“It’s all about what you know, not whom you know,” said no
one ever.
In today’s world, whom you know is more crucial than skill
set when it comes to finding a job. While this holds true for every profession,
it is excruciatingly true in the world of public relations.
“A mark of a good public relations professional is the
ability to maintain relationships,” says PR specialist Melissa Cibelli on
prchannel.com.
Network, network,
network! Sound familiar? This word has frequented the lips of countless PR
professionals, professors and students.
Sadly, I feel many of us are force-fed this verb without
truly understanding just what it is.
Networking is simply this: establishing mutually beneficial
relationships. In other words, a connection you establish with another person
is a “win win.” Many of us, I think, take this concept and box it in the
confines of a professional setting, such as a convention hall, office or
newsroom.
Networking happens anywhere at anytime. The grocery store,
gas station, school, your zumba class, in an elevator, at a wedding.
While at a wedding this last weekend, my personal understanding of networking was
unexpectedly refreshed and broadened.
The “I dos” were spoken and I’d joined the growing crowd in
creating a path from the church to the get away car outside.
As is probably standard for any girl, I was busy being infatuated
by the pinterest-inspired décor; smitten by the adorable, spruced up babies;
and analyzing the presentation, execution and content of the theme, color
pallet and verbal communication skills of the happy couple. (Okay, that may be
a smidgen more than ‘standard’).
My girly analytics came to a halt while I was mingling
outside on the church steps, bubble wand in hand, and I spotted Jeff Murphy
from University Relations.
He happened to be holding a beautiful baby, which only added
to my natural inclination to walk over and say hello.
Lesson number one: networking is not something you have to
do with complete strangers!
I work with Jeff in a professional setting at IPR, however
recently had the chance to chat with him at a group lunch earlier in the week.
I took this opportunity to say hello and connect with him at this mutual event
because I wanted to better establish and expand on the connection and impact we
have on one another as people.
Networking brings about rewards for both parties other than just helping one “land a job”
or introducing someone to a long-time idol, etc. It’s important to remember
networking in its purest and most basic form is beneficial to us as people on a
social and emotional level. Professional perks should be secondary.
Moving along.
Later in the evening at the reception, I just so happened to
sit next to a fellow UCM PR student whom I’d somehow never met before. Turns
out she had studied abroad, shared some of my friends, had the same faith and a
background in dance!
Lesson number two: Establishing a brand new connection in
your network is exciting and sharpens your relationship building skills.
Though networking is not limited to people you don’t know
(walking into a room and extending your hand to a person you have no ties to),
there will be instances where you have the opportunity to establish brand new
relationships.
As people who have chosen to build relationships for a
living, this should excite us! Apart from the fascination that comes with
meeting and understanding another person (who they are, where they come from,
what they aspire to be and do), establishing a new connection in your network
gives you practice in how you create, engage and guide relationships.
And let’s face it, if we’re going to be paid big bucks for creating
and shaping relationships, we should take all the practice we can get!
