AS the first and only professor at the Boston University’s College of Communication’s first PR school, Monique Kelley says her students are surprised when she points out that Forbes, in a recent article, listed networking as one of the top 20 skills PR professionals need to develop to succeed.
While the article says these are effective at internal communications, she points out in an article in PR News that ‘networking is essential for all communications and business functions at large.’ And that can make a difference in one’s overall career.
For Kelley, it seems students are puzzled at what networking means. And you can’t blame them. Definitions of networking typically describe it as a transaction that takes place between individuals. According to the journal Career Development International, ‘Networking is defined as a goal-directed behavior, which occurs both inside and outside of an organization, focused on creating, cultivating, and utilizing relationships.’
While most professionals know they should network, according to a Linkedin global survey, only half or 48 percent keep in touch with their networks when things are working well.
It has, in short, become a one-shot deal, not evolving into a long-lasting relationship. Why has this happened? The leading cause: not having enough time, not wanting to ask strangers for favors, and also introverted or shy professionals feeling like they can’t effectively network.
Kelley, who has also written a book, ‘Redefining Networking: How to Lead with Your Unique Value’, nevertheless sees opportunities in this.
‘Instead of looking at networking as a transaction, what if we looked at it as an ongoing way to contribute value to audiences who could benefit from mutually supportive relationships?’ she asks.
Here, she shares with us an example of a three-step process of effective networking in her article: Networking Redefined: How PR Students (and Others) and Break Through. 1. Identify your value.
Consider what makes you unique and the value you can provide to an organization, and or/people. As you gain more experience and widen your network, this value may evolve over time.
2. Find an audience.
Are these customers, shareholders, the communities, or colleagues? Not every service or company is for everyone. Neither is your value. Try to benefit from the value you provide. The more specific, the better.
3. Communicate Your Value.
Kelley says that the art of storytelling is one way you can communicate your value. This could be done ‘through content in Linked in and other social media, as well as smaller and curated social events where you have 1:1 conversations and start to establish relationshipsIs your specialty fashion, the arts, politics, or business? Develop your skills in this and communicate those you have that can contribute to an organization and industry.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom- based International Public Relations Association (IPRA), the world’s premier association for senior professionals around the world. Millie Dizon, the Senior Vice President for Marketing and Communications of SM, is the former local chair.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com..