The Art of Networking VOL 1: A PR Girl’s Guide to Relationship Building
The dog days of summer are a great time to spend some time cultivating your network. Here’s how to do it.
What a wonderful time of the year! If your business cycle is anything like mine, after the busyness that is Spring, the end of June is a welcome reprieve. In between watching The Bear on FX from my parents’ house in Florida, I’m going to be using my increased downtime productively and set myself up for success for the latter half of 2024. It’s also my favorite time of year because between the summer holidays and the like, you get to reconnect with people you may have lost contact with. And you can too!
It’s not enough to just have a network - anyone can just know people; it’s about maintaining it and - here’s the key, finding ways to consistently add value. Over my career, my approach to managing my network has paid dividends, quite literally in many cases. I cherish the people in my network and consider many of them friends. I now refer to networking as relationship building and management.
Welcome to the inaugural A PR Girl’s Guide: The Art of Networking Vol. 1.
Step 1: Clean up your online image.
First, would you want to connect with you? Make sure your online presence conveys your brand in the best light. During this whole process, think of yourself as your own client. Do a brand audit; go through your social media and polish. I recommend looking up specific keywords and your username to see if you’ve said anything that might be considered offensive or misconstrued. If you’re not already, you might also want to consider posting more consistently on social media so that when people do the inevitable Google search, your genius will shine through with minimal distractions. Depending on your industry, regularly posting to LinkedIn might be an option to consider, as it reminds people that you exist and are ready to mingle.
Step 2: Get over your hangups
Long story short, respectfully, have you considered getting over yourself? I have found that often, peoples’ mindset is what stops them from networking - or what inevitably sets them apart. I get it, going into a room with people you don’t know can be daunting, but ultimately, who cares? You deserve to be in any room you’re invited into or come across just as much as anyone else who is there.
Go into it with a positive mindset. Do deep breathing and meditation exercises before walking in the room. Hell, create a “Walk Up” playlist to get you hype (sidenote: the new Kendrick Lamar often does the trick). What do you need to feel comfortable and secure in unknown spaces? This is a good exercise for not only relationship building, but also for life. You have to believe that people want to collaborate with, support and champion YOU! You have more knowledge than you realize and can add value in professional relationships. Keeping this in mind will hopefully give you the confidence to not only get in front of the people you want to meet, but more importantly, learn how to trust your gut. That will help for the fun stuff.
But I’m scared.
I understand, padawan. But have courage! Do it scared. You got this!
Step 3: Set goals
What do you want to accomplish? As I head further into my ninth year of business, I have a number of growth goals that I’m focusing on. I also want to make sure I keep my ear to the ground and media contacts fresh. That said, I am looking to connect with:
Larger firms that offer digital marketing, public affairs, lobbying or advertising and need PR partners
Potential mentors
Government contracting firms, as we continue to build in that sector
Interesting PR people and journalists
Potential employees or consultants
Potential clients within the political, social justice, nonprofit, association and entertainment realms
If you know anyone who I should meet, give me a shout. That said, knowing who you want to connect with and why will help you narrow it down before you get to Step 4.
Step 4: Provide Value
The trick to maintaining a network is to constantly be providing value. If you don’t take away anything else from this blog, remember that. Again, the trick to maintaining a network is to provide value. How do you do this? Well, it depends. What problem can you solve for your targeted connection? You should have two: a need that you can assist with immediately and one you can assist with over time. This could mean putting a call out to your network to help them fill a critical role and/or maybe partnering with them on future work. The key is to listen and be observant. Starting here will set you up for success as you figure out how to approach Step 5.
Step 5: The Art of Networking In Person (aka how to work a room)
While I could provide abstract ideas, here’s what I do and recommend you do, even if you’re a novice to networking in person. The trick is to fake it until you make it. If you don’t feel comfortable or confident, no one will know unless you let them. Whether you know someone there (or bring a friend) or if you go solo, here’s how to work a room like a pro.
