How to Network in PR

04 Jun 2009

4 Jun, 2009 Ethics

Counselors Academy Spring Conference in Palm Springs

You would think that a group of high-powered PR people in one room would generate a heck of a buzz. You’d be surprised. I’m just back from the Counselors Academy Spring Conference in Palm Springs, and my partner and I noticed that many people, despite being at a senior level, simply don’t “get it” when it comes to networking.

On one hand, just because you’re in the PR business does not mean you are a back-slapping, glad-handing type of person. In fact, I often struggle to work a room. Bottom line, however, is that its necessary. I’ve found that my most productive networking, however, doesn’t come from talking about business. Rather, I genuinely try to get to know the person I’m talking to. What are they like? What makes them tick? What are their passions. From there, I tend to find common ground that makes for a more meaningful, long-lasting dialog.

I don’t work with people I don’t like and trust, and I figure others feel the same way. There are a lot of name-dropping, BSers in this business, so you’ve got to sift through fact vs. fiction to find people who are genuine and have a serious work ethic. The only way you’re going to do it is by showing your true colors and showing them yours.

Don’t get me wrong, for every great conversation I have, there are two more I have to discount. It’s like dating; not everyone is a match.

I have been lucky, though. I’ve met some incredible people through Counselors Academy. Many of whom have become true friends. I’m always energized when I go to the conference, and I’m thrilled to have met so many new people this year.

So, get out there and make your networking count. You never know when you’ll meet your next best friend (or lead).