Step Outside Your Comfort Zone and Build Your Network

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By Chancelor Shay, Account Executive

Don’t you hate that feeling where you’re around a group of people you don’t know but they seem to know each other? Every ice breaker line you come up with sounds foolish in your heard and you’re not sure how to interject. When you finally do there’s a communal awkward look as the group doesn't get your humor. Where do you go from there? Networking can be unsettling and everyone has had this experience at some point in time, but putting yourself in a position to develop new relationships is essential to achieving client goals and career growth.

It’s often said for most businesses, but especially for public relations agencies, that relationships are everything. That means more than just having relationships with the right reporters to earn coverage for your clients; it means having relationships that add value to your client by connecting them in ways that help beyond their PR goals. Creating a valuable network takes a little bit of time, a little bit of tact and a lot of proactive effort, but opportunities to grow your connections and develop them into fruitful relationships are all around. Banquets, galas, conferences, social outings, seminars, panels. The list goes on. The trick is getting started to hone your skills, utilizing the network you already have and finding a sweet spot. Here are some tips to set you on the right track.

Start with what you know

You wouldn't swim the English Channel before you try swimming to the end of the pier, so take the same approach with networking. Look for events that will attract like-minded people around a subject you’re knowledgeable on. If you enjoy science fiction and fantasy movies, head to Comic-Con, the largest gathering of sci-fi and fantasy film/television fans and industry professionals in North America. However, more important than simply meeting a new person is being able to connect the dots to you and your client’s advantage. Perhaps you meet someone from a special effects studio in desperate need of a new website. Or maybe an IT client can benefit from your new connection to the production company that’s exploded thanks to a new, hit movie. If nothing else, having the confidence that comes with great content knowledge will allow you to practice on networking skills to translate into a different environment. Once you have a sound networking skill set, stepping outside your comfort zone will produce the biggest returns.

Don’t forget about the relationships you already have

PR rule No. 138 is, “Don’t only reach out to your contacts when you need something.” Yes, I made that number up, but it’s in the rule book somewhere. This one is simple since you’re already friends and can avoid the pressure to fill pregnant pauses after a good laugh. So call up that assignment editor you used to work with and grab coffee. Or even better, since we know how much business is handled around a few drinks, head to happy hour with your pal from the ad agency you've collaborated with. Find out what’s new with them, give them an update on what’s keeping you busy and perhaps there’s a way to connect a few dots.

Go where your clients go

Whether it’s a big industry conference or a panel discussion, go where your clients go. There’s nothing more effective than firsthand testimonials of your brilliant work to get a new connection started on the right foot – not to mention you must already have some familiarity in the space that allows for a more free flowing discussion. Attending events where your client goes also allows for invaluable face time. It’s a chance to gain firsthand experience to support communication around similar events in the future and point out opportunities for your client that they may have missed otherwise. If those opportunities are mutually beneficial for your client and your new connection, then you've just showcased your value.

It may not be what clients pay for, but the value of a good network is worth the sweaty-palm handshakes and nervous car rides that come with stepping outside your comfort zone.