Networking. It’s the single most important
function to master as an aspiring public relations practitioner, and it’s
probably the hardest too.
Throughout my time at university, I’ve been
taught how to communicate effectively and can develop media releases, campaigns
and strategic plans. But do I have the
right personality for the job?
To find this out, Skye and I drove to a
nice little cafeteria to meet up with a potential client. I felt a mix of excitement
and nerves to be a part of this experience as well as the prospect of attaining
a client for the consultancy.
Luckily I was in good hands as Skye
Gilligan is an expert in engaging with people and ensuring they understand the
value of public relations.
Although newly established, Skye Gilligan
Consulting has been successful in gaining many clients because of Skye’s
networks in the resource industry. This just goes to show that the phrase: “It’s not what you know, it’s who you
know,” has relevance to it.
In fact, some scholars have intertwined
public relations with relationship management because of the importance of
getting to know people and building a strong relationship with them (Harrison
2008, 83).
Effective communication helps a consultant
to understand what work needs to be done to reach the desired outcome(s) of a
client.
So when the potential client took a seat
next to us, conversation emerged as a result of: “Hi, I
don’t believe we’ve met.” It’s a simple line that takes courage to say, but
can open up a world of opportunities.
The cafeteria environment provided a relaxed
feel for the meet and I noticed how constructive the conversation was – to get
an insight into the goals of the potential client and determine what we could
offer the company.
Apparently we’d been sitting down for more
than one hour, but I remember thinking it couldn’t already be time to go. I was
enjoying talking to the potential client and observing the way Skye represented
the PR profession.
And that’s how I figured out I did have the
right personality for the job!
In case you’re wondering, that individual
is now an official client at Skye Gilligan Consulting.
References:
Harrison,
K. 2008. Strategic Public Relations. A Practical Guide to Success. 4th
ed. Perth: Century Consulting.
Marketing Mindset Mentor. 2013. Business
Networking for Profit. http://www.marketingmindsetmentor.com.au/2013/05/business-networking-profit/
