Your professional experience and title often aren’t enough to get leaders to listen to good communication advice.

How can you change that dynamic?

Most importantly, learn to speak the language of numbers to get their attention. You will also need to use more effective techniques when presenting your solutions, as well as being ready to address their objections. This session will share examples of how to gather research quickly, helping leaders better recognize your credibility when you’re advising your management team.

Key learnings will include:

  • Consulting: ways to improve listening skills and use the rule-of-3 for probing questions when a leader first asks for your help.
  • Research: ways of doing informal research to identify emerging issues or pretest potential messages, using pilot/control groups to test solutions, using business data from the last time your advice was not listened to.
  • Persuasion: how to present leaders with alternatives instead of only one solution, how to “chunk up” to higher objectives or “chunk down” to attractive characteristics of competing solutions so that you and your leadership feel the right solution has been agreed upon.


Please register by noon on Friday, April 6 to secure EARLY BIRD pricing below. Registrations received after this date will incur an additional $15 fee.

$40 – Members + processing fee
$50 – Non-members + processing fee
$28 – Students + processing fee

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Angela Sinickas, ABC, IABC Fellow
CEO of Sinickas Communications, Inc.
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Angela Sinickas is CEO of Sinickas Communications, Inc., an international consulting firm that has worked with 25% of the Fortune largest 100 global companies. Author of the manual How to Measure Your Communication Programs, Angela has written over 150 articles, has spoken at conferences in 32 countries, and has received 21 Gold Quills from IABC for measurably effective communication.

Join us as we look into how the principles of marketing science can help us reexamine our strategies to create smarter marketing that resonates with audiences. Customer insights gleaned through scientific practice help businesses better understand their consumers’ needs and how to satisfy them.

Let’s get down to business

IABC is a critical weapon in my arsenal of knowledge. Like many communications professionals I’ve spent time striving to be creative and productive, and I’ve found that IABC offers something other organizations do not: Our members gladly share their skills and expertise – a single lunchtime conversation can provide the elusive solution to a troubling communications challenge.

IABC offers information at your fingertips – webinars, workshops, conferences and library of best-practices publications, among other perks – from an organization that ‘gets it.’ When it comes to business success, there is no substitution for real-life learning and in-person networking encounters.

Which brings us to the topic of this month’s Network & Knowledge Series lunch. “How to Get Leaders to Listen to You” will resonate with any communications pro who’s been asked to prove the dollar value of a strategic communications effort.

Satisfying such clients may seem impossible; as featured speaker Angela Sinickis says, CEOs and owners speak the language of numbers.

An IABC Fellow, Angela is CEO of Sinickas Communications, Inc., an international consulting firm that has worked with Fortune 100 global companies using principles of marketing science to create smarter programs that resonate with audiences. On April 10, Angela will show how to employ new methods to enhance the effectiveness of our strategic marketing efforts.

The April lunch is the latest in IABC Orange County’s series of presentations designed to provide cutting-edge solutions to modern communications challenges. Earlier we offered insights on what recruiters want from job-seekers; ways to respond to hacking attacks; and neuro-marketing. IndyComm discussed methods to make solo practitioners’ social media marketing efforts successful.

In other chapter news, I’m pleased to note that Judy Iannaccone is leading the Membership Team in welcoming new and returning members to the IABC OC ranks. Welcome, everyone!

When you evaluate the cost effectiveness of IABC membership, I think you will agree that there are few professional opportunities for knowledge and networking that match IABC Orange County. Please take part in our upcoming activities – we can’t wait to meet you!

Cathi Douglas
IABC/OC president, 2018

If you’ve even dipped a toe into the entrepreneurship waters, you’ve heard the “To Specialize or Generalize” arguments. You may be uncertain about whether niching is appropriate for you, afraid to pigeonhole your business by selecting a single specialization and — to borrow a phrase — putting all of your eggs in that basket.

On January 24, Joseph Aldrich, Principal Consultant for The Cypress Group, will guide IABC’s IndyComm group through an exploration of whether positioning yourself as an authority in one subject area is the right choice for your business.

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Aldrich will encourage the group through interactive discussion looking at brand voice, the ways in which you amplify your message (including where and how often), who constitutes your audience, and your own internal metrics (c’mon, you knew data would be part of this!). He will conclude the speaking portion of the evening with his advice to independents and consultants for continuing to re-evaluate and drive tactics for ongoing success in this area.

Following the presentation, Aldrich will host a Q&A for those looking to get answers to their burning niche questions.

