The Upper East Side was the place to be on Wednesday, April 18, as more than 75 Toronto-area communications professionals filled the second floor space at Fire on the East Side to Munch ‘n’ Mingle the night away!

IABC members, potential members and students were welcomed by volunteer event coordinators Linda Barker, Lisa Hutniak, Alannah Nesci and Laura Power. Everyone was invited to settle in with a drink and enjoy some delicious snacks, like mushroom poutine, butter chicken skewers or grilled shrimp gazpacho shooters, while catching up with old friends and making new connections.

To facilitate networking, attendees were assigned a spring-themed sticker on their nametag and encouraged to find the three other people in the room with matching stickers. The first group to find their matches was promised a prize, and while competition was fierce, one lucky quartet received extra drink tickets to put to good use as they continued their conversation.

Trell Huether, IABC/Toronto chapter president, welcomed the crowd with opening remarks and drew for amazing prizes, including a Chapters gift card, Nestlé gift bags, an LCBO gift certificate donated by Cohn&Wolfe and two media training packages generously donated by Jeff Ansell & Associates. To top it off, everyone had the chance to take home a few writing essentials, generously donated by Proforma.

Thanks to your continued support, the IABC/Toronto Munch ‘n’ Mingles continue to be busier than ever! Communications professionals across the Toronto area have taken note – this is the place to eat, greet and meet! We appreciate the time you take to complete the event survey, and we value your feedback. We continue to have record-number attendance, so as we start planning for the final Munch ‘n’ Mingle before the summer holidays, we want to assure you the next one will be the best one yet and the venue super-sized to accommodate what we anticipate will be a fabulous turnout! Stay tuned for more information!

And in the meantime, mark your calendars – the final Munch ‘n’ Mingle before the summer holidays will be held on June 15. Register early to take advantage of early bird pricing and to be entered to win a Kobo e-book reader!

The following photos from the event were generously taken by IABC/Toronto member and volunteer Alannah Nesci, Public Relations Associate at Markham Stouffville Hospital.

Event review: Art of the Tough Talk Interview held Tuesday, March 27, 2012

Ken Evans, Senior VP at APEX Public Relations, is a seasoned corporate communications specialist and media trainer. He has worked with a diverse range of communicators — from reality TV hosts to several of Canada’s top 100 CEOs. On March 27, Ken shared his many years of wisdom on managing “tough talk” interviews with an enthusiastic crowd of IABC/Toronto members and other communication professionals.

“News is conflict.” Ken’s opening statement set the stage for the rest of session where he talked about what he calls the ‘media steeplechase’ and revealed a three-step formula to help spokespeople prepare for difficult and challenging media situations. His presentation did not focus on traditional media relations techniques; rather it borrowed strategies from the fields of sports, performance arts, and business. 

According to Ken, a media interview today is similar to any business meeting where you set the agenda, know the objective, (e.g.what you want to accomplish), and take control of the situation from the get-go to achieve better results. “Surviving isn’t enough,” says Ken. “We need strategies that help brands confidently advance their reputations.”

In his presentation, Ken spoke about the funnel effect, (e.g.being specific), which is a direct result of key message development. Key messages are only good if they are packaged as a whole to complement body language and not just words. When you articulate with hand gestures it builds adrenaline and your face and voice become animated so that you tell a compelling story and not just recite the facts. Using body cues also helps to build confidence in addressing potentially landmine issues. Ultimately, according to Ken, managing the tough talk interview is about preemption and control by the interviewee, not the journalist.

Ken’s three-step formula is not new, but it is a one-stop common sense guide that all communicators could benefit from.

One: Define the issue or problem as it relates to the target audience.

• Similar to setting the agenda for a business meeting, once you know what the issue is, you can be specific in your responses and preempt the ‘burning question’. Sequencing of content it critical at this stage and you don’t want to lead with your brand.

Two: Articulate the generic solution or state the status quo

• Again, in this step it is not about your brand, but rather the competitive landscape. This step leads to accomplishing your objective, i.e., getting your message out there without looking like you’re standing on a soap box. This is also a good opportunity to differentiate your brand without putting down the competition.

Three: Clarify the brand solution or position

• This last step is where you can connect with the audience, starting with their need or problem and relating that to the solution that your brand provides. Creating a linear editorial timeline will let your brand rise up without overtly selling the brand to the audience.

