Networking is an art. It does not matter in which profession you find yourself, it is necessary to grasp the soft skills of building a network of personalities who enhance your presence in your industry. Whether you carry the energy and light that charms every room, or you are a quiet ‘church mouse’, there is no excuse for not having networking skills, as they are the fulcrum that can easily catapult you to another stage of your professional career.

In the communications and public relations profession, networking is essential not only for the reasons behind it but also for the way it is done. The Meriam Webster Dictionary defines it as “the exchange of information or services among individuals, groups, or institutions”.

Corporate entities, political parties, sports organisations, churches and even large families go to great lengths to ensure that the art of networking takes place regularly and effectively to achieve their respective goals. A lot of financial resources and planning go into the operations of this art. These resources go into printing business cards, organising events, purchasing food and drinks, and hiring and training welcoming staff. For public relations, networking is key as part of the trade includes dealing with and relating to key stakeholders.

It is up to every aspiring and current public relations or communications officer to ensure they are equipped with the right networking skills. One would refer to this as “art school”. At this art school, it is the officer’s responsibility to get acquainted with a good art teacher, who would be their mentor. As they network with them, they can learn from observation the types of tools they use – this would be dubbed the paint and brushes of the art of networking. Networking begins at the inception phase.

These tools range from a varied range of communication skills, learned over time, that develop tact and build lasting symbiotic relationships. 

Anyone who is willing to equip themselves with tools of networking can also sign up. Events where one can learn from industry experts in a practical way. Hundreds of thousands have opted for this route, signing up for events like TEDx, to mention a few. In the digital age, everything is at our fingertips. One can get all they need online, from live to YouTube.

You may ask what the benefits of networking are. The more influential people you know, the more it creates a path for you to gain knowledge, and knowledge is power. This knowledge is a game changer in getting ahead of your peers in climbing the corporate ladder or getting closer to the right people, whether it is investors, financiers, stakeholders, partners, supporters, sympathisers, voters and many others. As a public relations officer, the repercussions of not polishing your networking skills can be detrimental not only to you but to the organisation that you represent. Being unable to build from media partners that you can put on a database is a public relations officer (PRO) suicide. 

Media partners are the ones who can help you disseminate crucial information during crisis management through press statements or by giving them a chance to ask questions and clarify critical issues during press conferences. It also helps to be in constant contact with the media, so that you, as the public relations officer, are accessible to respond to any WhatsApp messages, emails, and calls. 

This enables misconceptions to be dealt with swiftly and prevents the public from jumping to conclusions on public relations matters.

Being unable to build a network of stakeholders in the public sector prevents you as a PRO from having financial partners to boost your corporate social responsibility campaigns, which you need to enhance the brand and mandate of the organisation that you represent.

In essence, networking is an art. It is something that takes practice, and public relations practitioners and communications officers can use it to gather, maintain, and fully utilise their network to build relationships that enhance the company by serving it and dealing with any crisis that may arise. This art is not optional; it is the fulcrum that can determine the organisation’s and brand’s position, leveraging it to improve public perception if used effectively, or leaving it with lasting repercussions.

*Adolf Kaure is a seasoned, award-winning journalist with the New Era newspaper and a corporate communications practitioner. He writes in his own capacity. His views do not represent those of his employers. @adolf_kaure.