The networking lessons I brought back from Cannes Lions

AI dominated many of the conversations at this year's Cannes Lions. But among the discussions about technology, creativity and the future of communications, one message kept resurfacing: relationships still matter.

At my first Cannes Lions, our global CEO said something that stayed with me: “Your connections are who you are.”

He’s right. In public relations, even on the global stage, it’s a small world.  Whether it is in the office, winning new business, leaning into your industry contacts for career advice or nurturing journalist relationships. Who you know and your network shape the opportunities available to you.    

This year's festival attracted record numbers of delegates from around the world. Along the Croisette, the conversations reflected an industry adapting to rapid change. But despite the focus on AI, there was widespread recognition that technology cannot replace trust, judgement and human connection.

Clients continue to expect agencies to have strong relationships with journalists, creators and industry partners. Those connections help teams spot opportunities, navigate challenges and deliver stronger campaigns.

The festival also reinforced another point. As AI-generated pitches become more common, genuine face-to-face conversations have become even more valuable. Cannes Lions remains one of the few places where communications professionals can spend meaningful time with journalists, clients, creators and peers in the same place.

Here are a few networking lessons I brought home.

Prepare before you arrive

Networking starts long before you reach the Croisette.

Posting on LinkedIn before the festival can open doors. This year, colleagues introduced me to people in their own networks, leading to meetings that would never have happened otherwise.

It's also worth setting up your LinkedIn QR code before you travel. When conversations (and drinks) are happening quickly, it's one of the easiest ways to exchange details without relying on business cards. 

Build relationships beyond your clients

You get out of this industry what you put in and are judged by the company.  Supporting industry commentators by providing stories. Giving time outside working hours, including serving on boards, committees or volunteering, means you enrich your career and continue to learn your craft from reporters, activists and peers as well as colleagues. It also gives you an advantage at industry events when you are working the room 

Following industry contacts on social media can also help. Seeing what people are interested in outside work often makes future conversations feel more natural and personal.

If you know fewer people at an event, stand by the bar; everyone needs a drink or glass of water at some stage.  Also say hi to people who are standing  alone (and not on their phones) – they’re in the same boat as you are.

Do your homework ahead of flagship events

If you're hosting a roundtable or client event, study the guest list beforehand. Also join VIPs on LinkedIn before you meet them.  This means you have your own unofficial Facebook.  When guests are VIPs, they will either not introduce themselves or give you their first name (I’ve never met so many Jeffs) - knowing who people are makes introductions easier and helps conversations flow more naturally.

Don’t be too grand to muck in and hand out coffee/water at events your company is hosting or sponsoring.  This also means you get an opportunity to circulate and introduce yourself to people you haven’t caught at the door  

Don't be afraid to introduce yourself

Taking a few minutes to congratulate someone after a session or ask a thoughtful question can be the start of a valuable professional relationship.

Those conversations also offer useful insight into the priorities of publishers, brands and industry leaders long after the festival has ended.

Take notes, this isn’t a jolly; it is a learning opportunity  

Clients expect communications professionals working in agency-land to understand the trends shaping the industry. Taking notes during sessions, identifying emerging themes and discovering new creators all help you bring fresh thinking back into your day-to-day work.

The value of Cannes Lions isn't measured by how many business cards you collect. It's measured by the quality of the relationships you build and the conversations you continue long after the festival has finished.

Over and networked out. 

With more than two decades in the industry, CIPR member Niki Wheeler is comms director at Hotwire, with experience in leading campaigns for world-renowned brands and challengers. 

Read more on networking

Why PR should be seen in the same way as networking

Forget screens, gen Z wants to network in person. Will senior PRs help them?

Seven steps to making new networking connections at party conferences