Reporters don’t follow a linear path in interviews. Once they ask the main questions, they fish for conflict. The way to stay on top is to take control of the situation, use classic bridging techniques such as challenging the premise, providing context, and rephrasing the question to bring the interview back on the track that you want it to take.

To wrap up, managing the “tough talk” interview is about finding compelling ways to tell the brand story. Don’t think in sound bites; rather use simple power words that the reporter can pull quotes from. Lastly, it’s about telling a packaged story, painting scenarios rather than generalities to support the editorial.

The “Art of the Tough Talk Interview” was an evening professional development session generously supported by the CNW Group.

The following photos from the event were generously taken by IABC/Toronto volunteer Alan McKenzie. To see more about Alan and see a portfolio of his work, visit his website at www.ampfoto.com

Presenter Ken Evans, Senior VP at APEX Public Relations

Event review: IABC/Toronto’s 2011 Communicator of the Year breakfast held Tuesday, March 20, 2012

On March 20, 2012 IABC/Toronto presented Dr. Catherine Zahn, President and CEO of the Centre for Addiction and Mental Health (CAMH), with the Communicator of the Year (COTY) Award at a special breakfast held in her honour.

IABC/Toronto’s annual COTY Award recognizes a leader from the Greater Toronto Area who demonstrates exceptional communication leadership and has developed communication strategies that contribute to the ongoing success of an organization.

Dr. Zahn is a trailblazer in the field of mental illness and addiction. Since becoming CEO of CAMH in 2009, Dr. Zahn has introduced many communication initiatives, including a weekly blog named “Call Me Catherine”, as well as popular Town Hall meetings with CAMH staff. She has used her skills in leadership and communication to transform the organization, substantially raising awareness of mental health issues throughout Canada.

“She met all of the criteria of a leader who understands the role communication plays,” said Janet Comeau, ABC, Chair of the COTY judging panel.

“This became very evident when we met with her team. They not only told us about her communication style and principles, but were clearly delighted to work and support her mandate. They told us about how Catherine connects with everyone she encounters in her work at a very personal level, and carries her message consistently and effectively to many audiences—whether patient, staff or other business or government leaders.”

Dr. Zahn displayed her leadership skills by delivering an inspiring—and at times emotional—speech about connectivity and effective communication, using the power of imagery to illustrate her point.

“I believe that there’s much power in communicating,” said Dr. Zahn. “I plan to give you the little gift of five beautiful images to take away and enjoy on this first day of spring. The five beautiful things are all about the connectivity that underpins communication.”

These five underpinnings, according to Dr. Zahn, happen on a biological, personal, interpersonal, collective and spiritual level.

“If we draw on all levels of connectivity, including using the natural construct of our brain to its fullest; acquiring self knowledge to deploy our whole selves; developing meaningful human relationships; respecting societal customs and beliefs; and attending to the spiritual aspects of life; we can change the world.”

To read more about Dr. Catherine Zahn and the Communicator of the Year Award, visit: http://toronto.iabc.com/recognition/coty/

Each year, IABC/Toronto selects the Communicator of the Year by issuing an open call  to members and non-members to nominate a leader and provide a rationale for their choice. The nominees are reviewed by a panel of past IABC/Toronto presidents, who then chooses the Communicator of the Year.

The following photos from the Communicator of the Year event were generously taken by IABC/Toronto volunteer Alan McKenzie. To see more about Alan and see a portfolio of his work, visit his website at www.ampfoto.com

IABC/Toronto President Trell Huether presents Dr. Catherine Zahn with the Communicator of the Year award.

Event reviewer John Gilson at the event on March 20, with fellow volunteers Hanna Rynkiewicz (left) and Carrie MacAfee (centre).

Event review: IABC/Toronto Professional Independent Communicators (PIC) event "Secrets of successful independents" held Wednesday, March 7, 2012

The F-word cropped up early in the March 7 “Secrets of successful independents” session put on by IABC/Toronto’s Professional Independent Communicators. I’m talking about FOCUS.