About the speaker:

Joseph Aldrich

Joseph Aldrich
Principal Consultant
The Cypress Group
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Joseph Aldrich founded the integrated marketing firm The Cypress Group in 2008 to help both up-and-coming and established brands reach new heights of prominence through strategic public relations and communications planning. His clients can be found at the top of influencer lists for the shelter industry and luxury service providers. A frequent public speaker and design trend visionary, Aldrich is a recognized expert contributor to shelter publications, and an active member of a number of associations in his field.

Are your internal communication strategies keeping up with the digital age?  In a world where people share and connect via online communities outside of work, are you providing a similar forum for your employees internally?

Learn the differences between a network and a community and how you can use tools like communities to bring organizations together, give employees a voice, crowdsource ideas and much more. Ciara O’Keeffe will also describe the necessary skills and attributes for a strategic Community Manager.

Key takeaways:

  1. What it takes to build a value-adding online community
  2. What to look for when selecting a community manager
  3. How to increase adoption of your internal social platforms


Please register by Oct. 13 end of day to secure EARLY BIRD pricing below. Registrations received after this date will incur an additional $15 fee.

Before Friday, October 13 end of day:

$40 – Members + processing fee
$50 – Non-members + processing fee
$28 – Students + processing fee

Register Today!


Ciara O'Keefe

Ciara O’Keeffe
Vice President, Product and Customer Delivery
StaffConnect Group
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Ciara O’Keeffe is a digital communications leader, speaker, author and judge. Utilizing her experience in HR and Internal Communications roles at Unilever, L’Oreal and Diego, Ciara O’Keeffe specializes in leveraging enterprise mobile technology to build stronger corporate culture. She has successfully led app development and launches in companies throughout the world.

Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers. Buyer personas help define pains, interests, and concerns of your current and prospective customers. Having a deep understanding of your buyer personas is critical to content creation, marketing, sales, and brand evangelism. The Buyer Journey is unique for each Buyer Persona.

Andy Etemadi, CEO of EYEMAGINE, an award-winning full-service marketing agency and a HubSpot Platinum Partner, will offer insights on how to define buyer personas and map your buyer’s journey to ensure you are creating content that influences the right people to take action.

Event fees:

Please register by the end of the day on Friday, September 12, to secure EARLY BIRD pricing below. Registrations received after this date will incur an additional $15 fee and meal selection cannot be guaranteed.

  • $40 Early Bird Members + processing fee
  • $50 Early Bird Non-Members + processing fee
  • $28 Early Bird Students + processing fee

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Looking ahead to a new year, and celebrating the successes of the year past

The blank page staring me in the face when I sat down to write this letter serves as a fitting metaphor for my new role as President of IABC Orange County.

Questions swirl: What do we want our Chapter to accomplish in the coming year? How will we prioritize our objectives? Where are the biggest challenges and most compelling opportunities? How will we measure our success?

Fortunately, I don’t have to tackle these issues alone. With the great minds and experience inherent in our newly installed IABC/OC Board, I’m confident we will address each one at our upcoming strategic planning retreat with much deliberation and insight, ultimately setting the course for an amazing 2017.

Boards lead and manage organizations. Members make them grow. And that’s why your involvement this year means so much.

Attending IABC monthly professional development forums, engaging through our social media communities or the Chapter website – and, especially taking a sponsorship role – is truly a win-win proposition. You gain access to people, resources and content that makes you a better professional. The Chapter, meanwhile, benefits from the wealth of talent, experience and perspective that you – and only you – can share.

All of this is part of the IABC/OC Member experience. Then there’s the fabulous array of educational tools, informational resources and content-rich events – highlighted by this year’s World Conference in Washington, D.C. – that comes with belonging to a worldwide Association of top-flight communicators.

Add it all up and it’s easy to see why more and more professionals are discovering the value proposition of IABC. Maybe you know one or two. I encourage you to bring them to our next event. We would love to meet and welcome them!

While planning is critical to any successful endeavor, it’s equally valuable to look back and see all that was accomplished over the past year. IABC/OC enjoyed a great year thanks in large measure to the excellent leadership of Past President Elaine Beliakoff, whose tireless work – evidenced over the past several weeks in pulling together our submissions for the upcoming IABC Chapter Management Awards – ensures we will be well-represented this February in Dallas. Thank you, Elaine!

It’s just one more reason why 2017 promises to be a very special year at IABC/OC. I’m looking forward to sharing it with YOU!

