PR In Canada

IABC/Toronto hosted an evening of vodka tasting at Pravda Vodka Bar on December 9. This unique networking event, coined Munch N Mingle, generated the attendance of more than 70 communications professionals who learned the art of sipping vodka.

Why is it that communicators are willing to skip dinner with their families or slip out of work early to network with industry colleagues? Last night, over 70+ brands of vodkas were a definite selling feature, but PR pros see the many advantages to investing their time in networking.

“Thanks to IABC, I have developed a solid network of not only fellow communicators but wonderful friends. Over the years, they have provided valuable career and personal advice. It was great to have the opportunity last night to get together for some holiday cheer,” said Sabita Singh, ABC, director of electronic communications at Sun Life Financial.

Networking is about building and cultivating relationships not the hard sell of your products and services or begging for a job with your resume in hand. No question, networking is an art that can result in developing new business or securing a dream job, but only when done professionally and naturally. Leave your fake smile and phoney compliments at home.
Networking Tips:

• Always be yourself by being genuine
• Be open and objective when meeting new people. Everyone is at a networking event for the same reason – to expand their rolodex (yes, I still use this dinosaur method along with my Outlook contacts database)
• Patience is a virtue. Invest in a long-term relationship and don’t expect a fast friendship with everyone you meet
• Offer helpful solutions or introductions to your own contacts. Be a resource
• Build your personal brand but don’t brag. Encourage two- way dialogue and be an engaged listener
• Prepare a key message about you and your organization. Make sure it is memorable
• Ask for help. Most association members want to help others in the industry succeed
• Stay in touch after events. Don’t become a stalker but do share timely information that perhaps was part of your conversation

“I originally thought networking had such a negative connotation — put some strangers together in a room and let them go after each other for business. What I quickly discovered at IABC events is that it is instead a wonderful opportunity to unwind with colleagues who share the same issues, triumphs and challenges as I do at work and at home,” confirms Sara Taylor, communications manager for The Beer Store.

For new communicators, networking can be invaluable. “I am currently conducting a job search to put my experience at an agency, corporation and not-for-profit organization to work. Networking has uncovered career opportunities and generated feedback from senior communicators to help me improve,” explains Melissa Smich.

Whether you are a corporate communicator or agency consultant, we all know that the key to building a successful business and career is by networking.

Social media is key in our industry and we should all continue to update our FaceBook, LinkedIn and Twitter accounts, but don’t let face-to-face networking ever become a dying art.

Sheila Corriveau is a Partner in AgencyLink Inc. (www.agencylink.ca). The marketing consultancy conducts agency searches, consults and delivers workshops to improve client-agency relationships and performance. She can be reached at sheila@agencylink.ca.

Categories: Features
Tags: IABC/ Toronto