Coping with changes in the freelance landscape requires both focus and business vision, the foundation of a business plan, agreed speakers Paul Lima, author and freelance writer, and Cathy Ledden, RGD, of Ledden Design. Yet a show of hands revealed that embarrassingly few of those at the meeting have a business plan, which is one of the secrets to being a successful independent.

Having focus and vision allows you to quickly sum up your value when meeting a prospective new client, Paul said. What you say should cover who you are, what you do, when and where you do it, and why. (If you can’t say what you do, how can you tell anyone?) It’s one way to Always Be Marketing (ABM). “If I did nothing but marketing, it would be annoying. But if I take five minutes to say what I do, that’s okay,” he explained.

Paul described “five arrows in the marketing quiver,” none of which we should shoot without a business vision:

1. Generate repeat business. Talk to existing clients after you’ve finished a project and they have paid. Follow up in three months to see if they need anything else; follow up again two more times. Ask if they know anyone else who might need your services. Ask for a testimonial.

2. Network with friends, relatives, associates. They may not be the people who are going to hire you, but they can probably refer you to someone who can.

3. Cold calling and email. Focus on what you do, targeting the people who make sense. Send five to 10 emails a week, and over the course of a year, you will likely pick up at least two or three clients. “It doesn’t take a lot of work but dedication,” Paul said.

4. Website. This is the foundation of your business. Optimize it for Google searches based on your vision. Use it as the hub and drive traffic to it through Twitter, Facebook and LinkedIn. Paul said 60 to 70 per cent of his new business comes through his website.

5. Advertising and promotion. Make sure you have a website before you run an ad anywhere. Run a small ad in trade magazines that target your sector, or write articles. Paul has written about the importance of training as a way of promoting his training business.

Paul added that if you want to produce a book, you can; he used Lightning Source. It can be profitable, and you can use books to help build your brand.  He said Kindle sales of his book, How to Write a Non-Fiction Book in 60 Days, beat print sales within months. Keywords in the title are important to harness search engine power.

Some of Cathy’s tips:

• Focus helps you take on clients who are right for you and turn away the ones who take you away from your core strengths.
• Form teams to bid on work, hiring like-minded people who are better than you.
• Stay in touch with people after a project ends; use the phone.
• Use some of the free technology that’s available, such as Dropbox to share files and Skype to videoconference.
• Buy technology where it makes sense (such as Lynda.com, an online learning system that helps your skills stay fresh) and time with experts (such as MarketingMentor.com).
• Raise your profile by entering awards, volunteering, talking about your work (“tell vs. sell”).  Cathy confessed to not really liking the spotlight, but said, “Feel the fear — but do it anyway.”

See more tips in tweets summarized by PIC chair Donna Papacosta.

About Sue Horner:
Sue Horner is a writer and IABC/Toronto member as well as part of its Professional Independent Communicators special interest group. Connect with her on LinkedIn at http://www.linkedin.com/in/suehorner or visit http://www.GetItWrite.ca.

Event review: IABC/Toronto Munch ‘n’ Mingle held Wednesday, February 15, 2012

A record number of Toronto area/GTA communications professionals came out on February 15th to crush the winter blues at the first Munch ‘n’ Mingle of 2012. And a crush it was, with more than 85 IABC members, potential members and students filling the room, catching up with colleagues and making new contacts throughout the night!

This mid-winter get together, held at the Bedford Academy, featured two drink tickets (instead of the usual one) and a wide variety of tasty snacks, including hearty pub fare and healthy veggie options for all. To top it all off, a gourmet chocolate tasting station was set up so everyone could learn a little about their favourite candy and enjoy a sweet treat!

As always, there were great prizes to be won. Trell Huether, IABC/Toronto’s chapter president, energized the crowd with opening remarks and the prize draw, which included fabulous prizes generously donated by News Canada and APEX.

Thanks to your support, the attendance at each Munch ‘n’ Mingle continues to rise – and the organizing committee has noticed. While we all love the energy of mingling in a busy room, we do realize the need for space to move about. We also appreciated the group’s managing with the makeshift coat check – the benches near the bar – since we only discovered late in the planning process that the venue didn’t have one.  So keep coming out future to Munch ‘n’ Mingles, and we’ll do our best to ensure the next two take place in venues well suited to our eager and committed group! 

