Networking Nirvana

Though it may be viewed by some that networking in public relations is cliché, the practice nonetheless continues to reap rewards. Thus, the 2018 PRSA/PRSSA International Conference in Austin provided a plethora of opportunities to network among the hundreds of PR professionals and students in attendance.

With keynote addresses, breakout sessions, socials, mixers and more, the conference featured a target-rich environment for networking. Nonetheless, I like to remind students that the operative word in “networking” is “work,” which means you have to reach out to professionals and engage them.

The Internet provides plenty of data about individuals you can digest before you even meet someone. Common interests and mutual connections are usually a good place to start. LinkedIn is imperative, and for PR practitioners, Twitter as well. But don’t forget, these are just tools to get to the next level: a face-to-face interview.

Once you’ve added someone to your network, nothing is more effective in public relations than following up. Meet someone at a PRSA event? Circle back. Thank them for their time and interest in your career. As Maya Angelou said: "it’s not what you say or even did that people will remember, it’s how you made them feel.”

When it comes to social media, it’s okay to act like a human being, but always be professional. Actually, having a real personality can help develop your personal brand even more. Don’t throw caution to the wind, but it’s safe to say you can show your personal interests outside of what you do from 9 to 5.

A powerful networking practice is to provide immediate value to a new connection. This means the moment you identify a way to help someone, take action. Authenticity is who you are -- your honest reactions, your natural energy. When you know people, and those people know what you do, success knows how to find you.