Networking for PR professionals: a how-to guide

Last month Influence ran an article on the struggles many younger PR professionals are experiencing with networking – a skill that is viewed as being essential for the industry.

The piece generated a huge response from members, with several gen Z PR professionals telling Influence they also feel anxiety and squeamishness when fostering face-to-face relationships with journalists and clients.

Here’s some tips on tackling some common networking problems faced by comms professionals – for those starting out and those who have been in the industry for a while. 

What to do if…

I can’t see the point in networking

“Think of networking like your pension scheme,” says networking strategist Andy Lopata, author of six books including the Financial Times Guide to Mentoring and host of the Connected Leadership podcast. “Not every investment pays off immediately, but the interest will accrue the longer you allow it to nurture. Professional relationships work the same way.”

“Working in PR, you’ll need to rely on a network of people who can push forward your work or career. Building that network can take years. In fact, nurturing a professional relationship goes through seven stages (recognising somebody; getting to know them; liking them; trusting them; supporting them; being their advocate and finally their friend). Keeping that in mind helps take the pressure off when meeting people.”

Networking makes me nervous

Lopata’s four tips: 

1. Understand most people at the event will be feeling the same way

“I’ve given hundreds of talks on this topic and I still hate walking into a crowded room. The first thing is to remember you’re not alone feeling like this. In fact, I once wrote a book entitled … And Death Came Third!, so titled because death is third on a list of people’s biggest fears, ranked below walking into a room of strangers and speaking in public.”

2.  Get others to make introductions on your behalf

“If meeting strangers feels daunting, use the people you know as a jumping board. If we’re introduced to a stranger by somebody we already know, it allays some of that fear.

“Being introduced by a mutual contact brings ‘associated trust’. If somebody approaches you on the street and sparks up a conversation, you wouldn’t trust them. But if a mutual contact makes the introduction, you’ll lend them your trust. It’s the same with networking. Social anxiety often comes from a fear of rejection. But because the stranger knows the mutual contact has given you permission to converse, they’ll be less likely to reject you.”

3. Seek out people you find interesting – not who’s important

“Many people think networking is about selling their client, getting a job or trying to impress. It puts pressure on your shoulders, making the fear of failure much higher. Instead, simply go into the event with the purpose of meeting people who you find interesting. It’ll help conversations flow better, and you’ll enjoy it more.”

4. Drop the person’s name into the conversation

“Dale Carnegie [author of How to Win Friends and Influence People – described as ‘the grandfather of self-help books’] wrote, ‘The sweetest sound to any person is the sound of their own name’. Do that and they’ll warm to you more.”

I don’t know how to approach strangers

The best icebreaker? Starting with small talk. “Try to find commonality,” says Lopata. “British people are famous for talking about the traffic and the weather. If it’s been a pain to get to the event due to public transport, mention it. Perhaps it’s not the most highbrow subject, but it works.”

“Likewise, at conferences, find this commonality by asking, ‘How do you know the host?’ or ‘What did you think of the speaker?’” 

Ditch the elevator pitch too. “We’ve been told we need a perfectly crafted 60-second pitch that’ll convince people they want to buy everything from you forever. But people don’t like the hard sell: often they won’t be actively listening, because they’re not interested. Even asking, ‘Do you come here [the conference] often?’ is better, because at least there’s some common ground.”

My mind goes blank 

It boils down to asking questions – lots of them. Lopata suggests picturing a corridor lined with doors. “Each engaging question will open a new door. If you give monosyllabic responses or talk about yourself, you’ll just stay in the same room.” He gives the following example of an interaction between a PR professional and journalist. 

PR professional: “How’s work?”

Journalist: “Great! One of my articles has been published in the Guardian.”

PR professional: “Congratulations! What was the article on?”

Journalist: “There’s been a big controversy in the property sector and I was investigating it.”

Lopata: “Next, ask what the controversy was about – you might find a personal experience related to it and the conversation will flow thanks to this commonality.”

If I don’t talk about our clients, I’ll miss my KPIs

“Nobody goes to networking events to buy – you’re there to develop relationships,” says Lopata. “How do you feel when somebody you’ve never met before tries to sell you something? However, when a friend reaches out for help, you’ll listen…”

If there’s a need to talk shop, Lopata uses golf as a metaphor. “There are 18 holes on a golf course, which are all for playing. Business doesn’t happen there but at the 19^th hole, aka the bar.”

“If you’ve got bosses who tell you that you won’t hit your KPIs because you haven’t secured coverage at a networking event, that’s incredibly short-term thinking,” he adds.

I don’t know how to follow up after I’ve made a connection

Lopata recommends the 24-7-30 rule.  

24 hours after the event: “Send a quick email or LinkedIn note to your new contact telling them how great it was chatting the day before, and that you really enjoyed your conversation. Personalise the email too, by referencing something from your chat, such as their journey home. Don’t be that PR who sends the same email to everybody, whether you spoke to them or not.”

7 days: “Make your LinkedIn connection request with a personalised note. It’ll serve as a reminder to your contact.”

30 days: “Suggest meeting for coffee or a virtual chat. Make the message about them, not about you or your client.”

Top networking tips from PR professionals

“Don’t attend events with the intention of selling your client or pushing their products or services. The whole point of networking is to meet people and understand what they’re looking for. Once you get an idea of this, you can then create partnerships and collaborations.” 
Tariq Peters, personal branding coach

“If you’re alone, stand by the bar. Also, repeat someone’s name when you shake hands.”
Niki Wheeler, director, Team Lewis

“It’s always better to have a handful of great journalist relationships who you know you can always call or message and will quickly reply, rather than having dozens of ‘contacts’ you barely know who are likely to ignore your calls and messages."
Valentina Kristensen, corporate affairs director, OakNorth 

“Writing a thank you email and/or social post can be a great way of showing appreciation to the host. It’ll also encourage future invitations and post-event connections.”
Niki Wheeler

• The CIPR Leadership & Impact Conference on 13 November is not only packed with insightful speakers but also a fantastic place for present and future leaders to build their confidence and to network. Find out more.
   

Christian Koch is an award-winning journalist and editor who has written for the Sunday Times, Guardian, Evening Standard, Metro, Director, Cosmopolitan, ShortList and Stylist.

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