Mark your calendars now and don’t forget – the next Munch ‘n’ Mingle is on April 18. You really don’t want to miss out on the opportunity to connect, reconnect and have a great time with others in your field! Remember – once the details are released, take advantage of early bird pricing and the chance to win two free tickets to the final Munch ‘n’ Mingle of the year in June! 

Event review: IABC/Toronto Professional Development event "Don’t Settle: Create the Job of Your Dreams" held Tuesday, January 31, 2012

Do you have the clarity to achieve the great things in your life?
Would you create the job of your dreams?
Do you need help knowing where to start?

These were just some of the provocative questions posed by Edwin Jansen, director of marketing, SoftChoice at IABC/Toronto’s January 2012 PD Session sponsored by CNW Group. 

Edwin provided some great thought leadership on what questions we need to ask to identify the paths we must take to create our dream job. His framework for the perfect job strategy included four components:

1. Pick yourself
2. Power Source
3. Proposal
4. Perseverance

1. Pick Yourself
To find your individual purpose you need to pick yourself! To get started, ask yourself what you want from life and what are your passions and desires. Put yourself first by promoting yourself and cheer yourself on because you know you can do whatever you put your mind to with the strengths and tools you have in your tool box.

Picking yourself and becoming your personal “cheer squad” causes excitement and empowerment in your purpose, gravitating you to your passions and potential. You won’t regret anything you do in this process. You’ll only regret it if you don’t try.

2. Power Source
Your power source comprises your purpose, passion and potential. Your purpose is the difference you want to make or be part of, what you love and what you’re good at. Your passion is the environment you enjoy working in. Where are you when you’re most happy? Is it with team members? Is it on your own? Think about what type of place or role your relish. And your potential is your natural abilities; what are you great at? What can you do? What do you know?

3. Proposal
The proposal is very simple; when pursuing your dreams, remember that no one likes a sale, so make it a proposal. Propose working together, sharing values and delivering those values instead of selling them. Live the values you propose and deliver on those values. This works because of the trust and credibility you have by believing in yourself and it’s empowering to help someone else.

4. Perseverance
By staying committed and believing in your success, even through all the trials and tribulations you face, you will learn to grow; then and only then will you finally succeed, you just have to keep believing in you.

The following photos taken at this session were generously taken by Alan McKenzie – http://www.ampfoto.com/

Event review: IABC/Toronto Professional Independent Communicators (PIC) event "How to Optimize Your LinkedIn Presence – For yourself and your company" held Wednesday, February 1, 2012

Never, never, NEVER auto-post your Twitter comments to LinkedIn. It’s annoying, all those #hashtags and @signs are #messy and #confusing to #people who don’t use #Twitter, and you’ll just cause your network to hide your comments, which effectively hides YOU from sight. Not what you’re looking for in a network that’s all about connection, is it?

That was just one of many tips shared by Anita Windisman of One of a Kind Marketing at a meeting Feb. 1 of the IABC/Toronto Professional Independent Communicators. 

LinkedIn "isn’t the sexiest tool, but it is the most useful,” she said. It’s great for personal branding, maintaining an up-to-date contact database, identifying decision-makers, and helping rank your company higher in Google searches.

Anita advised the group to be active and visible on LinkedIn, using these 10 tips to optimize LinkedIn profiles:

1. Upload a great photo. “Great” means a head and shoulders shot with a neutral background where you are smiling and dressed in business attire.
2. Write a compelling headline. Don’t just put a title and company name. You have 120 characters to create a sound bite that conveys the value you offer. This is also a place where you want key words that help you turn up in searches.
3. Tell your story in your summary. Write in the first person (“I”). Use key words. Be conversational. Showcase your expertise without boasting. Avoid overused buzzwords like creative, motivated and extensive experience.
4. Add your current position, describing it with key words and two or three accomplishments. Note that you can now have multiple current positions, and you can drag and drop to put the one you want listed first.
5. Add any volunteer positions. Recruiters look kindly on this! It also opens up conversations.
6. Add your education. This is great for networking because it opens up alumni connections.
7. Customize your links. Replace the generic “website” with your company name (choose profile > website > edit).
8. Personalize your public profile URL. The default has a bunch of numbers and letters. Make yours clean and crisp by personalizing it (profile > public profile > edit). If your name is common, add your middle initial or some other identifier.
9. Add certifications and credentials under profile> edit profile > add sections.
10. Add skills. You can have up to 50, but aim for 12 to 15 (who is good at 50?).