Michael Shepherd
IABC/OC president, 2017

For most people, the hardest part of running social media for their business is coming up with something to post day after day. When a customer links with your business on social media, they are giving you a coveted spot in their newsfeed, along with their friends’ vacation photos or pictures of the newest grandchild. You can waste that chance, or you can jump on it by creating engaging content that draws them deeper into an emotional connection with your company. Katie Wagner spent 15 years as a journalist, discovering that there are some common denominators when it comes to what people find engaging. Katie will share the lessons learned from telling thousands of stories on TV and radio, and how you can apply them to your social media content.

  • 5 elements of good stories
  • How to format your stories (posts) to get more people to read them
  • How telling good stories helps with lead generation

Need another reason to attend? Katie is offering all attendees a free 15 minute consultation to analyze your content and help you with storytelling so join us and take advantage of this valuable offer.


Katie Wagner

Katie Wagner
President, Katie Wagner Social Media
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Katie Wagner spent 15 years as a television and radio journalist, working for news outlets all over the world, including ABC, CBS, Fox, CNN & National Public Radio. As a professional storyteller, Katie knows how to engage an audience and build credibility, and she believes those skills are just as valuable for business owners as they are for journalists.

In addition to her work in the news media, Katie has appeared in dozens of commercials, educational videos and websites, and has had columns published in major newspapers and blogs.

Today, Katie owns a Social Media agency made up of journalists like herself. The agency, Katie Wagner Social Media, specializes in both content creation and social media management. They work with clients like Anthem Blue Cross, The County of San Bernardino, Paul’s TV, EnGenius Technologies, Senegence International, FocalPoint Business Coaching, Camino Federal Credit Union, the California Landscape Contractors Association and Author Michael E. Gerber. Katie also works as a consultant, helping business owners integrate social media into their traditional media marketing plans. She is a popular speaker, and regularly gives keynote presentations and leads workshops and breakout sessions for small business audiences.

Katie sits on the Advisory Board for Web Wise Kids, a non-profit focused on keeping kids safe on the internet and social media. She was awarded the organization’s prestigious Champion for Children Award in 2012. Katie also serves as a Mentor in Chapman University’s MBA Program, and is an Entrepreneur-in-Residence at Chapman’s Leatherby Center for Entrepreneurship.

Katie lives with her husband and their 5 rescue dogs in Aliso Viejo, California.

Thank You to our Chapter’s 2016 Sponsors


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Join the IABC Orange County Chapter for its Network and Knowledge event from 11:30 a.m. – 1:00 p.m. at Il Fornaio Restaurant in Irvine.

Our speakers will take us through the key elements of a good corporate web site, as well as what it takes to plan, build, launch and maintain a successful site. From site best practices, to technical peaks and valleys, to cross-functional teamwork and diplomacy, you’ll gain key insights, including:

  • Ownership – The amount of pain associated with building and running a corporate web site is directly proportional to the number of owners involved.
  • Strategy – It’s always best to know what you want your site to do for you before you set out to build it.
  • Technology – A robust and secure platform is vital to any corporate web site strategy.

We look forward to seeing you there!


IABC and NAWBO Member Fee: $40.00
Non-Member Registration: $50.00
Student Registration (with proof of full-time status): $28.00


Dennis Crupi

Dennis Crupi
Director, Agency Ingram Micro
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A 19-year veteran of Ingram Micro, Dennis is a managing director for Ingram’s in-house marketing agency – Agency Ingram Micro – where he leads the Creative and Digital Marketing teams. Under his leadership, AIM has won 38 B2B advertising and branding industry awards, in the last three years. His digital marketing team has devised and launched a multi-channel marketing automation platform that has dramatically enhanced the digital content marketing capabilities for Ingram Micro and its partners. Dennis’s team has also helped countless IT companies transform their corporate identities, differentiate their brand messaging, and build contemporary web sites, videos and marketing collateral to them to tell their story, and shorten their sales cycles. Dennis holds a bachelor’s in Public Relations from California State University Fullerton and lives in Fullerton, Calif., with his wife and teenage boy/girl twins.

Bill Casey

Bill Casey
Senior Director, Global Corporate Communications, Branding & Customer Experience Ingram Micro
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Bill Casey is senior director, corporate communications and brand for Ingram Micro, the world’s leader in technology and supply chain services. Based in the company headquarters in Irvine, California, Mr. Casey leads internal, external, and executive communications, as well as corporate social media. He also leads the brand strategy and launched the new company brand. Mr. Casey was also responsible for leading the global efforts on customer experience, with a focus on developing listening and continuous improvement programs and using NPS (Net Promoter Score) as a driver for success. Mr. Casey joined the company as part of the BrightPoint acquisition in October 2012.

