate with others. Volunteer. Ask colleagues, clients and former clients for referrals. Seek mentors or coaches.
We all agreed we need to network; "Never say no to a networking opportunity." Pursue speaking opportunities. Use LinkedIn selectively and genuinely. You can try the premium service at $30/month, but it's not necessary. "Stalk" influencers and prospects online through Twitter.
We agreed that we need to get better at developing our business strategy and dedicating time to prospect. One participant suggested software designed for CRM for small businesses called High Rise. Another participant uses a simple diary process to track her goals.
Social media -- what and how?
Find the best social media channel, the one where your ideal clients are, and be regular with it. Look at is as a long-term commitment and treat it like branding. Don't promote yourself, promote your interests. Activity on LinkedIn groups is a good way to keep your social media presence up, and so is LinkedIn publishing. On Twitter, use hashtags to reach your clients, and stay organized with apps like Hootsuite. Instagram may be a growing avenue for content marketing.
What did we like most about the session?
Participants appreciated the "stimulating conversation around the table" and "meeting other communicators and hearing their experiences and suggestions." We agreed that everyone around the tables had something valuable to contribute and we learned from each other. As one PIC member said, "So much insight and experience to share!" Another said "It was a great opportunity to talk with other independents about the thorny issues of being on your own," and one added, "I feel as if I now have the beginnings of a network to which I can turn for advice."
Was the evening a success? You bet, so expect to see another one sometime in 2016.
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Are you part of PIC's LinkedIn group?
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The PIC community loves to share. We are a social group of people. That's why we're working hard to make our LinkedIn group -- IABC Toronto Professional Independent Communicators -- the place for PIC members to get information about upcoming PIC events and share useful information about building and managing a small communications business.
"PIC members are welcome to post articles they believe will help other members grow and manage their businesses," says Jacqui d'Eon, who moderates the group and is our 2015-2016 Social Media Director. "PIC events are also posted to the group."
If you want to be "in the know" when it comes to PIC, Jacqui suggests that you join the Linked In group and set your notifications to at least weekly to keep up with the latest developments.
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Other events that may be of interest to PIC members
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Dec. 2, noon to 1 p.m.: PWAC Twitter chat on how to survive as a freelance writer
Our colleagues in the Toronto chapter of the Professional Writers Association of Canada (PWAC) are hosting a Twitter chat this week, all about how to survive as a freelance writer. It takes place from noon to 1 p.m. on Wednesday, December 2. Follow @PICToronto and the hashtag #PWACchat to share and learn tips for independent writers to improve their financial, social and emotional well-being. Karen Luttrell (@karenluttrell) and Nate Hendley (@natemotivate) host.
(2) Dec. 2, 7 p.m.: PWAC Ho-Ho-Holiday Party
Join PWAC for holiday cheer, door prizes and complimentary appetizers at their Ho-Ho-Holiday Party at 7 p.m. on Wednesday, December 2. (Pay for your own drinks and other menu items.) The fun takes place at Pogue Mahone, 777 Bay Street (near Yonge and College). PIC members are welcome.
(3) Beyond ESL: Writing with impact when English is your second language
Monday, Dec. 7, 2015, from 8:30 a.m. to 4:30 p.m.
Novotel Toronto Centre, 45 The Esplanade, Toronto
Many professionals who learn English abroad
struggle to communicate when they land a job in Canada. For some, the perceived language weakness creates a lack of confidence that becomes a major roadblock. But it shouldn't be this way -- you don't need perfect English to be influential.
"Beyond ESL" is a fun, one-day journey into psychology, culture and communication. IABC Toronto member Geoff Weinstein invites you to join him at this brand new workshop, with a special discount for you and your network. Promo Code: BEYONDIABC.