Once your profile is in good shape, work on building your network:

• It’s not a popularity contest or a numbers game; only add people you know and trust.
• When asking to connect with someone, use “we’ve done business together” rather than “friend.”
• Be sure to personalize any requests to connect with how you know the person or where you met.
• To use your connections for prospecting, search for the person you want to reach, and see how you are connected. Rather than use the LinkedIn tools, though, pick up the phone and call your connection.
• Check in once a day. Be sociable, share business-related updates, comment on other people’s updates.

Were you at the meeting? What have you changed on your LinkedIn profile after hearing Anita’s advice?

About Sue Horner:
Sue Horner is a writer and IABC/Toronto member as well as part of its Professional Independent Communicators special interest group. Connect with her on LinkedIn at http://www.linkedin.com/in/suehorner. This is an edited version of a blog post on www.GetItWrite.ca.

Event review: IABC/Toronto Professional Independent Communicators (PIC) event "Clearing the clutter from your computer" held Thursday, January 12, 2012

Do you keep your computer organized? Or do you have files in your email folders, files on the desktop, files on USB keys, files tucked in files hidden in files?

Professional organizer Deanne Kelleher has seen it all before, and blames our disorganization for the headaches caused when we can’t find a file. Who wants to admit to the client on the phone that you’re frantically searching for the file being discussed, and you can’t find it?

Deanne’s advice at the January 12 meeting of IABC/Toronto’s Professional Independent Communicators boils down to three points:

1. Group like items. Pull in all those files on the desktop and tucked away in email and on USB keys and put them in the same location. For instance, a folder named “Clients” might have sub-folders for prospective, current active and recent customers.

2. Create naming conventions, write them down and stick to them. Decide what the categories are that you need to capture in the name (date, brand, model and so on). Work from the general to the specific and use an underscore for clear definition between words (division_department_workorder_number). Document the process in an operations manual. This is especially important if you share files with other team members.

3. Don’t “over folder” — that is, keep the quantity of folders down.

While much of Deanne’s advice was specific to the PC world, she suggested that Mac users could be more organized, too, rather than relying too much on the Mac’s handy “spotlight” search feature. And for both groups, remember to regularly back up your files!

As for the ever-growing problem of email overload, Deanne’s tips included:

    * Schedule dealing with email into your day.
    * Have a system that assigns mail to folders.
    * Create similar folder names in your in-box and filing cabinets for easy retrieval.
    * Create a “to read” folder and a “throw this out but not yet” folder.
    * Speed reading and skimming are helpful.

While Deanne is all about being organized, she encouraged the group to customize what we do with our files to how we work. “Rigidity is not a healthy place to live,” she said.

About Sue Horner:
Sue Horner is an organized independent communicator and member of IABC/Toronto and PIC, who admits to using her Mac spotlight if needed. This post also appeared on her blog at http://www.GetItWrite.ca.

Grey skies, a cold damp breeze nor large construction equipment parked in front of Fionn McCools could keep more than 80 IABC/Toronto members from coming out to celebrate the season.

Taking over the cozy pub, members enjoyed the complimentary drink ticket delicious pub food and good cheer as well as leaving a donated toy for Hospital for Sick Children.

“Thank you to IABC/Toronto members for their generous donations of toys and gifts to our SickKids patients,” said Caron Irwin, Entertainment and Donations Coordinator for Hospital for Sick Children’s Child Life Department.  

“We depend on donations like yours to bring fun and joy to the patients and families who are in hospital over the holiday season. We use the donated toys to make over 1000 holiday gift bags for the patients and families we serve. We also use the toys throughout the year for birthday presents, special events gifts, end of treatment rewards and to help us outfit the playrooms throughout the hospital.”

Gift cards from Brooks Brothers, the Gap, tickets to the Royal Ontario Museum, a weekend stay at the Delta Chelsea Hotel and wine packages were supplied as door prizes. Congratulations go out the lucky winners.

Members enjoyed the cozy atmosphere and the buffet laid out by Finn McCool’s staff including spring rolls, fish and chips, cheese and crackers and pizza.