Prior to joining Ingram Micro, Casey served as vice president – global marketing for BrightPoint, and led the global rebranding of the company.  Prior to joining BrightPoint, Mr. Casey held management roles in marketing, business development, product management, and IT in Fortune 500 and start-up companies, including CommScope, Andrew, Flarion, iBiquity, Philips, Alphatel, and AT&T. Mr. Casey has had expatriate assignments in France and Thailand.

Mr. Casey holds a bachelor of science degree in computer science from the University of Scranton and has 2 patents issued.

Thank You to our Chapter’s 2016 Sponsors

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Make plans to join the IABC Orange County chapter on April 11 from 6:00-8:00 p.m. at UCI University Club and hear from Innovation Protocol’s Matt Clayman as he discusses personal branding. The evening will also include hors d’oeuvres and  dessert buffet. Wine and beer will also be available for purchase.

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Products are brands… Services are brands… And yes, people are brands. You are your own brand steward – you decide who you matter to and why. You control how you’re perceived by those you know AND those you‘ve yet to meet. We‘ll discuss how branding applies to individuals and how you can build your own, personal, influential identity. This seminar is presented annually at prestigious business schools and professional organizations and is right for audiences young and old – only an interest in branding ‘you’ is required.

Complimentary parking will be available in the University Club lot on a first come-first served basis. Additional parking will be available in an optional parking lot for a fee of $10. Parking attendant will be available in the UCI lot to direct you and provide a parking permit to the optional lot if parking is not available at the University Club.


Matt Clayman

Matt Clayman
Director, Client Partnerships, Innovation Protocol
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Matt Clayman is the Director of Client Partnerships for Innovation Protocol. In this role, Matt teaches C-suite executives from start-ups, non-profits and fortune 500’s about the power of brand and how it applies to their specific industries and business challenges. An educational background in the medical sciences coupled with over a decade of professional experience working in advertising, marketing and branding, gives Matt the ability to quickly ramp-up, diagnose and prescribe a course of action for any brand related initiative. As a passionate believer in brand, Matt has had the privilege of giving presentations to various professional, undergraduate and graduate programs. Matt holds a BS from the University of Michigan in Biological Psychology as well as a Master’s Degree in Business Administration from the University California, Irvine in Strategic Marketing and Innovation Design Management.

Thank You to our Chapter’s 2016 Sponsors

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Expand your world.
Get moving and #createconnection.
Join or reinstate your lapsed membership in March and you’ll get 10% off international dues AND a waiver of the $40 application fee. This rare opportunity allows you to save over 18% while joining IABC and doing something really GREAT for your career and for yourself. If you join or renew during March 2016, you’ll also be entered into a drawing to win a Fitbit Blaze.
There’s even an incentive for Corporate Membership! Corporate Members who renew or join at the Silver Level or above receive one complimentary registration to an IABC On-Demand Workshop (one registration per company, not individual). They also receive the 10% dues discount.
Join the International Association of Business Communicators (IABC) and #createconnection with a world of resources. IABC provides you access to a network of 12,000 like-minded communication professionals in over 70 countries worldwide.
How can you #createconnection through IABC?

  • Connect with Your Career – Unparalleled opportunities for career development through job connections and online educational offerings, the Orange County chapter’s Network and Knowledge series, as well as global events throughout the year.
  • Connect and Advance – Discounted access to many programs such as International Gold and Silver Quill Awards and the new Communication Management Professional (CMP) certification program.
  • Connect with Ideas – Communication World (CW) magazine and rich online resources to provide career insights.
  • Connect with Your Peers – Access to all the programs run by your chapter and/or region and the unbeatable network provided by IABC’s global presence in over 100 chapters.
  • Connect with Content – Access up-to-the-minute information at World Conference 2016: #IABC16 in New Orleans 5-8 June 2016 or FREE archived webinars or discounted pricing on online workshops.

With so many assets that will help you #createconnection, IABC-OC can help you design a career for today and tomorrow.
And if you are already a member, you can still benefit from International Membership Month. Here’s how:

  • Member-Get-A-Member Referrals: Entered into a drawing to win a FitBit Blaze. One entry per referral.

You or your referrals have until Thursday, March 31 to join or rejoin at a special discounted rate. Join at  So get moving and #createconnection.
Questions about membership? Contact IABC-OC Vice President of Membership Judy Iannaccone at or at (714) 480-7503.