Before Showing Up
Look fabulous and put together - when you look good, you feel good. Put on your heels. Wear your good suit. Wear a smell good that isn’t overpowering. Comb your hair. A good trick is to wear a standout statement piece that folks can compliment you on. More on that soon…
Play your walk-up music as you walk up the stairs or into the elevator.
Show up a little late (maybe 15-20 minutes after the event has officially started). You’re a busy professional, after all. Plus it gives the room time to marinate.
Entering the Room
Before entering the room, take a few deep breaths. Be sure to make eye contact with the folks at the door and perhaps even some light banter if you’re up for it (i.e. “How’s it looking in there” or “Whew, so glad I was able to make it today with this weather”).
Watch your facial expressions and put on your game face. Look like you mean business and put on your game face - which in this case, may just be a slight smile that reaches your eyes.
When you walk in, go straight to the bar, if applicable. Easier to do a lap of the room with a drink in hand. Now, be sure to drink responsibly or, take a page from my book and get a cranberry juice with a little seltzer water and a lime. No one will know the difference. Also, you’re sharper when you network sober because you can truly see everything, especially if everyone else is drinking.
Make friends in the line of the bar. Some starter questions after introductions include:
How long have you all been here this evening?
What brings you all to this event?
Give yourself an out and opportunity to disconnect from the conversation seamlessly by connecting two people in line as you chat. This is Networking 201, but you’re a pro at this now. This is also a good way to be perceived as confident and as a connector.
Leave the bar line with a new friend or solo
Working the Room
Walk around the perimeter of the entire room. The entire room. Take up space. See who looks interesting to you or familiar and make a mental note to circle back to them.
Now, depending on the vibes, you may want to then take your drink and stand at a fairly empty table. A quick “Mind if I set this drink here?” always helps. Don’t be awkward or weird. Wait to see if your new comrades look like they want to engage. Introduce yourself always, but never ever force it or barge into conversations. A little politeness goes a long way.
Over time, people will migrate towards and away from the table that you’ve set up for yourself. Once you’ve been in the room for 15-25 minutes, you should know if it’s your room. I repeat, once you’ve been in the room for 15-25 minutes, you should know if it’s your room.
I say this because often people will stay at events where they feel unwelcomed (not to be confused with uncomfortable) for the sake of it and then will swear off networking. Maybe if doors aren’t opening as you’re being friendly and open, the room isn’t meant for you to be in. And that’s okay.
However, if it is clear it's your room, it's now your responsibility to work it. From your perch, identify those folks who looked interesting to you and walk right up to them.
Meeting New People
Now, here’s where folks get lost, so stick with me.
I like to start off cold introductions with a compliment about what they’re working on or even better, what they’re wearing. For example: “Oh wow, sorry to interrupt, but I absolutely love your style/necklace/shoes, etc” OR (if you know who they are and were able to do some on the fly research via LinkedIn and other sources) “Hi, are you Ms. X Y Z? I love the work you’re doing on xyz. I’d love to talk to you about it for a moment.”
Let the conversation flow. In the beginning of the conversation, begin to identify ways you can assist them, but don’t lead with it or become to eager unless the opportunity presents itself. Try to get to know the person, not the entreprenuer or employee that makes up only a facet of who they are. Here are some questions you can ask to keep the conversation to center the conversation on the person and not their work:
What’s exciting to you these days?
How long have you lived in X city? How do you like it?
Where are you traveling next? (Perfect question for the summertime)
Once the conversation has run it’s course, suggest that one way you can help them immediately as a way to keep in touch. Sometimes this will be your services, sometimes it won’t. It’s actually better if you save any hard pitching for the follow-up email. Get their contact information. Have physical cards if possible.
Rinse and repeat as you make your way through the room.
If met with rejection or side-eyes, simply say “It was so lovely to meet you, enjoy your evening” and keep on going. No need to be where your brilliance is not appreciated. Go where you feel welcomed and flow.
And there you have it! You just made it through your first networking event in stride and without breaking a sweat.
In the follow-up to this blog, I will discuss the Art of the Follow-Up, which is where networking ends and true relationship building begins.
Did these tips help? What would you add to the list? Please shoot me an email or message to let me know!
Until next time,
KC