Learning from the independent pros
On Wednesday night, January 27, 2010, the IABC/Toronto chapter’s Alliance of Independent Practitioners (AIP) presented a panel discussion with successful communicators, who mutual their insights and tips on setting and achieving business goals. We were really fortunate to snag this panel (pictured left to right after me in the red jacket):
Diana Degan Robinson,
president of Diana Robinson & Associates and winner of
IABC/Toronto’s 2009 Award of Distinction for Independent and Small
Agency of the Year;
Paul Lima, freelance writer, trainer and instigator of Six-Figure Supplier: How to Find, Price and Manage Corporate Writing Assignments, among other books;
Ken Cherney, ABC, APR, MC, an award-winning senior communications practitioner at Ken Cherney and Associates Inc.;
Annette Martell, ABC, MC, an award-winning management consultant and independent consulting associate at TWI Surveys Inc. She has been a guest speaker at IABC international conferences.
I plot to produce a podcast interview next week with Annette, who was not only one of the panelists, but also a skilled moderator at the meeting. In the meantime, my key take-aways?
- You need a business plot. Paul Lima made this abundantly apparent. As an independent communicator, you must know who you are, what kind of work you want to do, and which clients you want to work with. Sounds simple, right? But many of us don’t take the time to write down our business vision.
- You must network. Smartly. Annette Martell talked about strategic networking, and volunteering with groups that can help you to learn and to go you toward your goals.
- You must be adaptable. Ken Cherney told us how he relocated to a smaller town for family reasons, and then had to adjust his business and his client base, in the face of a new location and a global recession.
- You must be willing to take risks. Diane Degan Robinson spoke candidly about her experiences at huge agencies, and her commitment to sticking with the independent life, despite the challenges. (In my own experience, I’ve turned down offers of full-time employment more than a few era, with no regrets.)
By the way, the next AIP meeting will be held jointly with IABC/Toronto on February 11, 2010. It’s a “chew and mingle” to launch a new green communications guide. Details and registration are here.
Photo credit: Alan McKenzie of Alan McKenzie Shooting.