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 shared their insights and tips on setting and achieving business goals.  We were really lucky 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 author of Six-Figure Freelancer: 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 plan 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 plan. Paul Lima made this abundantly clear. 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 move 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 big 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 times, with no regrets.)

By the way, the next AIP meeting will be held jointly with IABC/Toronto on February 11, 2010. It’s a “munch and mingle” to launch a new green communications guide.  Details and registration are here.

Photo credit: Alan McKenzie of Alan McKenzie Photography.

More event photos here.

Comments

[Sue Horner]

Great summary, and I look forward to hearing the podcast! Other things I took away: Paul's comment that if you are having trouble coming up with your vision for your business plan, to sit down in front of a mirror and interview yourself. Ken's comment that we all know 250 people. And Diana's quote: "The business of living is life, not business" in relation to balance.