Note: If you hear of a communication-related course, workshop or other event we should share with PIC members, please let Sue Horner know. Thanks! |
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Humber College is looking for a few good internship providers
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Humber College has launched Professional Writing and Communications, a two-semester post-graduate certificate program that teaches the core skills needed to work in communications in a variety of sectors. As part of the program, students complete a 12-week internship to gain workplace experience and build their professional network. The college is looking for employers to provide:
- mentorship
- ongoing performance feedback, including a midterm and final evaluation
- work space
- remuneration: hourly wage, honorarium or stipend (encouraged, not mandatory)
Students will be able to contribute to your organization's communications efforts in the following ways:
- social media writing
- research
- blog writing and publishing
- editing
- copywriting
- proofreading
- media writing
- project management
- adapting writing for different audiences
- analytics
- strategic writing
The college is looking for organizations that can offer a communications internship from May 9 to July 30, 2016. Internship postings would be required by February 2016, and student interviews would take place in March 2016.
If you'd like to find out more about bringing on board an intern from the program, contact Bianca Sorbera, student placement advisor, at 416-675-5000 ext. 73601.
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PIC Personalities
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Meet Ellen Keeble
by Sue Horner
Ellen Keeble of Tethys Media specializes in plain language writing, editing and desktop publishing. She translates complex ideas and technical jargon into accessible and creative messages to craft powerful narratives in digital and print. Find her online at www.tethysmedia.com and linkedin.com/in/ellenkeeble, or reach her at 403-971-7685 or ellen@tethysmedia.com.  Why "Tethys Media"? In Greek mythology, Tethys (pronounced teth-is or teeth-is, like thesis) was a goddess of the chief rivers of the world. A lot of what I do is rooted in storytelling, and I think when writing is strong and clear, it flows and gains momentum like a river. It's not easy to spell, and everyone always asks how to say it, which is a big marketing no-no, but I wanted something different. When did you launch your independent business? I actually eased into it over a couple of years, with an official start in 2013. I was still working as a copy editor and reporter at the Calgary Sun, but with my hours from 3 p.m. to 10 p.m., I had lots of time to do other things. Being able to build up my business over time eased my worries about making sure I had enough clients. What's your background? I have a Bachelor of Journalism from Carleton University in Ottawa and a certificate in PR Management from University of Calgary. I started doing some communications work for GM as an intern when I was in high school. I liked talking to people, and went from reporting to editing and desktop publishing. I'm now dipping my toes into the publishing program at Ryerson. What type of work are you doing now? Plain language is a big part of what I do. I've done quite a bit of science writing -- I like to make scientific information more user-friendly and accessible for everyday readers. And right now I'm working with Microsoft, the University of Calgary and some local Toronto-area marketing firms as an editor. What do you enjoy most about being an indie? I like that I can try new things. I like the freedom to go after the work I want to do. I can be aggressive in finding clients that I want to work for and convincing them to hire me. What don't you like about being an indie? This sounds silly after my last statement, but I don't like marketing myself in the traditional ways. There's a lot of pressure to have website and grow the business by blogging, guest posting and so on. I have little interest in that and would rather call someone directly and say "I want to do this project with you." What advice would you give someone new to independent life? Don't be afraid to ask for help. That was a big thing that held me back, almost like I wanted to prove I could make it without help. But there is nothing wrong with saying to your immediate circle of friends, "This is what I'm thinking of doing; if you hear of anything, let me know." Going out on your own can be overwhelming at first, so take time to focus on what you want to do. Figuring that out is the biggest step, and once you've done that, you can move forward. How long have you been a PIC member and what value do you get from your membership? I joined near the end of March. I haven't been able to get out in person to any PIC events yet, but I have been lurking on the LinkedIn group. I had been part of PIC's counterpart in Calgary, called Company of One, so I'm hoping to have a similar experience here. Working from a home office can be isolating, so it's great to have people who are in the same situation, and there's always something to learn from each other.
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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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 to 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. If you fit either category and want to participate, let us know. Email PIC chair Sharon Aschaiek at sharon@cocoamedia.ca.
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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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