"I had a fabulous time this evening reconnecting with colleagues and meeting new people," said IABC/Toronto member Amanda George. "The venue was cozy and the atmosphere was very relaxed, Fionn McCools put on a nice buffet.”

The next Munch ‘n’ Mingle is in February, please stay tuned for updates through the e-Lerts, the IABC/Toronto website, Facebook page and Twitter feed. It’s going to be fun.

SickKids Toy Donations – Thanks to all attendees!

This year I joined the communications industry as a corporate communication student at Seneca College. I had always been interested in writing and had thought I wanted to be a writer or journalist. I was introduced to the corporate communications program through a friend who had taken the program. I had never realized there were so many levels to being in the communication industry; networking, writing, public speaking, volunteering and it all seemed like a lot to take on. The program stressed the importance of joining professional associations and to go to networking events to get an idea of what is going on in the industry and to make contacts within the industry. I decided to join IABC because I was interested in learning about different fields within the industry. With my background in political science, I was keen to talk to people working in government and government agencies and was pleased to see that I was not disappointed when I attended the event. I saw great value in belonging to an organization that supports students with networking events, volunteer positions, job searches and resume and interview tips and tricks. 

I went to my first Munch ‘n’ Mingle IABC event on October 19th, in Toronto, Ontario. I had been very nervous about going as I had wondered why people would want to take time out of their networking night to speak to students who wanted to inundate them with questions. I went with three other girls in my class. Volunteers of the Toronto chapter, who thought it was wonderful that students had come out to the event, greeted us at the door. It completely surprised me that they wanted to talk to me and learn about the experiences that I was currently going through. My first connection occurred when three professionals from News Canada, approached our small group of students. Once they found out we were students they were open to all the questions that we had regarding the industry.

After I had met the first couple of people, meeting and networking became easier and easier as everyone I spoke with was extremely positive and helpful. One lady, Jennifer, was so helpful that I ended up asking her if my group and I could interview her for our project on internal communication and she agreed! A couple of other people were more than happy to help with future job searches and gave hints and tips that we as students could use. The atmosphere was very energetic and welcoming and there were fun activities such as contests to take part in.

What I really appreciated about the event was how Stephanie Engel, one of the organizers of the event came up to me at the end and asked what my thoughts and comments were on the event. She was very interested in my thoughts about the accessibility of the events. She wanted to discuss what I thought of the price of the event for students, how easy the event was to get to, and whether people were generally receptive to talking to students. She made it clear that if I had any problems, comments or questions that I should not hesitate to contact her. It was very refreshing to see that the event was not just aimed at professionals but that we as students mattered as well!

There are a couple of things that I would do differently the next time around. One important tip that I had not thought of until one of my peers mentioned it and was suggested by a few people at the event were networking cards. Although, we as students, do not have business cards it is still important at networking events to exchange information. Rather than bringing a piece of paper to furiously write down your information every time someone asks for it you can just produce a card. I would also wear more comfortable footwear next time. I did not realize the amount of standing around and walking was involved in an event like this and needless to say 3-inch heels were not the wisest choice!

My advice to other students about going to their first event is to not let yourself be intimidated. When you walk into the event it seems overwhelming with all the professional people talking amongst themselves. You feel like you would be rude or that you are imposing if you joined into a conversation, but you’re not. This is what the event is all about, talking to people and making contacts. I will pass on the tip that was suggested to me at the event, do not seclude yourself, always seem interested and open to talking. There were some people sitting along the sides and as Jennifer pointed out when we were talking, why would people come to a networking event to sit down. She said by doing this you are closing yourself of and keeping yourself away from being able to mingle within a group. This isn’t to say that you are not allowed to sit down at all, but if you have to keep it very short and sweet. You should also keep at least one hand free to shake hands and never be afraid to ask for the person’s business card.

These events are well worth going to and despite my initial hesitations and shyness are very easy to enjoy. I believe that by going to the event it gave me confidence and allowed me to see that everyone there was there for the same reason, to network and grow their contact lists, which can include students. I have made some great contacts who were able to guide me in gaining information about the field I was interested in and steer me towards other contacts that they had in the field. All communications student should be going to these events as they are very open and accepting of students and give them an easy and fun platform in which to make contacts and understand the industry.