The Young PR Pro: Becoming a Networking Master

Post Date:

March 1, 2011

The Young PR Pro is a regular column that helps young PR professionals and students navigate the hurdles of a fledgling career. HBC's own Caitlin Fisher tackles everything from sticky work situations to effective networking to job-hunting tips. If you'd like to ask Caitlin any questions or have suggestions for a blog topic, email her anytime.

UPDATE: Check out Caitlin's networking blog post on Ragan's PR Daily.

A few weeks ago, I went to a networking event here in DC sponsored by a fantastic organization called Bisnow (side note: Bisnow throws GREAT events and distributes industry-specific newsletters in cities across the country, so I encourage professionals of all ages to check them out). Walking into the gigantic atrium of the National Building Museum, I instantly felt intimidated by the sea of suited professionals standing around me. And then the self-doubt started: I'm supposed to be here to network, but I'm awkwardly eating and don't know a single person and don't have anything to talk about. After a few moments of panic (and a little liquid courage), I sucked it up, struck up conversation with someone standing nearby, and had an enjoyable and productive evening.

"Networking" often carries a daunting stigma, one of dread and fear among even the most seasoned executives. It's common to hear your friends and colleagues lament about having to do it, and with technology increasingly controlling our communication, in-person networking seems to be met with even more trepidation (PS: for more on online networking, check out my Personal Branding 101 post). Plus, there's a widespread mentality that some people are naturally good networkers, while most of us just plain stink at it. And looking around the room at the National Building Museum, it was clear that many people-regardless of age or title-were pretty doubtful about their networking abilities, too.

I thought long and hard after the Bisnow event about how to maximize the connections I made - and I studied the seeming "master" networkers I encountered that evening. In the process, I came up with some tips to help professionals of all experience levels become their own master networkers:

1) This first piece of advice may seem generic, but it seriously tops my tip list: look the part. I'm always in awe of the professional wardrobe choices people make and what an astounding impact an inappropriate or sloppy outfit can have on a first impression. Whether you're in a job interview or at a networking event like the one thrown by Bisnow, put your best foot forward in the looks department. Make an investment in a tailored suit and comfortable shoes. Capitol Hill Style is a fantastic DC-based blog that recently discussed the importance of tailoring, and I couldn't agree with it more.

2) Another way to make a great first impression-especially for students and job hunters- is to come prepared with your own personal sales collateral. For PR pros, bring writing samples, an "About Me" introduction letter, and examples of your creative work. If you are skilled in Photoshop or InDesign, include an example of your work from a past internship. Or, if you reference your social media savvy in your resume, bring a blog post you've written or a tangible illustration of your involvement online.

3) Likewise, don't be afraid to make your resume stand out. Buy some interesting paper, upgrade your font from Times New Roman, and add some creative formatting. As Elle Woods reminds us, these touches "give it a little something extra."

4) Before you attend an event or job fair, have a follow up letter written for the truly special and meaningful connections you make. The way I do this is to create a template (.dot file) in Microsoft Word that contains fillable fields to customize according to the recipient, event, and nature of the letter (i.e. the person gave me a job lead, provided advice, referred me to a book, etc.) You can tailor the language to meet your needs, but having a letter already written means you don't have to scramble to reinvent the wheel.

5) For some networking events, it might be unwieldy to lug resumes with you. If you've graduated and are now searching for a job, I suggest getting some business cards made containing a mini resume of sorts. If you really want to get high tech, make a QR code that links to your personal website, portfolio, or even LinkedIn profile.

On one side put your contact info:

John Smith
Princeton University
BA in Economics, Class of 2010
202-555-1234
jsmith@gmail.com
LinkedIn: www.linkedin.com/in/jsmith
Twitter: www.twitter.com/johnsmith

On the other side, list your skills:

Eager, hard-working, dedicated go-getter looking for entry level investment banking job
Experience: Summer internship at Credit Suisse in private equity department; research assistant for Professor James at Princeton Department of Economics
Skills: Proficient in Microsoft Office; trained in complex statistical methods

6) Take notes to jog your memory for follow-up. After each conversation you have, take a few seconds to jot down the details while they're fresh in your mind. If you talk to someone about her love for skiing, her new iPhone, and the upsurge in her work due to a new piece of energy legislation, write the essential facts down. Your notes will help you remember the person 24 hours later, and you can repurpose these details to personalize your follow up letter, email, or LinkedIn invite.

7) Recognize that not everyone you meet is going to materialize into a business connection. This is especially true for job hunters, since nine times out of ten the person won't provide a job lead. Even representing my company, I often meet people with zero business potential (what is a real estate broker going to do for me and my firm?). But I'm still polite and keep them in my network; I never discount anyone and view everyone as a potential resource for my own professional development. For students and job hunters, in your follow up correspondence say something like: "As a recent graduate, I'm actively hunting for a job in the PR industry. Do you have any recommendations for how to build my network? Are there any LinkedIn groups, professional organizations, or blogs you suggest I check out?" Doing this shows you're savvy, and I guarantee they'll keep you in mind should they come across a job opening.

8) Be eager to help, and feel confident that even at 18, or 19, or 20, you've got a lot to offer. If you're the social media whiz for a college club, don't be shy about politely offering advice to someone twice your age if they ask you for it. I carry my business cards with me everywhere I go, and I'm not shy about handing them out. Now, I'm not rubbing elbows with managing partners of law firms every day of the week, but if I meet a young lawyer or a college student interested in PR, I'm happy to help them in any way I can.

9) Practice networking by yourself. It's easy to stick with friends or your co-workers at events, which can really stifle your ability to work the room. Attend something low stress and low commitment, like an alumni happy hour or young professional networking event, and train yourself to feel confident being on your own. When you are with friends or co-workers at an event, they'll appreciate you leading the way, and you'll encourage them to become their own master networkers.

10) Don't be afraid to make the conversation personal. Trying to keep the content of your interaction strictly business-or hyper-focusing on the potential for an earth-shattering breakthrough-can make conversation awkward. Without crossing any boundaries of appropriateness, don't be shy to ask the person about their plans for an upcoming long weekend, mentioning a hobby of your own, or asking for restaurant suggestions. You may find you have some common ground with the person that can help you get past the initial small talk.

11) In the same vein, remember that people like to talk about themselves, so it's very helpful to keep them talking by asking questions. Plus, the more informed you are, the better.

12) Always include something in your conversation that allows for an organic follow-up. If you mention a great new book or blog the person may like, you automatically have an "in" for connecting the next day. You can take it to the next level by putting a reminder in your calendar to follow up a month later with a new article that made you think of the person. It shows you're interested in helping, and it keeps you fresh in their mind.

Last week, I spoke to a friend about my idea for this blog post, who told me an interesting story. Her father, a very high-level finance professional, just began his own investment boutique. For years, he got by not networking and stood in the corner of work events, chatting only with his co-workers. My friend recalled a recent phone conversation with her father who complained about his anxiety over an upcoming cocktail party where he would be entirely on his own to meet potential clients. But with his new venture, it would be detrimental not to actively network.

So, if a C-level executive is anxious about it, students, recent graduates, and young professionals are uniquely positioned to become networking masters. Do your research, look the part, feign confidence (even if you don't truly have any), and even with all the butterflies in your gut, introduce yourself. Good things are much more likely to happen then if you don't.